Avinash Kaushikaccountable Advertising Auto News Oct08

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Automotive Social Media Marketing Reputation Management

Automotive Business

Making Advertising Accountable
Bounce, Long Tail, Experimentation & You

Avinash Kaushik
Author, Blogger, Analytics Evangelist

Automotive News Webinar, Oct ‘08

$<html> ... <script src="https://ssl.google-analytics.com/ga.js" type="text/javascript"> var pageTracker = _gat._getTracker("UA-xxxxxx-y"); pageTracker._initData(); pageTracker._trackPageview(); </script> <script type="text/javascript"> var videoTracker = pageTracker._createEventTracker(”ToyotaConfig"); </script> onRelease (button) { getURL("javascript:videoTracker._trackEvent(‘trim’, ‘options’,‘features’)”)} </html>$

Model
(Object)

Features
(Action)

Options
(Label)

Occam’s Razor Stats:
50,000

20,000

9,500

Leads Research Offline

What’s Success Here?
What’s Success Here?
Micro Conversions Macro Conversion

Contact Info :

Blog: Occam’s Razor
www.kaushik.net/avinash

Book: Web Analytics: An Hour A Day

www.snipurl.com/wahour

Email: ak@marketmotive.com

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Avinash Kaushikaccountable Advertising Auto News Oct08

1. Making Advertising Accountable Bounce, Long Tail, Experimentation & You Avinash Kaushik Author, Blogger, Analytics Evangelist Automotive News Webinar, Oct ‘08

2. Bias…

5. Benefits?

7. Astonishing Accountability!

8. How?

9. 1. Instantaneous Smarts

10.

11.

12.

13. The Learning Machine!

14. <html> ... <script src="https://ssl.google-analytics.com/ga.js" type="text/javascript"> var pageTracker = _gat._getTracker("UA-xxxxxx-y"); pageTracker._initData(); pageTracker._trackPageview(); </script> <script type="text/javascript"> var videoTracker = pageTracker._createEventTracker(”ToyotaConfig"); </script> onRelease (button) { getURL("javascript:videoTracker._trackEvent(‘trim’, ‘options’,‘features’)”)} </html>

15. Model (Object) Features (Action) Options (Label)

16. 2. Making Sense of the Head & Tail

17. Occam’s Razor Stats: 50,000 20,000 9,500

18.

19. Budget 90%

20.

21.

22. Keys to the Kingdom

23. Two Problems, Two Solutions

24. Head : Obsess Efficiently!

25.

26. Tail : Math Rocks!

27. –a

28. “What about my Upper Funnel?”

29. Keywords Measurement Category Keywords Category / Brand Brand ? Money! (/Store Visits) Conversions!

30. Keywords Measurement Category Keywords Bounce Rates Category / Brand Time On Site Brand Visitor Loyalty Money! (/Store Visits) Leads / Appt’s Conversions!

31. 3. Quantify Economic Value!

32. Multiple Goals

33. Leads Research Offline What’s Success Here? What’s Success Here? Micro Conversions Macro Conversion

34.

35.

36. Offline…

37.

38. Unique 800 Numbers, etc…

39. What is your website’s Economic Value?

40. 4. Experiment or Go Home!

41. [ Highest Paid Person’s Opinion ]

42. Learn to prove them wrong, quickly.