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New Frontiers in Business Intelligence

Nari Kannan

Behavioral Analytics - Business Intelligence Over a TimeFrame and Actions

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Actions have consequences! That's exactly a Marketing Executive is hoping for when they are asking for a budget to do their marketing and sales promotional effort! They are hoping that their marketing and promotional efforts have a consequence of closing a sale with you.

Many e-commerce websites or content web sites rely upon leveraging the browsing behavior of visitors to drive sales or ad revenues. But how do you get that data and play around with different scenarios?

Traditional Business Intelligence efforts have concentrated on building humungous data warehouses and stuffing all kinds of data in it, hoping that one day, they can all be sliced and diced for valuable insights!

Except that there is a temporal dimension to this and that cannot be ignored. What you do today on a web site or what you buy at the store today has a consequence for someone who is hoping to close a sale with you on other things.

Which visitors are likely to buy after they have been through a SPECIFIC web page?

What kinds of visitors are the last minute shoppers during the Christmas season? What kinds of promotional offers work with them? How can the lessons we learned last season be applied this time so that we can push that Upsell and Cross-sell efforts to yield more sales?

What kinds of Business to Business (B2B)  Visitors are likely to download a white paper from our site? What were the patterns of interaction after they did download the white paper? When they did they get back to us with further queries?

I came across Quantivo, a very interesting SaaS offering with some very cool on-demand Behavioral Business Intelligence you can use.

 Here is a 20 minute demo of what it can do, especially in tying Web Analytics to your Content site or E-Commerce site economics:


From Web Analytics Data to Decisions in 20 Minutes from Quantivo on Vimeo.


The real power of tools like Quantivo is in their interactivity and on-demand analytical capability you can put in the hands of users.

Reality is that users really don't know ahead of time what kinds of analyses they may need or on a hunch they want to try something. It is very frustrating for them to take a number and stand in line for the IT Gods to smile upon them, run their query, and give them their results. This may take hours, even days and weeks!

If Business Intelligence wants to be relevant in an age where lots of data is gathered already, but not enough flexibility exists in their analysis and use, they will have to put the power in the hands of the users - Primraily Marketing and Sales people in the company.

Very interesting solution indeed! Another frontier in Business Intelligence!

For many people, one of the most frustrating aspects of life is not being able to understand other people's behavior. - Anonymous



Nari Kannan's blog explores how new approaches to business intelligence can help organizations improve the performance of business processes--whether these processes are creative or operational, internally-focused or customer-facing, intra-departmental or across functions.

Nari Kannan

Nari Kannan started and serves as the CEO of appsparq, a Mobile Applications development company based in Louisville, KY with offices in Singapore and India. Nari has over two decades of experience in computer systems development, translating product and service strategy into meaningful technology solutions, and both people and product development. Prior to this, he has served as both Chief Technology Officer and Vice President- Engineering in six successful startups, two of which he co-founded. He has proven experience in building companies, engineering teams, and software solutions from scratch in the United States and India. Prior to this, Nari started Ajira Technologies, Inc., in Pleasanton, CA, where he served as Chief Executive Officer for more than six years. While at Ajira, Nari was instrumental in developing service process management solutions that modeled, monitored, and analyzed business processes, initially targeting the Business Process Outsourcing (BPO), Telecom, and Banking verticals in India, and Finance, Insurance, and Healthcare verticals in the United States. Prior to this, he served as VP-Engineering at Ensenda, an ASP for local delivery services. He also served variously as Chief Technology Officer or VP-Engineering at other Bay-Area venture funded startups such as Kadiri and Ensera. He began his career at Digital Equipment Corporation as a Senior Software Engineer. Nari has a long involvement with Customer Support and other customer facing processes. At Digital Equipment Corporation he was involved with their 1800 person customer support center in Colorado Springs, Colorado. He was tasked with coming up with innovative tools to help customer support people do their jobs better. He holds a U.S patent for a software invention that automatically redirected email requests for customer support to the right group by digesting the contents of the request and guessing at which software or hardware support group is best equipped to handle it. At Ensera, he led a 45 person team in developing an internet based ASP service for handling auto insurance claims, coordinating information flow between end-customers, Insurance companies, Repair shops and Parts suppliers. Ensera was acquired by Mitchell Corporation in San Diego. Nari holds a B.S. degree in Physics from Loyola College, and an M.B.A degree from the University of Madras in Madras, India. He graduated with a M.S. degree in Computer Science from the University of Massachusetts at Amherst in 1985. Contact Information: Nari Kannan. Email: nari@appsparq.com Mobile: 925 353 0197. Website: www.appsparq.com View more .


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