google's avinash kaushik on web analytics

Rethink Web Analytics

Clickstream

Multiple Outcomes Analysis

Experimentation & Testing

The What

The How Much

The Why

Web Analytics 2.0

Testing

Voice of Customer

Competitive Intelligence

Insights

The What Else

Oh baby yes!!

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”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 DieSegment or Die

Your Visitors are not “monoliths”. Segment, segment, segment!

Aggregate Metrics Rarely Contain Insights.

Segment Your “Loyalists”, Dissect Why They Are Loyal, Focus.

Health

Games

Home & G

Food

Store

Content Served vs. Content Desired. Got A Mismatch?

Outcomes, baby!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 MarketingNonline 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?Listen: Why?

“Knowable” vs. “Doable”

Biggest Surveying Mistake: Focusing on what you want to know, not what you can action.

1. Primary Purpose:Why Are You Here?

2. Task Completion:2. Task Completion:Were You Able To Complete Your Task?

3. Open Text VOC:Why Not?

Free trueon-exit

survey tool:“Three greatest questions ever”

Opinions: No!

Hypothesis: Yes!

[ Highest Paid Person’s Opinion ]

A

or

B

Learn to be wrong: Quickly. Leverage A/B Testing.

Test your paid search ads, let your customers pick winners!

Organic

Paid

What’s Search Cannibalization? What’s Your Brand “Lift”? Test.

Paid

Campaigns

Organic

Competitive Intelligence Rocks!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…

Clickstream

Multiple Outcomes Analysis

Experimentation & Testing

Voice of Customer

Analytics(G/M/Y)

Analytics/Others

GWO + 4Q

Compete + FclickCustomer

Competitive Intelligence

Insights

Free

Tools: Numerous. Data: Free. Execution & Insights: Expensive.

10 90

The 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

www.tr.im/akweb

Web Analytics: An Hour A Daywww.tr.im/akwahr

Email: ak@marketmotive.com