The Awesome Power of Visualization 2: Death and Taxes 2007

Visuals that provide insights come from 1) a deep understanding of the goal / objectives 2) from thinking beyond what standard trend lines or stacked bar graphs can provide. Something non-normal to grab attention and yet communicate insights (sort of already contain recommendations and action items and not just data).

Kaushik, Avinash. Occam's Razor (2007). Articles>Graphic Design>Technical Illustration>Log Analysis

Data Quality Sucks, Let's Just Get Over It

Data quality on the internet absolutely sucks. And there is nothing you can do about it. At least for now.

Kaushik, Avinash. Occam's Razor (2006). Articles>Web Design>Audience Analysis>Log Analysis

Path Analysis: A Good Use of Time?

Is doing Path Analysis a good use of time? In my humble opinion the answer is a rather emphatic no, except for one exception (which I'll discuss below). Almost always Path Analysis tends to be a sub optimal use of our time, resources and any money that is expended on buying tools that do 'great' Path Analysis.

Kaushik, Avinash. Occam's Razor (2006). Articles>Web Design>User Centered Design>Log Analysis

Standard Metrics Revisited: Bounce Rate

Bounce rate is a beautiful way to measure the quality of traffic coming to your website. It is almost instantly accessible in any web analytics tool. It is easy to understand, hard to misunderstand and can be applied to any of your efforts.

Kaushik, Avinash. Occam's Razor (2007). Design>Web Design>User Centered Design>Log Analysis

Stop Obsessing About Conversion Rate

Perhaps there is no other single metric that is abused as much as conversion rate, none that is perhaps more detrimental to solving for a holistic customer experience on the website because of the company behavior it drives.

Kaushik, Avinash. Occam's Razor (2006). Articles>Web Design>User Centered Design>Log Analysis

Trinity: A Mindset and Strategic Approach

The goal of the Trinity mindset is to power the generation of actionable insights. Its goal is not to do reporting. Its goal is not to figure out how to spam decision makers with data. Actionable Insights and Metrics are the uber-goal simply because they drive strategic differentiation and a sustainable competitive advantage.

Kaushik, Avinash. Occam's Razor (2006). Articles>Web Design>User Centered Design>Log Analysis

Unsuspected Correlations Are Sweet!

Tracking web usage with a one dimensional mindset (or in a silo) means that you will end up missing so much of the picture.

Kaushik, Avinash. Occam's Razor (2006). Articles>Web Design>Audience Analysis>Log Analysis