iCitizen 2008: Avinash Kaushik
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Transcript of iCitizen 2008: Avinash Kaushik
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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
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Web Analytics !Web Analytics !
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Questions & Numbers: Yes
Answers & Insights: Not Enough
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Clickstream
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Really really good at the
“What”
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Kinda really stinky at the
“Why”
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Web Analytics 2.0y
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Clickstream
Multiple Outcomes Multiple Outcomes Analysis
Experimentation & TestingTesting
Voice of Customer
Competitive Intelligence
Insights
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Awesome ClickstreamAwesome Clickstream
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Insightful OutcomesInsightful Outcomes
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Brand ReferralSite Impact: +51%
P i P hPropensity to PurchaseSite Impact: +54%51%
54%
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Capturing Voice of CustomerCapturing Voice of Customer
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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?
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Experimentation & TestingExperimentation & Testing
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A B CA B C
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Six Minutes To Awesomeness
A/B Testing
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Multivariate Testing
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Competitive IntelligenceCompetitive Intelligence
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And One More ThingAnd One More Thing...
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10 90
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Now You Know