Occam's Razor by Avinash Kaushik

On Sept 5th I had the distinct pleasure of being invited to present as a part of the Authors@Google series. As the author of a new book it was such a thrill to be invited, especially when you look at impressive authors who have been invited (some of my favorites: Seth Godin, George Soros, David Brooks, Ben Cohen, Clotilde Dusoulier).

The title of my talk was: Redefining Web Analytics.

The presentation covered the back story about my book, Web Analytics: An Hour A Day, the back story about why traditional web analytics finds itself in a pickle and presented my vision, definition and outline of Web Analytics 2.0.

I had presented the idea of Web Analytics 2.0 in the Achieving Marketing ROI Online workshop series in July. But it took the invite from the Authors@Google to get me to formalize it and present the details of what the big hub hub was all about.

Before we do anything else, here is a formal definition:

Web Analytics 2.0 is:

(1) the analysis of qualitative and quantitative data from your website and the competition,
(2) to drive a continual improvement of the online experience that your customers, and potential customers have,
(3) which translates into your desired outcomes (online and offline).

Wordy? Yes. Bland? No. Could mean anything or everything? No. Specific & direct? Yes.

Hopefully you'll agree (I absolutely welcome suggested improvements, especially from all you with a Masters in English!).

Here's the delightful video:

For those of you who would like to skip forward and go directly to what interests you:

• The book's back story: 00:00 – 09:30 (mm:ss)

• Why is web analytics in a "soup": 09:30 – 18:00

• Introducing Web Analytics 2.0: 18:00 – 20:00

• Specifying the Web Analytics 2.0 mindset: 20:00 – 39:30

• Lots of work? Expensive? Priorities?: 39:30 – 42:00

• Interesting Q&A with Googlers: 42:00 – 55:55

Here in higher resolution is Web Analytics 1.0:

You'll have to watch the video to learn what that little circle is (I think you know what it is but you don't want to admit it!!! :)).

Here in higher resolution is Web Analytics 2.0:

Each circle representing a key component of what your web analytics strategy should be, regardless of what your size is. Each circle also approximately represents the amount of data that you'll have access to as you try to find insights / correlations.

Can Web Analytics 2.0 be explained in plain English? What are you solving for here? Yes……

It is not enough to simple pontificate randomly about a vision or a new methodology. People demand specific details!! :) Absolutely – if you have not already then please consider watching minute twenty through minute thirty nine of the video were practical real life examples were presented to help you understand exactly what each component entails (for example what does "multiple outcomes analysis" mean in a Web Analytics 2.0 context?).

After that segment of the video you'll learn exactly what you need to do to fill out the missing components to ensure you are executing with 2.0 in mind and not still in the world of 1.0.

I want to assure you that while this might seem a lot, it is not. It does not have to be expensive. It does not have to all happen overnight. You can start small, you can start cheap/free, you can start tomorrow morning.

What is critical is that you "get" the mindset and that you have enough details to get going. At approximately minute 40 in the video I even provide a prioritized (rank ordered) execution strategy for you.

I cherish and value the readers of my blog more than any audience in the world! So just for you all I have cooked up something extra special that was not a part of the original presentation….

The big challenge for crossing any chasm, like this one, is not technology or tools or other related items. It is mindset. It is entrenched mindsets. For me and you and all of us the challenge will be to evolve our mindset to think 2.0. Here is the mindset evolution that is absolutely required if you are to move yourself / your organization to Web Analytics 2.0:

In the world of Web Analytics 2.0 clicks don't rule rather it is the combination of the "head and the heart" where you care just as much about what is happening on your website as you do about your competitor's all the while automating as much decision making as you can so you eliminate reporting and even to some extent some analysis. Your world is one of continuous actions (surveys, testing, behavior targeting, keyword optimization…) and continuous improvements where Customers rule and not HiPPO's.

[I am sure you have also noticed my riff of the iconic Apple Think Different campaign in the image above - Apple used Einstein, Muhammed Ali, Pablo Picasso and others, I could not think of anyone in our context more iconic to honor than Jim Sterne.]

Here's something that inspires me, and hopefully you as you take on this 2.0 evolution, the text of the Think Different campaign:

Good luck and God speed.

Ok now its your turn. Please share your perspectives, critique, additions and subtractions via comments. Thank you in advance.

Interviewing is art, and perhaps the most important thing you could do for your company.

My post with tips on hiring web analysts (Hiring? What Works: Fresh blood or old hands? Experience or Novicity?) generated lots of comments [25!] and emails. The most common request was for tips on how to pick the right employer, I think that's a reflection that this is a buyers market [I promise to write that post just as soon as I can].

But is also generated this very interesting question via email:

I read your "Hiring? What Works" blog this morning and I like what you say about looking for the critical thinker. I agree that you can find this person "flipping burger" as much as anywhere else. Here's my question “how do you identify the critical thinker?" I can some gut feels on candidates, but it's really hard to say. Hire with a trial period? Doesn't necessarily seem to be the solution. Do you have some pointers/hints on this?

It is a tough question.

There are several ways to do it.

Microsoft was famous for giving out puzzles and riddles that help show the way of thinking.

Here's one: "You've got someone working for you for seven days and a gold bar to pay them. The gold bar is segmented into seven connected pieces. You must give them a piece of gold at the end of every day. If you are only allowed to make two breaks in the gold bar, how do you pay your worker?"

Get it? You are hired! [If you know the answer post it in comments!]

I have to admit that I am not the biggest of fans of this approach, and to do full disclosure I stink at them. :)

The model suggested in the email of, what I call, temp to perm is not a bad idea because it both allows you to test the person out but more importantly you can check other attributes like leadership and team fit etc. I have done that a lot.

Sometimes though you don't have that option. So what can you do?

My personal favorite is to give the candidate a real business problem (something that needs critical and analytical thinking) and then ask them to solve it.

It could be a numbers (web analytics) problem. It could be a competitive problem. It could be a page level problem. It could be a acquisition problem. Anything really, but a real problem for my company or a company I know. You'll see later why the reality of the problem is important.

I am watching for:

1) what they come up with as a solution and

2) how they think

The latter is perhaps even more important than the former.

I am looking for creativity and atleast some facet of the solution to surprise me (in a good or a bad way).

If you are a solid critical thinker then you'll think of something really interesting. Something I can't think about (if for no other reason than because I am too close to the problem and you are not).

I am also looking for, because I am in Analytics after all, a part of the answer to involve numbers (how to look at data to solve the problem, qualitative or quantitative – so it does not have to involve hard core numbers). Something innovative.

When Interviewee provides the answer I will push back a bit, regardless of the answer (right or wrong).

I'll probably throw a curve ball, try to say something totally silly, try to throw a spanner into the logic, point out a flaw, share a sub-plot etc.

I am trying to see if I can influence you to change your answer. I am trying to see if you can defend your original answer (most people fail here). I am trying to see what your rationale is for whatever you say / do. I am trying to see if you ask clarifying questions. I am trying to see how fast you think, and what happens, if you are backed into a corner.

If you are a critical thinker you'll think uniquely and be able to, for the lack of a better word, survive.

In fact you'll love the challenge and you'll reply with specifics and not ambiguous FUD. It is amazing how quickly one can cut through the Interviewee's BS or lack of thinking capability or actual experience. No matter how many books they have read / written :) and how long and impressive the resume was.

Frame a open ended real problem, wait for the answer, then push back politely.

There is one more reason for pushing back politely. I am also looking for a certain personality type.

Most interviews are stacked against a Interviewee. By pushing you a bit, very respectfully and in a very dignified non-challenging way, I am trying to assess your personality type.

Can't be a push over. Can't be a "report writer mindset". Can't be "pushed" too easily to change opinions. Can stand up and defend (it is amazing how many people fall at this). Can't make stuff up. Can't get flustered. Can say "I have no idea", at the right moment. Can give a complete answer (so many people fail at this), even if a wrong one.

I have used the word amazing in this post a few times. But here is the most amazing thing: even if you know precisely what I am going to do, above, it is nearly impossible for you to "prepare" for it. :)

There are always exceptions of course, there are some great FUD creators out there, but for the most part the reality of the problem offered, the Interviewee's answer, the data involved and the nature of the discussion all ensure that reality will most likely come out.

Interviewing is the hardest thing you'll ever do. Hope this post helps a bit.

Now your turn.

What do you think of this method? What works for you? Any favorite tips / best practices you have developed over the years? How did you identify the last fantastic employee you hired? How did you know?

Please share your perspectives via comments.

P S : Here are two of my favorite posts on this blog, and they are totally non web analytics related.

I wanted to highlight them for you, one about how to be a great leader, IMHO, and the second about my own rules when it comes to managing careers / jobs / work life:

• Three "spire's" of Great Leadership.

• Nine Rules To Work / Live By.

I think you'll really enjoy them as well.