avinash kaushikaccountable advertising auto news oct08
TRANSCRIPT
Making Advertising Accountable
Bounce, Long Tail, Experimentation & You
Avinash KaushikAuthor, Blogger, Analytics Evangelist
Automotive News Webinar, Oct ‘08
Bias…
Benefits?
Astonishing Accountability!
How?
1. Instantaneous Smarts
The Learning Machine!
<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"><script type="text/javascript">
var videoTracker =
pageTracker._createEventTracker(”ToyotaConfig");
</script>
onRelease (button) {
getURL("javascript:videoTracker._trackEvent(‘trim’,
‘options’,‘features’)”)}
</html>
Model
Features
(Object)
(Action)
Options(Label)
2. Making Sense of the Head & Tail
Occam’s Razor Stats:
50,000
20,000
9,500
Budget
90%
Keys to the Kingdom
Two Problems, Two Solutions
Head : Obsess Efficiently!
Tail : Math Rocks!
–a–a
“What about my Upper Funnel?”
Measurement
?Category / Brand
Category Keywords
Keywords
?Brand
Money! (/Store Visits)
Conversions!Conversions!
Measurement
Category / Brand
Category Keywords
Keywords
Bounce RatesBounce Rates
Time On SiteTime On Site
Brand
Money! (/Store Visits)
Conversions!Conversions!
Visitor LoyaltyVisitor Loyalty
Leads / Appt’sLeads / Appt’s
3. Quantify Economic Value!
Multiple Goals
What’s Success Here?
OfflineResearchLeads
Macro ConversionWhat’s Success Here?What’s Success Here?Micro Conversions
Offline…
Unique 800 Numbers, etc…
What is your website’s
Economic Value?Economic Value?
4. Experiment or Go Home!
[ Highest Paid Person’s Opinion ]
Learn to prove them wrong,
quickly.
A B C
A
B
&
Test & optimize your
Landing Pages.
5. Competitive Intelligence baby!
Contact Info ::::
Blog: Occam’s Razor
www.kaushik.net/avinash
Book: Web Analytics: An Hour A DayBook: Web Analytics: An Hour A Day
www.snipurl.com/wahour
Email: [email protected]