Apidays Singapore 2024 - Modernizing Securities Finance by Madhu Subbu
Rietta Business Intelligence for the MicroISV
1. Business Intelligence for the Micro-ISV
Are You Effectively Marketing Your Product?
Do you Know How to Tell?
Frank S. Rietta
2. Programmer or Marketer?
• Try-before-you-buy software online
• Identify your target
• Consumer or Business?
• Technical or Beginner?
• On Google’s first page
• Press coverage
• Download sites
Are You Effectively Marketing Your Product?
What Questions Would You Ask?
Bus. Intelligence:
3. Agenda: The BI Process
1. Why Business Intelligence?
2. Patterns in Data
3. Mind Your Ratios
4. Discovery Process
5. Spreadsheet
Bus. Intelligence:
4. Why Business Intelligence?
• Highly competitive and connected markets
• Drowning in data
• Turn that data into actionable information
It’s a competitive advantage
It’s the difference between survival and failure
Bus. Intelligence: 1
5. Patterns in Data: Download Volume
Total Downloads
Data from the
website logs
for rietta.com Quarters 1 Jun 2003 – 31 Dec 2005
Bus. Intelligence: 2
6. Patterns in Data: Sales
Total Revenue by Quarter
$ 1,400.00
Revenue from Software
$ 1,200.00
$ 1,000.00
Sales
$ 800.00
$ 600.00
$ 400.00
$ 200.00
$ 0.00
Q 1 2 3 4 5 6 7 8 9 10 11 12 13
Quarter
Data from the payment processor logs for rietta.com
Bus. Intelligence: 2
7. Sources of Data
• Raw web site logs
• Analyzed web site logs
• Payment processor logs
• Databases
Bus. Intelligence: 2
9. Trial Conversion Ratio
Purchases
Total Downloads
• The Program Has a Broken installer
• It Crashes
• It is Cracked
• It is Falsely Identified as Malware
Bus. Intelligence: 3
10. The Discovery Process
1. Identify Information that is needed
2. Find Sources of Data to be converted into that info
3. Perform Data Analysis to understand the raw data
4. Build an ETL process to gather & cleanse raw data
5. Build a Decision Support System, which can be a
spreadsheet
Bus. Intelligence: 4
12. Collecting Data into a Spreadsheet
• Make a worksheet for each data source
• Add a Quarter column to serve as the
correlation/pivot point for the data
• =I N T ( (M O N T H (B2) + 2) / 3 )
+ ( (Y E A R (B2) - 2003) * 4 )
• Repeat for other data sources
• Create a Pivot Table from the data
sources
Bus. Intelligence: 5
13. One Worksheet Per Data Source
Aggregate Data from Text File Import
Quarter Batch Date Hits Traffic Last Download Date File Program Type
1 20-Jan-03 303 0.31% 30-Jan-03 /menusnap/mnusnp15.zip MenuSnap FW
1 20-Jan-03 169 5.30% 30-Jan-03 /downloads/robogen/robogen152.zip RoboGen SW
1 20-Jan-03 20 0.01% 30-Jan-03 /downloads/robogen/RoboTag.zip RoboGen SW
2 20-Apr-03 251 0.19% 29-Apr-03 /menusnap/mnusnp15.zip MenuSnap FW
2 20-Apr-03 143 4.12% 29-Apr-03 /downloads/robogen/robogen152.zip RoboGen SW
2 20-Apr-03 1610 62.77% 30-Apr-03 /downloads/whoisweb_setup.exe WhoisWeb SW
5 20-Feb-04 30 0.01% 28-Feb-04 /downloads/robogen/RoboTag.zip RoboGen SW
5 20-Feb-04 3228 66.56% 29-Feb-04 /downloads/whoisweb_setup.exe WhoisWeb SW
5 20-Feb-04 69 0.63% 26-Feb-04 /downloads/whoisweb_setup.exe WhoisWeb SW
Derived field on which to pivot
Bus. Intelligence: 5
14. Pivot Graph
Drop Page Fields Here
Sum of Hits
90000
80000
70000
60000
Program
50000 MenuSnap
PDM
40000 RoboGen
Speedar
30000
SQLConverter
20000 WhoisWeb
10000
SQLConverter
0
1 2 RoboGen
3 4 5 6 7 8 MenuSnap
9 10 11 12
Quarter
Bus. Intelligence: 5
16. Questions?
More details in the paper, also called
“Business Intelligence for the Micro-ISV”
Bus. Intelligence:
17. Leadership is W.A.R.
• Working on the right problem.
• Asking the right questions.
• Removing barriers that impede
progress toward the ultimate goal.
- Herman Cain on his Radio Show
(circa March 2006)
Bus. Intelligence:
18. Further Reading
1. B. Drolias. Shareware marketing e-metrics.
http://www.shareware-marketing.net/shareware_marketing_e-
metrics.html, 2003.
2. E. F. Ian H. Witten. Data Mining: Practical Machine Learning
Tools and Techniques, Second Edition. Morgan Kaufmann, San
Francisco, CA, 2005.
3. L. T. Moss and S. Atre. Business Intelligence Roadmap: The
Complete Project Lifecycle for Decision-Support Applications.
4. F. S. Rietta. Business analysis of web application information.
http://www.rietta.com/whitepapers/mysql_webapps_excel.html,
2005.
5. C. Z. S. Christian Albright, Wayne L. Winston. Data Analysis and
Decision Making: With Microsoft Excel. Thomas South-Western,
Mason, OH, 2006.
Bus. Intelligence:
Get the audience up to speed on some of the ideas behind marketing software on the internet. Be sure to mention that people can download the program and then later pay for it to get the full edition. The try-before-you-buy model for marketing is very common. Even big name companies such as Microsoft do it.
The Business Intelligence Process is no more and no less than: Identifying information needed to make informed decisions Identifying sources of data Systematically convert that data into actionable information Repeat. It ’ s a continual iterative process!
Everyone has a website. Your website has less than 30 seconds to communicate it ’ s point. So, are you effectively marketing your product or are you driving away your prospective customers? Web analytics can tell you page views and bounce rates, but what about the money? The Business Intelligence Process integrates data from multiple sources to answer these more complicated (and important) questions.
The pattern of software downloads observed in the web site logs during the period. The huge jump at quarter 4 is not expected given the normal product life-cycle. The leap is directly related to a crack patch being released for the main product. The spike in downloads was from people who came from the crack site without any intention to purchase.
The sales trend for this product shows the product life-cycle for a program which was release, promoted, and then left alone over time. The sales for quarter 4 were unaffected by the download spike shown on the previous slide.
These are some of the references used in the paper entitled “ Business Intelligence for the Micro-ISV. ”
Moss and Atre ’ s “ Business Intelligence Roadmap ” is a great place to learn about the how a Business Intelligence Process can be implemented. Winston ’ s “ Data Analysis and Business Modeling with Microsoft Excel ” is a very valuable reference for doing analysis and modeling with spreadsheets
Witten and Frank ’ s “ Data Mining ” is a wonderful technical treatment of the topic. You can get some insight into some methods for cleansing and working with data.