iTalk: Avinash Kaushik—Analytics Evangelist, Google A Battle Cry for Qualitative Metrics Author, blogger and analytics evangelist Avinash shares his unique insider's perspective on metrics that matter and metrics that are missing, or rather, what management misses when they train their gaze exclusively on a web site's macroconversions. "Microconversions" measure all the other valuable on-site behavior unrelated to purchase, and Avinash thinks it's time we got on with the revolution in qualitative metrics and analytics, if we're to do justice to consumer engagement.

1. A l ti Is S
Analytics I Sexy
Say N T “Faith B d I
S No To “F h Based Initiatives”!
”!
Avinash Kaushik
Author, Blogger, Analytics Evangelist
iCitizen, May ‘08

2. Web Analytics !

4. Questions & Numbers:Yes
Answers & Insights: Not Enough

5. Clickstream

6. Really really good at the
“What”

7. Kinda really stinky at the
“Why”

8. Web Analytics 2.0
y

9. Clickstream
Multiple Outcomes
Analysis
Experimentation &
Testing
Voice of
Customer
Competitive
Intelligence
Insights

10. Awesome Clickstream

15. Insightful Outcomes

18. Brand Referral
Site Impact: +51%
Propensity to P h
P i Purchase
51% Site Impact: +54%
54%

19. Capturing Voice of Customer

20. 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 only
Goal:
Yes, I am trying, this, that, if, so, me, me, now
Yes, no, thi th t if so, me, me, I lik why not?, if only
Y this, that, if, like, h t? l
“Segments of Discontent”
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
Yes, I love that, if, so, me, me, do that for me, if only
Yes, no, this, that, if, so, my mother likes, why not?

22. Experimentation & Testing

24. ABC

25. Six Minutes To Awesomeness
A/B Testing

26. Multivariate Testing

27. Competitive Intelligence

30. And One More Thing
Thing...

31. 10 90

32. Now You Know