Online media, best way to learn about customers

by Manu Sharma    Feb 25, 2010

Though sites like Google or Yahoo offer free online analytics tools, yet most enterprises need to set it up correctly and also know how to interpret it. This where companies such as Nabler come in the picture. In an interview with Manu Sharma, Seby Kallarakkal, founder-CEO Nabler Web Solutions speaks talks about the usage of web analysis in India and how web crawlers can be utilised to track down a company’s brand.

Why is Web analysis useful for an enterprise?

Web analytics tools allow you to gain valuable information about your website. It helps you find out how long customers are staying on the page, why they left a page and if they purchased any item. Analyzing this information will allow you to increase your conversion rate. While online media was earlier used as mere indication of business presence, today it is viewed as best way of learning about customers.

What product and services do you offer in the Web analysis space?

We provide end-to-end web analytics services to companies in India, US and Europe. Besides using existing tools like Google Analytics, we has also developed its own sets of analytical tools to accurately measure, collect, analyse and report internet data for the companies. Most of the tools are automated to make the process easy.

We also offer website optimization based on data to increase engagement, subscriptions, leads and sales on the website. We also offer campaign analytics to help companies realize better ROI on online marketing efforts; testing services that help companies make better decision on promotions, offers and products. We help strategic inputs on customers, products and services to help companies take better business decisions and brand analysis using data from social media.

Nabler also has an R&D division that is creating products that helps customers get the best out of their websites.

Does your company provide social media analysis?

There is now an explosion of people expressing themselves on the web. It started with blogs and now you have Facebook, Orkut, Twitter and a whole bunch of new sites coming up every day. Apart from the general chatter, people are now talking about products, services and companies. They talk about what they are happy with and what they are not happy with.

People always used to praise/complain about the products they use. But a product owner could never listen to those kind of conversations. It was impossible to eavesdrop on such conversations. Today social media has changed all that and a product manager or a marketing manager can now know what their customers and products are talking about. They know how their brand is being perceived.

Let’s say I am the brand manager of company that manufacturers washing machines. Using the sentiment analysis, I can know what people are talking about my product and if there are more praises or more complaints about the product. It helps analyze what product are appreciated by the customer and also areas that are frustrating for the users and who the influencers are in the online community etc.

What about the crawler you are working on?
Few years back, we could do analysis based on data from the customer’s websites. Their log files will give all the data we need. Alternately, we could insert a small script on all pages of the website and collect the data we want.

But now data is everywhere. Your company or product might be mentioned in the news somewhere. It might be talked about on a website. Someone could have mentioned something about your company in their tweet or could have blogged about it. So now the data is everywhere and is unstructured and the best way to get all this data is using a crawler.

We have a software that has a built-in crawler that crawls and collects the data. Then it has an interpretation engine on top which would automatically try and make sense of all the data that s collected by the crawler. This software then generates data that is clean for our analyst to look at for social media analysis.

Could you name a few of your Indian customers?
We have done analysis for over 80 websites till date mostly for corporate websites, e-commerce sites, pharma websites and also gaming sites. Some of the Indian corporate websites includes Infosys, Mindtree, MatrixSystem among others.