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Not your father’s web analytics report

How we redefined our web analytics to capture actionable insights, increase engagement, shape content and evaluate information visualization in a consumer education site

The Home Energy Saver is an action-oriented home energy benchmarking site. It’s do-it-yourself home energy assessment helps consumers understand and streamline their home energy use through behavioral and structural upgrade recommendations. We present a longitudinal case study describing how we used web-analytics to iteratively benchmark, track and improve the persuasive pull of the site.

Presentation by David Mahaffey (Lockheed Martin), Kath Straub (
3:40pm to 4:10pm on Thursday, June 23, 2011