Roll No.

: 190201089

E-commerce and Search Analytics

By
Sakshi Shah
190201089

Company Name : mFilterit

May-June, 2020
 Search & E-commerce Analytics

By
Sakshi Shah

190201089

Under the guidance of

Dr Bidisha Banerjee
Mr. Ankush Arora Lecturer
Manager, Pre sales Human Resource Management and
mFilterit, Noida. Organizational Behavior
IMT Business School, Dubai

May-June, 2020

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 Certificate of Approval

The following Summer Project Report titled " Search & E-commerce Analytics" is
hereby approved as a certified study in management carried out and presented in a manner
satisfactory to warrant its acceptance as a prerequisite for the award of Post-Graduate
Diploma in Management for which it has been submitted. It is understood that by this
approval the undersigned do not necessarily endorse or approve any statement made,
opinion expressed, or conclusion drawn therein but approve the Summer Project Report
only for the purpose it is submitted.
Summer Project Report Examination Committee for evaluation of Summer Project Report

Faculty mentor Name Signature

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 Certificate from Summer Project Guides

This is to certify that Ms. Sakshi Shah, a student of the Post-Graduate Diploma in
Management, has worked under our guidance and supervision. This Summer Project
Report has the requisite standard and to the best of our knowledge no part of it has been
reproduced from any other summer project, monograph, report or book.

Dr Bidisha Banerjee Mr. Ankush Arora

Lecturer Manager, Pre sales
Human Resource Management and mFilterit , Noida.
Organizational Behavior
IMT Business School, Dubai

Date Date

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 Acknowledgment

In the quest to learn, proceed and succeed there are always barriers. Then to overcome those
barriers people always need series of support along the way. For me those saviors was our faculty
mentor Dr. Bidisha Banerjee and my industry mentors Mr. Ankush Arora and Ms. Simran Pandey.

They have given me the due guidance and were backing us through all the setbacks. They have
never failed to give me the spotlight when there were accomplishments. The hands-on support that
they have given me with their experience has helped me to understand the link between the
theoretical and the practical world.

Their effort in supporting me was the fuel in my success during the internship. I will try to make
them proud throughout my journey and will aspire to become a mentor like them to aspirants in
future. Thank you to my mentors. I really appreciate your assistance in shaping our summer
internship program.

Name: Sakshi Shah

Signature

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 ABSTRACT

Search and E-commerce analyticis for major FMCG brands

By Sakshi Shah

In today's time, data is the new oil for most businesses worldwide, and it is now more important
than ever to have proper conceptual frameworks to analyze the data correctly.
Through proper analysis of data, businesses can have a competitive edge, can save huge costs,
and increase their ROI on marketing spends, change their whole business strategies like
positioning, targeting, segmenting, etc. These are only some of the data analysis benefits that I
learned during my internship at mFilterIt as a Data Analytics intern in the e-commerce and data
analytics team. The tenure of my internship is 4th May 2020 to 3rd June 2020, and I was leaded
by Mr. Ankush Arora and Ms. Simran Pandey, Manager Pre-sales and Project Manager
respectively.

During the internship, I was inspired to see to what extent proper analysis of data can be
beneficial for a company.
The first few days were spent to understand the functioning of the company and the services it
provided, and from the first day, my interest kept on increasing. An informative session was
given on analytics and the services offered by the company to train us for the upcoming
internship.
As a member of the Data Analysis Team, I was given the responsibility to provide a detailed
analysis of search data of Ecommerce and Google for brands which were majorly FMCG
companies to give insights on the brands and their competitors on e-commerce and search space.
Companies are moving towards data-oriented decisions rather than decisions based on their gut,
and this helps them to gain a competitive edge and position their product correctly in the market.

My internship started in the department, where I was responsible for making dashboards. I was
being provided with the cleaned data, pivots, and PPTs and had to present them in the power bi
dashboards. It was an excellent opportunity to learn the power BI tool thoroughly, and it also
helped me to understand the clients' requirements and decide on the most critical data to be
included in the dashboards and its importance.
After working for a few days in this team, I was shifter to the analysis department. In the initial
days, I worked for providing analysis to the existing clients of the company like Unilever

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 Indonesia, Mitu, Galderma, etc. This helped me in understanding the how the analysis is
provided and the benefits of it. Afterwards, I was also involved in making presentations to the
potential clients of the company like P&G India, Unilever India, Sanofi, etc.
Doing analysis for the current clients for relatively easier as the requirements and frameworks
are already been made but doing the same thing for a new client is an exciting but challenging
task, and much research goes into place, and the client requirements are also different.

At the start of any project, I was being provided with the following information:
1. Client’s requirements
2. Data collected
3. Details of Client brands
4. Competition brands to be covered
5. Product categories and Ad groups
6. Platforms Covered

I was involved in working with two departments simultaneously- E-commerce and search
departments.
The details are as follows:

1) E-commerce Analytics:

Here, performance of our client's brand and competition brands in the e-commerce platform is
analyzed on the following aspects:
1. Listing analysis
2. SKU ranges
3. Seller Analysis (Other vs. Official)
4. Revenue
5. Sponsored Listings
6. Pricing
7. Discounting
8. Stock Status
9. Banners
10. Ratings

2) Search Ads Analytics

Here, performance of our client's brand and competition brands in the sesrch platform is
analyzed on the following aspects:

1. Geo Analysis

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2. Bidding Pattern Analysis
3. Ad Copy Text Analysis
4. Average Page position
5. Average Ad Position

Process for both e-commerce and search analytics was relatively and is summarized below:

1. Any analysis began by understanding the client’s requirements, researching about the client’s
business and brands, product categories etc.
2. After the research phase, Data was collected after extracting the keywords with the help of a
highly automated scanning tool, developed by the company themselves.
3. After data is collected, we would proceed for data cleaning where we dealt with unnecessary as
well as missing values.
4. Lastly, pivots are made on Power BI and Excel to understand and analyze the data, which are
presented in the form of presentations for better visualization. Along with presentations,
Dashboard made on Power Bi and company’s own interface is also provided to the client for live
updates.

Monthly analysis is done to analyze the trends in the industry and clients are presented
accordingly.
During the tenure of my internship, I was able to analyze and understand the strategies of the
client brands in comparison with other brands and make appropriate suggestions accordingly.
The recommendations given to the client on the basis of analysis done, helped them decrease on
marketing spends and spend the saved money on other campaigns.
Along with client, I provided some recommendations to our team also which helped them save
time and do the analysis more effectively and efficiently.

Due to the Covid-19 pandemic, my internship was entirely on a work from home basis.

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 TABLE OF CONTENTS

Certificate of Approval ........................................................................................................... 3

Certificate from Summer Project Guides ................................................................................. 4
Acknowledgment................................................................................................................... 5
ABSTRACT ............................................................................................................................. 6
TABLE OF FIGURES ............................................................................................................... 10
Chapter 1: Introduction ........................................................................................................ 11
1. Company History .................................................................................................................. 11
2. Division Introduction ............................................................................................................ 11
3. Objective of the project ........................................................................................................ 12
Primary objective:............................................................................................................................................... 12
4. Scope ................................................................................................................................... 12
Chapter 2: Literature Review................................................................................................ 13
1. Big data analytics: transforming data to action ...................................................................... 13
2. An ontology-based data integration approach for web analytics in e-commerce ..................... 13
3. Antecedents to firm performance and competitiveness using the lens of big data analytics: a
cross-cultural study ...................................................................................................................... 14
Chapter 3: Methodology ...................................................................................................... 15
1. E-commerce analytics: .......................................................................................................... 15
2. Search analytics: ................................................................................................................... 18
Chapter 4: Process ............................................................................................................... 20
Chapter 5: Analysis .............................................................................................................. 26
❖ E-commerce Analytics ........................................................................................................... 26
❖ Search analytics: ................................................................................................................... 34
Chapter 6: Recommendations .............................................................................................. 39
Chapter 7: References .......................................................................................................... 42

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 TABLE OF FIGURES

Figure 1 Extracted Keywords ........................................................................................................................................ 20

Figure 2 Collected data ................................................................................................................................................ 21
Figure 3 Cleaned data .................................................................................................................................................. 22
Figure 4 Company's interface for cleaning .................................................................................................................. 22
Figure 5 Excel Pivots 1 .................................................................................................................................................. 23
Figure 6 Excel Pivots 2 .................................................................................................................................................. 23
Figure 7 Analysis in Trend charts.................................................................................................................................. 23
Figure 8 Analysis in Tables ........................................................................................................................................... 24
Figure 9 Word Clouds Made in Power BI...................................................................................................................... 24
Figure 10 Dashboards in Power BI ............................................................................................................................... 25
Figure 11 Pivots for analysis......................................................................................................................................... 26
Figure 12 Listings analysis ............................................................................................................................................ 27
Figure 13 Sponsored analysis ....................................................................................................................................... 27
Figure 14 Seller analysis ............................................................................................................................................... 28
Figure 15 SKU Analysis 1 .............................................................................................................................................. 28
Figure 16 SKU Analysis 2 .............................................................................................................................................. 28
Figure 17 SKU Analysis 3 .............................................................................................................................................. 29
Figure 18 Revenue analysis 1 ....................................................................................................................................... 29
Figure 19 Revenue analysis 2 ....................................................................................................................................... 30
Figure 20 Average selling price analysis ...................................................................................................................... 30
Figure 21 Average discount analysis ............................................................................................................................ 30
Figure 22 Stock analysis ............................................................................................................................................... 31
Figure 23 Ratings analysis ............................................................................................................................................ 31
Figure 24 Banner analysis 1 ......................................................................................................................................... 32
Figure 25 Banner analysis 2 ......................................................................................................................................... 32
Figure 26 Banner analysis 3 ......................................................................................................................................... 33
Figure 27 Banner analysis 4 ......................................................................................................................................... 33
Figure 28 Banner analysis 5 ......................................................................................................................................... 33
Figure 29 Word clouds analysis .................................................................................................................................... 34
Figure 30 Brand share analysis 1 ................................................................................................................................. 35
Figure 31 Brand share analysis 2 ................................................................................................................................. 35
Figure 32 Page position analysis .................................................................................................................................. 36
Figure 33 Search result analysis ................................................................................................................................... 36
Figure 34 Bidding pattern analysis ............................................................................................................................... 37
Figure 35 Geo analysis ................................................................................................................................................. 37
Figure 36 Sample pivots in Power bi ............................................................................................................................ 40
Figure 37 Unnecessary listings ..................................................................................................................................... 40
Figure 38 Irrelevant products ....................................................................................................................................... 41

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 Chapter 1: Introduction

1. Company History

mfilterIt is a ‘start to finish’ solution for Ad Fraud Detection & Prevention globally. Our Neutral
& Platform Agnostic solutions help customers across all Performance Marketing Campaigns
such as CPI (Cost per installation), CPS (Cost per service), CPR (Cost per registration), CPT
(Cost per transaction), CPV/CPC (Cost per customer), CPCV (Costper customer value) etc.

The company consolidates the latest machine-learning tools with a devoted team of data
scientists and information researchers and tracks more than 15+ Fraud Categories, thereby
helping clients plug spillage in marketing/promotion spends and stay ahead of the fraud curve.

mfilterIt assists advertisers get a genuine picture of the traffic and helps them in making critical
decisions with resepect to their media spends.
Some of the solutions the company provides are:
• App Acquisition & Event Fraud Solution
• Web Fraud Solution
• Search Keyword Fraud Solution
• Brand Safety & APK Fraud Tracker
• YouTube Influencer Marketing Solution

Since 2015, mFilterIt has beem involved with some of the top Mobile & Web Advertisers,
Mobile Handset OEMs, and Telecom Operators for providing fraud solutions. It is currently
recognized to be the No. 1 Ad fraud detection company in India & SE-Asia and expanding the
services on a global front.

2. Division Introduction

Recognizing a need for an end to end solution, which helps brands determine their performance
on various platforms, mFilterIt in September 2019, introduced their consulting division by the
name mScanIt e-commerce and search analytics.
The primary objective of this division is to provide unique solutions to help brands assess their
performance, branding on a competitive landscape and take change their strategies or improve
accordingly- which results in considerable savings in marketing budgets and an increase in key
performance indicators.

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 Since 2019, mScanIt has performed e-commerce and search analytics for various FMCG
companies like Unilever Indonesia, Mitu, Galderma, etc. helping them improving their
marketing campaigns and saving them huge costs.
3. Objective of the project

The main objective was to assist brands in determining their performance on various e-
commerce platforms and searching ads.

Primary objective:

• Aid brands in their marketing, positioning/repositioning, targeting/retargeting and branding

• Aid brands in understanding the competitive landscape of their brands across various parameters
like brand presence, pricing and discounting, revenue, etc.

4. Scope

The project scope involves tracking listings of various products and variants by brand and
competition on e-commerce portals as well as Track search Ads posted by various bidders for
specified keywords on Search Ads such as Google AdWords to help brands analyze their
performance on the following parameters:
• Brand presence
• Visibility
• Pricing and discounting analysis
• Competitive analysis

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 Chapter 2: Literature Review

1. Big data analytics: transforming data to action

Authors: Daniel Bumblauskas, Herb Nold, Paul Bumblauskas, Amy Igou

Source: Business Process Management Journal Volume 23, issue 3

The author delves upon the benefits of converting extensive data into actionable knowledge and
helping the organization to grow as well as prevent any potential risk the organization might
face. The article also talks about the utilization of dashboards to provide a practical application
for the data analyzed.
Primarily the research provides a framework on how to transform a large amount of data stored
by the firms into actionable knowledge to benefit the organization. Secondarily, the research
talks about the use of dashboards to visualize the analyzed data.
Having frameworks to transform extensive data into useful information is essential, especially in
today's time, as the organizations receive a large amount of data, and the product life cycles are
getting smaller. Therefore, the ability of a firm to analyze and present meaningful and relevant
observations, knowledge, and ultimately take action in time can give the organization a
substantial competitive advantage.
Another importance of data analytics the author touches upon is the knowledge becoming
obsolete. The firms generate new data regularly, and as new data comes, the old data, and
therefore the old knowledge, may become obsolete due to time, environmental changes, etc.
Therefore, the existing knowledge of the industry should be updated as per the new data so that
the firms can remain competitive in the business environment.
The author also talks about how dashboards can be used to grab the viewers' attention on the
critical elements of the data analyzed. Dashboards provide a visual display of the most essential
information arranged on a single screen. It has become a popular way to make the essential
details available to the overloaded executives at a glance. Each dashboard is unique as per the
client's requirements, as well as the analysis is done.

Analysis of a large amount of data should be taken as a basis and not a guarantor of success and
should be aligned with other business processes, IT frameworks, etc. for long term success.

2. An ontology-based data integration approach for web analytics in e-commerce

Authors: María del Mar Roldán García, JoséGarcía-Nieto, José F.Aldana-Montes

Source: Expert Systems with Applications, Volume 63, pages 20-34

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 Web analytics has emerged as one of the most significant activities in e-commerce, allowing
companies to understand the behavior of the customers. Companies are using web analytics tools
regularly to track the behavior of the customers in order to assess the company's performance
and improve to maintain a competitive edge.
Web analytics tools not only help the company's track and measure the traffic on their sites but
also helps them analyze the traffic, buying patterns, commercial activity, etc. therefore
improving the effectiveness and efficiency of the brands.
The article mentions various studies, as shown in the table below, that have been performed to
understand the impact of web analytics on the performance of the brands.
Today, we have quite a lot of web analytics tools available that are widely used like Google
Analytics, Piwik, Clicky, and StatCounter, etc. but most of these work on a low level and focus
on limited metrics and attributes.
Two case studies were analyzed – Visitor's behavior and Product performance to study the
current practices as well as what additional tools are in demand to provide the companies with a
more refined and thorough analysis.
The data and studies analyzed in this article show that there is an apparent demand for analytics
tools to provide specialized analysis using advanced algorithms and machine learning tools.

3. Antecedents to firm performance and competitiveness using the lens of big

data analytics: a cross-cultural study

Authors: Abhishek Behl

Source: Management Decision Journal.

Innovation is one of the most essential factors that firms need to take into considerations for
survival. This can be backed by examples of brands like Nokia and Kodak, which died as they
failed to keep up with changing business practices and innovate. One of the critical factors that
play an essential role in the successful innovation and functioning of a company is the role of
data. Data is considered to be the "New oil" for most of the businesses today.
Firms that use conceptual frameworks through data analytics, machine learning, blockchain
technologies get a competitive advantage in today's world. These not only help them to survive
in the world of industry 4.0 but also understand the behavior of the competitive environment,
which is driven by innovation an data.
As the scale of data is increasing, the depth of data analytics is also increasing and becoming
more critical and relevant in today's time. The magnitude and scale of data help firms leverage
the benefits of it to gain a competitive edge over their competitors if appropriately analyzed.

A large portion of a firm's competitive advantage comes from its resources, which I not
understood properly, won't be of any use. Therefore, with data comes the need to understand and

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 process it properly so that meaningful analysis can be concluded. One of the most relevant
results of the firm's interest is the capacity to which data can reveal trends and help forecast the
future. Data analytics can also help uncover the hidden information and compete with an edge.
Therefore, Data analytics has a significant and positive impact on the firm's competitive
advantage and performance and plays a vital role in innovation and ultimate success.

Chapter 3: Methodology

mScanIt analytics methodology can be dividing into two parts:

• E-commerce analytics
• Search analytics

1. E-commerce analytics:

Our team of data scientists analyses the data provided by the scanning tool with highly
sophisticated analytical tools using our advanced machine learning technology to do the analysis
for each brand in the e-commerce space. All reports are published in a company’s own
software’s dashboard providing various analysis that assist marketers in making decisions and
strategies for their digital marketing plans.

“mScanIt Five Pillar Approach for e-Commerce Analytics” includes the five aspects we cover to
get an end to end analysis for a brand in E-commerce space. They are as follows:

1) Discoverability
2) Availability
3) Visibility
4) Execution Compliance
5) Performance Assessment

1) Discoverability: An outline of the parameters we cover to get the Discoverability analysis for a
brand in E-commerce space

a) Product Listings: Providing an of the different product categories listed on various E-

Commerce platforms.

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 For analysis, we divide the product listings as per brand keywords as well as generic keywords
for better understanding. Also, we cover whether the product has an organic listing or a
sponsored listing.

b) User Profile-based Targeting: Studying targeting aspects of e-commerce marketplaces using

user profiles based on age, time spent, occupation, purchasing history, gender etc.
This helps the clients decide their segmentation and targeting strategies, concentrate on their
target group, and direct their marketing campaigns in the right direction. This also helps the
client to decide whether their current target market is apt or whether they should go for
retargeting.

c) Position & Page Analysis: Deep dive analysis of product positioning on different E-Commerce
pages
We analyze up till the third page. This helps the client to see if its product is placed right on the
page, and the listing is not too low.

d) Pricing & Discount Analysis: We compare pricing for different E-Commerce marketplaces and
brands and provide a deep dive on discount across different price and discount bands.
This helps us to decide whether to focus on price-sensitive customers as well as judge the
customer loyalty.

e) SKU Analysis: Here we look at the number of variants available for a product category on
different E-Commerce platforms
We then, divide the SKUs in different ranges, which help the client to analyze which range they
are leading in and which ranges they should expand.

2) Availability: An outline of the parameters we cover to get the Stock and Seller analysis for a
brand in E-commerce space:

a) In/Out of Stock analysis: We look at the Stocking on different E-Commerce marketplaces

This helps the client to see if any understocking/overstocking is there and improve accordingly.
This saves inventory carrying and storage costs to the client.

b) Seller Analysis: We analyze the sellers of products of different E-Commerce marketplaces w.r.t
products listed, and revenue generated.
This helps to understand whether the products are mainly sold in the official stores or other
platforms.

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c) Rating & Reviews: We look at Seller rating and review on different platforms and help the
clients improve accordingly.
This helps the clients to see how their products are perceived and compare the ratings to the
competitors.

3) Visibility: An overview of unique solutions we cover to help Brands increase their ROI on
Marketing Spends:

a) Flash sales and Promotions: Tracking Promotion Compliance and study our competition
This helps us to suggest Flash sales and offers for promotion to assist the clients enter and
compete into the target market.

4) Media Campaigns: We study and track the Media Campaign performance for different
promotions to achieve and increase visibility on different platforms and marketing pages
This helps the client to increase visibility on different pages.

a) Sponsored Ads: Monitoring Products /Keyword/ Categories/ Interest-based Sponsored Ads of

Competitors to Plan your Ad Campaigns for effective Buy Box gains.
This helps us to effectively do a competitor analysis for all aspects so that the client can plan his
campaign effectively.

All the above aspects result in considerable savings in marketing budgets and an increase in KPIs
to the clients.

5) Execution Compliance: An overview of the aspects we covered to perform the Execution

Compliance for a brand in E-commerce space:

a) Perfect Page: Looking at the landing page of products and making suggestions to enhance the
page by proper product descriptions and page details with videos, images, comparison charts,
and robust FAQs, etc.
Making sure of excellent product photography, proper product details, and features, optimized
product title, etc., helps the customer getting attracted to the product.

b) Banner Placement & Rank Analysis: Analysis of the rank of the banner with regard to other
brands displayed with regard to placement (app/web), frequency & time.
This helps us to analyze if banners are available for the said product categories and also if they
are following compliance related to size, placement, etc.

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c) Brand Communication & Content Validation: Enhancing Product Pages for correct
keywords, copy, videos, banners and images to improve visibility in organic search results and
enhance the search engine optimization process..

6) Performance Assessment: An overview of unique solutions we cover to help Brands assess

their Performance and Take Corrective Measures

1. Rating & Reviews: Perform Rating & Reviews assessment to uncover underperforming SKUs.
This aids the clients to optimize performance by taking action based on Customer Reviews.

2. Keywords Word Cloud: Generate insights from keywords generated by users for organic and
paid search on both mobile and web platforms.
This helps us to optimize product listing and enhance organic search results.

3. Revenue Estimate: We try to estimate the revenue to set goals and benchmarks and measure our
Product performance versus Competitors to prioritize search optimization efforts required.
This aids our clients in reviewing the products, not matching the benchmarks, and decide which
products have a competitive edge. This helps to revise the benchmarks as needed.

The above aspects help in making a result-oriented E-Commerce Strategy for Superior Performance.

2. Search analytics:

Our automated Search Analytics tool searches for Ads and Organic listings on Search Engines
with specified keywords at various time intervals. This gives us the mechanism to compare for
each brand w.r.t. specific keyword

We also look for bidding patterns for each category of keywords that help marketers understand
the digital marketing strategy of key counterparts such as competition, channel partners, e-
commerce portals, etc.

Following are the aspects we cover to get an end to end analysis for a brand in Google Search space:

1) Brand Share (Ads and Organic) : Brand share of required brands on the specified keywords
Brand share for both paid search ads and organic listings on mobile and desktop platforms is
analyzed to help the client understand it's as well as competitor's edge.

2) Average Ad Position on Page: We analyze the position and placement of the ad for the brand
on a search page

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 This helps us to analyze if the placement of our Ad is in the right place, and it's not too low in
comparison to the competitor's product.

3) Bidding Pattern Analysis: We look at the bidding ways and strategies of competitors for
Frequency, Time, Intensity, etc.
This helps us to understand the competitor's strategies as well as other key counterparts and aid
the client to leverage these and gain a competitive edge.

4) Geo Analysis: This covers bidding patterns for the top cities and regions of the area in
consideration in order to analyze into marketing strategies
This helps us to understand which brands are most popular in a particular area on both desktop
and mobile platforms for paid and organic search.

5) Ad Copy Text Analysis: Detailed analysis of commonly used keywords in the ad to identify
keywords and phrases mostly associated with the brand
This helps us to analyze the most common keywords associated with the brand/keyword
category on both mobile and desktop platforms for paid and organic search.

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 Chapter 4: Process

The data analysis process consists of following main steps:

1) Extracting Keywords
2) Collection of data
3) Cleaning of data
4) Analysis and visualization of data
5) Word Clouds
6) Dashboards

1) Extracting Keywords
The analysis for process starts by extracting the relevant keywords from google keyword
planner. We first identify all the keywords associated with the product category and then
proceed to select the most relevant keywords to be further analyzed.
As keywords searched by customers on google and e-commerce platforms are different, we have
to select the relevant and highly competitive keywords as per the project in hand. These
keywords are then sent or further analysis to the technical team.
Extracted keywords are shown in figure 1.

Figure 1 Extracted Keywords

2) Collection of data
Selected keywords are sent to the technical teams, from where the process of data collection
starts. Our own developed scanning tool is used to this process which used the latest technology

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 and machine learning tools to collect data. This process is called web scrapping and is performed
with the help of python library, source codes etc. Generally, Data up to the 3rd page is collected
for analysis as customers usually visit up to the third page only.

Figure 2 Collected data

3) Cleaning of data
The collected data is received by out tam for the process of data cleaning. The data collected is
usually very large in size and has a lot of irrelevant values which do not relate to our product
categories and brands. Also, some values are missing which we manually fill in by following the
appropriate procedures.
In data cleaning, we divide and categorize the data as per the requirements of the project in hand
and make the data free of irrelevant values and fill in the missing ones.
This step is very important for the next parts and making sure that the final analysis is perfect.
We receive many aspects like pricing, stock, ratings, etc., Categorization of the products and
their brands have to be done manually. By looking at the description of every product, we divide
it into six categories:
• Main product – The main product category
• Product Type- the category to which the product belongs for e.g. skin care, hair care etc.
• Primary brand: refers to the name of the main brand
• Brand Type: indicates whether it is client brand/competition brand/other brand
• SKU type: indicated the unit of SKU (ml, gm, etc.) and the type (box, bottle, etc.)
• SKU Quantity
• We also calculate the average selling price, discount and making ranges for SKUs, prices and
discount.

When our internship started, this process was performed on Excel, but after a few days the

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 company developed its own software for more effective and efficient data mapping. This helped
us to save time and the quantity of data received.

Data after cleaning is shown in Figure 3, and the interface for the software is shown in Figure 4

Figure 3 Cleaned data

Figure 4 Company's interface for cleaning

4) Analysis and Visualization of data

The next step is to analyze the clean data and prepare presentations for clients.
For this, we start by making pivots in Excel that summarizes the data as per the parameter as
shown in figures 5 and 6
For the client, it can be difficult to draw insights and analysis from pivots; therefore we move to
preparing presentations for the clients
Visualizing the data properly is very essential to draw meaningful analysis of the data from the
pivots. Therefore, we use trend harts, bar graphs, tables etc. for proper visualization.
Through presentation, we can easily see and explain the strategies of the competitors, product

22
positions of the client and its counterparts, compare the pricing and discounting startegies across
different platforms etc.
.
Visualizations provided are shown in Figure 7 and Figure 8

Figure 5 Excel Pivots 1

Figure 6 Excel Pivots 2

Figure 7 Analysis in Trend charts

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 Figure 8 Analysis in Tables

5) Word Clouds: In the presentations, we also include user generated word clouds, which
illustrates frequently used generic and brand keywords associated with the product category and
brand. The Word clouds are made in Power BI. Word clouds are shown in Figure 9.

Figure 9 Word Clouds Made in Power BI

6) Dashboards: All reports are published in a power bi and company’s own software’s dashboard
that provides various charts and analysis that help marketers in their decision making and
strategize their digital marketing plans. Dashboards are a powerful tool that provides a single
page summary of key performance indicators. Dashboards are shown in Figure 10

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Figure 10 Dashboards in Power BI

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 Chapter 5: Analysis

As a part of the analytics team, I worked on providing the clients with analysis as per their
requirement of the data collected. The analysis firstly consisted of making pivots from the
cleaned data and proceeding to present it with the help of trend charts, tables, dashboards, etc. as
explained in the process.
The objective was to provide the client with an end to end analysis on various aspects, as
discussed in the methodology section.
An overview of the analysis of all the aspects has been explained below.

❖ E-commerce Analytics

➢ Product Listing: In this aspect, we analyze the brand share of cline and competitor brands as per
generic keywords and brand keywords as per the product categories. As seen in figure 11 and
figure 12, this analysis has been done for generic keywords, and month on month trends for the
product category (confidential) has been provided as per different marketplaces. (Shopee and
Lazada).
Pivots similar to figure 11 are made for all the aspects.

Generic Keywords

Main Keyword Type Generic keywords

Count of ID Brand_Type Main_Brand

Unilever Brands Competition Brands
Website Month Ponds Ponds Men Vaseline Garnier Garnier Men Nivea
Shopee 01/05/20 13% 1% 65% 13% 1% 8%
Lazada 01/05/20 10% 1% 70% 16% 0% 3%
Jd.Id 01/05/20 18% 3% 39% 21% 2% 17%
Blibli 01/05/20 11% 3% 54% 15% 2% 14%

Figure 11 Pivots for analysis

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 Figure 12 Listings analysis

➢ Sponsored Listings: Just as the product listings, we analyze the percentage of listings that are
sponsored for every brand and their share. We also see the percentage of sponsored listings for
official stores (Company's own store) and other sellers, as shown in figure 13.

Figure 13 Sponsored analysis

➢ Comparison of product listings and seller analysis: Next, we compare the product listings by
brands and distributors to analyze if the listings are from official stores or other sellers across all
marketplaces, as shown in figure 14. We also analyze the concentration of other sellers on a
monthly basis, similar to figure 14 on all the marketplaces separately.

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 Figure 14 Seller analysis

➢ SKU Analysis: This is one of the most important analysis where we divide the SKU quantity in
different ranges and analyze each range for the brand leader as well as overall brand leaders in
all ranges. We also see the range where maximum brands are operating. The analysis is done
overall as well as for separately for all marketplaces, as shown in Figures 15 and 16.
<100 1% 6% 3% 14% 24% 13% 7% 32%

100-199 4%2% 19% 21% 31% 14% 9%

200-299 1% 67% 1% 29% 2%

300-399 50% 50%

400-499 29% 59% 11%

≥500 100%

Ponds Ponds Men Ponds Age Miracle Vaseline Garnier Garnier Men Nivea Wardah

Figure 15 SKU Analysis 1

Figure 16 SKU Analysis 2

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 Along with the above, a month on month analysis is also given for all marketplaces, as shown in
figure 17:

Figure 17 SKU Analysis 3

➢ Revenue: An analysis for the estimated revenue is provided to the client as per the marketplaces
as well as, as per official vs. other sellers, as shown in figure 18 and 19:

Figure 18 Revenue analysis 1

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 Figure 19 Revenue analysis 2

➢ Pricing and discounting: Similar analysis as done for SKU is done for pricing and discounting
along with different price and discount bands. Analysis of average selling price and discount is
also provided separately for all marketplaces, as shown in figure 20 and 21:

Figure 20 Average selling price analysis

Figure 21 Average discount analysis

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➢ Stock analysis: Graphs comparing the in-stock rate on months to month basis for all
marketplaces are made to analyze the stock requirements of the client, whether they are
overstocking or understocking etc. This is shown in figure 22:

Figure 22 Stock analysis

➢ Rating analysis: An analysis of the average ratings is given to the client for all marketplaces in
comparison to its competitors. This is shown in figure 23:

Figure 23 Ratings analysis

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➢ Ad Banners: A analysis of the Ad banners availability was provided, as shown in figure 24.
Along with availability, banners were also analyzed as per the user interface (Web/app), Product
categories, and time (Morning/Evening), as shown in figure 25.

Figure 24 Banner analysis 1

Figure 25 Banner analysis 2

It was also analyzed if the brands are following proper banner dimensions, proper banner
communication is being delivered, if the banners displayed are done with the consensus of the
company, etc. This can be shown in figure 26,27 and 28

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Figure 26 Banner analysis 3

Figure 27 Banner analysis 4

Figure 28 Banner analysis 5

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➢ Word Clouds: Word clouds are extracted from power bi for generic and brand keywords on
both mobile and desktop platforms for all the marketplaces. Figure 29 shows word clouds
extracted mobile text analysis for generic keywords on Shopee.

Figure 29 Word clouds analysis

❖ Search analytics:

As per the product category, different ad groups are classified, and analysis for each ad group is
provided to the client. For eg., for the category Skin Care, ad groups are divided as Acne, Anti-
Aging, Dark Spots, Dull Face, etc., and analysis for client and competitor brands are provided for
each ad group.

An overview of the analysis given is as follows:

➢ Brand Share: Brand share of all, the client as well as competitors brands are done for generic
and brand keywords on mobile and desktop analysis. The desktop analysis includes organic
search results, paid shopping ads results, and paid search text ads results, and mobile analysis
includes organic search and paid search text ad results. Data is also analyzed for different pages,
up to the 3rd page.
Figure 30 shows data analyzed for desktop-generic keywords, and figure 31 shows the analysis
for desktop-generic keywords organic search for different pages.

A similar analysis is done for brand keywords, mobile platform, and paid search as well.

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 Figure 30 Brand share analysis 1

Figure 31 Brand share analysis 2

➢ Average Page Position: The position of the client's brands on different pages is analyzed in
comparison to other brands for paid as well as organic search.
Figure 32 shows the Average page position for organic search. The number represents a position
on the page. A lower number would signify a higher page position. This is done for both mobile
and desktop platforms.

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 Figure 32 Page position analysis
➢ Search results analysis: In this, we analyze which website is leading when a particular ad group
keyword is searched for both mobile and desktop platforms as shown in figure 33

Figure 33 Search result analysis

➢ Bidding pattern analysis: In this aspect, we analyze which website is the highest bidder for a
particular keyword. This helps the client to understand the competition in the keyword it is
bidding for as well as decide more keywords to bid on. This can be shown in figure 34.

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 Figure 34 Bidding pattern analysis

➢ Geo analysis: In this, we analyze the most common keywords in the most populous city for the
client's geographical area. Both organic and paid search are covered across mobile and desktop
platforms. Figure 35 shows the analysis of organic search for a desktop platform.

Figure 35 Geo analysis

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➢ Word Clouds: Similar to e-commerce, word clouds are a part of search analytics as well, which
helps us to analyze the most common words associated with the ad groups.

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 Chapter 6: Recommendations

These are some of the recommendations which I suggested to the company which they
implemented in the process.

1) Use of Power Bi: As of now, Company uses Excel to make pivots.

Whenever a new project comes, we have to update the excels manually and then also updates all
the charts in the presentation manually. This took considerable amount of time.
I suggested the use of Power bi in lace of excel and PowerPoint to make pivots and charts, as in
power BI, we can update those easily by just changing the source file and there is no need to
create a new file for every client. This can save considerable amount of time and efforts.
The company found this recommendation useful and it is in the testing phase.
We provided the company with a sample as shown in figure 36.

2) Un necessary Sponsored Ads:

While doing a project, we realized some of the sponsored ads were not necessary at the given
place. Once, while manually searching on the relevant keywords, we realized that just on the side
or below the sponsored ad, we have the same organic listing as well.
This is the money company can save and spent on other promotional activities. The company
found this analysis useful and included it in the presentation.
On example of this is shown in Figure 37.
3) Irrelevant listings: When searching manually on different keywords at various marketplaces, it
was found out some of the sponsored ads were not relevant to the keywords searched, as shown
in figure 38. I suggested to include this in the analysis process as this can result in sponsored ads
beings present in the right searches and results in saving money. The company found this
suggestion useful and implemented it.
4) Detecting Counterfeit listings: While doing a project and randomly checking the SKU variants
of the products, I realized many variants being sold are those which are not officially sold by the
company and are therefore, fake. I suggested to cross check the variants from other sellers and
the official stores of the company to identify such products. The company found this a useful
means to detect such sellers and protect the reputation and image of the brand

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Figure 36 Sample pivots in Power bi

Figure 37 Unnecessary listings

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Figure 38 Irrelevant products

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 Chapter 7: References

Journals and Research papers:

1. Bumblaukas, Daniel; Nold, Herb; Bumblaukas, Paul; Igou, Amy (2017), Big data analytics: transforming
data to action, Business Process Management Journal, Vol 23, Issue 3

https://ezproxy.imt.edu:2056/insight/content/doi/10.1108/BPMJ-03-2016-0056/full/html

2. Del Mar Roldán, María García; Nieto, JoséGarcía; F.Aldana-Montes, José (2016), An ontology-based
data integration approach for web analytics in e-commerce, Expert Systems with Applications, Vol 63,
pp. 20-34.

https://ezproxy.imt.edu:2164/science/article/pii/S0957417416303141

3. Behl, Abhishek (2020), Antecedents to firm performance and competitiveness using the lens of big data
analytics: a cross-cultural study, Management Decision,

Websites:

1. mFilterit, retrieved 29th May 2020, from https://mfilterit.com/

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