icitizen 2008: avinash kaushik

A l ti I SAnalytics Is Sexy

S N T “F h B d I ”!Say No To “Faith Based Initiatives”!

Avinash KaushikAuthor, Blogger, Analytics Evangelist

iCitizen, May ‘08

Web Analytics !Web Analytics !

Questions & Numbers: Yes

Answers & Insights: Not Enough

Clickstream

Really really good at the

“What”

Kinda really stinky at the

“Why”

Web Analytics 2.0y

Clickstream

Multiple Outcomes Multiple Outcomes Analysis

Experimentation & TestingTesting

Voice of Customer

Competitive Intelligence

Insights

Awesome ClickstreamAwesome Clickstream

Insightful OutcomesInsightful Outcomes

Brand ReferralSite Impact: +51%

P i P hPropensity to PurchaseSite Impact: +54%51%

54%

Capturing Voice of CustomerCapturing Voice of Customer

Yes, no, do this, that, if, so, me, me, now, why not?Yes, no, do this, that, if, so, me, me, now, why not?

Yes, no, this, that, if, so, me, me, do that for me, if onlyYes, no, this, that, if, so, me, me, do that for me, if only

Yes, I am trying, this, that, if, so, me, me, now

Y thi th t if I lik h t? if l

Yes, I am trying, this, that, if, so, me, me, now

Y thi th t if I lik h t? if l

Goal:Yes, no, this, that, if, so, me, me, I like, why not?, if only

How stupid, no, this, that, so, me, me, why not?, now

Yes, no, this, that, if, so, me, me, I like, why not?, if only

How stupid, no, this, that, so, me, me, why not?, now“Segments of Discontent”How stupid, no, this, that, so, me, me, why not?, now

Yes, no, this, that, if, so, me, me, you idiots, if only

How stupid, no, this, that, so, me, me, why not?, now

Yes, no, this, that, if, so, me, me, you idiots, if only

Segments of Discontent

Yes, I love that, if, so, me, me, do that for me, if onlyYes, I love that, if, so, me, me, do that for me, if only

Yes, no, this, that, if, so, my mother likes, why not? Yes, no, this, that, if, so, my mother likes, why not?

Experimentation & TestingExperimentation & Testing

A B CA B C

Six Minutes To Awesomeness

A/B Testing

Multivariate Testing

Competitive IntelligenceCompetitive Intelligence

And One More ThingAnd One More Thing...

10 90

Now You Know