Kaushik Challenges ClickTracks

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Avinash Kaushik has challenged Web Analytics vendor ClickTracks to release more advanced features of their free analytics product: ClickTracks Appetizer. In exchange Avinash will be teaching next week’s ClickTracks Seminar: online marketing and web analytics techniques

Here is some background on the ClickTracks/Kaushik Challenge:

The Challenge
We were recently challenged by the author of Occam’s Razor, Avinash Kaushik, to enable more features in Appetizer. The short story is that we agreed, but you might find the ‘why’ and ‘how’ to be interesting—and get a little view of the less-conformist thinking of ClickTracks’ marketing department.

The Dilemma
We’ve never hid the fact that Appetizer is primarily a learning tool and a very useful ‘taste’ rather than a comprehensive web analytics solution. We measure the success of Appetizer by how many people attend our free classes each month. It’s true. Folks who learn good web analytics practices tend to favor (or buy) ClickTracks’ more powerful products. However, if we enable too many features, Appetizer could conceivably eat into sales of our $19/month Analyzer service or our $295 Analyzer software product.

The Answer
So, like a good web analytics team, we decided to do a test. We’d enable the Site Overview in Appetizer for 90 days. After 90 days we’ll measure. If the growth rate of Analyzer continues uninhibited, and we see a spike in attendance in the online classes (in theory, more future buyers), then the Site Overview remains enabled. We also asked Avinash to teach one of the classes.

Personally I think this is a win/win situation. ClickTracks gets an expert Analyst to teach a class in exchange for the enabling of some extra features in ClickTracks appetizer (which is a bonus for end users).



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About Manoj Jasra
Manoj Jasra is an online marketing veteran of almost 10 years who specializes in analytics, social/search strategy and mobile marketing. Manoj is currently a Sr. Strategist at one of Canada's largest Telecommunications Companies, Shaw Communications Inc., where he leads Social Media, SEO, PPC and Web Analytics strategies. Manoj first started in the search marketing industry with Enquiro Search Solutions, where he spearheaded web analytics, SEO Training and the development of cutting edge search marketing solutions for clients.

Manoj is a Professional Speaker having participated at events such as Emetrics, Web Analytics Xchange, WebTrends' Engage, Internet Marketing Conference, Social Media Innovation Summit and Search Engine Strategies. He authors Web Analytics World (a top 100 Online Marketing Blog) and consults through his firm Jasra Inc. WebProNews Writer
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