On the successful completion of the third quarter, we‟d like to present our third issue of “Virtuoso”. We are glad to receive good reviews from our reader for our previous Newsletter. We are thankful to our readers and hope that we continue to bring quality news. In this issue of Virtuoso, the theme is Change or Revolution, a new model of online society. We will be presenting change in gaming industry, change in web analytics and of course featuring of our own product NXY.IN. Also, we would like to thank Avinash Kaushik for sharing his thoughts on the trend of new web analytics 2.0. We‟d love to get your comments and suggestion to improve ourselves. If you have anything you‟d like to share with us, please email us at editor@in-rev.com Once again, we thank you all for supporting us. 1 | Page Nov 2009, ISSUE #3

1. Virtuoso Nov 2009
ISSUE #3
Harness Your Social Network
Guest Writer Web Analytics 2.0
Avinash Kaushik
How Farmville made Millions
Online Gaming Revolution Case Study
NXY.IN Product Feature
Click Stream Tracker
InRev
Quarterly Newsletter

2. Editor’s Desk
Mission Statement
On the successful completion of the third
quarter, we‟d like to present our third issue of
“Virtuoso”.
We are glad to receive good reviews from our
reader for our previous Newsletter. We are
thankful to our readers and hope that we
continue to bring quality news.
In this issue of Virtuoso, the theme is Change or
Revolution, a new model of online society. We
will be presenting change in gaming industry,
change in web analytics and of course featuring
of our own product NXY.IN.
Also, we would like to thank Avinash Kaushik for
sharing his thoughts on the trend of new web
analytics 2.0.
We‟d love to get your comments and suggestion
to improve ourselves. If you have anything you‟d
like to share with us, please email us at
editor@in-rev.com
Once again, we thank you all for supporting us.
1 | Page
Nov 2009, ISSUE #3

3. Message from CEO
InRev has finished its third quarter and has pulled in new
investors, got corporate clients and established two of our
products in the international arena.
Buzzom became the most loved Twitter App in the world
(according to Blippr.com). Most bloggers rate us among the
Top 5 Twitter App in the World with TweetDeck,
TweetMeme, Bit.ly and Tweetie.
Fourth quarter will see more developments in Buzzom with
Buzzom Premium coming in along with various features for
managing other Social Networking Sites.
Buzzom.com is getting about half a million page views a
month, and the target is to reach a million by the end of 4th
quarter.
GlobalThoughtz has crossed hundred thousand page views a
month and is getting closer to add another hundred
thousand. We have been able to attract visitors from all
around the world.
Thanks to our authors Anup, Tilak, Nidhi, Venus, Kenneth
Ericson, and Stefan Metzler from different parts of the world.
Special appreciation to Rajeev for his marketing efforts.
We would like to thank all our partners, friends, and known
and unknown evangelists for making this happen. We will be
continuously working to serve the World in better and
innovative ways.
- Bhupendra Khanal
2 | Page
Nov 2009, ISSUE #3

4. Welcome to the world of Web Analytics 2.0
- Avinash Kaushik, Analytics Evangelist for Google
The world of “web analytics” seems to
have been around forever. We have
practitioners and vendors and a well
established system of working and
thinking.
Yet companies are frustrated at their
ability to fundamentally understand
the data and take action.
I have come to the conclusion that
Almost all of the time their key
there are multiple forces that are at
contribution to our business is that
play and the world of traditional web
they distract us from focusing on
analytics is now dead.
what‟s really important to the
What does the world of traditional business and our customers.
web analytics look like?
I believe that we are now living in a
If we measure any of the following it world of Web Analytics 2.0. A world
is likely that we live in the world of where web analytics is not limited to
web analytics: data available from clickstream tools
like Omniture, Google Analytics,
 Page Views
 Path Analysis NedStat etc.
 Track HITS
 Daily Unique Visitors (!!!) Rather it also includes on using
 Top Exit Pages on the Site qualitative tools like surveys and lab
 Visitor Screen Resolutions usability tests to understand customer
needs, it includes leveraging the power
The core outcome of measuring
of testing and experimentation and
these “KPI‟s” (Key Performance
finally it also includes robust
Indicators) is that we can take very
competitive intelligence analysis to “spy”
little action.
on our competitors.
3 | Page
Nov 2009, ISSUE #3

5. A key shift in the Web Analytics 2.0 world is
that we don‟t simply measure KPI‟s but rather
we do Key Insights Analysis (KIA‟s) such as:
 Click Density Analysis About the Author
 Visitor Primary Purposes
 Task Completion Rates
 Aviansh Kaushik is the author of the
 Segmented Visitor Trends
recently published book Web
 Raw Voice of Customer Pareto Analysis
Analytics 2.0 and the best selling
 Multi Channel Revenue Impact
book Web Analytics: An Hour A Day
(100% of the proceeds from both
You know you are truly delivering web books are donated to The Smile Train,
insights when you realize that every piece of Doctors Without Borders and Ekal
data you look at drives action and not just Vidyalaya.)

action but action that adds to whatever
 He is also the Analytics Evangelist
bottom line Outcomes that our companies are for Google (Data driven decision
trying to achieve for our company customers making uncomplexified)
(note that important difference, not outcomes 
 The Co-Founder and Chief Education
that your boss wants, not outcomes that
Officer for Market Motive (Online
his/her boss wants, but Outcomes that your
marketing education, on demand,
customers want). high quality, fresh, every day!)

The world of Web Analytics 2.0 takes time to  For more of his writing visit :
move into but once you get comfortable in it  http://www.kaushik.net/
you will have achieved a long term strategic
advantage.
Good luck!
4 | Page
Nov 2009, ISSUE #3

6. Gaming Revolution in Online Social Platform
Deep Sherchan CMO, InRev Systems
Free-to-play is an emerging model of
online social games. Traditionally, games
were distributed with only demo versions
and people had to pay if they wanted to
play the full game.
Most of the online gaming portal worked
with online advertisement model. But
with emergence of social networking sites
and mobile applications, a new business
model has emerged and it is known as
Virtual Goods Market.
The new model allows user to play the
game for free. But the games are tailored
in such a way that players wanting to
upgrade his/her elements in the game
will have to pay amount as less as 10
cents to $1. This has allowed every game
to have a concept called virtual money As the games are played in social
which allows users to buy items in the networks like Twitter, Facebook and
game. MySpace, there are large audience
witnessing game play of each person.
But when you want more and more This fuels energy and competition in the
virtual money, then you would have to game and pushes the player to a state
pay a little amount of real money, and where paying a dollar would not matter
this goes into game developer‟s revenue much.
count.
The concept of less from many people is
The virtual money has lots of importance the essence of new business model.
in online games as the real money has in Technically, only 20 percent of the total
the real world – it ranks your status users would be bringing revenue to the
among other players in the network, it company but that amounts have a factor
allows you to jump to next level and so of around millions.
on.
5 | Page
Nov 2009, ISSUE #3

7. The above model works under Micro- Farmville is a game developed by a
Transaction mechanism and uses company named Zynga, present in
completely new distribution method. It is Facebook. It comes in the category called
also popularly known as Game-As-Service, MMO, Massive Multiplayer Online Game
similar to software as service. where everyone is playing in a same space
and can interact with one another.
This emerging concept has upset many
veteran players in computer games. The It is practically the first company to prove
president of Electronics Art, John the potential of virtual goods in online
Schappert had expressed that social platform. Currently there are 60 million
gaming is a bubble which will soon burst in users playing the game daily. Record
couple of years. But emerging new data has shows that it has already collected around
proven social gaming platform to have a $320,000 and is projected to have
market of $ 1 billion. hundreds of millions annually.
Virtual money is not entirely a new
concept; it‟s been employed in iTunes
where you have to pay around $0.99 for
each song rather than whole album.
The whole business model works because
there are huge variations in the type of
consumers and their willingness to spend.
By providing free to play, it is increasing
its customer base and at the same time
tapping into the opportunity of customers
who are ready to pay that little extra cash.
Free and open culture has become
trademark of 21st century and gaming is
Unlike, traditional retail distribution, one of those industries which are tapping
online games are promoted by users into the culture. The new business model
playing the game in the network - the term that we have talked about is the result of
we are looking is called „viral marketing‟. changing society and is not just a fad.
This brings us to understand that for a Reference:
game to be popular in the social network it
http://www.insidevirtualgoods.com/us-virtual-goods/
has to be really innovative and interesting
enough to engage users in the game play. http://games.venturebeat.com/2009/10/26/norwests-tim-
Presently, most games have an element of chang-explains-why-virtual-goods-are-so-hot-in-social-
games/
fun and time killers, like Farmville.
6 | Page
Nov 2009, ISSUE #3

8. NXY.IN solution to Internet Marketers
-InRev
NXY.IN is a new web product being
developed at InRev Systems which will
allows internet marketers to track
down his internet campaign and
measure his/her performance.
The main strength of the product lies
in its ability to shorten long urls to
short urls unique to each user. Many of Basic interface of NXY.IN will allow user
the product‟s features exploit short to shorten the URL and track the number
urls to track down clicks. of unique and total clicks on the link.
Today, the major problem lies not in If multiple users are shortening same URL
measuring page views and visits of and each will be receiving unique
website but tracking down the source and shortened URL.
cause of hits.
Presently, users should have Twitter
Imagine you have 5 marketers promoting Account for using the application, but in
your website in social networking sites. future it will have other different options.
At the end of the day, let‟s say you receive
10,000 hits. How do you determine
which marketers among 5 was
responsible for major traffic.
Google analytics can only give you detail
of referral sites, location of the traffic but
not the marketers responsible for the
traffic. This is where NXY.IN bridges the
gap.
NXY.IN is mainly designed for Social
Media Marketing Company and general
freelancing marketers.
7 | Page
Nov 2009, ISSUE #3

9. NXY.IN has an innovative dashboard
which will allow you to compare
performance of different marketers and
drill down to each links distributed by the
marketer.
As a result, this allows you to put your
money on right person. In order to achieve
this, NXY.IN will have two different
dashboard one for company and other for
individual marketers.
NXY.IN has been built by InRev team
with a total belief that the new age of
marketing will start not by sharing links
and targeting people, but by hiring better
and efficient marketers and building more
powerful network.
In future, NXY.IN is going to be linked
with Buzzom which already has 10,000+
user bases. Both Buzzom and NXY.IN will
The product is designed to bring efficiency be catering to business professionals to
in designing marketing campaign. built a community and leverage your
NXY.IN will allow you to segregate business.
marketers based on their efficiency,
influence and network reach, thus
allowing you to make better strategies.
For more information visit:
In the age of social networking, finding
http://globalthoughtz.com
the right person for the right job is hard. http://nxy.in
Today, an average social media marketer
have reach to people more that 50,000 * To all the developers, the details of API of
but what determines success is the nxy.in are present in its website, you can
conversion ratio and the activity of the build application on top of these APIs.
network. In short, NXY.IN allows you to We encourage community participation.
do so.
8 | Page
Nov 2009, ISSUE #3

10. |
Log on to:
globalthoughtz.com
For Details:
InRev Systems Bangalore Pvt. Ltd.
#56, 3rd Main,
K R Garden, HAL Airport Road,
Bangalore 560017
Telephone: +91-80-40971130
Email: contact@in-rev.com
Contact Person:
Deep Sherchan
Chief Marketing Officer
Telephone: +91-96-111-22994
Email: deep@in-rev.com