Avinash has always advocated moving beyond clickstream data to analyze not just the 'what', but the 'why'. In this video Avinash makes the case that relying only on clickstream data can be a roadblock to identifying actionable insights and introduces a new model he calls 'web analytics 2.0', an optimal way of making decisions online.
Length: 17 min.
You will learn:
Why web analytics is so great
Why analytics data is only good at telling us 'what'
Why web analytics is not confined to clickstream data
The future (and present) of web analytics data analysis
Why experimentation and testing is intregral to web analytics 2.0
Why competitive intelligence is so important
What multiplicity is 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.