• Dr.Aniruddha Bodhankar

This study on Fassion 'n' Fashion, a start up fashion web site makes the use of predictive analytics which helped Fassion 'n' Fashion to precisely figure out the reasons for Fassion 'n' Fashion not becoming the first choice online fashion house in India over conventional stores despite making good promotional expenses. The primary reason being the poor engagement time of the viewers on the site. The study also lists out what the online shoppers look for in a fashion web site, also it figures out the predicted sales volume basis the selected variables and the set of focus customers who would buy the products from this fashion site using multiple regression and logistic regression techniques such as logit function, ROC curve and Youden's Index. In fact this study can stand as an eye opener for all the online e-commerce sites for not becoming the preferred sites for shopping and not getting an upper edge over traditional shops. This study emphasizes on increasing the viewer's engagement time on a web site to make it super successful site

(Key Words : Predictive Analytics, Logistic Regression, Logit Function, ROC Curve, Youden's Index.)

""High Engagement Time - The Key Success Factor For An E-Commerce web Site". A Case of Fassion 'n' Fashion.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 1, page no.755-766, January-2019, Available :http://www.jetir.org/papers/JETIR1812B95.pdf

""High Engagement Time - The Key Success Factor For An E-Commerce web Site". A Case of Fassion 'n' Fashion.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 1, page no. pp755-766, January-2019, Available at : http://www.jetir.org/papers/JETIR1812B95.pdf