A l ti Is S
Analytics I Sexy
Say N T “Faith B d I
S No To “F h Based Initiatives”!
”!
Avinash Kaushik
Author, Blogger, Analytics Evangelist
iCitizen, May ‘08

Web Analytics !

Questions & Numbers:Yes
Answers & Insights: Not Enough

Clickstream

Really really good at the
“What”

Kinda really stinky at the
“Why”

Web Analytics 2.0
y

Clickstream
Multiple Outcomes
Analysis
Experimentation &
Testing
Voice of
Customer
Competitive
Intelligence
Insights

Awesome Clickstream

Insightful Outcomes

Brand Referral
Site Impact: +51%
Propensity to P h
P i Purchase
51% Site Impact: +54%
54%

Capturing Voice of Customer

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 only
Goal:
Yes, I am trying, this, that, if, so, me, me, now
Yes, no, thi th t if so, me, me, I lik why not?, if only
Y this, that, if, like, h t? l
“Segments of Discontent”
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
Yes, I love that, if, so, me, me, do that for me, if only
Yes, no, this, that, if, so, my mother likes, why not?

Experimentation & Testing

ABC

Six Minutes To Awesomeness
A/B Testing

Multivariate Testing

Competitive Intelligence

And One More Thing
Thing...

10 90

Now You Know