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Wednesday, September 02, 2009


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So, I listened to the Mixergy pdscaot where Avinash Kaushik talked about the 5 generic cases of (web) analytics. I think they apply to a lot of marketing-related business questions. I'm going to get it wrong from memory, but the cases he enumerates are:* What is happening? (clickstream data)* How much is happening? (understanding multiple outcomes)* Why is it happening? (split testing)* Why is it happening? (surveys)* What else could they be doing/wanting that they aren't getting? (competitive intelligence)Those are pretty generic questions, and me repeating it is pretty watered down/generic, but Avinash describes some compelling use cases for analytics (specifically web analytics) based on business questions.Your post made it sound like you were looking for a business question or two to explore that you could make a case study of. In that vein, I'd be interested to see how you can cluster site visitors into personas based on what/how much/why they visit your site and correlate that to paying customers. The hope is that with this data, you could 1.) figure out how to get more people to convert by providing better content/messaging to enlarge the cluster of potential buyers. 2.) predict who might buy and adjust offers based on probability (and split test them).I'm sure other companies are working on this and wrapping it up in pretty bows with pricetags, but I'm interested in the math behind it. I think something like this type of clickstream analysis could be a pretty cool addition to fathom. (I might even offer to help implement it. *wink wink*)It's also entirely possible that I'm over-complicating and over-thinking the problem, and there is a much simpler way to do the above.peace out.


Nice! I am looking forward to the third part.
03 Rapid Response = quick win? :)


Hi Sanjay,

In response to your questions:

A rational view? Well I don't assume the world shares it, but I believe that analytic experts have a responsibility to help the business world become more rational.

You are of course correct that the world is dynamic and you will see that the BIG Method addresses the dynamic nature of the world by:

1. delivering quick wins and strategic wins.

2. providing a base of data that enables an organisation to handle change better

3. developing a business capability that handles change without recourse to analytic specialists.

I am not saying that correct planning is more important. What I am trying to say is that investing time and effort in data analysis delivers a better return than the traditional SDLC delivers when used in analytic areas.

I hope that explains my ideas a little better.

Sanjay M Kabe

Steve, just a thought on your fundamental assumptions:

Are you assuming a rational view of the business world?.

Are you assuming that things are not dynamic and do not change during the definition/planning phase?.

Are you assuming that correct planning is more important than execution/data collection or any other downstream activities?

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