google's avinash kaushik on web analytics
DESCRIPTION
Google's Avinash Kaushik Keynote at IMC Vancouver 2009 on Rethinking Web Analytics.TRANSCRIPT
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: [email protected]