Who are we and what were the prerequisites for the project?
Good afternoon, my name is Vladimir Lazarev, I am the head of the BI integrator . We make visual reports for business on marketing, sales, finance, logistics based on the leading analytical platforms Qlik Sense, Power BI, Tableau.
In BI platforms, the visual component is very important. If you have looked at dozens of demo reports of BI systems and you do not like how this or that platform looks, then most likely you will not implement it, even if you are satisfied with the price and technical characteristics. Based on this, the need is born to see the same data in different analytical platforms so that it can be compared.
And it is desirable that the data be interesting ... 🙂
Where did the idea for this report come from?
A few years ago, the Higher School of Economics published an article on the formation of prices for the services of girls with low social responsibility in Moscow. These were aggregated data from an analysis of 1.800 questionnaires. We found the data behind these conclusions of the HSE sociologists interesting. And we decided to work on this topic.
Key Ideas:
- Show not only the conclusions that lie on the surface, but the data on the basis of which they were built;
- To enable those who wish to independently analyze patterns, put forward a hypothesis and test it.
- The design should include a larger sample of questionnaires to improve reliability;
- Show not only the "supply of the market", but also the demand based on statistical data in search engines;
Data sources:
- SQL database of questionnaires*, formed on the basis of one site included in the TOP 3 results in Yandex and Google search engines.
- Excel file with relevant** queries on the subject area of analysis.
- Excel file with the historical frequency of requests in the Yandex search engine.
- Excel file with the frequency of queries in the Google search engine.
* A parser was used to collect information. Data parsing was performed one-time.
** The tool for selecting relevant queries was
Business roles & USER-story
In ordinary projects, we always specify who will use the analytics and what questions (direct or indirect) the person wants to find answers to.
Only bad luck - this project does not have a customer. So we had to come up with three roles and their questions.
So we have the following roles:
- Girl of low social responsibility
- Application site administrator
- Owner of real estate for rent
Girl with low social responsibility
"Indy" Elvira is 25 years old. Looks good, familiar men estimate her age in the region of 19-20 years. He goes in for sports, visits a solarium, healthy food, good manicure and all. She is used to living a good life, not really denying herself something. But this lifestyle requires a lot of money. Office work, as she believes, is not for her. She loves sex and does not see anything shameful in this occupation. Economic education and an analytical mindset pushed her to approach the process of determining pricing, a list of services provided with a pragmatic approach. Elvira decided to analyze the data using the BI platform.
Purpose: to identify key points in order to be competitive and earn more.
She is interested in the following questions:
- For what price do “colleagues” with similar parameters (height, weight, chest, age) sell their hour in Elvira's area of residence? Does it make sense to find an apartment in another District of Moscow for the same money, but with a higher average check or less competition?
- Should you overestimate or underestimate your age in the questionnaire?
- Does it make economic sense to increase the 2nd breast size to the 4th and how quickly will the investment in the operation pay off?
Application site owner
Meet Felix Albertovich - the owner of the site with questionnaires. Bossy, 45 year old charming man with good communication skills, rich previous experience in marketing and more. I was able to fill the site with many profiles of different girls, ensure good traffic to this resource through SEO promotion. At the moment, he earns on the paid placement of profiles on the site.
Purpose: to understand the needs of society, to determine promising areas of work with your site
By contacting a business intelligence agency, he expects to receive the following answers:
- What is the portrait of a typical "indie"?
- What queries do users make in search engines?
Entrepreneurial self-employed citizen who rents out an apartment
Mitya is an adventurer, keeping up with the times, with a thorough approach to business. Used to be guided by statistics and facts. Mitya has an apartment in the Central Administrative District of Moscow. He wants to find out how to make more money from his asset.
Purpose: to find a new, more efficient model for using your apartment
Main questions:
- If you rent an apartment to a girl of low social behavior not for a fixed amount, but for% of income, is it possible to earn more with this approach?
Elvira's Management Conclusions
Elvira saw that "colleagues" with similar parameters in terms of age, breast size, height and weight offer the same prices - 4080 - 4930 rubles per hour. With the exception of the districts "Western" and "Central".
Competition is minimal in the "Moscow Region", only 20 profiles, and the cost of renting housing is almost two times lower than in any administrative district of Moscow, while maintaining the level of cost per hour.
At the same time, Elvira would like to sell services more expensive over time, so she created a duplicate of the questionnaire, indicating accommodation in the Western District and work exclusively for leaving for the night. If there are enough offers, she will move to the area.
Age indicated her real - 25 years. Because I saw that the maximum price per night is indicated in the questionnaires in the age category from 25 to 30 years. A filter has been set for a priority service.
Regarding the advisability of breast augmentation from 2 breast sizes to 4, Elvira considered:
- The average cost of her hour increases by 1.190 (7.060 - 5.870 = 1.190).
- Breast augmentation surgery costs 300.000 rubles
- Thus, an investment in breast augmentation will pay off in 252 man-hours. With a load of 5 hours a day, that's 50 business days.
Felix's Management Conclusions
Felix Albertovich first decided to understand the typical portrait of "indie". So he saw:
- Middle age: 29,8 years
- Wed bust size: 2,8
- Wed height: 168 cm
- Wed weight: 57 kg
- Wed clothing size: 44
Felix Albertovich further decided to analyze queries in search engines. Previously, he had already systematized key queries into groups, we lacked an understanding of the weight of each keyword, the statistics of its queries
In the analytical report, Felix saw a steady increase in the number of requests. In 2018, compared to 2017, the number of requests increased by 60% (from 9.99 million to 16,59 million).
As expected, most of the requests are related to the location. In second place are general inquiries, in third place is the price classification. This prompted Felix to use dynamic content on the site, depending on what search query a person came to him.
He also drew attention to the significant prevalence of visits from mobile phones in search queries - almost three times. Therefore, I instructed the programmer-implementer of my site to check the quality display on a mobile phone.
An interesting point is that certain groups of requests are growing faster than the rest.
For example, "Price category" - Subcategory "Cheap" grew by 74% (against 60% growth on average). Also, the individual keywords “cheapest *****” grew by 113% and “**** Uzbeks” grew by 120%. But Felix looks at these data taking into account not only the percentage ratio, but also the quantitative one.
Management conclusions Mitya
Mitya has an apartment in the Central District of Moscow and he wants to rent it out. "On the market" such an apartment is rented for 100-120 thousand rubles. But he would like to earn more. Therefore, I decided to rent an apartment "indie" for% of income. For them, there are fewer risks of an undesirable reaction from the owner of the apartment, for him, more income from the apartment.
Mitya hypothesized that girls who sell their hour for more will bring him potentially more income. He has an apartment in the Central Administrative District, so he first looked at what budgets girls usually sell their hour in this area for.
Most of the questionnaires (206 pieces) sell their hour in the Central Administrative District from 10.000 rubles. Then he sorted out the profiles that are not found in the Central Administrative District, but sell themselves for a similar price tag. It is this audience that he will sort on the site, in order to call and offer a different scheme for renting an apartment, but in the Central Administrative District.
When selling an average of 3 hours per day with a check to this audience, the total monthly revenue is: 11.203 * 3 hours * 30 days = 1.008.270 rubles / month.
Moreover, if he receives 20%, then the apartment will be sold for more than 200.000 rubles / month.
In the calculations, Mitya did not take into account income with additional. services:
Conclusion
In conclusion of this article, I would like to note that the subject area of analysis is quite controversial. Of course, this topic is a problem of society. We deliberately wrote this article with humor, and the "Management Conclusions" were built with a share of absurdity, so that the information was easier to perceive, but we hope it will make you think about the trend.
In this regard, the analytical platform, like nothing else, allows you to see the real picture, just numbers that should be followed by the right human actions.
In this example, we have shown that it is possible to analyze any topic or business, its indicators, build your own hypotheses, relying on facts. This is especially true when there is a lot of data, when they are in different sources, and bringing them into a single picture takes a lot of time. This is relevant for marketing, sales, finance, logistics, commodity accounting. If there is a need, write, we will be happy to discuss a possible solution.
Screenshots of Microsoft Power BI
Screenshots
Screenshots of Qlik Sense
Source: habr.com
