In part one of the web analytics conference call from June 20th Avinash Kaushik and John Marshall discuss the importance of key performance indicators, the need for human analysis in web analytics, and a few tools to make your job easier. Part two picks up where part one left off with a diatribe on overcoming resistance to web analytics techniques that may not be fun, but are very necessary to extract meaningful knowledge from your data.

Conference Call: June 20, 2008

In Part 1 you will learn:

• Why people don't grasp the importance of key performance indicators (KPIs)
• Why "critical few metrics" may be a better way to describe KPIs
• Why it is really hard to answer "Why does your website exist?"
• Why small companies are just as guilty as large companies when it comes to understanding the importance of web analytics
• Why it will always take a human to extract value from your web analytics tool
• Why you should not be afraid to pull your data out of your web analytics tool and work with Excel
• How to use ClickTracks and Google Analytics to discover what's changed on your website
• How to scan your website to make sure your web analytics tool is properly setup

Length: 23 min.

In Part 2 you will learn:

• Why you need to look beyond the top 10 reports in your web analytics tool
• Why changes are constantly happening to your site even if you don't know it
• Two ways to categorize content in your web analytics tools
• How to overcome resistance to categorizing content for web analytics tools
• Why web analytics tools are overpromised and underdelivered

Length: 25 min.

MP3 Podcast Download

(Left Click to Stream, Right Click to Download)

• Listen to Part 1
• Listen to Part 2