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Data Driven Tough Decision Making - Avinash Kaushik

As analysts and marketers we usually take formulas that are accepted best practices, slap 'em on our reports and send that data on. But the formulas we use in computing our metrics have a great power to change organizations. By simply making simple tweaks we can dramatically change expectations, set higher bars and force our senior management (and peers) to make tough decisions. In this video Avinash uses the example of "Brand Evangelists Index" to show you how you can improve metric formulas and change your company's culture.

Length: 17 min.

You will learn:

  • How to change your organization through the use of web metrics
  • Why you never want to reward the meeting of expectations
  • Why you should actively penalize mediocrity
  • Why your goal should be to report data in a way that incents optimal behavior
  • How weighted means can overcome the limitations of averages
  • How the methodology presented in the video is truly customer-centric
  • Why you need to think about what gets measured rather than accepting conventional wisdom

 

 
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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.

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