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Rethink Web Analytics
Web Analytics 2.0                             The What   ClickstreamMultiple Outcomes            The How Much     Analysis...
Rule #1: Don’t Stink
Bounce Rate: “I Came, I Puked, I Left.”
Which *sources* are your best friends?
“Don’t let your campaigns write chq’s    that your website can’t cash”
Search Query: “Cheap High Speed Internet Plans”.    Paid Search Landing Page: Above. [OMG!]
Terrible Customer Experience & The Page Fails Basic Usability.  The Landing Page After This Page Is For Mobile Phones!!!
Segment or Die
Your Visitors are not “monoliths”. Segment, segment, segment!
Aggregate Metrics Rarely Contain Insights.
Segment Your “Loyalists”, Dissect Why They Are Loyal, Focus.
Home & G           Health                     Games                                                  Store                ...
Outcomes, baby!
Identify All The Jobs The Site Is Doing, Then Identify Complete Value.
Macro Conversions               Micro Conversions
Multiple Goals + $ Value of each = Complete Economic Value.
Even for Non-Ecommerce!
Success = Visitor Loyalty + Recency = Profits!
Social, Social, Gimmie Social!!
Old metrics have to be sunset….
New metrics to measure a new world!
Conversation Rate, It’s About Participation!
Nonline Marketing
Offline -> Online
Unique redeemable online codes provided in taxi cabs.
Codes used in checkout are segmented for TV ROI analysis.
Radio: Before & after data helps measure impact of ads by city.
Online -> Offline
Use membership cards to tie online and offline purchase behavior.
Tie online purchasers with later offline purchases (say in the following 45 days).
Track Offline Conversions From Your Online Customers.
Data related to phone calls is captured in the web analytics tool.
Or click to call solutions provide data using custom phone #’s
Listen: Why?
“Knowable” vs. “Doable”                 Biggest Surveying Mistake:Focusing on what you want to know, not what you can acti...
1. Primary Purpose:  Why Are You Here?2. Task Completion:  Were You Able To Complete Your Task?3. Open Text VOC:  Why Not?
Free true  on-exitsurvey tool:  “Three  greatest questions   ever”
Opinions: No!Hypothesis: Yes!
[ Highest Paid Person’s Opinion ]
AorB Learn to be wrong: Quickly. Leverage A/B Testing.
Test your paid search ads, let your customers pick winners!
Paid                                                           Organic                                          Paid      ...
Competitive Intelligence        Rocks!
Mine Actual Real Consumer “Database Of Intentions”.
What Is Your “Share Of Search”, What’s Your Trend?
Precise Geographic Marketing Opportunities: Online or Offline.
Brand Strength? Advertising Impact? Competitive Consideration?
Search + Display: Mine Search Behavior, Then Target Relevant Audiences.
and one more thing…
Analytics(G/M/Y)              Clickstream           Multiple Outcomes                       Analytics/Others              ...
10                                   90The 10/90 Rule for Magnificent Success. It’s The People.
Contact Info :     Blog:       Occam’s Razor                 www.kaushik.net/avinash     Books:      Web Analytics 2.0    ...
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Google's Avinash Kaushik on Web Analytics

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Google's Avinash Kaushik Keynote at IMC Vancouver 2009 on Rethinking Web Analytics.

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Google's Avinash Kaushik on Web Analytics

  1. 1. Rethink Web Analytics
  2. 2. Web Analytics 2.0 The What ClickstreamMultiple Outcomes The How Much AnalysisExperimentation & The Why Testing Voice of The What Else Customer Competitive Intelligence Oh baby yes!! Insights
  3. 3. Rule #1: Don’t Stink
  4. 4. Bounce Rate: “I Came, I Puked, I Left.”
  5. 5. Which *sources* are your best friends?
  6. 6. “Don’t let your campaigns write chq’s that your website can’t cash”
  7. 7. Search Query: “Cheap High Speed Internet Plans”. Paid Search Landing Page: Above. [OMG!]
  8. 8. Terrible Customer Experience & The Page Fails Basic Usability. The Landing Page After This Page Is For Mobile Phones!!!
  9. 9. Segment or Die
  10. 10. Your Visitors are not “monoliths”. Segment, segment, segment!
  11. 11. Aggregate Metrics Rarely Contain Insights.
  12. 12. Segment Your “Loyalists”, Dissect Why They Are Loyal, Focus.
  13. 13. Home & G Health Games Store FoodContent Served vs. Content Desired. Got A Mismatch?
  14. 14. Outcomes, baby!
  15. 15. Identify All The Jobs The Site Is Doing, Then Identify Complete Value.
  16. 16. Macro Conversions Micro Conversions
  17. 17. Multiple Goals + $ Value of each = Complete Economic Value.
  18. 18. Even for Non-Ecommerce!
  19. 19. Success = Visitor Loyalty + Recency = Profits!
  20. 20. Social, Social, Gimmie Social!!
  21. 21. Old metrics have to be sunset….
  22. 22. New metrics to measure a new world!
  23. 23. Conversation Rate, It’s About Participation!
  24. 24. Nonline Marketing
  25. 25. Offline -> Online
  26. 26. Unique redeemable online codes provided in taxi cabs.
  27. 27. Codes used in checkout are segmented for TV ROI analysis.
  28. 28. Radio: Before & after data helps measure impact of ads by city.
  29. 29. Online -> Offline
  30. 30. Use membership cards to tie online and offline purchase behavior.
  31. 31. Tie online purchasers with later offline purchases (say in the following 45 days).
  32. 32. Track Offline Conversions From Your Online Customers.
  33. 33. Data related to phone calls is captured in the web analytics tool.
  34. 34. Or click to call solutions provide data using custom phone #’s
  35. 35. Listen: Why?
  36. 36. “Knowable” vs. “Doable” Biggest Surveying Mistake:Focusing on what you want to know, not what you can action.
  37. 37. 1. Primary Purpose: Why Are You Here?2. Task Completion: Were You Able To Complete Your Task?3. Open Text VOC: Why Not?
  38. 38. Free true on-exitsurvey tool: “Three greatest questions ever”
  39. 39. Opinions: No!Hypothesis: Yes!
  40. 40. [ Highest Paid Person’s Opinion ]
  41. 41. AorB Learn to be wrong: Quickly. Leverage A/B Testing.
  42. 42. Test your paid search ads, let your customers pick winners!
  43. 43. Paid Organic Paid CampaignsWhat’s Search Cannibalization? What’s Your Brand “Lift”? Test.
  44. 44. Competitive Intelligence Rocks!
  45. 45. Mine Actual Real Consumer “Database Of Intentions”.
  46. 46. What Is Your “Share Of Search”, What’s Your Trend?
  47. 47. Precise Geographic Marketing Opportunities: Online or Offline.
  48. 48. Brand Strength? Advertising Impact? Competitive Consideration?
  49. 49. Search + Display: Mine Search Behavior, Then Target Relevant Audiences.
  50. 50. and one more thing…
  51. 51. Analytics(G/M/Y) Clickstream Multiple Outcomes Analytics/Others Analysis Experimentation & GWO + 4Q Testing Voice of Compete + Fclick Customer Competitive Intelligence Free InsightsTools: Numerous. Data: Free. Execution & Insights: Expensive.
  52. 52. 10 90The 10/90 Rule for Magnificent Success. It’s The People.
  53. 53. Contact Info : Blog: Occam’s Razor www.kaushik.net/avinash Books: Web Analytics 2.0 www.tr.im/akweb Web Analytics: An Hour A Day www.tr.im/akwahr Email: ak@marketmotive.com

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