Google’s “analytics evangelist” Avinash Kaushik says many websites suck, all because of the HIPPO — as in the “highest paid person’s opinion.” Mr. Kaushik employed the word “sucks” frequently when he talked about the traditional metrics used for measuring online marketing. And as far as online marketing goes, it sucks too. He likened it to a “faith-based initiative.”
The point of Mr. Kaushik’s candor is that he wants marketers to start thinking more about the “why.” To get at that, he espoused the use of more online surveys of site visitors to find “segments of discontent.”
He advised marketers to create conversations with consumers using a simple, short and free online survey created by Iperceptions.com, an online research firm. The survey asks: Who is coming to your website? Why are they there? How are you doing? What do you need to fix?
source: Ad Age
2008.05.22 at 9:03 pm
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