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:
(YouTube: Authors@Google: Avinash Kaushik)
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:
Here's to the crazy ones.
The round pegs in the square holes.
The ones who see things differently.
They're not fond of rules.
And they have no respect for the status quo.
You can quote them, disagree with them, glorify or vilify them.
About the only thing you can't do is ignore them.
Because they change things.
Good luck and God speed.
Ok now its your turn. Please share your perspectives, critique, additions and subtractions via comments. Thank you in advance.