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

1. Rethink Web Analytics

2. Web Analytics 2.0
The What
Clickstream
Multiple Outcomes The How Much
Analysis
Experimentation & The Why
Testing
Voice of The What Else
Customer
Competitive
Intelligence Oh baby yes!!
Insights

3. Rule #1: Don’t Stink

4. Bounce Rate: “I Came, I Puked, I Left.”

5. Which *sources* are your best friends?

6. “Don’t let your campaigns write chq’s
that your website can’t cash”

7. Search Query: “Cheap High Speed Internet Plans”.
Paid Search Landing Page: Above. [OMG!]

8. Terrible Customer Experience & The Page Fails Basic Usability.
The Landing Page After This Page Is For Mobile Phones!!!

9. Segment or Die

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

11. Aggregate Metrics Rarely Contain Insights.

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

13. Home & G
Health
Games
Store
Food
Content Served vs. Content Desired. Got A Mismatch?

14. Outcomes, baby!

15. Identify All The Jobs The Site Is Doing, Then Identify Complete Value.

16. Macro Conversions
Micro Conversions

17. Multiple Goals + $ Value of each = Complete Economic Value.

18. Even for Non-Ecommerce!

19. Success = Visitor Loyalty + Recency = Profits!

20. Social, Social, Gimmie Social!!

21. Old metrics have to be sunset….

22. New metrics to measure a new world!

23. Conversation Rate, It’s About Participation!

24. Nonline Marketing

25. Offline -> Online

26. Unique redeemable online codes provided in taxi cabs.

27. Codes used in checkout are segmented for TV ROI analysis.

28. Radio: Before & after data helps measure impact of ads by city.

29. Online -> Offline

30. Use membership cards to tie online and offline purchase behavior.

31. Tie online purchasers with later offline purchases (say in the following 45 days).

32. Track Offline Conversions From Your Online Customers.

33. Data related to phone calls is captured in the web analytics tool.

34. Or click to call solutions provide data using custom phone #’s

35. Listen: Why?

36. “Knowable” vs. “Doable”
Biggest Surveying Mistake:
Focusing on what you want to know, not what you can action.

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. Free true
on-exit
survey tool:
“Three
greatest
questions
ever”

39. Opinions: No!
Hypothesis: Yes!

40. [ Highest Paid Person’s Opinion ]

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

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

43. Paid
Organic
Paid
Campaigns
What’s Search Cannibalization? What’s Your Brand “Lift”? Test.

44. Competitive Intelligence
Rocks!

45. Mine Actual Real Consumer “Database Of Intentions”.

46. What Is Your “Share Of Search”, What’s Your Trend?

47. Precise Geographic Marketing Opportunities: Online or Offline.

48. Brand Strength? Advertising Impact? Competitive Consideration?

49. Search + Display: Mine Search Behavior, Then Target Relevant Audiences.

50. and one more thing…

51. Analytics(G/M/Y)
Clickstream
Multiple Outcomes Analytics/Others
Analysis
Experimentation & GWO + 4Q
Testing
Voice of Compete + Fclick
Customer
Competitive
Intelligence
Free
Insights
Tools: Numerous. Data: Free. Execution & Insights: Expensive.

52. 10 90
The 10/90 Rule for Magnificent Success. It’s The People.

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