5. “Aggregate Data Is Crap”
- Avinash Kaushik
Visitors have different needs and goals why
would you measure them all against the same
success criteria?
– Current Customers (25% of traffic)
• Comes to site to find support
– Prospective Customers (75% of traffic)
• Comes to site to research products
10. Users or Visits
• User
Unique visitors who have ________
• Visit
Sessions where ________
11. Users or Visits
• User (Current Customer)
A unique visitors who has Logged-In last 90 days
• Visit (Researcher)
Sessions where a video was watched or a
whitepaper was downloaded
12. Visit Sequences
Visit where…
1. First landed on homepage
2. Next went to a product category page
3. Next went to a product page
4. Eventually added something to cart
13. User Sequences
Person who…
1. First came to the site from an organic search
2. Then came back to the site directly and
watched a video or viewed a product page
3. Eventually submitted a lead
14. Cohorts
Group visitors who all have something in
common:
• Visitors who first came to my site before our
TV ad
• Visitors who first came to our site during our
TV ad
• Visitors who first came to our site after our TV
ad