Q&A: Avinash Kaushik – a Connect sneak preview

Avinash Kaushik, Digital Marketing Evangelist at Google and author of Web Analytics 2.0, has the ability to convey genuinely enlightening, yet complex technical guidance in the most approachable and entertaining manner possible. 

Avinash’s blog Occam’s Razor is a must-read for every digital marketer at every level, and his keynote speaking gigs are equally as unmissable.

Therefore we are honoured to welcome Avinash to speak at our brand new search event Connect, taking place on the 4-5 February 2016 at the Ritz-Carlton Key Biscayne in Miami.

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Here Avinash will be presenting his highly acclaimed See, Think, Do, Care: Driving Innovation from Customer Intent framework during his keynote session, which looks beyond search to analyze how ‘Content + Marketing + Measurement’ can transform your campaigns.

I had the chance to ask Avinash a few questions as a sneak preview for his appearance at Connect…

What will you be speaking about at SEW Connect? 

First, I’m so very excited to be a part of the agenda. SEW always collects such a fascinating set of speakers and attendees, it makes for a unique conference.

We’ve known for some time that “I know I’m wasting half of my money on marketing, I just don’t know which half” is not quite true when it comes to digital. We also know that just Facebook has an active audience of 1.6 billion people. The traditional rules of how people spend their time and what they do with brand engagements is not true either.

So why is so much of marketing and advertising run on old rules – be they demographics/psychographics based or be they just be about shouting all the time? 

In my keynote I want to present a cluster of specific ideas about pivoting on audience intent and using the signals from their behavior to optimize our marketing strategy. 

Google Analytics recently turned 10. A recent survey from Brian Clifton found that very few people are using the full range of GA features. Which do you think are most useful for marketers? 

Let me re-frame the premise. Why should everyone be expected to use all the features of any tool? People have different needs, they’ll use different things (depth or breadth). 

SMB users might be happy with the five standard reports, maybe a custom dashboard and a couple goals.

Medium sized businesses will be happy having created some custom reports, fully use calculated metrics, and genuinely unlock the power of truly visitor based segmentation

Really large businesses will use all ten hidden analytical gems in Google Analytics, take advantage of the massive explosion in mobile by doing savvy mobile analytics, and engage in advanced business profit using the power of multi-channel attribution modeling

What’s useful for an organization depends on what the best and most relevant questions for them to answer. 

Finding and analysing data is one thing, but actually convincing decision makers to act upon it is another. How do you think data analysts should approach this issue? 

OMG! This drives me bananas. 

We primarily tend to think our job is to provide the data, and then we walk away. We work hard. We find lots of data. We are making love to it. We are creating a the most beautiful table. But, that’s were we stop.

This is a mistake.

Data simply tells our leadership, why should you care. There are two more pieces we need. What you should do and if they do that what’s the business impact. 

I call this the Care-Do-Impact model. 

Analysts need to have the marketing chops and digital savvy to identify the Do, and go back to their analytical savvy to predict the Impact. 

Once they have Care-Do-Impact, they need to master telling great stories with data. That fixes the last-mile problem. 

What’s your favourite metric? Is it still ‘task completion rate’?

Even after a passage of so much time, I still love and adore Task Completion Rate the most. It is a qualitative metric, and we are supposed to be quant jocks. But. I really do love Task Completion because of its power to bring meaning to our quantitative data. 

It is usually measured using surveys, and is a Yes or No answer to this simple question: “Were you able to complete your task today?” Simple. No guessing. Let the people tell you how much you suck/rock.

I often pair it up with this question: “Why are you visiting today?” 

This gives us Primary Purpose. 

Now we know why people come, in their own words, and we know if we helped them complete their task. If we disappoint them, we know exactly what to go fix! 

To hear much more from Avinash, join 500+ of your peers and the Search Engine Watch team for two days of sun, sea and search on the beach in Miami. Register for Connect here.

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