Comments on: Ten Minutes With…….. Jason Burby, ZAAZ http://www.kaushik.net/avinash/2006/12/ten-minutes-with-jason-burby-zaaz.html Pluralitas non est ponenda sine neccesitate. Mon, 08 Sep 2008 12:15:33 +0000 http://wordpress.org/?v=2.6.1 By: Ravi http://www.kaushik.net/avinash/2006/12/ten-minutes-with-jason-burby-zaaz.html#comment-400146 Ravi Tue, 08 Jan 2008 21:57:00 +0000 http://www.kaushik.net/avinash/2006/12/ten-minutes-with%e2%80%a6-jason-burby-zaaz.html#comment-400146 Avinash, This is great interview ! It might have been helpful if Jason had shed greater lights on Monetization model :) Thanks for bringing this up ! Ravi Avinash,

This is great interview !

It might have been helpful if Jason had shed greater lights on Monetization model :)

Thanks for bringing this up !
Ravi

]]> By: Tim http://www.kaushik.net/avinash/2006/12/ten-minutes-with-jason-burby-zaaz.html#comment-16625 Tim Tue, 05 Dec 2006 12:40:16 +0000 http://www.kaushik.net/avinash/2006/12/ten-minutes-with%e2%80%a6-jason-burby-zaaz.html#comment-16625 Thanks, Avinash - a really useful interview. The recurring line of thought running through Jason's answers, namely that web analytics is only a means, not an end in itself, is key. You can accrue all the data imaginable about what a customer does online, but unless that allows a business to take appropriate action, helping, as Jason says, to 'determin(e) ways in which the web can actually help the business' then it's pretty much hot air. I think you addressed this in your 'Overview and Importance of Qualitative Metrics' The company I work for, (cScape), has recently conducted an online survey, alongside E-consultancy, that broaches this issue, i.e. the manner in which businesses are using Web Analytics. Despite the enthusiasm: '60% of companies are either not very advanced at mapping customer experience and identifying touch-points (36%), or admit they have to start looking at this because they are not doing it yet (24%).' The problem is not simply technical. You also need to know what you’re looking for. If web analytics is the means, the end should be improving customer engagement, in other words, developing and nurturing the relationship a customer has with the business in question. That way, the web, especially in this brave new world of UGC, really can benefit a business. Shameless plug and all that, but if you're interested, you can find the survey report at: http://www.e-consultancy.com/publications/customer-engagement-report/ As for my favourite answer, it has to be 'I actually don't really think of any of the metrics we create as cool.' That's a cool answer. Thanks, Avinash - a really useful interview. The recurring line of thought running through Jason’s answers, namely that web analytics is only a means, not an end in itself, is key. You can accrue all the data imaginable about what a customer does online, but unless that allows a business to take appropriate action, helping, as Jason says, to ‘determin(e) ways in which the web can actually help the business’ then it’s pretty much hot air. I think you addressed this in your ‘Overview and Importance of Qualitative Metrics’

The company I work for, (cScape), has recently conducted an online survey, alongside E-consultancy, that broaches this issue, i.e. the manner in which businesses are using Web Analytics. Despite the enthusiasm:

‘60% of companies are either not very advanced at mapping customer experience and identifying touch-points (36%), or admit they have to start looking at this because they are not doing it yet (24%).’

The problem is not simply technical. You also need to know what you’re looking for. If web analytics is the means, the end should be improving customer engagement, in other words, developing and nurturing the relationship a customer has with the business in question. That way, the web, especially in this brave new world of UGC, really can benefit a business.

Shameless plug and all that, but if you’re interested, you can find the survey report at: http://www.e-consultancy.com/publications/customer-engagement-report/

As for my favourite answer, it has to be ‘I actually don’t really think of any of the metrics we create as cool.’ That’s a cool answer.

]]> By: Bram http://www.kaushik.net/avinash/2006/12/ten-minutes-with-jason-burby-zaaz.html#comment-16593 Bram Tue, 05 Dec 2006 10:30:05 +0000 http://www.kaushik.net/avinash/2006/12/ten-minutes-with%e2%80%a6-jason-burby-zaaz.html#comment-16593 Hi Avinash, Liked the interview. Especially what Jason said about Web analytics only being a means to an end. Web analytics is getting so hot all of a sudden that we sometimes forget that our clients are not interested in fancy KPI dashboards but in doing more business on and offline. Using web analytics to integrate on and offline channels is where the real challenge lies. Hi Avinash,

Liked the interview. Especially what Jason said about Web analytics only being a means to an end. Web analytics is getting so hot all of a sudden that we sometimes forget that our clients are not interested in fancy KPI dashboards but in doing more business on and offline. Using web analytics to integrate on and offline channels is where the real challenge lies.

]]> By: Sevn http://www.kaushik.net/avinash/2006/12/ten-minutes-with-jason-burby-zaaz.html#comment-16473 Sevn Tue, 05 Dec 2006 01:32:54 +0000 http://www.kaushik.net/avinash/2006/12/ten-minutes-with%e2%80%a6-jason-burby-zaaz.html#comment-16473 Good interview avinash. Very helpful answers from Jason and I will read his clickZ articles now as well. All the questions after #6 were very interesting and provide good insight. Thank you. Good interview avinash. Very helpful answers from Jason and I will read his clickZ articles now as well. All the questions after #6 were very interesting and provide good insight. Thank you.

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