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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
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
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

  • 1. Making Advertising Accountable Bounce, Long Tail, Experimentation & You Avinash Kaushik Author, Blogger, Analytics Evangelist Automotive News Webinar, Oct ‘08
  • 2. Bias…
  • 3. Benefits?
  • 4. Astonishing Accountability!
  • 5. How?
  • 6. 1. Instantaneous Smarts
  • 7. The Learning Machine!
  • 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. Model (Object) Features (Action) Options (Label)
  • 10. 2. Making Sense of the Head & Tail
  • 11. Occam’s Razor Stats: 50,000 20,000 9,500
  • 12. Budget 90%
  • 13. Keys to the Kingdom
  • 14. Two Problems, Two Solutions
  • 15. Head : Obsess Efficiently!
  • 16. Tail : Math Rocks!
  • 17. –a
  • 18. “What about my Upper Funnel?”
  • 19. Keywords Measurement Category Keywords Category / Brand Brand ? Money! (/Store Visits) Conversions!
  • 20. Keywords Measurement Category Keywords Bounce Rates Category / Brand Time On Site Brand Visitor Loyalty Money! (/Store Visits) Leads / Appt’s Conversions!
  • 21. 3. Quantify Economic Value!
  • 22. Multiple Goals
  • 23. Leads Research Offline What’s Success Here? What’s Success Here? Micro Conversions Macro Conversion
  • 24. Offline…
  • 25. Unique 800 Numbers, etc…
  • 26. What is your website’s Economic Value?
  • 27. 4. Experiment or Go Home!
  • 28. [ Highest Paid Person’s Opinion ]
  • 29. Learn to prove them wrong, quickly.
  • 30. ABC
  • 31. A B
  • 32. &
  • 33. Test & optimize your Landing Pages.
  • 34. 5. Competitive Intelligence baby!
  • 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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