Week 4: Master Web Analytics 2.0

You should use YouTube Insight to count what is countable. And you should use TubeMogul InPlay or Google Analytics to measure what is measurable. But what can you do to make measurable what is not measurable by these tools?

The answer is to master what Kaushik calls “Web Analytics 2.0.” What's that? In his book Web Analytics 2.0: The Art of Online Accountability & Science of Customer Centricity (Wiley, 2010), Kaushik says, “Clickstream data is great at the what, but not at the why.”

He adds, “It's important to know what happened, but it is even more critical to know why people do the things they do on your site.”

As Kaushik says, I've expanded on, and Figure 9.22 illustrates, Web Analytics 2.0 is

• the analysis of qualitative and quantitative data from your channel, your website, and the competition;