Great podcast with Avinash Kaushik from Intuit
Internet Marketing Voodoo has a nice podcast with Avinash Kaushik from Intuit posted on Monday, March 6th. I first met Avinash at last year’s Emetrics event in Santa Barbara and he had me rolling in the aisle, his presentation was awesome!
Some highlights include:
- “Web analytics is dead” and we’re entering into an era of “web insight” — trying to understand how we can get beyond clickstream and log files, etc. I love his positioning, “web analytics is dead” indeed!
- People translate “web analytics” into “clickstream analysis” … but at Intuit the company has been marrying clickstream with outcome data and customer experience data (I wrote about this strategy at JupiterResearch when I described the “new usability framework“)
- Avinash is very much a believer in measuring the customer voice and combining that data with clickstream
- He can take online transactions and tie them back to customer survey data via clickstream, essentially creating visitor segments of “satisfied customers”
- Avinash cops to being a relatively small analytics group inside a very large company (only six people on his analytics team)
- When asked about vendors, Avinash points out that it’s not the package you use, it’s whether you have in house expertise available to take advantage of whatever package you select. He comments that if he only had $100,000, he’d spend $10,000 on software and $90,000 on someone to analyze the data.
- Despite Intuit being an Omniture customer, Avinash again stumps for Clicktracks (somewhere John Marshall is smiling again!)
(Oops! I’m out of time … I need to head out to Web Analytics Wednesday!)
The transcript of the podcast is available at transcripts.internetmarketingvoodoo.com (I’m not linking to it since it is very slow to load and appears to almost crash my browser every time I go to it.) All in all I love this idea of podcasting about web analytics. Maybe more people will begin podcasting, or even better, maybe Sterne will arrange to podcast from Emetrics.
(Props to Eric B. at WebTrends for the head’s up about the podcast.)