I just started reading Web Analytics: An Hour A Day by Avinash Kaushik. After reading the first couple chapters and learning more about not just the what but how important the why is in web analytics was ah ha moment for me. Below are some ways to collect qualitative data:
Why Are My Customer Doing That? (qualitative)
- Lab Useability Testing
- Site Visits
- Experimentation (A/B or multivariate)
- Surveys
- Unstructured Remote Conversations
It’s going to be neat to reading more into the beat and learn more about the future of web analytics from some of the best minds in the industry.
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