Avinash Kaushikaccountable Advertising Auto News Oct08
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Avinash Kaushikaccountable Advertising Auto News Oct08
- 1. Making Advertising Accountable Bounce, Long Tail, Experimentation & You Avinash Kaushik Author, Blogger, Analytics Evangelist Automotive News Webinar, Oct ‘08
- 2. Bias…
- 5. Benefits?
- 8. How?
- 14. <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>
- 16. 2. Making Sense of the Head & Tail
- 17. Occam’s Razor Stats: 50,000 20,000 9,500
- 19. Budget 90%
- 22. Keys to the Kingdom
- 23. Two Problems, Two Solutions
- 24. Head : Obsess Efficiently!
- 26. Tail : Math Rocks!
- 27. –a
- 28. “What about my Upper Funnel?”
- 29. Keywords Measurement Category Keywords Category / Brand Brand ? Money! (/Store Visits) Conversions!
- 30. Keywords Measurement Category Keywords Bounce Rates Category / Brand Time On Site Brand Visitor Loyalty Money! (/Store Visits) Leads / Appt’s Conversions!
- 31. 3. Quantify Economic Value!
- 32. Multiple Goals
- 33. Leads Research Offline What’s Success Here? What’s Success Here? Micro Conversions Macro Conversion
- 36. Offline…
- 38. Unique 800 Numbers, etc…
- 39. What is your website’s Economic Value?
- 40. 4. Experiment or Go Home!
- 41. [ Highest Paid Person’s Opinion ]
- 42. Learn to prove them wrong, quickly.
- 43. ABC
- 44. A B
- 46. &
- 50. Test & optimize your Landing Pages.
- 51. 5. Competitive Intelligence baby!
- 55. 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