March 31, 2011

Four web analytics gurus on key trends in 2011


In a dynamic and constantly changing world like internet marketing, measuring the outcomes of our activities is increasingly important. To get a deeper understanding about the most important developments in 2010 and the biggest challenges lying ahead in the rest of 2011, Search Engine Land interviewed four of the most influential gurus in the field of web analytics.

Avinash Kaushik is the Analytics Evangelist for Google, co-founder of Market Motive and author of inspiring books like Web Analytics 2.0 and Web Analytics: An Hour A Day. Besides that, Avinash is a well known speaker at the largest online marketing conferences around the globe and his own blog Occam’s Razor is a must read for every marketeer / web analyst.

What do you think were the three most important developments in web analytics in 2010?

I am a little biased here but one of the ones was the introduction of intelligent features into tools like Google Analytics. If you look at Analytics Intelligence and Weighted Sort they both make the job of an analyst incredibly easier by proactively applying math and advanced algorithms. Our tools have been too dumb for too long, I am glad it is changing.

Secondly, I am super excited about the massive explosion in affordable qualitative analysis tools like Kiss Insights, UserTesting.com and ConceptFeedback.com. Finally we can get voice of customer into our daily decision making in innovative ways that were not really possible before.

Finally I love the entire social media data explosion. Social media is a lot less exciting than we think (and I say that as someone who has over 30,000 followers on Twitter!), it is also distracting many marketers for strategies that they should be paying attention to. But there is no doubt that social media throws a big wrench in the way we have measured success, or how we have defined success. I love proliferation of tools and attempts to figure out how to measure what matters (I attempted to in my blog post Social Media Analytics.

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