The details below outline the scope for the MVP version of the KPI Crunch platform.

Purpose of the product

KPI Crunch is a web platform that enables users to position web domains within their competitive landscape based on a number of indicators. The selected indicators are intended to characterise brands’ organic footprint including search traffic, ranked keywords, Alexa rank, social media activity across various social media networks. 

Some of the indicators will be retrieved from 3rd party systems using APIs, the rest will be retrieved via proprietary social media scrapers built specifically for the product.

Target audience

Venture investors

KPI Crunch will provide data for Venture Investors to evaluate competition and trends in the domain from a marketing perspective; as well as define the position of their prospective investment within its competitive niche.

Business owners

Business owners will benefit from the data provided by KPI Crunch by evaluating the marketing trends in the selected industry and deriving conclusions to outline their marketing strategy.

Project Description

Technologies

TBD

Adaptivity

Both desktop and mobile versions need to be implemented

Scope (user point of view)

The MVP will include the following features:

• Login functionality (sign up, sign in, sign out, reset password), handled by a ready-to-use solution - OUT OF SCOPE FOR THE DESIGN PROJECT

• Home page

• Report Page

Home page

Home Page will include the following features:

• Facility to specify a domain

• Facility to add up to 50 competing domains

• Selection of country

• ‘Apply search’ option

If the user specifies a single domain, the system will automatically retrieve the list of competing domains and their corresponding metrics.

Otherwise, if several domains are used as input the system will interpret this as user willing to form the competitive landscape manually and will retrieve metrics only for the specified domains.

At the MVP stage, there will be no autocomplete or any sort of instant check whether the specified domain exists. 

There will be a simple validation of the domain format. A complete domain name will have either a two-part or a three-part structure. It may start with the machine or hostname such as “www” (optionally), followed by the name of the website itself (mandatory), and finally the TLD like .com or .gov (mandatory). Each part of the domain must be separated by a dot.

If the user isn’t authorised in the system, the system will prompt for login upon applying the search. 

Report

The report page will display search results for the authorised users.

The page will include the following features:

1. State and Progress bar of a search

2. Date, time started, time finished (if finished) for a search

3. Summary for a search (if several domains have been analysed in the search)

4. Metrics for each domain in a search (grid??)

5. Facility to download the metrics to CSV (download the grid to CSV)

6. List of previous searches

7. Facility to start another search

State and Progress

Given the process of real-time scraping is quite lengthy (search for one domain takes approximately 1.5 minutes, data is loaded gradually in real-time ), we need to come up with a sophisticated progress bar notifying users about the progress of the processing.

There will be 3 states: ‘Pending’, ‘In Progress’ and ‘Finished’.

Summary of a search

If the user performed a search for several domains, the Report will have the overall summary over (placed over the grid) containing the following analytics:

• Percentage of domains having a Facebook presence

• Percentage of domains having an Instagram presence

• Percentage of domains having youtube presence

• Average traffic

• The average number of keywords

The list of the indicators will evolve over time.

Domains metrics

The grid will include the following elements/metrics for each domain:

• Progress indicator 

• Index number

• Domain name

• Indicators of presence in a number of social media:

  • Facebook

  • Instagram

  • twitter

  • Pinterest

  • TikTok

  • Vimeo

  • Snapchat

  • yelp

  • LinkedIn

  • tumbler

• Alex rank 

• Number of indexed pages in google

• Serpstat data:

  • Number of ranking keywords

  • Traffic volumes

  • T2KW (Traffic to keywords)

  • Number of Ad Keywords

  • Ads

• Facebook stats:

  • Likes on the entire page

  • Followers of the entire page

  • The average number of comments (based on the 10 last posts)

  • The average number of likes (based on the 10 last posts)

  • The average number of shares (based on the 10 last posts)

  • Average engagement (based on the 10 last posts)

  • Engagement rate (based on the 10 last posts)

• Instagram stats:

  • Number of followed pages (Following) - the entire page

  • Number of followers on the page (Followers) - the entire page

  • f2F (ratio of Following to Followers)

  • Number of posts having image (based on the 12 last posts)

  • Number of posts having video (based on the 12 last posts)

  • The average number of comments (based on the 12 last posts)

  • The average number of likes (based on the 12 last posts)

  • Average engagement (based on the 12 last posts)

  • Engagement rate (based on the 12 last posts)

• Twitter stats:

  • Number of followed pages (Following) - the entire page

  • Number of followers on the page (Followers) - the entire page

  • f2F (ratio of Following to Followers)

  • The average number of comments (based on the 10 last posts)

  • The average number of likes (based on the 10 last posts)

  • Average engagement (based on the 10 last posts)

  • Engagement rate (based on the 10 last posts)

• Youtube stats:

  • Number of subscribers - entire channel

  • The average number of views - entire channel

  • V2S (views to subscribers) - entire channel

  • The average number of comments (based on the 5 last posts)

  • The average number of likes (based on the 5 last posts)

  • Average engagement (based on the 5 last posts)

  • Engagement rate (based on the 5 last posts)

• Pinterest stats:

  • Number of followed pages (Following) - the entire page

  • Number of followers on the page (Followers) - the entire page

  • f2F (ratio of Following to Followers)

• TikTok stats:

  • Number of followed pages (Following) - the entire page

  • Number of followers on the page (Followers) - the entire page

  • f2F (ratio of Following to Followers)

  • Number of likes - the entire page

  • The average number of comments (based on the 10 last posts)

  • The average number of likes (based on the 10 last posts)

  • The average number of views (based on the 10 last posts)

  • V2F (ratio of Views to Followers)

  • Engagement rate (based on the 10 last posts)

• Vimeo stats:

  • Number of followed pages (Following) - the entire page

  • Number of followers on the page (Followers) - the entire page

  • f2F (ratio of Following to Followers)

  • The average number of comments (based on the 10 last posts)

  • The average number of likes (based on the 10 last posts)

  • The average number of views (based on the 10 last posts)

  • V2F (ratio of Views to Followers)

  • Engagement rate (based on the 10 last posts)

• Snapchat stats:

  • Number of subscribers

Metrics must have tooltips containing clarifications for the users.

Sorting

By default, the grid will be sorted by Alexa rank in descending order.  Users will be able to sort the table descending or ascending by any column containing a numeric value.

Interpretation of results in the grid

If the user has specified a non-existing domain, the grid should explicitly state that.

Some of the scraping results may return errors due to various reasons like accounts privacy settings or technical failures.  The grid should explicitly state which of the results were returned with an error. This is to differentiate between the cases where data didn’t exist and where scrapers failed to retrieve the data.

It would be nice to have something like a progress bar in the cells while the grid is loading. This is because we have a different pace of populating the grid cells depending on the data source.

Users will be able to perform the following actions with the search:

• Re-run the search

• Edit and re-run the search (editing will mean adding or removing domains)

• Delete the search

• Rename the search (by default the search is named after the first specified domain in the list)

List of previous searches

The system will store up to 20 latest searches. 

Users will be able to access their previous searches and perform the same actions as mentioned above.