Occam's Razor
FEBRUARY 11, 2008
It will soon be a year of working at Google and milestones are always a good time for introspection. I have a lot on my mind but there was one thing in particular that I wanted to share with you all: What it is has been like working at Google. Interesting, fun, surprising, insightful, inspiring, impactful, and more such words. This post shares that experience.
Occam's Razor
SEPTEMBER 16, 2008
The term KPI is one that I hear far more than any other in this nascent field we call Web Analytics. Key Performance Indicators! This is a KPI and that is a KPI and "you don't have a KPI, oh my!" and "look at my KPI it is awesomer than yours!" and. well you've been there. You can empathize. Simple talk in this blog post: Highlight a definition.
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Occam's Razor
DECEMBER 22, 2008
Admit it, you secretly live in the fear of your Senior Management finding out that your online greatness is less a result of your online campaigns and more a result of the tons and tons your company has invested in the real world. The real world. "Offline" to you and me. :). We tend to often overlook the pesky offline real world. Sooooo booorrring !
Occam's Razor
MARCH 26, 2008
We love our conversion rates. :) Really really. Part of me is glad because my book and the Trinity strategy and the Web Analytics 2.0 mindset all stress the importance of measuring Outcomes. No Outcomes = No Happiness. But I have come to realize that we are not being the best we can be by focusing on just the overall website conversion rate. We are leaving money on the table.
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Occam's Razor
JANUARY 8, 2008
I was merrily using Time on Page and Time on Site metrics for quite some time before I actually realized how they were being measured. It was a real Doh (!) moment. Turns out we have not rfid'ed every visitor and they don't rub their head against their monitor before starting their session on my website (and of course another head rub when they decide they have had enough and exit).
Occam's Razor
JULY 1, 2008
There is perhaps no challenge greater than tracking offline impact of your online presence (campaigns or other activity). It is perhaps one of the last few complex nuts left to crack. Why? Because it is hard. Not impossible. Just hard. And for now it is equal parts quantitative, qualitative and faith. This post bravely attempts to: 1 ] Highlight the importance of holistic multichannel analytics. 2 ] Outline why online to offline tracking is a difficult exercise, atleast for now. 3 ] Provide you
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Occam's Razor
APRIL 30, 2008
Know the difference between a Reporting Squirrel and a Analysis Ninja? One is in the business of providing data. One is in the business of providing, to use a old fashioned word, information. This one of the core reasons why most dashboards are "crappy", i.e. they are data pukes that provide little in terms of context and even less in terms of actionable value.
Occam's Razor
NOVEMBER 17, 2008
"Experiment or die, there is no try." That was my call to action, Yoda inspired, last week to a group of international C-level executives. And I meant every word of it. There is a tendency to think experimentation and testing is optional. Ouch! I fundamentally believe that is wrong. For a few simple reasons: # 1 It's Not Expensive! You can start for free with a superb tool: Google's Website Optimizer.
Occam's Razor
JULY 24, 2008
If you are using a modern web analytics tool (tag based or log based) it is quite likely that it is using cookies for tracking purposes. In my conversations it is embarrassingly common to find a lot of FUD and confusion and lack of understanding (or appreciation of!) cookies and the role that they play in any analytics done on the web. Hence my attempt at this simple easy to understand primer.
Occam's Razor
OCTOBER 22, 2008
The Google Analytics team announced the release of seven features today. The next stage in the metamorphosis of the popular web analytics tool. Without a doubt the feature that I am most excited about is Advanced Segmentation. This has been a long time coming (can you sense my pushiness!), and in this post I wanted to share with you all how to use this awesome feature.
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Occam's Razor
MARCH 4, 2008
It gives me a great deal of delight to introduce 4Q: A true permission based on-exit survey that provides an easy to deploy, easy to use and easier still to analyze framework to answer 4 questions that no website owner can live without. It is the antidote for the most pressing of web analytics challenges: the yearning and struggle to understanding the "Why" And its free!
Occam's Razor
JANUARY 29, 2008
Engagement is a buzz word. It is a quest. It is altar at which many worship. Often though, atleast online, our hopes are dashed, efforts expended rarely have adequate ROI, the hype is followed with a bucket of cold water. It is not that measuring if "Visitors" / "Customers" itself is a ignoble goal. It is more that our execution efforts in measuring engagement are fatally flawed.
Occam's Razor
FEBRUARY 26, 2008
You know exactly what is necessary in order for your company to achieve Web Analytics 2.0 greatness. You attend a conference and hear all the speakers share deep insights – that ends up depressing you rather than exciting you. At the end of one of my speaking engagements you come up and say " Thanks Avinash, that was really great, you've opened our eyes.
Occam's Razor
SEPTEMBER 30, 2008
I get a lot of emails with questions, atleast 10 to 15 each day. Some are easy, others hard, and some mind boggling (due to their length, complexity or audacity!). "Dear Avinash" is an occasional series where I share some of my answers that might benefit the greater ecosystem. I'll only share the questions that might be universal, and ones where the source would be impossible to identify (to preserve confidentiality).
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