Am I traveller OR Tourist ?


Image Credit: EcoTravel 

I am writing this post on a moving train with a brownie on my side which I picked up from a local cafe while I was meeting one of my old friends after years(more than 6 years) in Boston. After moving to US in last summer, I have been traveling a lot to catch up on my work, meeting with clients, meeting friends and ultimately experiencing a lot. I have been learning many things from this shift in my work from India. Sometime, I think that if I wouldn’t have gone there then my life wouldn’t have taken that turn or I might have ended doing something else(may be better or may be worse, but feel positive).

During my several trips, I have been asked questions like- “Who am I?  What made to come to this city? Are you a Tourist? Are you a Traveller?”. These similar type of questions confused me sometime but over the time I have learned what to answer the best way when this is asked to you. Most of the time, I was in dilemma to say tourist or traveller. I dug in to the definition of these to figured this out-  who actually am I?

These two words are really confusing and sometimes “people” use this as synonym.

To give a bit of definition,

Tourists – These are the people who visit the new place for a day or two mostly for  the pleasure purpose. This set of people don’t spend time to find great restaurants. Instead, They can be found searching for sight seeing place. Tourists are very casually dressed and always in a mood to take pictures of new things and sometime of themselves(selfie).

Travellers– These are the people who visit the new place for long term for pleasure and for experience purpose. The experience purpose might be any thing. It could be related to their work, catching with friends, understanding the local culture, to know more about the place. This set of people care about the where are they going for food, what type of people are they going to meet and how are they learning out of these meetings. These people are more in to looking for something kind of business when they visit the new place instead of just clicking pictures or finding new sight seeing spot.

Now, this is very clear to me- who am I. And, Yes, I am a traveller. I have been lucky that I have met(so far) nice and amazing people whenever I went out for networking or socializing. This keeps me motivating to go out and meet right mind like people again and again. I try to find local hangout place where I can talk with local folks to know more about the city. But some time, It is good to be a tourist when you don’t have enough to catch up and you’ll be wondering about the places to go. But It is always good to experience things.

Make the most of your travel comfortable and enjoyable. Happy Traveling folks.!!


How to use SiteCatalyst Plugins in Mobile App


These days, I am writing very often but not publishing those articles. Most of the articles are in the draft folder and i am trying to give finishing touch to all. Ideas and thoughts,for me, come instantly. Sometimes, even after spending hours on work, i have to say to myself- “this is not working” and i get up and take a break. Last week i got an email from one of my colleague from previous employer saying that Can we use sitecatalyst plugins in My Mobile App? I read it again and i replied yes, we can use few of them but not all them.

It is evident that Mobile app doesn’t support cookies so there must be some other workaround to do so. These workarounds are very close to the implementation of sitecatalyst plugins. Let’s take a look on few plugins which are very often in use-

1. getNewRepeat– This plugin is used to capture new vs. repeat visitor based on a cookie and you can set the expiry of that cookie in one of the parameter of this function. In your mobile app, launches are similar to sessions which is again closely related to visit. Developer can see “Launches” as a context data in a Network packet sniffer tool.


Assign a variable for New vs. Repeat visitor, and then write a processing rule having following condition-


set eVarX= propX=new;

else  set eVarX= propX=repeat;

You can use this eVar similar to the one in website and can be used for attribution and segmentation as well.

2. DaysSinceLastVisit-  This plugin is used to identify how often visitors visit my site on daily basis and very useful to understand the behaviour of return visitors. In your mobile app, When user launches the app for the 2nd time then there is a context data- “DaysSinceLastUse”. You can map this context data in to an eVar or Prop to capture that data. The data will be in numeric format.


For the first launch, you may need to set some custom value like “First use” so that you can easily differentiate between “Zero” and “First use”.

3. getTimeParting-  This is one of the most popular plugins among clients. They can create segments based on days/type of days/ hours etc. and can analyse the data more deeply. In mobile App, Adobe provides Two out of box context data-


“DayOfWeek” and “HourofDay”. You can capture these values and use classification rule builder to get more valuable report out of it.

Hope this is helpful for new mobile app analyst to get the right data from adobe analytics mobile services SDK. Feel free to reach out to me if you have any queries at

*Adobe Analytics logo is a copyright of Adobe Systems.

11 Signs of an Entrepreneur

business-plan via-

Sign of an Entrepreneur

1. You Take Action

2. You are crafty and imaginative

3. You get in to hot water

4. You are fearless

5. You can’t sit still

6. You are malleable

7. You are motivated by challenges

8. You consider yourself an outsider

9. You recover quickly

10. You surround yourself with advisors

11. You work and play hard

Via- BI

Life Beyond s_code for Sitecatalyst Consultant


I am sure title for this blog may sound bit odd for you but wait I am not going to tell you about my daily routine after I finish my day. For me, Title sounds apt for what I am going to explain.

To tell you the story behind this title, Last year, one of my colleague was totally pissed off with s_code and its complexity so he whispered that “There is no life beyond s_code”. Though, I got the actually meaning of what he meant but nevertheless I am putting this other way around for a consultant(hopefully, J ) and I would say, ’ Sitecatalyst consultant have many alternate choices but you just need to pick the best possible solutions  to be the best consultant’.

Now, let me come to the point, Life is becoming tough for sitecatalyst consultants with complex and tricky business requirements from clients. In my day-to-day consulting experience, I have faced several issues with s_code such as –

  1. s_code doesn’t load on time before sitecatalyst image request send to adobe server.
  2. Developer has missed to remove correct report suites name before s_code goes on to production.
  3. Marketing team can’t wait to track new campaign for Black Friday but IT release doesn’t allow them to do so.
  4. Managing several s_code for many sub domains is a big headache and a single code error results in huge data loss.

It is really frustrating in daily analytics activities when sitecatalyst consultant struggles with s_code.js file when some tags do not get set the way they want. To deal with such issues adobe analytics really have something beyond s_code file. App measurement.js (Light js) and Dynamic Tag Management are in demand solutions from adobe which may resolve several complexity and dependencies for clients.

App measurement.js is not a new offering from adobe but it has quite a while in use. This js file is very light and loads much faster than s_code.js file and will reduce your sleepless nights. It offers same flexibility as s_code and works well with almost all sitecatalyst plugins (different version). So, I think you should try using appmeasurement.js file next time rather than going for s_code file. App Measurement has ability to support Visitor ID services and Heartbeat video integration

Tag management solution is also not new in the market. There are so many tag management solution such as Ensighten, Teliuem, Google Tag manager etc. which helps client to remove dependencies from IT release and unavailability of core development team.

Dynamic Tag Management aka DTM is a recent delight in adobe’s Digital Marketing suite from Search Discovery. DTM is a very powerful tool to keep your implementation intact without touching your application code enough.

You can implement more than one web analytics solution using it. Several benefits of having DTM on the table are-

  1. Change your codes whenever you want.
  2. Launch and track any marketing campaign during any time of the year.
  3. No scope of JavaScript error (Compiles JS script on the fly).

DTM comes free with standard sitecatalyst contract can be used with google analytics as well.

I hope you have now better idea to make a good choice before you start adobe analytics implementation.

Write to if you have any queries on this.

Integration of Google Analytics with Demandware



My love for Demandware e-commerce’s platform was vivid. I loved to work on this technology however it was not a long affair until i came in to Digital Marketing domain. This post means a lot for all the people who work on Demandware and Google Analytics. While working on this platform, I tried to learn more about analytics implementation  and to customize the implementation as per client requirement and minimize the consulting hours & maximize the profit.

Though,I don’t have soft heart for Google analytics and most of the time i argue against it. But, Some time client’s budget compel you to do something you don’t want to do and yes, GA is not that bad.

This post is not more than a POC work of Google analytics integration with Demandware. I am not going to provide any details about  pros and cons of using Google Analytics for Demandware moreover  i am not mentioning how to use GA for e-commerce website tracking. This is basic steps to add GA code on your demandware site. That’s sound But let you what Demandware is not free platform and in this world of marketing nothing comes for free.  If you have any queries related to e-commerce integration, please feel free to contact me. I will help you out in all aspects of implementation.

Before coming to this Integration part, You should have all Business objectives and Measurable KPIs in place. Generally, Look for 8 important metrics – Visits, Unique Visitors, Referrers, Pageviews, Time on the site,Bounce Rate, Order/Revenue and visitor conversion rate.

Cartridge ..?? Do i really need that.? well, No, You don’t need that. As you are going to add just a file better you need a common isml template.

Step-1) Create an isml template with name of google_analytics.isml and add it in your common folder of your site directory.

Step-2) Reference this isml template in footer to track all the pages on your site via local include. For example-

<isinclude template=”commom/google_analytics.isml”>

Step-3) Get your code from Google account and paste it in your template. Now create a new custom site preference with meaningful name such as GoogleanalyticsID and then set the value of this custom site preference to the account id present in the code provided. You can re-use your domain name custom site preference in the GA code. Code should look like-


var account_id=${dw.system.Site.getCurrent().getCustomPreferenceValue(‘googleAnalyticsId’)};

var domain_name=${dw.system.Site.getCurrent().getCustomPreferenceValue(‘domainName’)} ;

ga(‘create’, ‘account_id’, ‘domain_name’);

// other code…


This code is based on latest Google analytics code base. For old base code, you can replace the account id and domain name as mentioned above.

You can pass any pipeline data to Google analytics using-  ga(‘send’, ‘pageview’).

Step-4) You are all set to build your code and see the tags using any packet analyzer or omnibug tool.

Google analytics has power to show real time data in free version. The Google tag manager improves the power of google analytics.

Hope this makes sense to all new developer of Demandware and Analytics consultant of Google analytics.

If you are interested to learn e-commerce tracking on demandware platform feel free to contact.

bitcoin – a real threat to real currency ?


In this digital age so many crazy things are happening and you totally get amazed by the development of these if you are not following digital space. I started using Facebook from 2007.At that time, I hardly see any of my friends on Facebook(except few hot girls.. :P) and some time i felt ashamed that why i don’t have “Orkut” account( Though, i had orkut account only for short time then i closed my account).  Now, Facebook is like life line for everyone. It is an almost $ 150 billion company. This shows a radical shift in digital marketing and also it helps in strengthening digital marketing segment and created a new marketing segment called “Social Media Marketing”.

From the above, What i mean to say is that world has changed and it is going beyond real i.e. to digital. Internet user’s life is becoming digital. So, why can’t we have a digital money ?

Let’s read a discussion between two friends-

Santa- Hey, What is digital currency/Money ?

Banta- Dude, whatever money we spend online during buying our stuff using credit/debit card. These all are called digital currency because transfer of money happen digitally.

Santa-  But i have heard of something called “bitcoin”. Do you have  any idea about this ? i think this is also a digital currency.

Banta – No. , I think both are same.

This is what happens( embarrassment). Banta was  totally incorrect about digital currency.

Nevertheless, I am going  to answer Santa’s questions based on my small research on “bitcoin” which is closely related to whitepapers released from “bitcoin”. I am just simplifying the term – “bitcoin” to all my beloved readers.

In short and straight- “Digital Currency is a form of currency or medium of exchange that is electronically created and stored.” The money which we spend using our credit/debit card or Netbanking is commonly referred as “Electronic Money”. These traditional money is held up by banks on computer which is moved electronically. So, Ideally, these traditional currencies are not actual “Digital Currencies”. However, some economists don’t feel the same.

A pure example of Digital currency is – bitcoin. It is also called as a cryptocurrency. It was developed by Satoshi Nakamoto in 2009.

According to, ” Email let us send letters for free, anywhere in the world. Skype lets us make phone and video calls for free, anywhere in the world. Now there’s bitcoin. Bitcoin lets you send money to anyone online, anywhere in the world for less than a cent per transaction! Bitcoin is a community run system not controlled by any bank or government. There’s no wallstreet banker getting rich by standing between you and the people you want to send and receive money from”.

Bitcoin is the first digital currency that is completely distributed. The network is made up of users like yourself so no bank or payment processor is required between you and whoever you’re trading with. This decentralization is the basis for Bitcoin’s security and freedom.

Bitcoin is a new kind of money. It’s the first decentralized electronic currency not controlled by a single organization or government. It’s an open source project, and it is used by more than 100,000 people. All over the world people are trading hundreds of thousands of dollars worth of bitcoin every day with no middle man and no credit card companies. It’s a startup currency which has never happened before.

Bitcoin is going to be the biggest opportunity for innovation that the world has seen since the industrial revolution. An idea whose time has come.

According to Bill Gates- “Bitcoin is a technological tour de force.”


“bitcoin” is based on peer to peer payment system. bitcoins are created by a process called mining, in which participants verify and record payments into a public ledger in exchange for transaction fees and newly minted bitcoins. Users send and receive bitcoins using wallet software on a PCs, Mobile or a web application. Bitcoins can be obtained by mining or in exchange for products, services, or other currencies.

So, let me explain it in details. Below is a diagram about current money flow when borrower take loan from a bank.

Traditional BankingYou can see that Interest rate is spread between lender and Bank. so, It is ultimately borrower who is getting hurt due to high interest rates.

Let’s look how “bitcoin” works. There is no mediator and you don’t need to pay any extra money.

Peer to peer Banking system

So, Now the question is – How safe is a bitcoin transaction ? The next part would be little difficult to understand if you are not a physics student or if you don’t understand how public-key cryptography works ?(But you are free to google it..:) )

Bitcoin uses public-key cryptography, in which a pair of a public and a private cryptographic key is generated. A collection of keys is called a wallet. A Bitcoin transaction transfers ownership to a new address, a string having the form of random letters and numbers derived from public keys by application of a hash function and encoding scheme. The corresponding private keys act as a safeguard for the owner; a valid payment message from an address must contain the associated public key and a digital signature proving possession of the associated private key.

But, the Problem comes here-  As anyone with a private key can spend all of the bitcoins sent to the corresponding address, the essence of Bitcoin security is protection of private keys.

Theft of bitcoins has occurred on numerous occasions, and the practical day-to-day security of Bitcoin wallets is a concern like the security of other forms of payment.

To deal with such issue of theft and possibilities of loosing bitcoin on physical drive, bitcoin client generates and stores private keys, and communicates with peers on the Bitcoin network.

To understand more about peer to peer model of bitcoin, please read Satoshi Nakamoto white paper.

So, How does bitcoin posses threat to real Money ?

Big firms has started accepting bitcoin as standard method of payment. Companies like-, TigerDirect, Zynga have already started accepting bitcoin. University of Nicosia has started accepting bitcoin for its tution fee payment.

Bitcoin followers have suggested that Bitcoin is gaining popularity in countries with problem-plagued national currencies because it can be used to circumvent inflation, capital controls, and international sanctions. For example, bitcoins are used by some Argentinians as an alternative to the official currency, stymied by inflation and strict capital controls. In addition, some Iranians use bitcoins to evade currency sanctions.

 These are just small achievement by this iconic “Digital Currency”. And, Obviously, American government is thinking to tackle the expansion of bitcoin currency.  bitcoin is currently going through many questions such as – Black money distribution, Money Laundering, Money Theft etc. But with a more robust legal framework, and some regulatory transparency, a digital currency that behaves more like cash than a credit card may have an important place in the world markets of the future.

I feel this is really a big step toward a true “Digital Currency” and I believe to own some “bitcoin” in near future.

Please visit  “How to buy bitcoin” to buy your first bitcoin. As of today, on Bitcoin Exchange, 1 bitcoin = 38001 Rs. (Varies between $600-$700).

I wish to hear from you. Mail me your comment to my email id-

Data sources- Wikipedia &