Kaushik 10 90 Rule Summary

The 10/90 Rule was developed by Kaushik through his experience with a company that had the greatest analytic tools; however, was incapable of enabling the data to work for them to accomplish their goals. When it comes to web analytics it is hard to meet benchmarks if goals have not been set by the organization. There are thousands of metrics and measurements, and the data may prevent the empowerment of the organization if not enabled; this is stressed by both texts - Google Analytics and Web Analytics 2.0. Kaushik calls the process “finding your analytics soul mate.” If you do not put the time in to figure out exactly what you need in a software such as analytics v. reporting, IT strength v. Business strength, or clickstream v. total web analytics, you may spend a lot of time and money bouncing around trying to get a software to determine this for you (Kaushik, 2012, p.15-34). The 10/90 rule states that for every 10 dollars spent on analytic tools 90 dollars must be spent on qualified analysts and professionals to use these tools. Even though Kaushik stresses the importance of finding a tool that suits the company, its purpose, and goals: it is equally if not more important to find analysts to use these tools and interpret said data and metrics (Kaushik, 2012). As Kaushik puts it, “Bottom line for magnificent success: it’s the people.” (Kaushik, 2012, p.16).

First, web pages can amass a large amount of data but they can only inform you of the what, not the how, why or what now. As websites become more complex with increased pages, traffic and campaigns it becomes more important to have an analyst to who can weed through the complex maze created by the increased content. To trust a basic administrator with no analytics experience with such a complex web of information is a waste of the tool (Kaushik,