Web Analytics Concepts & Terms- Doubleclick Data & Reporting

What is Doubleclick?

There has been an exponential growth in ad technology and Google's DoubleClick™ is one of the top companies that develops and provides Internet ad serving services. It does so by
Double Click Reporting & Analysis
Serving Advertisements
Publishers (site owners) display advertisements on their respective websites through double click. It helps publishers in streamlining the operations and capturing the most value for every impression


Delivering Advertisements:
Doubleclick helps advertisers to manage the entire scope of digital advertising programs. It helps advertisers in planning, trafficking, targeting, serving, optimization and reporting of the content served as Ads. So in simple terms, it lets advertisers control how often an ad is shown to a browser, how long it is shown for and to whom it is shown to.

Analytics Concepts- Product Affinity or Market Basket analysis

What does your customer's basket look like?
Product Affinity Analysis helps one identify the products which have a high probability of being purchased together. The analysis also helps us determine the items that drive the sales of other products. This analysis has been given many names:

  1. Product Affinity analysis
  2. Market Basket analysis
  3. Anchor Attach analysis
  4. Cross Shop analysis
Below is a presentation that gives a detailed explanation of the process, metrics used, process involved and application of product affinity analysis. 

Social Media Analytics- Twitter text mining using SAS

Can SAS be used to gather sentiments from Twitter?
The answer to that would be 'Yes'. 
The huge growth in mineable text on the web offers a wide range of opportunities for Analytics. One such platform of expressing views is 'Twitter'. It has always been a challenge to mine these views to generate relevant metrics. 
Below is a presentation on how this was made possible by using some non conventional methods. This project was done also to show what one can achieve through a combination of Excel-VBA, SAS and a little research. The project actually acted as a base for a lot of more complicated future projects. 
Go through the presentation and let us know your thoughts.





Cognos Basics- Introduction to Cognos

Why do I need COGNOS?
Cognos satisfies all BI needs, with a platform that reduces the complexity of BI environment, increases ROI and ultimately lowers the total cost
  1. INTEGRATION-Cognos’ native Extraction, Transformation & Loading (ETL) tool makes it easy and fast to integrate with other systems
  2. SECURITY-Cognos offers complete control over what your users can access and how they can access it
  3. DISTRIBUTED-Multiple users can simultaneously read and write to Cognos from all  around the world - in real time
  4. FLEXIBILITY-Much like Excel, Cognos offers you a clean slate and the tools to build something that reflects your business
  5. VOLUME- With 64 bit technology, Cognos is capable of storing large amounts of data
  6. REPORTING-Reporting and analysis are simple and powerful whether you choose to use Cognos itself or leverage Excel or Web front ends
  7. SPEED-Cognos consistently tops the charts in OLAP comparison reports for speed of calculation

Xcelsius Basics-Scorecard Component

Using the Scorecard Component?

In this post I will show you how to use the Scorecard Component of Xcelsius 2008.
The Scorecard Component was added in Xcelsius SP3 and provides an easy way to integrate icons for illustrating trends, fulfilment of goals etc.
I will not explain every feature of the component in this post, but merely explain the basics.

Creating the Scorecard Component

1) Open up a new blank Xcelsius canvas
2) Import your data to the Excel cells
My sample data looks like this:
Please note that the D column (Trend) contains a formula that calculates the percentage of change from 2009 to 2010 (like this: =(C4-B4)/B4*100). The F column (Trend target) contains our target for the trend, which corresponds to the expected increase in sales in percent. The “2010 Target” shows the numerical target of 2010 (which in a real logical world should match the trend target multiplied by the 2009 number, however in this example it does not). Finally the G column shows the actual achieved percentage of the target value (=C4/E4*100).


R Basics: Introduction to 'R' Analytics Tool


-What is it?
Learning R?

To some people R is just the 18th letter of the alphabet. To others, it’s the rating on racy movies, a measure of an attic’s insulation or what pirates in movies say.

R is also the name of a popular programming language used by a growing number of data analysts inside corporations and academia. It is becoming their lingua franca partly because data mining has entered a golden age, whether being used to set ad prices, find new drugs more quickly or fine-tune financial models. Companies as diverse as Google, Pfizer, Merck, Bank of America, the InterContinental Hotels Group and Shell use it.
Read the entire article published by New York Times here: (http://www.nytimes.com/2009/01/07/technology/business-computing/07program.html )


Why 'R' ?
R is a statistical tool/platform/programming language which is free and open-source. It is built by academicians/statisticians who continuously provide libraries (customized functions) for new and emerging statistical techniques.
  • Cutting-edge statistics with 'R'- It is important to take notice of quite a few packages that are not available ih any other statistical tool in the market currently. Read about the new technique called ‘glmnet’ which is a state-of-the-art modeling package that handles the prediction of interval and categorical dependent variables efficiently.
  • R has powerful graphics capabilities. A graph gallery of R’s graphics possibilities can be seen here (http://addictedtor.free.fr/graphiques/thumbs.php?sort=votes)
  • R is already being used by some Bigshots- Companies like Google and Facebook (to name a few) are already using it for in-house analytics. An event was organized some time back where representatives from Google and Facebook discussed their experiences with R. The video of this event can be found here (http://www.lecturemaker.com/2009/02/r-kickoff-video/)

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