On Monday, Oct. 6, 2008 the MBA eMarketing course at the University of British Columbia’s Sauder School of Business culminated in a tradeshow-style presentation evening. Held at UBC’s Robson Square campus in the main lobby area, the event was well attended by industry professionals from the local community. Close to 100 guests browsed the eight student booths.
My presentation group included Kirby Leong, chief content strategist for the Diamond Technical Community at Business Objects, and Cagri Guvence Rodoper, a doctoral candidate in information technology at UBC.
Our presentation sought to unravel the complexities of Web analytics. Companies today have the ability to collect a wide range of data related to Web site and online ad performance, through tools like Google® Analytics. But the challenge for companies is to extract the meaningful implications and to draw actionable insights from the data they collect. We showed how industry-standard “click-stream” Web analytics do not go deep enough to illustrate the customer’s experience online, and how businesses should link business goals, like revenue generation, with consumer “moments of truth,” like successful whitepaper downloads, to align the objectives of both audiences.
As an ideal model, we used “The Trinity Strategy,” which creator and analytics guru Avinash Kaushik describes fully in his click-worthy Blog Occam’s Razor. This analytics approach illustrates how online experiences can be linked to behaviors and outcomes in a continuous cycle, and analyzed with “Actionable Insights and Metrics” leading to “Win-Win Outcomes.” Avinash recommends employing a combination of consumer surveys, experimentation and usability testing to optimize the online experience for consumers, thus leading to success for online businesses.
More specifics regarding our presentation content can be found on the blog managed by Kirby Leong: http://kirbyleong.blogspot.com/
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