voice of customer

Occam’s Razor by Avinash Kaushik

by Lynne on March 6, 2011

Avinash Kaushik

One of my all time favorite web analytics blogs, Occam’s Razor is an engaging read, crammed full of detailed posts with great ways to apply data and draw out actionable insights.  Written by Avinash Kaushik,  Google’s ‘Analytics Evangelist’, the blog’s title references the notion that the simplest explanation of a problem is generally the preferred explanation–and in web analytics this is almost always the case. Though it’s not the sexiest site out there, what the blog lacks in design it greatly makes up for in content, including useful posts and articles offering instruction and hands-on tips for practically implementing various analytics tools and applications, ways to extract the the data you need and also the best ways to present and contextualize it. I love Avinash’s sense of humor and his style and lighthearted approach to what could be very dry material is always fun.

Avinash encourages readers to get away from being ‘spreadsheet monkeys’ and to instead be ‘analysis ninjas’–and provides many practical examples and ways this can be achieved. It may sound odd, but I credit Avinash and his first book, Web Analytics: An Hour A Day, with pushing me over completely into the user experience field. He has always insisted that web analytics data was a great way to hear ‘voice of customer’ and it was through the simple, practical applications of data he promotes that I realized I could achieve a lot more when web analytics was just one component of my product managment toolbox.

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