Avinash Kaushik is an Indian entrepreneur, author, and public speaker. Known for his book, ‘Web Analytics’ Kaushik as delivered various notable keynotes and is considered one of the most influential contributors to the Web Analytics Association. Here is a look at some of the most popular Avinash Kaushik quotes to know.
“A benchmark for you: If you are not spending 30% of your time in 2013 with data, Ms./Mr. Marketer, you’ll fail to achieve professional success.”
“Content is anything that adds value to the reader’s life.”
“First click attribution is akin to giving my first girlfriend 100% of the credit for me marrying my wife.”
“I believe that most websites suck because HiPPOs create them. HiPPO is an acronym for the “Highest Paid Person’s Opinion.”
“If a company does not have supporting Processes and People then actionable insights will stay on the powerpoint slide or excel file and won’t add any value.”
“If you want to have life-altering web site gains, remember, those won’t happen because you have improved one page on your site or a set of single pages in a silo. Life would be good if customers were that easily convinced! You need bigger changes to get bigger results.”
“My assumption was that the people who exist to “IT” the site or design or do creative are still there and now thanks to Web Insights actually have great work to do.”
“Never let your campaigns write cheques that your website can’t cash.”
“OK, there are some metrics I love and adore that everyone should measure. On the web we all do a very poor job of understanding the customer needs and wants and thus their experience on our sites. …I am a fan of measuring Customer Satisfaction (were you satisfied with your experience on our site today), Primary Purpose (why are you here today) and Task Completion Rate (were you able to complete the task today).”
“Remember, a website is not a monolith that’s used by one type of people, it does not exist only for one reason. Your job is to figure out what are all of the reasons that it exists for and find the best source to measure it.”
“Social media is like teen sex. Everybody wants to do it. Nobody knows how. When it’s finally done, there is surprise it’s not better.”
“Testing is the biggest no-brainer, and the killer of most stupid ideas… Testing is great because you can get the most important person’s opinion: the customer’s.”
“The interesting thing about averages is that they hide the truth very effectively.”
“The web is inherently complex, every bit of it… And it changes every day. In such a environment insights come not from the multi-million dollar tools that you can implement, and yes you can buy multi-million dollar tools, but the human power you can unleash to make sense of all the irrationality and ensure that valuable nuggets of insights can be found. …the tool is not the answer, it’s the people. Buy the tool you want, but remember the 10/90 rule [$10k in software and invest $90k in great staff] and invest accordingly if you want to win.”
“To guarantee success, spend 95% of your time defining the problem and 5% of the time solving it.”
“Ultimately social [media] is not just about how social your company is. It is about how many social ripples your products/services create.”
“We have so much data on the web, almost all of it available for free, that we dive into the the data ocean hoping that magically awesome things will follow. They never do.”
“Web Analytics and web interactions (between our customers and our businesses) are both inherently complex and to get maximum value, independent of tool, we need to invest at a massively higher level in brains.”
“Web is perhaps the cheapest and most effective channel on the planet right now, and it does not matter if you use it to generate sales or to do customer support or service or simply to convince the world of your greatness. No matter what you do you can do it cheaper, faster and more efficiently on the web.”
“When you cross-breed a bunch of metrics to produce a hybrid ‘simple number’, the process, by design, hides insights, hinders the ability to understand performance, and almost never allows the management team to identify root-causes.”
Avinash Kaushik takes a look at the art of marketing. As the Digital Marketing Evangelist for Google and co-Founder of Market Motive Inc., Kaushik is an authoritative in the marketing industry.
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