Avinash Kaushik has always advocated moving beyond clickstream data to analyze not just the "what" -- but the "why." Here he makes the case that relying only on clickstream data can be a roadblock to identifying actionable insights, and and he introduces a new model he calls Web Analytics 2.0, an optimal way of making decisions online.
Length: 17 min.
You will learn to:
Explain why web analytics is so great
Evaluate the future (and present) of web analytics data analysis
Support why experimentation and testing is integral to web analytics 2.0
Reinforce why competitive intelligence is so important
Define multiplicity, and why you need to get comfortable with it
Get the skills you need to improve site performance and ROI direct
from the industry's leading thinkers: Avinash Kaushik, Google's
Analytics Evangelist, and John Marshall, inventor of the Overlay View.