Evantage Consulting Presents Qualitative Communication of Quantitative Data

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Andrew Janis, senior marketing consultant at Evantage Consulting, will talk about how to put narratives around numbers at the 2010 eMetrics Marketing Optimization Summit, May 3-7. The session, titled Free & Cheap Tools, Establishing a Baseline and Delivering Insight, is part of the Web Analytics Fundamentals track.

This event is for web analytics experts who like to crunch numbers. But, I want these data-driven people to understand that numbers should tell stories about real, live people who visit websites

Andrew Janis, senior marketing consultant at Evantage Consulting, will talk about how to put narratives around numbers at the 2010 eMetrics Marketing Optimization Summit, May 3-7. The session, titled Free & Cheap Tools, Establishing a Baseline and Delivering Insight, is part of the Web Analytics Fundamentals track.

“This event is for web analytics experts who like to crunch numbers. But, I want these data-driven people to understand that numbers should tell stories about real, live people who visit websites,” says Janis. “By putting a human face on numbers, analysts can develop a narrative that resonates better with non-web analysts.”

Janis recommends aligning quantitative data with qualitative data when analyzing websites. User testing, in which you systematically observe website users under controlled conditions, may hold important clues to common data-driven metrics like bounce rates, page reloads and abandonment rates. Data may show that people don’t click past the home page or that they abandon full shopping carts, but direct observations and conversations with users should help explain why. To correspond with his talk at eMterics, Janis recently authored the blog post “Five Web Analytics Metrics for User Experience Professionals”.

Combining quantitative data with qualitative information forms the foundation of the Evantage Consulting approach to improving users’ online experiences. Evantage Consulting attacks problems from all angles to produce fast, comprehensive solutions with measurable results. As a result, its clients attract and convert more customers and improve their bottom lines.

Janis will present some of the other techniques Evantage Consulting uses to make web analytics data more digestible, such as segmenting audiences, drawing comparisons with competitors, finding context in industry data, and listening to customers.

“It’s important not to form an opinion then go out to find supporting evidence. That’s exactly what not to do,” said Janis. “Gather data on one end and observe user experiences on the other. Then use the results of each to guide your investigation without letting one influence the other.”

About Andrew Janis
Janis provides strategic, data-driven recommendations to Evantage Consulting clients so they can enhance their online presence and make it an integral part of their overall marketing efforts. Janis recently authored a white paper “Making Progress: The State of Marketing Analytics in the Twin Cities,” which is available for free at http://www.evantageconsulting.com/presentations-whitepapers. He and other Evantage consultants blog about user experience design at http://userexperience.evantageconsulting.com .

About Evantage Consulting
Evantage Consulting solves complex problems creatively to help business leaders realize breakthrough results and deliver successful new products and services. The firm applies its strong analytics orientation across a holistic spectrum of data to create highly usable, intuitive and marketable products and services. Evantage specializes in user experience and analytics, integrated web strategy, business performance consulting and innovations in health care.

Founded in 1999, Evantage Consulting is headquartered in Minneapolis, MN. For more information, visit http://www.evantageconsulting.com. Evantage Consulting is also proud to be a two-time winner of the Minneapolis-St.Paul Business Journal’s Great Places to Work award.

About the eMetrics Marketing Optimization Summit
eMetrics hosts Marketing Optimization Summits throughout the world each year. To learn more or see video of past presentations, visit http://emetrics.org/ .

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ROBIN CARPENTER