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iTalk: Avinash Kaushik—Analytics Evangelist, Google A Battle Cry for Qualitative Metrics Author, blogger and analytics evangelist Avinash shares his unique insider's perspective on metrics that matter and metrics that are missing, or rather, what management misses when they train their gaze exclusively on a web site's macroconversions. "Microconversions" measure all the other valuable on-site behavior unrelated to purchase, and Avinash thinks it's time we got on with the revolution in qualitative metrics and analytics, if we're to do justice to consumer engagement.
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A l ti I SAnalytics Is Sexy
S N T “F h B d I ”!Say No To “Faith Based Initiatives”!
Avinash KaushikAuthor, Blogger, Analytics Evangelist
iCitizen, May ‘08
Web Analytics !Web Analytics !
Questions & Numbers: Yes
Answers & Insights: Not Enough
Clickstream
Really really good at the
“What”
Kinda really stinky at the
“Why”
Web Analytics 2.0y
Clickstream
Multiple Outcomes Multiple Outcomes Analysis
Experimentation & TestingTesting
Voice of Customer
Competitive Intelligence
Insights
Awesome ClickstreamAwesome Clickstream
Insightful OutcomesInsightful Outcomes
Brand ReferralSite Impact: +51%
P i P hPropensity to PurchaseSite Impact: +54%51%
54%
Capturing Voice of CustomerCapturing Voice of Customer
Yes, no, do this, that, if, so, me, me, now, why not?Yes, no, do this, that, if, so, me, me, now, why not?
Yes, no, this, that, if, so, me, me, do that for me, if onlyYes, no, this, that, if, so, me, me, do that for me, if only
Yes, I am trying, this, that, if, so, me, me, now
Y thi th t if I lik h t? if l
Yes, I am trying, this, that, if, so, me, me, now
Y thi th t if I lik h t? if l
Goal:Yes, no, this, that, if, so, me, me, I like, why not?, if only
How stupid, no, this, that, so, me, me, why not?, now
Yes, no, this, that, if, so, me, me, I like, why not?, if only
How stupid, no, this, that, so, me, me, why not?, now“Segments of Discontent”How stupid, no, this, that, so, me, me, why not?, now
Yes, no, this, that, if, so, me, me, you idiots, if only
How stupid, no, this, that, so, me, me, why not?, now
Yes, no, this, that, if, so, me, me, you idiots, if only
Segments of Discontent
Yes, I love that, if, so, me, me, do that for me, if onlyYes, I love that, if, so, me, me, do that for me, if only
Yes, no, this, that, if, so, my mother likes, why not? Yes, no, this, that, if, so, my mother likes, why not?
Experimentation & TestingExperimentation & Testing
A B CA B C
Six Minutes To Awesomeness
A/B Testing
Multivariate Testing
Competitive IntelligenceCompetitive Intelligence
And One More ThingAnd One More Thing...
10 90
Now You Know