The Duct Tape Marketing Podcast Analytics from a Really Smart Guy
Feb 4, 2010
Avinash Kaushik, a digital marketing evangelist and author of influential books on web analytics, dives into the world of analytics in an engaging way. He explains Web Analytics 2.0, emphasizing the importance of combining various data sources. Discover essential free tools for starting analytics and learn about effective social media ROI measurement, focusing on outcome-driven metrics. Avinash details mobile analytics and highlights the importance of using data to prioritize investments wisely. His insights make complex topics accessible and actionable.
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Analytics Beyond Clicks
- Web Analytics 2.0 expands beyond clickstream to include qualitative data, testing, and competitor intelligence.
- Combining what users do with why they do it yields higher ROI from online efforts.
Testing Is Broader Than Landing Pages
- Experimentation applies beyond landing pages to channels, offline substitutes, and media choices.
- Controlled experiments answer hard questions like whether online ads can replace physical mailers.
Start With Three Free Tools
- Start with free tools: Google or Yahoo Analytics, 4Q on-exit surveys, and Google's Website Optimizer.
- Use these to measure spend, collect user feedback, and run A/B tests on high-bounce landing pages.
