Please prepare an essay on the case study 5.7 given below screenshots of the data .

. Introduce the case - get more information from the book chapter.

. Cover the discussion questions

. Provide outside information through independent research: similar analytic tools and techniques, vendors, benefits to the company, and recommendations to the company, if any.

Reference Book : Fourth Edition BUSINESS INTELLIGENCE, ANALYTICS, AND DATA SCIENCE: A Managerial Perspective.

Book Available in the link :- https://drive.google.com/file/d/1YtcLe1vSER582B8aU2C83DupS2HElCih/view

Application Case 5.? Understanding Why Customers Abandon Shopping Carts Results in a 5 l0 Million Sales Increase Lotte.com, the leading Internet shopping mall in Korea with 13 million customers, has developed an integrated Web traffic analysis system using SAS for Customer Experience Analytics. As a result, Lotte. com has been able to improve the online exped- ence for its customers, as well as generate better returns from its marketing campaigns. Now, Lotte. com executives can conrm results anywhere, any- time, as well as make immediate changes. With almost one million web site visitors each day, Lotte.com needed to know how many visitors were making purchases and which channels were bringing the most valuable traffic. After reviewing many diverse solutions and approaches, Lotte.com introduced its integrated Web traffic analysis system using the SAS for Customer Experience Analytics solution. This is the rst online behavioral analysis system applied in Korea. With this system, Lotte.com can accurately measure and analyze Web site visitor numbers, page view status of site visitors and purchasers, the popu- larity of each product category and product, clicking preferences for each page, the effectiveness of cam paigns, and much more. This information enables Lotte.com to better understand customers and their behavior online, and conduct sophisticated, cost- effective targeted marketing. Commenting on the system, Assistant General Manager Jung Hyohoon of the Marketing Planning Team for Lotte.com said, \"As a result of introducing the SAS system of analysis, many 'new truths' were uncovered around customer behavior, and some of them were 'inconvenient truths." He added, r\"Some siteplanning activities that had been undertaken with the expectation of certain results actually had a low reaction front customers, and the site planners had a difficult time recognizing these results.\" Benefits Introducing theSAS forCustomerExperience Analytim solution fully transformed the Lotte.com Web site. As a result, Lotte.com has been able to improve the online experience for its customers as well as gener ate better returns from its marketing campaigns. Since implementing SAS forCustomerExperience Analytics, Lotte.com has seen many benefits. A Jump in Customer Loyalty A large amount of sophisticated activity informa- tion can be collected under a visitor environment, including quality of traffic. Deputy Assistant General Manager Jung said that rrby analyzing actual valid trafc and looking only at one to two pages, we can carry out campaigns to heighten the level of loyalty, and determine a certain range of effect, accordingly.\" He added, "In addition, it is possible to classify and confirm the order rate for each channel and see which channels have the most visitors.\" Optimized Marketing Efficiency Armiysts Rather than just analyzing visitor numbers only, the system is capable of analyzing the conversion rate (shopping cart, immediate purchase, wish list, pur chase completion) compared to actual visitors for each campaign type (afliation or e-mail, bartner, keywords, and others), so detailed analysis of chan nel effectiveness is possible. In addition, it can con- rm the most popular search words used by visitors for each campaign type, location, and purchased (Con tinned) Application Case 5.7 (Continued) products. The page overlay function can measure Evaluating the system, Jung commented, "By the number of dicks and number of visitors for each finding out how each customer group moves on the item in a page to measure the value for each loca- basis of the data, it is possible to determine customer tion in a page. This capability enables Lotte.com to service improvements and target marketing sub- promptly replace or renew low-traffic items. jects, and this has aided the success of a number of campaigns." Enhanced Customer Satisfaction and However, the most significant benefit of the Customer Experience Lead to Higher Sales system is gaining insight into individual custom- Lotte.com built a customer behavior analysis data- ers and various customer groups. By understand- base that measures each visitor, what pages are vis- ing when customers will make purchases and the ited, how visitors navigate the site, and what activi- manner in which they navigate throughout the Web ties are undertaken to enable diverse analysis and page, targeted channel marketing and better cus- improve site efficiency. In addition, the database tomer experience can now be achieved. captures customer demographic information, shop- Plus, when SAS for Customer Experience ping cart size and conversion rate, number of orders, Analytics was implemented by Lotte.com's largest and number of attempts. overseas distributor, it resulted in a first-year sales By analyzing which stage of the ordering pro- increase of 8 million euros (US$ 10 million) by iden- cess deters the most customers and fixing those tifying the causes of shopping cart abandonment. stages, conversion rates can be increased. Previously, Questions for Discussion analysis was done only on placed orders. By analyz- ing the movement pattern of visitors before order- 1. How did Lotte.com use analytics to improve sales? ing and at the point where breakaway occurs, cus- 2. What were the challenges, the proposed solu- tomer behavior can be forecast, and sophisticated tion, and the obtained results? marketing activities can be undertaken. Through a 3. Do you think e-commerce companies are in pattern analysis of visitors, purchases can be more better position to leverage benefits of analytics? effectively influenced and customer demand can be Why? How? reflected in real time to ensure quicker responses. Sources: From Heightening customer loyalty and optimizing chan- Customer satisfaction has also improved as Lotte. nels, SAS, Customer Success Stories.sas.com/success/lotte.html com has better insight into each customer's behav- (accessed March 2013). Copyright @ 2016 SAS Institute Inc., Cary, iors, needs, and interests. NC, USA. Reprinted with permission. All rights reserved. SECTION 5.8 REVIEW QUESTIONS 1. What is a search engine? Why are they important for today's businesses? 2. What is a Web crawler? What is it used for? How does it work? 3. What is "search engine optimization?" Who benefits from it? 4. What things can help Web pages rank higher in the search engine results