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Clickstream Analysis: People Are Not Cows
Posted By Bryan Eisenberg On November 11, 2005 @ 3:31 pm In Planning Methodology,ROI Marketing | 4 Comments
As a consultant, I often utter statements that, if overheard by an outsider, would lead him to question my competence and my sanity. There I was, someone who was supposed to be a marketing ROI (define ) expert, deep in a discussion, crooning in my confident, Einsteinian manner: “People are not cows!”
On the surface, that’s stating the obvious. Yet to those studying path analysis or clickstream analysis  these days, the statement has some not-so obvious implications.
Indeed, people aren’t cows. Possessing this truth will help you to optimize your site paths.
What Is a Cow Path?
The term “cow path” is a new term in the IT lexicon. According to Jim Highsmith , “‘paving cow paths’ means automating a business process as is, without thinking too much about whether or not that process is effective or efficient.”
The practice of paving cow paths stretches into the past. Take city planning. There’s a stunning contrast between Washington D.C. and Boston. Washington was thoughtfully planned in 1791 by Pierre L’Enfant. According to the Explore DC  site:
His work would be like “turning a savage wilderness into a garden of Eden,” [George Washington] wrote…. L’Enfant’s plan for Washington is universally considered America’s most notable achievement in municipal planning.
Boston, according to the chair of the Boston Conference Committee :
It’s also a walkable city, although rarely in a straight line. The roads, and sidewalks, were laid out following old cow paths, Native American trails and long-gone shorelines. Getting “lost” is part of the enjoyment of discovering the City.
Although Boston just grew along worn cow paths, Washington was designed to be more efficient and more magnificent than any European city.
How have you planned your site?
Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com
URL to article: http://www.grokdotcom.com/2005/11/11/clickstream-analysis-people-are-not-cows/
URLs in this post:
 define: http://en.wikipedia.org/wiki/Return_on_investment
 path analysis or clickstream analysis: http://www.coffeesunanalytics.com/web-analytics/161/
 Jim Highsmith: http://www.stickyminds.com/sitewide.asp?ObjectId=9226&Function=DETAILBROWSE&ObjectType=COL
 Explore DC: http://www.exploredc.org/index.php?id=3
 Boston Conference Committee: http://www.asu.edu/caed/proceedings98/Forward/mitchell.html
 Continue reading my column at ClickZ…: http://www.clickz.com/showPage.html?page=3562851
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