Wall-E and Web Analytics
Don’t get it?
Well, you’ll first have to watch Avinish Kaushik’s video – Measuring Micro and Macro Reactions.
In case you are wondering how a presentation on web analytics is going to be exciting, well I watched the video twice. Seriously. This guy is definitely worth 50 mins of your time, especially if you are a B2B (or B2C) marketer. What an excellent presenter!
Never knew web analytics could be fun, and simple too. Thanks to Avinash and Google.
My top 3 Avinash humour from the video:
1. The B2B people fundamentally believe that robots visit their website… and that’s why most B2B websites suck.
2. Bounce rate = I came, I puke, I left
3. Most people on the web do business as if they are having One Night Stands (reminded me of my previous blog entry on Sex and Social Media)
As a B2B marketer for 6 years, I am embarrassed to say that I’ve not been diligent with web analytics until recently. With our 2009 marketing objectives heavily focused on online initiatives, this video came in just in time. I’m learning that my next year’s web projects need to be more data-driven rather than faith-based, which previously had been the latter.
Now I can’t wait to get my hands on Avinash’s book titled Web Analytics: An Hour A Day. Never in a million years would I have imagined that someday, I’ll be reading a book on web analytics (traditionally such books are my best bed time stories, they put me to sleep).
According to reviews on Amazon, his book is Accessible and Marketing Driven. That’s good, exactly what I’m looking for. But it’s over 400 pages!!! It sounds worse than a marathon to me, with a 50/50 chance of survival. Oh well, we’ll see how it goes.
Avinash’s book is available in Singapore at major bookstores.
Tags: web analytics
September 22nd, 2008 at 9:51 pm
Is your 2009 online marketing initiative is mainly focus on acquisition or lead generation?
September 23rd, 2008 at 3:33 pm
Hi RamboFong, I would say acquisition is the eventual goal (of all marketers especially for B2B). As most B2B experts would agree, no ROI is better than a closed sale.
However, with online and social media, the key is to create a dialogue with your target audience and engage them consistently. Become a thought leader in your space. This is a long term lead generation strategy, it takes time to gain your audiences’ trust, engage and nurture them. It’s not a one night stand, therefore your closed sales ROI is not immediate. So most marketers become myopic because they would rather focus on one-off “campaigns” with definite results and definite end dates.
It’s a pity. I think as effective marketers, we need to have both short and long term lead generation plans.