Comments on: Overview & Importance of Qualitative Metrics http://www.kaushik.net/avinash/2006/05/overview-importance-of-qualitative-metrics.html Pluralitas non est ponenda sine neccesitate. Wed, 17 Mar 2010 23:48:52 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Why Twitter is lost on the Enterprise firms « The Kismetic Strategisthttp://www.kaushik.net/avinash/2006/05/overview-importance-of-qualitative-metrics.html/comment-page-1#comment-488085 Why Twitter is lost on the Enterprise firms « The Kismetic Strategist Wed, 29 Jul 2009 17:14:38 +0000 http://www.kaushik.net/avinash/customer-satisfaction/overview-importance-of-qualitative-metrics.html#comment-488085 [...] Optimize your web presence. It goes without saying that your website should be quantitatively optimized to increase traffic and drive conversions. Less obvious, but equally important, is the need to understand what your traffic really wants, and deliver it to them. For example, you may find yourself on a plateau of a 3 percent conversion rate, and extrapolate how much revenue you can drive by increasing that to 4 percent. But this implicitly assumes all traffic wants to convert. What if a survey of your traffic found 20% was on the verge of buying, and looking for information to help with negotiations? You could create pages touting the high price of ownership of your competition, thus driving down their profits. What if a survey found 10% were looking for information to give to their bosses? You could create collateral specifically focused around this segment. The point is, you probably don’t know this today, because you don’t implement surveys. Fortunately, like they are fast, friendly, and free. [...] [...]
Optimize your web presence. It goes without saying that your website should be quantitatively optimized to increase traffic and drive conversions. Less obvious, but equally important, is the need to understand what your traffic really wants, and deliver it to them. For example, you may find yourself on a plateau of a 3 percent conversion rate, and extrapolate how much revenue you can drive by increasing that to 4 percent. But this implicitly assumes all traffic wants to convert. What if a survey of your traffic found 20% was on the verge of buying, and looking for information to help with negotiations? You could create pages touting the high price of ownership of your competition, thus driving down their profits. What if a survey found 10% were looking for information to give to their bosses? You could create collateral specifically focused around this segment. The point is, you probably don’t know this today, because you don’t implement surveys. Fortunately, like they are fast, friendly, and free.
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]]> By: Web Analytics Wednesday Beijing: Measuring branding campaign effectiveness with Dynamic Logic « Chinalytics Longmarch Bloghttp://www.kaushik.net/avinash/2006/05/overview-importance-of-qualitative-metrics.html/comment-page-1#comment-480354 Web Analytics Wednesday Beijing: Measuring branding campaign effectiveness with Dynamic Logic « Chinalytics Longmarch Blog Tue, 06 Jan 2009 10:05:32 +0000 http://www.kaushik.net/avinash/customer-satisfaction/overview-importance-of-qualitative-metrics.html#comment-480354 [...] Answering the question is critical, since analyzing what your visitors did online (Clickstream analysis - clicking on the banner, clicking in links on your site), does not directly relate to the results brand advertisers are targeting (often brand awareness and brand preference). Many of us have tried more complex models like engagement modeling or combining quantitative analytics data with qualitative metrics to come closer to understanding the branding impact of a campaign. The challenge remains unanswered neither approach is able to tell you what effect the a branding campaign perceptions and attitudes, since both lack effective control groups. [...] [...] Answering the question is critical, since analyzing what your visitors did online (Clickstream analysis – clicking on the banner, clicking in links on your site), does not directly relate to the results brand advertisers are targeting (often brand awareness and brand preference). Many of us have tried more complex models like engagement modeling or combining quantitative analytics data with qualitative metrics to come closer to understanding the branding impact of a campaign. The challenge remains unanswered neither approach is able to tell you what effect the a branding campaign perceptions and attitudes, since both lack effective control groups. [...]

]]> By: Sebhttp://www.kaushik.net/avinash/2006/05/overview-importance-of-qualitative-metrics.html/comment-page-1#comment-471903 Seb Wed, 17 Sep 2008 18:28:49 +0000 http://www.kaushik.net/avinash/customer-satisfaction/overview-importance-of-qualitative-metrics.html#comment-471903 To follow up an give a real world example on my post, consider online banking (the area I work in). A major barrier to the uptake to online services (logging in, checking your balances, transferring money, making payments, buying products) is security fears.It's possible to build the world's most secure website, however, this will be no good if it's not usable.You can achieve a trade-off between actual security and usability, however again, it's no good if the user is still scared.Web analytics on their own make it hard to track the emotions involved, as we are usually talking months to years until somone first starts to use the internet, until they are comfortable performing financial transactions online. There are of course tactics to speed this along, although without offline research it's hard to gain this insight to make your web experience better... To follow up an give a real world example on my post, consider online banking (the area I work in). A major barrier to the uptake to online services (logging in, checking your balances, transferring money, making payments, buying products) is security fears.

It's possible to build the world's most secure website, however, this will be no good if it's not usable.

You can achieve a trade-off between actual security and usability, however again, it's no good if the user is still scared.

Web analytics on their own make it hard to track the emotions involved, as we are usually talking months to years until somone first starts to use the internet, until they are comfortable performing financial transactions online. There are of course tactics to speed this along, although without offline research it's hard to gain this insight to make your web experience better…

]]> By: Sebhttp://www.kaushik.net/avinash/2006/05/overview-importance-of-qualitative-metrics.html/comment-page-1#comment-471902 Seb Wed, 17 Sep 2008 18:15:22 +0000 http://www.kaushik.net/avinash/customer-satisfaction/overview-importance-of-qualitative-metrics.html#comment-471902 It becomes even more challenging to consider qualitative metrics when much of our thoughts are in the subconscious (the figure of 95% is offered by Gerald Zaltman in his book How Customers Think).As this blog demonstrates, effective web analytics (leading to insights that help reach/better objectives) is no easy matter, especially when we are dealing with the human mind... It becomes even more challenging to consider qualitative metrics when much of our thoughts are in the subconscious (the figure of 95% is offered by Gerald Zaltman in his book How Customers Think).

As this blog demonstrates, effective web analytics (leading to insights that help reach/better objectives) is no easy matter, especially when we are dealing with the human mind…

]]> By: web2grow - web stuff »http://www.kaushik.net/avinash/2006/05/overview-importance-of-qualitative-metrics.html/comment-page-1#comment-91 web2grow - web stuff » Tue, 30 May 2006 02:55:31 +0000 http://www.kaushik.net/avinash/customer-satisfaction/overview-importance-of-qualitative-metrics.html#comment-91 [...] http://www.kaushik.net/avinash/2006/05/overview-importance-of-qualitative-metrics.html [...] [...] http://www.kaushik.net/avinash/2006/05/overview-importance-of-qualitative-metrics.html [...]

]]> By: Avinash Kaushikhttp://www.kaushik.net/avinash/2006/05/overview-importance-of-qualitative-metrics.html/comment-page-1#comment-17 Avinash Kaushik Wed, 17 May 2006 16:46:41 +0000 http://www.kaushik.net/avinash/customer-satisfaction/overview-importance-of-qualitative-metrics.html#comment-17 Joel: Thanks for your post.... <blockquote>We will need some tool to grow our business we represent many manufacturers from China and need to move products to keep them and us in momentum.My IT people use google and the other stuff but it is not seeming to work…</blockquote> I recommend you first read this page on my blog: <a href="http://www.kaushik.net/avinash/disclaimers-disclosures/">Disclaimers - Disclosures</a> to ensure you are aware of any bias that might be inserted into what I say below.It is very difficult to make a specific recommendation without understanding your core needs and the kinds of decisions you want to make. But let me make this generic recommendation: <ol> <li>If you are indeed small and not advanced in clickstream analysis then you should consider staying away from the big tools, the three you mention and there are a couple others. It might seem odd to say that but the outcome from using the tools you mention will not be very different from using Google Analytics.</li> <li>Consider some of the smaller players in the market, tools that will give you fewer reports that might be simpler to use. There are many in the market but I recommend <a href="http://www.clicktracks.com">ClickTracks</a>. [Again please see the Disclosures page linked above for my bias.] It is easy to use, great for your first step and beyond. There are others as well.</li> <li>Over time you might get sophisticated and ready to move to the "big boys/girls" and send them your money.</li> <li>IMHO IT should not be responsible for "reporting", a business function should be. If this is not the case for you then this journey will be a challenge.</li> </ol> These are some generic thoughts, please email me if you want to know more and we can see what options are there to share knowledge.Welcome to the world of Web Insights. Good Luck! Joel: Thanks for your post….

We will need some tool to grow our business we represent many manufacturers from China and need to move products to keep them and us in momentum.

My IT people use google and the other stuff but it is not seeming to work…

I recommend you first read this page on my blog: Disclaimers – Disclosures to ensure you are aware of any bias that might be inserted into what I say below.

It is very difficult to make a specific recommendation without understanding your core needs and the kinds of decisions you want to make. But let me make this generic recommendation:

  1. If you are indeed small and not advanced in clickstream analysis then you should consider staying away from the big tools, the three you mention and there are a couple others. It might seem odd to say that but the outcome from using the tools you mention will not be very different from using Google Analytics.
  2. Consider some of the smaller players in the market, tools that will give you fewer reports that might be simpler to use. There are many in the market but I recommend ClickTracks. [Again please see the Disclosures page linked above for my bias.] It is easy to use, great for your first step and beyond. There are others as well.
  3. Over time you might get sophisticated and ready to move to the "big boys/girls" and send them your money.
  4. IMHO IT should not be responsible for "reporting", a business function should be. If this is not the case for you then this journey will be a challenge.

These are some generic thoughts, please email me if you want to know more and we can see what options are there to share knowledge.Welcome to the world of Web Insights. Good Luck!

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