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Aaron Strout

Aaron Strout
Vice President of Social Media
Citizen Marketer



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Aaron Strout : Citizen Marketer
W20: Web Analytics (Google)
Session: Marketing Analytics for Web 2.0
Speaker: Brett Crosby of Google (formerly of Urchin)

Brett's main message is a simple one i.e. "start with a goal." Next, build your site with analytics baked in -- doing it after the fact is hard to do.
  • Free web analytic tools are free and pervasive.
  • Web analytics in the past tracked page views (Web 1.0)
  • Web 2.0 changes the way things should be tracked (gave example of Yahoo! using AJAX -- led to ComScore concluding the MySpace was getting more traffic than Yahoo!)
  • Typical example: be smart with Flash or AJAX (embed in HTML so page views can be tracked)
  • Tracking podcasts: need to track subscribers and downloads (tricky but not impossible) -- Feedburner is one option (this is how Shared Insights tracks their podcast activity)
  • Case Study I: WeatherBill.com (provides ability to hedge against weather impact on outdoor events). WB.com is using Google Analytics to track off-line radio ads (running ads regionally -- can watch responses to site on Google Analytics map)
  • Case Study II: Paris Hilton viral burger ad (Forward to friend tracking).
  • Possible to use Google News to help you with PR (can't be too "spammy")

Note: the contrast between the first session (user design) vs. this session is startling. The UD panel was at a 201 level. This session is at a remedial level. It would be great if you were a traditional marketer and didn't know much about Web 2.0/online tracking. I guess having lived this dream for many years now, this feels a little 'been there, done that."

One additional thing (and I'm a huge Google fan so it pains me to say this) but this session felt a lot like an ad for Google's products and services. Not a great format, especially when Google is the only one presenting.
Mon, Apr 16 2007

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