Internet Marketing EPGP-10-007

IIM Kozhikode Akhil Mangla

Name Akhil Mangla

Subject Internet Marketing
Roll No EPGP-10-007
Case Study Web Analytics at Quality Alloys, Inc
 A1.

0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
May 25 - May 31

$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$800,000
$900,000
$700,000
$1,000,000
Calculations

Jun 8 - Jun 14
IIM Kozhikode

May 25 - May 31 Jun 22 - Jun 28

Jun 8 - Jun 14 Jul 6 - Jul 12
Internet Marketing

Jun 22 - Jun 28
Jul 20 - Jul 26
Jul 6 - Jul 12
Aug 3 - Aug 9
Jul 20 - Jul 26
Internet-Marketing-E
Aug 3 - Aug 9 Aug 17 - Aug 23
Aug 17 - Aug 23 Aug 31 - Sep 6
Aug 31 - Sep 6 Sep 14 - Sep 20
Sep 14 - Sep 20 Sep 28 - Oct 4
PGP-10-007 (Akhil Mangla).xls

Sep 28 - Oct 4 Oct 12 - Oct 18

Oct 12 - Oct 18 Oct 26 - Nov 1
Oct 26 - Nov 1 Nov 9 - Nov 15
Nov 9 - Nov 15 Nov 23 - Nov 29
Nov 23 - Nov 29 Dec 7 - Dec 13
Dec 7 - Dec 13 Dec 21 - Dec 27
Dec 21 - Dec 27 Jan 4 - Jan 10

Revenue
Jan 4 - Jan 10 Jan 18 - Jan 24

Unique Visits
Jan 18 - Jan 24
Feb 1 - Feb 7
Feb 1 - Feb 7
Feb 15 - Feb 21

Revenue over time

Feb 15 - Feb 21
Mar 1 - Mar 7
Mar 1 - Mar 7
Mar 15 - Mar 21 Mar 15 - Mar 21
Mar 29 - Apr 4 Mar 29 - Apr 4
Apr 12 - Apr 18
Unique Visits over time

Apr 12 - Apr 18
Apr 26 - May 2 Apr 26 - May 2
Attached excel file contains detailed calculations against the answers below.

May 10 - May 16 May 10 - May 16

May 24 - May 30 May 24 - May 30
Jun 7 - Jun 13 Jun 7 - Jun 13
Jun 21 - Jun 27 Jun 21 - Jun 27
Jul 5 - Jul 11 Jul 5 - Jul 11
Unique visits over time, revenue over time, profit over time and pounds sold over time.

Jul 19 - Jul 25 Jul 19 - Jul 25

Aug 2 - Aug 8 Aug 2 - Aug 8
Q1. Using data in the weekly visits and financials worksheets, create four coloumn charts for

Aug 16 - Aug 22 Aug 16 - Aug 22

EPGP-10-007
Akhil Mangla
 0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
$0
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
May 25 - May 31
Jun 8 - Jun 14 May 25 - May 31
IIM Kozhikode

Jun 22 - Jun 28 Jun 8 - Jun 14

Jul 6 - Jul 12 Jun 22 - Jun 28
Internet Marketing

Jul 20 - Jul 26 Jul 6 - Jul 12

Aug 3 - Aug 9 Jul 20 - Jul 26
Aug 17 - Aug 23 Aug 3 - Aug 9
Aug 31 - Sep 6 Aug 17 - Aug 23
Sep 14 - Sep 20 Aug 31 - Sep 6
Sep 28 - Oct 4 Sep 14 - Sep 20
Sep 28 - Oct 4
Oct 12 - Oct 18
Oct 12 - Oct 18
Oct 26 - Nov 1
Oct 26 - Nov 1
Nov 9 - Nov 15
Nov 9 - Nov 15
Nov 23 - Nov 29
Nov 23 - Nov 29
Dec 7 - Dec 13
Dec 7 - Dec 13
Dec 21 - Dec 27
Dec 21 - Dec 27
Profit

Jan 4 - Jan 10

Lbs. Sold
Jan 4 - Jan 10
Jan 18 - Jan 24
Jan 18 - Jan 24
Feb 1 - Feb 7
Feb 1 - Feb 7
Profit over time

Feb 15 - Feb 21
Feb 15 - Feb 21
Pounds Sold over time

Mar 1 - Mar 7 Mar 1 - Mar 7

Mar 15 - Mar 21 Mar 15 - Mar 21
Mar 29 - Apr 4 Mar 29 - Apr 4
Apr 12 - Apr 18 Apr 12 - Apr 18
Apr 26 - May 2 Apr 26 - May 2
May 10 - May 16 May 10 - May 16
May 24 - May 30 May 24 - May 30
Jun 7 - Jun 13 Jun 7 - Jun 13
Jun 21 - Jun 27 Jun 21 - Jun 27
Jul 5 - Jul 11 Jul 5 - Jul 11
Jul 19 - Jul 25 Jul 19 - Jul 25
Aug 2 - Aug 8 Aug 2 - Aug 8
Aug 16 - Aug 22 Aug 16 - Aug 22
EPGP-10-007
Akhil Mangla
Internet Marketing EPGP-10-007
IIM Kozhikode Akhil Mangla
Q2. Using the same data, calculate the following summary statistics for visits, unique visits,
revenue, profit, and pound sold : mean, median, standard deviation, minimum, and maximum, for
the initial, pre promotion, promotion and post promotion periods.

A2.
Initial Period Pre-Promotion Period
Visits Unique Visits Revenue Profit Lbs. Sold Visits Unique Visits Revenue Profit Lbs. Sold
Mean 1,055 976 6,08,250 2,00,233 18,737 Mean 563 517 5,34,314 1,59,932 18,441
Median 899 846 5,86,170 2,08,913 17,270 Median 558 510 5,34,542 1,52,476 17,215
Standard Deviation 355.03 319.60 155930.40 60691.55 5427.39 Standard Deviation 80.87 70.94 150502.82 42682.68 5965.63
Minimum 626 594 2,74,568 62,580 8,633 Minimum 383 366 3,15,647 1,00,388 8,992
Maximum 1,632 1,509 8,90,077 2,75,218 28,053 Maximum 795 734 9,51,216 2,73,175 31,969

Promotion Period Post-Promotion Period

Visits Unique Visits Revenue Profit Lbs. Sold Visits Unique Visits Revenue Profit Lbs. Sold
Mean 1,814 1,739 4,56,399 1,31,930 17,113 Mean 857 801 3,71,728 1,11,046 14,578
Median 1,663 1,585 4,13,937 1,14,328 17,299 Median 848 800 3,48,397 1,04,530 13,647
Standard Deviation 758.10 743.03 161741.10 47776.85 6519.07 Standard Deviation 70.89 72.36 145728.33 49065.27 5941.56
Minimum 1,000 930 2,68,160 81,841 7,814 Minimum 772 709 1,33,967 32,825 3,826
Maximum 3,726 3,617 8,97,164 2,66,477 31,496 Maximum 963 912 6,15,950 2,06,441 23,762

Q3. Create a column chart of the mean visits over the four periods- create four more such charts,
this time using the mean unique visits, mean revenue, mean profit, and mean pounds sold

A3.

Mean
Visits Unique Visits Revenue Profit Lbs. Sold
Initial Period 1,055 976 6,08,250 2,00,233 18,737
Pre-Promotion 563 517 5,34,314 1,59,932 18,441
Promotion 1,814 1,739 4,56,399 1,31,930 17,113
Post-Promotion 857 801 3,71,728 1,11,046 14,578

Unique Visits
2,000
1,800
1,600
1,400
1,200
1,000
800
600
400
200
0
Initial Period Pre-Promotion Promotion Post-Promotion
Internet Marketing EPGP-10-007
IIM Kozhikode Akhil Mangla

Revenue
700,000

600,000

500,000

400,000

300,000

200,000

100,000

0
Initial Period Pre-Promotion Promotion Post-Promotion

Profit
250,000

200,000

150,000

100,000

50,000

0
Initial Period Pre-Promotion Promotion Post-Promotion

Lbs. Sold
20,000
18,000
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
Initial Period Pre-Promotion Promotion Post-Promotion
 Internet Marketing EPGP-10-007
IIM Kozhikode Akhil Mangla
Q4. Write one or two paragraphs summarizing your finding this far. Be sure to describe the behaviour
of each variable. Indicate what the results seem to show about the relationship between the variables,
and the apparent effects of the promotion.

A4.

Financial parameters i.e. Revenue, Profit & Lbs Sales show declining trend over the given period
No. of Visits and Unique visits surged during promotion period suggest that Promotional efforts are
increasing awareness conversion is still less

Inferences

Promotional Efforts are not targeting right set of customers

Conversion rate per visit or unique visits are very less

Information on website is not useful or insufficient for visitors

Website could be unattractive, customer repeated visits surety in dilemma.

Q5. Start by taking a look at revenue and pounds sold. Create a scatter diagram of revenue versus
pounds sold. Determine the coefficient of revenue and pounds sold.

A5.

Revenue v/s Lbs. Sold

$1,000,000
y = 24.568x + 69381
$900,000 R² = 0.755
$800,000

$700,000

$600,000

$500,000

$400,000

$300,000

$200,000

$100,000

$0
0 5,000 10,000 15,000 20,000 25,000 30,000 35,000
Internet Marketing EPGP-10-007
IIM Kozhikode Akhil Mangla

Correlation Coefficient
Revenue Lbs. Sold
Revenue 1
0.868929713 1
Lbs. Sold

Q6. Now create the scattered diagram of revenue versus visits. Determine the correlation coefficient
of revenue and visits.

A6.

Revenue y = -15.971x + 512241

R² = 0.0035
$1,000,000
$900,000
$800,000
$700,000
$600,000
$500,000
$400,000
$300,000
$200,000
$100,000
$0
0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000

Correlation Coefficient
Revenue Visits
Revenue 1
Visits -0.05939183 1

Q7. Summarise your results. In particular, elaborate on the implications of the relationship between
revenue and number of visits to the website.

A7. After analysing the data, I don’t see any relationship between Revenue and Number of visits.

Q8. QA is interested in modeling data critical to their business.

a. Determine the following summary values for this data: mean, median, standard deviation,
minimum and maximum.
b. Create histogram of the pounds of material sold data.
c. Describe the histogram. Does it appear bell-shaped?
d. Determine how well this data follows the empirical rule by completing the table
e. Refine your analysis by completing the following table for the pounds sold data.
f. How well does the data for pounds of material sold seem to follow the normal bell shaped
distribution?
Internet Marketing EPGP-10-007
IIM Kozhikode Akhil Mangla
g. Determine the skewness and kurtosis for the pounds sold data. Are these values consistent
with your analysis of the pounds of material sold data

A8.

A. Lbs. Sold
Mean 18,682
Median 17,673
Standard Deviation 6840.51
Minimum 3,826
Maximum 44,740

B.

Bin Frequency
3000 0
6000 4
12000 40
24000 190
48000 56
More 0

Histogram
200
Frequency

0
Frequency
3000 6000 12000 24000 48000 More
Bin

C. The shape of histogram looks like a bell curve, which means that the frequencies are equally
distributed with the peak value of "46" that represents the highest values of the data.

D.

Interval Theoritical % of Theoritical No. Obs. Actual No. Obs.

DATA
Mean 1 st. dev. 68% 197 201
Mean 2 st. dev. 95% 276 276
Mean 3 st. dev. 99% 287 288

Q9. Write a paragraph of comparing the distribution of the pounds sold data with that of daily visit
data. That is one more normal than the other? How do you know?

A9. Pounds of material sold histogram shows that it is a normal distribution as compared to visits
histogram which is positive skewed distribution. In a pounds of material sold (normal distribution),
the mean and the median are almost the same number while the mean and median in a daily visits
(right skewed distribution) are different numbers where the mean is to the right of the median.
Internet Marketing EPGP-10-007
IIM Kozhikode Akhil Mangla

Q10. Represent each set of data graphically. In each case, write a sentence or two capturing the
main conclusions you draw.

A10.

Histogram of Lbs. Sold

200
Frequency

100
0 Frequency
3000 6000 12000 24000 48000 More
Bin

Pounds of material sold histogram shows that it is a normal distribution as compared to visits
histogram which is positive skewed distribution. In a pounds of material sold (normal distribution),
the mean and the median are almost the same number while the mean and median in a daily visits
(right skewed distribution) are different numbers where the mean is to the right of the median. Even
a bell curved is achieved which shows it an even distribution.

Frequency of visit histogram it is clear that daily visit are getting declined once the promotion period
is over and settled down to almost constant values i.e there are high likely that during promotion
number of daily visitor are high by revenue conversion is low.