Making Advertising Accountable
       Bounce, Long Tail, Experimentation & You




                                 Avinas...
Bias…
Benefits?
Astonishing Accountability!
How?
1. Instantaneous Smarts
The Learning Machine!
<html>
 ...
    <script src="https://ssl.google-analytics.com/ga.js"
          type="text/javascript">
     var pageTracke...
Model
(Object)




Features
(Action)




Options
 (Label)
2. Making Sense of the Head & Tail
Occam’s Razor Stats:
      50,000

      20,000

       9,500
Budget
 90%
Keys to the Kingdom
Two Problems, Two Solutions
Head : Obsess Efficiently!
Tail : Math Rocks!
–a
“What about my Upper Funnel?”
Keywords
                                        Measurement

Category Keywords




Category / Brand




Brand            ...
Keywords
                                        Measurement

Category Keywords
                                        Bo...
3. Quantify Economic Value!
Multiple Goals
Leads        Research      Offline

 What’s Success Here?
 What’s Success Here?
  Micro Conversions     Macro Conversion
Offline…
Unique 800 Numbers, etc…
What is your website’s
 Economic Value?
4. Experiment or Go Home!
[ Highest Paid Person’s Opinion ]
Learn to prove them wrong,
         quickly.
ABC
A


B
&
Test & optimize your
  Landing Pages.
5. Competitive Intelligence baby!
Contact Info :

     Blog: Occam’s Razor
          www.kaushik.net/avinash


     Book: Web Analytics: An Hour A Day

    ...
Avinash Kaushikaccountable Advertising Auto News Oct08
Avinash Kaushikaccountable Advertising Auto News Oct08
Avinash Kaushikaccountable Advertising Auto News Oct08
Avinash Kaushikaccountable Advertising Auto News Oct08
Avinash Kaushikaccountable Advertising Auto News Oct08
Avinash Kaushikaccountable Advertising Auto News Oct08
Avinash Kaushikaccountable Advertising Auto News Oct08
Avinash Kaushikaccountable Advertising Auto News Oct08
Avinash Kaushikaccountable Advertising Auto News Oct08
Avinash Kaushikaccountable Advertising Auto News Oct08
Avinash Kaushikaccountable Advertising Auto News Oct08
Avinash Kaushikaccountable Advertising Auto News Oct08
Avinash Kaushikaccountable Advertising Auto News Oct08
Avinash Kaushikaccountable Advertising Auto News Oct08
Avinash Kaushikaccountable Advertising Auto News Oct08
Avinash Kaushikaccountable Advertising Auto News Oct08
Avinash Kaushikaccountable Advertising Auto News Oct08
Avinash Kaushikaccountable Advertising Auto News Oct08
Avinash Kaushikaccountable Advertising Auto News Oct08
Avinash Kaushikaccountable Advertising Auto News Oct08
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Avinash Kaushikaccountable Advertising Auto News Oct08

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Transcript of "Avinash Kaushikaccountable Advertising Auto News Oct08"

  1. 1. Making Advertising Accountable Bounce, Long Tail, Experimentation & You Avinash Kaushik Author, Blogger, Analytics Evangelist Automotive News Webinar, Oct ‘08
  2. 2. Bias…
  3. 3. Benefits?
  4. 4. Astonishing Accountability!
  5. 5. How?
  6. 6. 1. Instantaneous Smarts
  7. 7. The Learning Machine!
  8. 8. <html> ... <script src="https://ssl.google-analytics.com/ga.js" type="text/javascript"> var pageTracker = _gat._getTracker("UA-xxxxxx-y"); pageTracker._initData(); pageTracker._trackPageview(); </script> <script type="text/javascript"> var videoTracker = pageTracker._createEventTracker(”ToyotaConfig"); </script> onRelease (button) { getURL("javascript:videoTracker._trackEvent(‘trim’, ‘options’,‘features’)”)} </html>
  9. 9. Model (Object) Features (Action) Options (Label)
  10. 10. 2. Making Sense of the Head & Tail
  11. 11. Occam’s Razor Stats: 50,000 20,000 9,500
  12. 12. Budget 90%
  13. 13. Keys to the Kingdom
  14. 14. Two Problems, Two Solutions
  15. 15. Head : Obsess Efficiently!
  16. 16. Tail : Math Rocks!
  17. 17. –a
  18. 18. “What about my Upper Funnel?”
  19. 19. Keywords Measurement Category Keywords Category / Brand Brand ? Money! (/Store Visits) Conversions!
  20. 20. Keywords Measurement Category Keywords Bounce Rates Category / Brand Time On Site Brand Visitor Loyalty Money! (/Store Visits) Leads / Appt’s Conversions!
  21. 21. 3. Quantify Economic Value!
  22. 22. Multiple Goals
  23. 23. Leads Research Offline What’s Success Here? What’s Success Here? Micro Conversions Macro Conversion
  24. 24. Offline…
  25. 25. Unique 800 Numbers, etc…
  26. 26. What is your website’s Economic Value?
  27. 27. 4. Experiment or Go Home!
  28. 28. [ Highest Paid Person’s Opinion ]
  29. 29. Learn to prove them wrong, quickly.
  30. 30. ABC
  31. 31. A B
  32. 32. &
  33. 33. Test & optimize your Landing Pages.
  34. 34. 5. Competitive Intelligence baby!
  35. 35. Contact Info : Blog: Occam’s Razor www.kaushik.net/avinash Book: Web Analytics: An Hour A Day www.snipurl.com/wahour Email: ak@marketmotive.com
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