When I learned that the SES NY keynote was going to be presented by Google Analytics GOD – Avinash Kaushik, I knew I had to make the trek. I have been eagerly anticipating what sage wisdom he’ll be sharing with a very captive audience. Here we go, hold on to your seats.
BIG Social Announcement
The climax of the keynote and dramatic REVEAL if you will, is the NEW Google Analytics Social reports launching TODAY. The Google Analytics blog post published today outlines the VERY COOL new features now available to help you determine your value of social media.
Avinash very eloquently and exuberantly argued that if you are optimizing for MACRO conversions you are missing out on a HUGE opportunity and MICRO conversions needed to enter the optimization equation. This is particularly true of social media channels which are less directly tied to revenue.
He equated simply tracking CPC’s and CPA’s as being a ‘toddler’ in the marketing landscape, where tracking the economic value of micro and macro conversions and long-term value equates to being a marketing NINJA.
Attribution Modeling and Data Visualization
Avinash also outlined the complexity of attribution modeling and demonstrated the need to start looking at this complex landscape in a new way. By taking free Google Analytics data, importing into Excel and then using this free data-driven documents tool, he created ACTIONABLE visualizations of data.
When you begin to learn what’s happening ON and OFF your website due to social media interactions you can engage in ‘Social Media Precision Engagement’. Bringing all this data under one roof, determining the value of micro-conversions and then determining WHAT you did to achieve the desired result.
Step Back and Strategize First
Avanish concluded his jam-packed presentation by preaching digital strategy and ensuring desired outcomes are tied to overall business objectives. Factors such as market share, market size, pricing strategies, cost strategies all need to drive the data analysis surrounding outcomes, conversions, etc. It’s essential to discuss strategy before attempting to make actionable decisions based upon analytics. He had some amazing slides that demonstrated this brilliantly. Stay tuned for a link to the slide deck.
Overall MIND blowing presentation that kept the crowd engaged, excited and INSPIRED. His passion and ability to communicate complex ideas simply has made me fall in love with this industry all over again. I’m looking forward to the next days here at SES NY, complete with a fresh perspective.
Avinash Kaushik is the Digital Marketing Evangelist for Google and the co-Founder of Market Motive Inc .
Through his blog, Occam’s Razor , and his best-selling books, Web Analytics: An Hour A Day and Web Analytics 2.0 , Avinash has become recognized as an authoritative voice on how marketers, executives teams and industry leaders can leverage data to fundamentally reinvent their digital existence. Avinash puts a common sense framework around the often frenetic world of web analytics and combines that with the philosophy that investing in talented analysts is the key to long-term success. He passionately advocates customer centricity and leveraging bleeding edge competitive intelligence techniques.
Avinash has received rave reviews for bringing his energetic, inspiring, and practical insights to companies like Unilever, Dell, Time Warner, Vanguard, Porsche, and IBM. He has delivered keynotes at a variety of global conferences, including SES Conference & Expo, Monaco Media Forum, iCitizen, JMP Innovators’ Summit, The Art of Marketing and Web 2.0.
Acting on his passion for teaching Avinash has lectured at major universities such as Stanford University, University of Virginia, University of California – Los Angeles and University of Utah.
Avinash received the 2009 Statistical Advocate of the Year award from the American Statistical Association, and the 2011 Most Influential Industry Contributor award from the Web Analytics Association.