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