You are on page 1of 17

kaushik.

ne t

http://www.kaushik.net/avinash/ten-fundamental-web-analytics-truths/

10 Fundamental Web Analytics Truths: Embrace 'Em & Win Big
Avinash Kaushik

T here are more mistruths and F U D about Web analytics out there than I think is
reasonable.
Part of it f ueled by Vendors. What a competitive bunch!
Part of it f ueled by some Consultants. I suppose the rational is: self
preservation bef ore all else.
Part of it is f ueled by a vocal minority genuinely upset that 10 years on we are still not a statistically powered
bunch doing complicated analysis that is shifting paradigms. T hey generally f eel it is beneath them to use a
standard tool, they push a utopian world that is hard f or anyone to accomplish, including themselves, even
af ter spending a minor f ortune.
T his is sad. Even a little f rustrating.
My problem with these mistruths and FUD is that they result in a ton of practitioners and companies making
prof oundly sub optimal choices, which in turn results in not just much longer slogs but also spectacular
career implosions and the entire web analytics industry suf f ering.
Let's try to change that. If you agree to help I am conf ident we can accomplish a lot.
Web Analytics, this beautif ul child, was born just the other day in the midst of tumultuous times, quite
literally, when everything changes every day. T his constant evolution means that every time it learns how to
do something the world changes around her and then it is on to learning the new things to stay relevant.
It has simply not had a break to catch a breath and mature.
And I doubt it is going to happen soon. T he web is changing too f ast. Too many new things are happening
too f ast and those of us charged with measuring it have to change the wheels while the bicycle is moving at
30 miles per hour (and this bicycle will become a car bef ore we know it – all while it keeps moving, ever
f aster).
Yet. Yet. Yet, yet, yet, yet…. there is so much we can do.
Now.
T his instant.
We can make use of what we have. Javascript tag driven click data processed in the cloud provided through
a web based f ront end that allows you to segment and create meaningf ul views of the data unique to you.
Even with the tools we have, in the state we have them, we can be smart. In
f act smarter than you would be through any other channel on the planet!
Don't f all f or the FUD. See through the mistruths. Don't go down rabbit holes.
T he opportunity is too big f or you to be distracted.
In this blog post let me share with you some ground truths f rom my own

Date around. the internal site search conf iguration. If nothing else convinces you. practice monogamy. Repeatedly. T hat it results in you making f ewer mistakes. no matter what you do). Finally. Why do you think introducing a completely dif f erent set of numbers is going to make your lif e easier? Having two tools guarantees you are going to be data collection. Why? Because every tool uses its own sweet metrics def initions. the… I could keep going. the unique campaign tags required by each tool (f or search and af f iliate and email marketing etc). the custom variables / sprops / evars.0 decisions. cookie rules. you are going to fail. the insane javascript tag updates just to make the darn segmentation work (except in some like Google and Yahoo Analytics). You'll have no time f or data analysis. Bigamy is vastly overrated. T hey are all 95% the same. It is ok to go all the way and see if things click. Not just javascript tags but the ecommerce customizations. f ind the one you love. When it comes to proving which campaigns are better and which numbers to report to the management what will you do? How will you make sure you are in every meeting where people bitch and f ight about getting credit? T here is nothing magical about they way clickstream data gets collected by any tool. It is ok to put them in tough situations (just introduce her/him to your parents!). stick with it. remember that clickstream data is a small part of the data you'll use to make smart Web Analytics 2. If you have more than one clickstream tool. data processing and data reconciliation organization. ~ It is a bit silly to believe you can use one tool f or purpose x (say search analysis) and another f or purpose y (say everything else). that it helps you go kick some bottay! Here are ten web analytics ground truths…. For big success you'll need to have a Multiplicity strategy: .humble experience. It's a bit of black and white in a world that admitted has lots of gray. session start and end rules and so much more. Here are some reasons: ~ It is really really hard to make sure you have implemented one tool correctly. 1. marry it. doing two is like asking f or King Kong to slap you. Strong words! It is perf ectly ok to date as many people as you want. Once you make up your mind and get married. ~ It is really hard to get a organization to use one set of numbers (and remember they are not going to be clean or complete. You'll be hard pressed to do one right. T hat it helps you f ocus your precious time and resources. My hope is that it inspires you. certainly not f or data actioning.

Paid web analytics tool come with clickstream analysis tools that are hobbled on two counts: 1. T here is a absurd belief that if you buy a paid web analytics tool that you'll bathe in milk and honey and magically insights will be delivered.. 2. In case of WebTrends replace those terms with Marketing Intelligence / Visitor Data Mart etc. In case of Coremetrics…. Was that what you set out to buy? . well you know. do you still want to have two clickstream tools? Likely not. or even do simple things like on the f ly advanced segmentation – you constantly need to change the code and know everything you want to analyze up f ront. T hey come with legacy problems in their code and architecture that make it nearly impossible f or you to do anything f ast. T hey will never be as powerf ul as Yahoo! Web Analytics or Google Analytics because otherwise Paid Vendors could not upsell you to. 2. one Experimentation tool and (if you want to be great) one Competitive Intelligence tool…. Only you can save yourself.So when you step back and realize at the minimum you'll also have to use one Voice of Customer tool (f or qualitative analysis). Now if you decide that you don't want hobbled clickstream tools but would rather buy the complete suite on day one this is what you buy: A 18 month implementation schedule and a 12 month process of redoing things (lif e changed in 18 months) and no money f or Analysts (you sent have $3 mil to your analytics vendor by now) and you the lone ranger have in two and half years barely managed to deliver improvements to reduce bounce rates f or top email campaigns. in case of Omniture toDiscover2 and Insight. T his means when you buy a paid web analytics tool you'll be hobbled until you buy the versions of the product that actually do the job you want (and more). Omniture cannot save you.

Not insights. T he problem is you. Fix what's actually broken. Your budget allocation priorities. Your skills. Your silos. Ready to use Google or Yahoo! Analytics today to make 85% of the decisions you need to make af ter 3 weeks of implementation? If you are just starting your analytics journey does it not sound reasonable? Let's f lip the coin. Your organization. In f act with Discover you probably have 12 things Google Analytics can't do (that's whey you are paying an additional million dollars plus on top of what you are paying f or Site Catalyst!). in the set up above. You already have the paid analytics sof tware combos mentioned above. Switching to Google Analytics. Why? You just spent two years implementing them! And you paid three million dollars!! T here is nothing you get with Google Analytics that you did not already have. Your HiPPO. I have to bang my head on the wall when I hear that someone just replaced Omniture Site Catalyst + Discover with Google Analytics. is not going to help you. . You are buying implementation with a possible f uture promise of some actionable data three years down the road. Google Analytics can't save you if you already have the set up above or CoreMetrics Analytics + Explore or Unica's NetInsight OnDemand + Customer Insight + PredictivInsight! If you are still f ailing then the problem is not the tools. as alluring as they sound. it's your WebTrends combo of Analytics9 + Visitor Data Mart or your CoreMetrics combo of Analytics + Explore + Benchmark + whateverelseweboughtbecuaseitsoundedgoodinthesalespitch. It is just as absurd to believe that Google Analytics is better than your Omniture Site Catalyst + Genesis + Discover with a dash of Insight.Know what you are buying.

Org. you wanted someone to have f ailed already. Most case studies were at best f rom tangential businesses. Why? If someone tell's me that vanity url's are a great way to start measuring multi channel impact then I can just try it f or 500 times less ef f ort than it would take me to f ind a case study. Courage. Yet case studies in some sense reduced risk. skills. not on the web. I wanted a white paper so I could convince my HiPPO (Highest Paid Person's Opinion) that some magnif icent T hought Leader pontif icated something so we should do it. I don't need case studies now. In this day and age I completely f ail to grasp the need f or "case studies" and "white papers". 100% of the time the companies did not have the priorities that our business was currently executing. T he only reason to switch to Google Analytics when you have the above is that you can't f ix what's broken (org structure. It is faster to fail and learn then wait for an "industry case study" or find relevancy in a "industry leader white paper". . Post my keynote the f eedback I got was: "Your presentation was powerf ul. even if they were simply over blown marketing f luf f written by the vendor. In my of f line lif e I looked f or case studies because it was very expensive to try something new. You might as well save the $3 million you are sending to your web analytics vendor. Structure. you made a compelling case f or how we can do the things you have outlined to take advantage of the opportunity. Do you have some relevant case studies you could share with us?" I let out a quiet scream. I met a small group of top companies in London recently. neither were they driving towards the same outcome. hippo). Skills. 3. Process.

believe that they can keep pace and do it all with no external help. Usually with a modest ef f ort. I recommend this blog post: Web Analysis: In-house or Out-sourced or Something Else? . using of f line calls to action.because the org you are with will never be as successf ul as it should be.] 4. doing…. f alsely. Update your resume and start looking f or another job . You f ocus on taking action. T hat's because the web changes too f ast (and vendors that don't update their sof tware to take advantage of these opportunities every quarter will die). opening a twitter account of a B2B business.If I go to a conf erence and hear that doing test and control experiments is a great way to measure cannibalization by paid search links on well ranked organic keywords. then I can just run a small test myself and see if it works f or me.0) changes f ar too much in f ar too short a time. Meanwhile see if you can convince your HiPPO to run a small test while you look f or a case study (and a job). It is cheaper to get someone to answer your question at $60 or $80 or $100 or $150 an hour than spend a week "trying to f igure it out". [I realize f or some HiPPO's old habits die hard. T he f ield of web analytics (especially 2. Both of those are available f or f ree. I don't have to be lazy or hyper paranoid and wait f or a convincing case study. Hire a Practitioner Consultant (someone who just does not speak at conf erences but actually rolls up her sleeves and does the dirty work) on some kind of a retainer. they won't even let you run a report without seeing a case study. T here is such little risk to actually trying. or buy a bank of hours you can cash out say during the next six months (or whatever) and get solutions delivered to you. T hat almost never works. You are f ar too busy actually reporting and analyzing to keep pace with all the wonderf ul evolution 2. content improvement. Because… 1. Anything you can think of I can do it. If you blog that a short on-exit survey or a f eedback button is a great way to collect voice of customer. behavior targeting. Usually at least a test. I can f ail or succeed all by myself in my unique circumstances delivering f or my unique business goals in my own organization. hiring a supposedly awesome consultant. Email campaign ideas. testing product prices. You don't need no stinking f alse comf ort that something worked f or someone else. I'll just implement and be my own case study. You are never smart enough not to have a Practitioner Consultant on your side (constantly help you kick it up a notch). Yet companies. Why do I need a case study? Neither do you. measuring impact of television on the web. Usually f or f ree. Fail f aster.

call this Y. to f orums. call this X. Your job is to create happy customers and a healthier bottom-line. Form an opinion. Compute how long the person had actually worked as a practitioner in a real company (hopef ully in your industry). solve problems f aster. 5. [T his means I have 3. they are Absolutely Not. Read what they say about themselves and others. Read what people say about them. If possible hire a nice person. deliver solutions and not just reports. Oh and don't f orget rule #1 above. T his will help you f igure out exactly what you might need and hold your consultant accountable. it is possible the consultant might be disconnected f rom the reality of what it really takes to get businesses to use data (and not it is not just tool expertise). Compute how long the person has been consulting. 3. But they do f ace dual pressures of selling you more consulting and up-sell products. no matter how skilled or knowledgeable they are. If X > Y. Here are three additional tips about hiring consultants. If you have a independent consultant they only try to sell you more consulting! :) T hat is the reason I am partial to hiring authorized consultants f or Google Analytics (GAAC's) and Yahoo! Analytics (YWAAC's) or f or Omniture / CoreMetrics / WebTrends going with someone such as Stratigent or Z aaz. If you think your job is to analyze the "numbers" your career will be limited. Lif e is too short to work with jerks. f rom my humble experience: 1. allow you to f ocus on analyzing data and f inding insights. Good consultants will help you stay current. People (you? :) whose job it is to do "the data thing" spend day af ter day af ter day in analytics tools . then hire. Do a Google search f or the Consultant. If you can try to hire an independent external consultant. 2. avoid. Read how they contribute to the blogosphere.5 yrs lef t to be a hands on practitioner consultant!] If X >> Y (substantially greater :).In it I describe f our stages into which each company f its (in terms of its current analytics evolution) and what you should expect f rom a consultant in each stage. It is not that the consultants at Omniture or CoreMetrics or WebTrends are sub-standard.

Walk in the customer's shoes so you'll understand how much your site stinks (then f ind the numbers that help prove that. turning down vendor up-sells. Never bother to visit competitor sites and f ind nice or terrible things (to take advantage of ). Never bother to…. if you are not going to go out there and f eel the heat how do you expect to get the insights you need about where to f ocus and what to do? Your web analytics tools only provide you with numbers. Look. changing tags. And you can only begin to f ocus. asked them f or their f rustrations. changes nothing f or a company: You / me / they never ever bother to actually go to the website. the numbers deluge. T hen its up to you. Never bother to try and return the product/service purchased via the site (and see how much that stinks).producing numbers (if they have time lef t over f rom tagging. Here's a major reason why all that ef f ort. Never bother to sign up f or their own email campaigns (to see how much they stink). prioritize. begging IT. Never bother to buy something on their site see live the torture. or not). Email people who have placed orders. Answer tech support emails f or a day. Never bother to do a online usability study (it just costs $20 a pop!!). f ind stories and f ixes and opportunities if you actually immerse yourself in understanding what you are supposed to analyze. Every single day ask yourself this question: What amongst the data I have provided today will create happier customers tomorrow? . Never bother to search f or their company and look at the paid and organic results (to f ind broken things). Numbers with data and tables and graphs and pivots and f ont sizes and automated pdf 's and…. begging vendor f or more svars and eprops and asi slots…). a lif etime spent producing numbers.

perhaps even more so. It should not come as a surprise that af ter just a f ew months you f ind that no one looks at your dashboards. So why should your reports. f ind insights that solve f or that. In ancient times we would hire Accenture or some such august consulting group to come in. HiPPO's bonus measurement metric (you will never succeed unless you are trying to get the person on top promoted or a higher bonus. every single day. if they identif y key metrics. Ditto. Every day. the "Web Analyst" don't believe that you hold in your hands the power to change your company's existence then you are either at the wrong company or. Skill set available (wow we f inally got someone who know what r squared is?) 6. purpose. more likely. most web businesses. : ) If you.If you don't have a direct line of site f rom your work to happy customers. no one can seem to f ind insights f rom the data and the company has reverted to "f aith based initiatives" rather than "data driven initiatives". Business priorities (no we are not doing ecommerce. success measures. if you are not incessantly f ocused. you are doing something wrong. in the wrong job. Structure. I said that already. T he web changes too f ast f or us to believe that we can be stationary with 1. We need to change our measurement strategies as changes occur in: 1. our measurement strategies 2. to providing data stories (or "inf o snacks") that help improve your company's bottom-line. keep very closely inf ormed as to how they get paid. 6. you are doomed. Wait. . you will have eternal love and a data driven org) All of the above happens all the time to every website. we want leads!) 3. If you don't kill 25% of your metrics each year. audience (oh my!) 4. While I am exaggerating a bit f or ef f ect. Marketing strategies (f rom f orums to display to search to social to mobile to…) 2. and then never go back and revisit and revalidate. sentiment analysis!) 5. Available measurement technologies (ohh…. dashboard. what to f ocus on priorities 3. handed to the Good Lord's messenger and the rest of us would f or ever f ollow the commandments unquestionably no matter what happened. spend six months systematically going through the business and recommend Measurable Success Factors (shorthand: metrics) and those then would be carved into stones.

T here is too much granular data! Yes yes I have purchased the Netezza appliance. Impression Share. as Martha would say it. And that. Yet that is exactly how internal data warehousing projects are championed or external cloud based data warehousing solutions are sold by vendors.measurement priorities and "Measurable Success Factors" stay stagnant? By f orcing yourself to have a target f or killing metrics you are ensuring that you'll f ocus on an important activity once a quarter. T here are f ew investments as overrated as building a catch all massive data warehouse to give you the "global cross f unctional multi channel single view of the customer experience and lif etime value on demand through a business intelligence report powered by an econometric model that takes into account page view probabilities using the Clopper-Pearson binomal conf idence interval". You'll re-visit your assumptions and what's important to the business. Marketers and pretty much anyone who currently consumes the output f rom you/your team. [Warning: T here is a distinct possibility perhaps I am the problem here!] Here are some problems you f ace with web data (when it comes to warehousing): 1. Miserably. and they have mostly been miserable f ailures. You'll be f orced to talk to HiPPO's. the ones that help drive key changes to the business exist in other places. T he other 50%.] 7. [Allow me to point out that only 50% of the metrics I love exist in clickstream tools . Keep that in mind when you choose metrics to ensure you are not over-leveraged in metrics that don't matter.like webtrends or xiti or unica. T he problem is not the . yes other promise "massively parallel processing data warehousing appliances". is a good thing. Metrics like: Multi channel value index. Task Completion Rate.] [Bonus Reading: Five Rules f or High Impact Web Analytics Dashboards . As of 2010 I still have a lot more years that I spend in the traditional data warehousing / business intelligence world than in web analytics. A majority of web analytics data warehousing efforts fail. I have personally executed data warehousing projects f or web data (in the broadest sense).

I could keep going on. scripts of f . All of the af orementioned is not a problem f or your web analtyics tools. and historical comparisons. Warehouses expect logical structures and relationships. T his goes counter to the strengths of what data warehousing is able to pull of f so well with of f line data (years and years of data too). etc. data relationships. links. is mostly anonymous (about a person) and f ull of holes (cookies.hardware or the hardware company. . T hings of course get worse when you think of warehousing in traditional sof tware only solutions. website url structures etc cause there to be a constant demand to make changes to the underlying structure of your data warehouse every single day. T hink really really hard bef ore you buy the hype of web analytics data warehousing.).…. 2. It would be silly to not pick up the high ROI low cost stuf f f irst right? 8. It will be humbling. T hey tend to be expensive multi year commitments that rarely deliver even nominal value not matter how much vendors and consultants hype them. Yet no dw team is organized to execute on a daily schedule. History. (Atleast For Us. you'll be lucky to get monthly. meta data (if any that might exist). plugins). and it is a BIG IF. 3. 4. But even if 110% of the signs point to that f irst make sure you have aggregated all the marginal gains. Not page level analysis type (that's tactical!) rather the cross channel purchases and returns etc (the real strategic kind). even if you can get much of it into the warehouse). BI tools stink at answering questions web analytics tools answer with ease (how many people clicked on a link on our home page. It is possible that you'll be the exception and build the f irst clickstream data warehouse where you'll deliver positive ROI (against the Total Cost of Ownership). tags. T he data is rarely deep (say about a person). Please please please make sure you don't make a decision to invest millions of dollars (that's what it will take by the way f or a f ortune 5000 company) based on the promise of data warehousing. T here is no magic bullet for multi-channel analytics. you'll be astonished at how little of this exists in your web analtyics data (see reason above). you can get the requisite primary keys). look at the reality and apply that f ilter. the problem is the amount and type of data (most of it is actually worthless. It is worse than extracting all your teeth with a toothpick to try and get your of f line data merged with your online data (even if . beyond the last 13 months are vastly overrated. how many sessions f rom keyword "avinash" came f rom Google and abandoned products in their cart. Atleast For Now. :) It can be of some value to take aggregated data about your visitors (especially those that converted) and put it into your corporate data warehouse where all other data of your company sits. T here is always one exception to the rule. T his means trying to replace a WA tool with a Warehouse only results in an organization slowing down f urther. 5. call center. metrics. T his allows you to do strategic analysis of you web acquisitions in context of retail. Oh and bef ore you tell me that you want to build a data warehouse to store history let me point you to this blog post: History Is Overrated. and almost never worth the cost that data hangs around your neck. 6.) Please give it a quick read and make sure the traps outlined there don't exist in your case. Campaigns.

It requires people. Now make no mistake… measuring multi-channel impact (non-line marketing baby!) is critically important. and we won't solve it in the near f uture. it demands begging many people in your company and agency to cooperate with you. You *should* do it. In the most optimistic scenario what you'll get is response rate f rom a mailer (postal) and a email campaign because the email campaigns were auto tagged. T hat's it. well a lot of things. Yet there are Vendors that blatantly say they provide a "comprehensive integrated multi channel solution" and imply that they can track every interaction across any channel and help you compute "true ROI". Be wary. T he problem is the missing primary keys. T here is also a big payof f in the end. it mandates building custom solutions. You'll need a portf olio strategy (f rom my book Web Analytics: An Hour A Day . Page 235): . just no easy answers. Be very very way of these people/solutions. it needs lots of creative thinking.. But it is a long hard slog. it won't f or quite some time.T he reason you have had a hard time f inding a multi channel (online plus of f line) analytics solution is…. It is a bunch of @#%^* T he best thing such solutions do is they sell you a campaign management solution f or your of f line marketing activities with some possibility of running those campaigns (think email) online as well. T hey won't help you understand impact of search on store sales. it does not exist! And here's the thing. they won't help you…. they won't help you understand impact of tv on your website (not without massive pain even af ter you buy the "comprehensive integrated multichannel solution").

Experiment. it seems like we have been through this so many times. [I know.0 (starting Page 368. sadly others stand in your way. If you don't have a robust experimentation program in your company you are going to die. Sorry. It is just a matter of time. I know. 9. what the problems are and a portf olio of 11 solutions you can deploy: Multichannel Analytics: Tracking Of f line Conversions. or die. 7 Tips & Best Practices Multichannel Analytics: Tracking Online Impact Of Of f line Campaigns Updated versions of the strategies outlined in above posts are in Web Analytics 2.] In today's world there are so many questions that we can't answer with any degree of certainty (even . in case you have the book).Here are two blog posts that comprehensively outline why multi channel analytics is important. and I also know that secretly you know how critical this is. Let me beat this dead horse one more time.

pungent. What is the impact of having a live twitter f eed of all mentions on each product page of our website? 7. Will people f rom Ireland buy that? Your imagination is the limitation in terms of hypotheses and "I wonder…" ideas that you come up with every day. Should I go f or overwhelming. What is the optimal price I should charge f or my product to maximize prof its? 4.with petabytes of data!). How much cannibalization happens between paid and organic search f or my brand keywords? 2. T hat's multi-variate testing. the product line page and the highest traf f icked landing page. so people buy a lot more of what they might not have bought at all)? 6. What is the online impact of my promotional f lyers sent in postal mail? 3. You are on your way to A/B testing. Start with something simple. and more). it would dramatically alter how you do business online. Here are some such questions… 1. I mean doing big important things that matter (every one in the list above. Should I show an Add To Cart link to our own ecommerce store or also to other places on the web people can buy the exact same product (of ten cheaper. . But if only you could answer any one or two of the above. Oh and when I say Experimentation I don't mean testing button sizes (BOO!). Progress points? 20. or just plain pukey f or my home page design? 5. Next move to changing two things at one time on your product description pages. Progress points 25. try three dif f erent layouts of your home page. Yet Site Catalyst and Unica and Google Analytics and Indextoos stink at answering all of the above questions.

You two BFF's in the HiPPO's nuanced embarrassment: 1. I know only a couple of HiPPO's who once made aware of will . T heir embarrassment. and part of a person if you are medium sized. Of ten HiPPO's don't impede progress / change or crush valid opinions / suggestions because of malice. T hey will help answer the almost unanswerable questions f rom cannibalization to multi channel impact to brand impact and more. Your opinion. You just have to be nuanced (to ensure you don't make the above three mistakes). if you want to crush your competition.208. Our beloved HiPPO's bring their entrenched mindsets and loud voices (in terms of power) and perf ormance review writing authority to bless our projects. sometimes they know things have worked a certain way f orever and they are reluctant to try new things. T he voice of your customers (and your awesomeness or suckiness that shines through that) I only know a handf ul of HiPPO's that can resist having competitors crush them (especially results of their opinions that were actioned!).Now you are ready f or the kind of testing that is lif e changing: running controlled experiments! [Web Analytics 2. Data puking (though we tend to thing as data persuasion). Hire at least one or two people dedicated to experimentation (not just a/b testing. 2. 3.] T hat's most of the tests above. no one cares what you or I think (not that high in the organization). if you want to really win on the web. or Google Website Optimizer / Test & Target) in your team if you are a Large company. then all roads lead through robust experimentation. If you want to truly being data driven. Finally perhaps the bane of our existence. Sometimes they don't know this interweb thing as well as they should. 10. the magnif icent HiPPO (the Highest Paid Person's Opinion). T he single most effective strategy to win over "stubborn single-minded" HiPPO's is to embarrass them. Net net things are rarely as cute as this… Here is what does not work when it comes to convincing HiPPO's: 1. Aim f or this. Data about your competitors (and your perf ormance against that data set) 2. Really. or more likely stand in the way of progress. Repeating yourself time and again. Here is what does work with heavenly precision: embarrassment.0: Pages 205 . and other times they are convinced that they are right (even when they are magnif icently wrong).

go af ter your HiPPO (respectf ully). It would be f abulous to hear f rom you. Decisions you make today based on data you have right now will have greater impact on your business. Remote Usability. Etc. use the strategies above. Surveys. Your destiny is in your hands. Here are the rules… please e m a i l me the f ollowing… 1. Please check out this blog post f or additional details and examples f or each recommendation: Lack Management Support or Buy-in? Embarrass T hem! Next time you see me don't complain about how your hands are tied and your boss is a pain or how you f eel like the loneliest person in the world and no one understands you.500) in Web Analytics. Here are six specif ic strategies you can use to move even the heaviest of HiPPO's: # 1: Implement a Experimentation & Testing Program. Our goal is to give someone deserving an opportunity to become a Ninja. What do you think of the ten f undamental truths? Agree with 'em? Vehemently disagree? Got a #11 you would add? Perhaps not just #11 but #11 through 16? :) Please share your thoughts / f eedback / criticism / love via comments. Be f lexible. If you think you could gain value f rom a three month structured course (with exams and quizzes!) then please contact me. 2. # 5: Hijack a Friendly Website (/ Earn Your Right to be Heard). # 6: If All Else Fails. Ok now it's your turn. . [A Small Contest:] My online learning startup Market Motive is holding a small contest to award scholarship f or a Master Certif ication course ($3. and make change happen! EOM. and why. . A short (really short) paragraph on why you want the scholarship. Pick a site you love and tell me three things you would change about it. # 3: Deploy the Benchmarks I Say. . T he course starts on April 15th. Move f ast. # 2: Capture Voice of Customer. than decisions you can make in the f uture based on solutions you will implement over the next eighteen months with data that will be so perf ect it is as if God is speaking to you. Phew! If I could summarize the philosophy I have f ormed f rom a lif etime of bruised it would be this… T he only way to succeed in Web Analytics is to: Be agile. T hat's it. Deploy 'em Now! # 4: Competitive Intelligence is Your New Best Friend.ignore the pain of customers. . .

T hanks. Contest close date: March 31st. [/A Small Contest:] .Please f it the whole thing in one page (6 sized f ont automatically disqualif ied! :)).