Videos

The videos below are a collection of the most interesting videos (in terms of content and presentation skills) on Targeting, Testing, Usability and Analytics. They present strategies and techniques that will help website managers and marketing analysts to understand their customers and optimize websites using a data-driven method.

Nick Iyengar, a senior consultant at Cardinal Path, discusses data segmentation in analytics, particularly its uses in Google Analytics. He says that unsegmented analytics quite often do not pass the most important test of value – the "so-what?" test. That is, much of analytics does not provide information that an organization can act upon. Segmenting the data, which is easy in Google Analytics, can help produce information which leads to action items.
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Nick Mihailovsky oversees Developer Relations for Google Analytics. In this talk, he explains the options available for using Google Analytics for mobile applications. He gives the specific options for Android developers who wish to use the Google Analytics SDK, and states that these features are overall similar to the Google Analytics offering for iPhone developers. He also offers an overview of how to make integrate Google Analytics with mobile web apps for all mobile devices, including feature phones, using no JavaScript.
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Larry Freed, President and CEO, ForeSee, discusses the difference in today's customers, who are multi-channel, multi-device users and have much more control than customers had in the past. Freed emphasizes the need for measuring behavior and connecting a user's behavior through different channels, but explains that today, the most important measure of success is customer satisfaction.
Online Behavior -
In Part Two of Geoff Ramsey's presentation, he discusses using social media, video, and mobile to generate and spread 'magnetic' content. He discusses the value of allowing customers to become evangelists, and examines the success of TurboTax with social media, of Blendtec's success with their 'Will it Blend?' videos, and Dunkin' Donuts' successful app for coffee runs.
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Geoff Ramsey, CEO & co-founder of eMarketer, and co-author of 'Digital Impact: The Two Secrets to Online Marketing Success' speaks about the two fundamental questions that face marketers trying to create data-based marketing plans.
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Colin Coleman, Senior Director Data Strategy, Turner Broadcasting System describes Turner's move to use analytics better by using a hub-and-spoke strategy wherein the data and behavior analysts are the center hub of the company, and decision making is based upon the data and behavior analysis.
Online Behavior -
Piyanka Jain, CEO of Aryng, talks to Daniel Waisberg about the three elements that create an data-driven culture in a company. She also discusses the five steps to making $120K using analytics.
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Shari Cleary, VP of Digital Media Research, Entertainment & Games , MTV Networks, shares insights from her current role. She goes over the structure of the company and how they manage metrics and people across their multiple web properties.
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Peter Fader, Professor of Marketing, Wharton School, talks to Daniel Waisberg about his newest book and about the work he has been doing to bring academics closer to industry practitioners and vice versa.
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Phil Mui, Google Analytics Group Product Manager, hopes that in 10 years Analytics for any business will be like the air that they breath. Today Analytics is an isolated functionality that is used for operational or sometimes tactical matters, but shouldn't we aspire to every decision that we make should be based on solid data?
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