Web Analytics 2.0

I came across this graphic the other day on Connie Bensen’s Blog and wanted to use it.

Well, this led me down a Social Media Measurement meme highway started by Geoff Livingston

and I ended up getting directly in touch with Avinash Kaushik who first presented this at a Google social media conference. Anyway, enough about provenance – here it is:


This is brilliant. What Avinash is pointing out is that if you can listen to the voice of the customer (conversations on web boards, forums, newsgroups, blogs) there is rich insight available about competitive dynamics and human motivations and drivers.

We use this insight to help our clients insert the voice of the customer into their processes including brand positioning, communication, issue management and product development.

Thanks to Avinash for sharing.


Rethink Web Analytics: Introducing Web Analytics 2.0 » Occam’s Razor by Avinash Kaushik > Web Analytics Blog


4 Responses to Web Analytics 2.0

  1. Thanks for posting this, an interesting view of listening, yet perhaps still too far away from tangible results. Listening is critical in the research phase, which absolutely has to be done right up front. It is critical throughout a campaign, too, for monitoring purposes. but how do you measure? And what? These are the essential Qs of the meme.

  2. tomob says:

    Hi Geoff:

    I think the post below on Social Media Measurement Online Promoter Score begins to answer that question.

    We have other cases where we can directly tie the buzz, sentiment and emotions to social media initiatives taken by our clients – vast improvement based on them getting into the conversation.

    Thanks for the comment.


  3. Isn’t that just the best graphic? What Avinash did was brilliant! I love how it pictifies what we’re doing & it’s importance. He came at it from one direction & I immediately saw myself in another place.

  4. […] Human Voice gives us a pretty cool graphic from Avinash Kaushik that presents the “who, what, where, and why” of web […]

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