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Change is the only constant on the Web at the moment, and for the conceivable future. Yet most decision making is still sourced purely from clickstream data, very limiting in a world where Ajax, Flash, Video, and Flex rule and Page Views are becoming less relevant with each passing hour.
This session presents a vision of the next generation of Analytics that dramatically expands the data sources used to make decisions on the Web and provides specific examples of how qualitative and quantitative data help you gain a complete picture of customer experience on your web site. Life is not just about conversion rates, it is about task completion rates as well. It is not just about measuring online impact but also offline impacts. Web Analytics 2.0 means leveraging competitive intelligence to understand your place in the ecosystem and learn from others.
You’ll leave the session with practical tips that you can implement as soon as you leave the conference room!
Avinash Kaushik is the author of the recently published book Web Analytics: An Hour A Day (http://www.snipurl.com/wahour). He is also the Analytics Evangelist for Google.
As a thought leader Avinash puts a common sense framework around the often frenetic world of web research and analytics, and combines that with this philosophy that investing in talented Analysts is the key to long term success. He is also a staunch advocate of listening to the consumer, and is committed to helping organizations unlock the value of web data.
He is a frequent speaker at industry conferences in the US and Europe, such as eMetrics, Ad-Tech, iCitizen, and SES.
You’ll find Avinash’s web analytics blog, Occam’s Razor at http://www.kaushik.net/avinash