Podcast appearances and mentions of Avinash Kaushik

Welcome to episode #1030 of Thinking With Mitch Joel (formerly Six Pixels of Separation). At a time when marketing (and AI) feels both hyper-measurable and strangely uncertain, few voices bring as much clarity… and lived perspective… as Avinash Kaushik. A longtime friend (and he's also available for your next meeting at ThinkersOne) of the show and one of the most influential thinkers in marketing and technology, Avinash first rose to prominence as the analytics evangelist at Google, where he helped bring web analytics into the mainstream and reshape how businesses think about measurement and decision-making. He is also the bestselling author of Web Analytics 2.0 and Web Analytics: An Hour A Day— thinking that has become foundational texts for marketers navigating data-driven environments. Today, he serves as Chief Strategy Officer at Human Made Machine and as a strategic advisor at Tapestry, working across brands like Coach and Kate Spade to drive transformation at scale. Beyond his corporate roles, Avinash continues to publish his widely read newsletter, The Marketing Analytics Intersect, where he explores the evolving intersection of data, technology, and business strategy while donating all proceeds to charity. In our conversation, Avinash unpacks how the industry over-indexed on performance metrics at the expense of brand, and why that imbalance is now being corrected… not by marketers, but by AI. He argues that while AI will automate much of what we once considered core marketing work, it simultaneously elevates the importance of judgment, creativity, and asking better questions. Drawing from real-world examples, Avinash makes a compelling case that the future belongs to those who don't just adopt AI tools, but rethink their role entirely. The opportunity isn't to do the same work faster… it's to redefine what work is worth doing in the first place. And while the hype cycle around AI is loud, Avinash offers a more grounded perspective: imperfect systems, messy organizations and human dynamics will always shape outcomes. The real risk isn't that AI replaces us… it's that we fail to evolve alongside it. Enjoy the conversation… Running time: 1:16:13. Hello from beautiful Montreal. Listen and subscribe over at Apple Podcasts. Listen and subscribe over at Spotify. Please visit and leave comments on the blog - Thinking With Mitch Joel. Feel free to connect to me directly on LinkedIn. Check out ThinkersOne. Here is my conversation with Avinash Kaushik. The Marketing Analytics Intersect. Web Analytics 2.0. Web Analytics: An Hour A Day. Human Made Machine. Tapestry. Book Avinash on ThinkersOne for your next meeting. Chapters: (00:00) - Introduction to Avinash and His Journey. (02:50) - Transitioning from Google to Agency Life. (06:01) - Reflections on Marketing Roles. (09:13) - The Challenges of Agency Management. (11:54) - The Evolution of Marketing and Data. (15:05) - Identifying Patterns in Marketing Success. (17:52) - The Importance of Brand Marketing. (21:13) - The Balance of Performance and Brand Marketing. (24:05) - The Role of AI in Marketing. (26:52) - The Future of Brands in an AI-Driven World. (29:49) - Optimism and the Impact of AI. (39:50) - Harnessing AI for Data Analysis. (42:01) - Practical Applications of AI in Business. (46:30) - Organizational Adaptation to AI. (48:01) - Cultural Shifts in Embracing AI. (55:06) - The Future of Work and AI. (01:00:57) - Skepticism Towards AI Hype. (01:06:03) - Preparing the Next Generation for AI. (01:13:56) - Cultural Insights and User Experience.

Why do smart marketing teams keep optimizing for the wrong things?In Part 1 of this Sharp Cut series, we explored Goodhart's Law — when a measure becomes a target, it stops being a good measure.But the real problem doesn't start on the marketing dashboard.It starts two floors above it.In this episode of The Sharp Cut, Marc Binkley and Vassilis Douros trace the incentive problem all the way from the boardroom to the media buy, showing how the pressure to maximize shareholder value, hit revenue targets, and prove short-term ROI cascades through the organization — eventually shaping how marketing is measured.Drawing on insights from seven past Sleeping Barber guests, including Roger Martin, Peter Field, Avinash Kaushik, Dale Harrison, Herman Simon, Augustine Fou, and Koen Pauwels, this episode breaks down why marketing metrics often drift away from real business outcomes.We explore:Why shareholder value maximization may distort strategic decision-makingThe difference between revenue growth and real competitive growthHow efficiency metrics like ROI and ROAS can mislead organizationsWhy marketing dashboards are often 90% activity and only 10% outcomesWhy CPM may be one of the most dangerous metrics in media planningHow platform data quietly shapes the decisions marketers makeWhen incentives reward the wrong signals, even brilliant organizations can optimize themselves into decline.TakeawaysGoodheart's Law illustrates how metrics can become targets, leading to poor decision-making.Shareholder value maximization is a flawed approach that can harm long-term business health.Revenue growth does not equate to market growth; understanding this distinction is crucial.Short-term metrics can mislead organizations into making detrimental decisions.Effective marketing requires a balance between efficiency and effectiveness.Dashboards often reflect activity rather than meaningful outcomes, leading to misinterpretation of success.CPM is a dangerous metric that can create a false sense of accountability.Data reporting without context can lead to 'data puking' and poor decision-making.Organizations must evaluate whether their primary metrics truly reflect business health.Good measurement practices should focus on long-term outcomes rather than short-term gains.Chapters00:00 - Introduction to the Incentive Series01:00 - Understanding Goodheart's Law and Its Implications03:02 - The Shareholder Value Maximization Trap04:56 - Revenue vs. Growth: A Misunderstanding09:04 - The Dangers of Short-Term Metrics12:08 - The Role of Dashboards in Marketing Decisions14:59 - The Need for Better Measurement Practices

Unlock the future of marketing and analytics with insights from Avinash Kaushik. Discover how exponential advances in AI and data science are transforming decision-making, customer understanding, and strategic action without relying on traditional data or cookies. If you're a marketer, analyst, or business leader navigating the new privacy-driven landscape, this episode is your essential guide to staying ahead.We break down practical strategies you can implement today: from using AI to optimise marginal gains and reduce waste, to evolving your marketing mindset from reporting to action. Discover the concept of portfolio incrementality, how cross-stack attribution can cut ad spending by millions, and the future role of analysts in an AI-powered world. Avinash's unique clarity and pragmatic approach make complex topics accessible and immediately actionable.And it's not just about marketing, Avinash explores how AI will revolutionise healthcare, extend human lifespans, and reshape jobs across industries. We discuss the importance of lifelong learning, understanding human behaviour, and staying curious in a rapidly changing world. Plus, he recommends must-read books like Kahneman's Thinking, Fast and Slow and The Alignment Problem, which deepen our understanding of human psychology and AI ethics. Don't miss your chance to learn from one of the most hought-provoking voices shaping the future.

For Steve Dennis and Michael LeBlanc's final episode recorded live at the CommerceNext Growth show, they welcome two visionary leaders from Tapestry, the global house of brands that includes Coach and Kate Spade: Pooja Chandiramani, VP Global Media Strategy & Planning, Marketing Analytics, Operations and Transformation, and Avinash Kaushik, Brand Strategy & Marketing Transformation.Pooja and Avinash unpack Tapestry's ongoing transformation, which embeds analytics as a core pillar of brand growth. For Coach in particular, analytics isn't just incremental—it's a complete transformation journey. By using data to generate insights that directly drive business impact, Tapestry ensures marketing investments are accountable, measurable, and tied to outcomes.Avinash, a globally recognized thought leader and author, explains how Tapestry embraces intent-centric marketing to connect authentically with consumers. Moving beyond the outdated “accessible luxury” positioning, the company has shifted toward "expressive luxury"—a modern framework that reflects values-driven, authentic consumer engagement, particularly resonant with younger audiences.The conversation dives into the cultural foundations necessary for analytics to thrive. Avinash emphasizes that “culture is more important than data,” crediting Tapestry's CEO Joanne Crevoiserat and senior leadership for creating an environment where data can challenge assumptions and guide decisions. This culture enables bold experiments, including measuring the incrementality of brand marketing—one of the toughest questions in retail.Pooja highlights how creative pre-testing has become a critical unlock. By partnering with Human Made Machine, Tapestry tests campaigns with real audiences before investing media spend. This approach ensures that creative—responsible for up to 70% of marketing impact—delivers measurable results in driving brand awareness and incremental sales. It's a cultural shift, moving from subjective opinions about creative to decisions grounded in data.The episode also explores the role of AI and machine learning in accelerating agility, simplifying decision-making frameworks, and enabling global scalability. Both leaders stress that outcomes-based planning—rather than activity-based planning—keeps Tapestry aligned with its ambitious growth goals.  About UsJennifer MarloHead of Content, CommerceNextJennifer Marlo drives industry-leading programming at CommerceNext, drawing on experience from Ascendant Network and iMedia Connection, where she spearheaded content strategies to inspire retail, brand and agency marketing leaders. Guided by the belief that “a rising tide lifts all boats,” Jennifer uses in-person and digital platforms to educate and foster industry collaboration. Steve Dennis is a strategic advisor and keynote speaker focused on growth and innovation, who has also been named one of the world's top retail influencers. He is the bestselling authro of two books: Leaders Leap: Transforming Your Company at the Speed of Disruption and Remarkable Retail: How To Win & Keep Customers in the Age of Disruption. Steve regularly shares his insights in his role as a Forbes senior retail contributor and on social media.Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, top retail influencer, keynote speaker and media entrepreneur. Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax.

Navigating the Future of Nonprofits: AI, Analytics, and Philanthropy Shifts In this episode of Nonprofit Newsfeed the hosts dive into several key topics impacting the nonprofit sector. After a brief hiatus, the duo returns with insights from a compelling interview with Avinash Kaushik, a leading figure in the analytics world, known as the "godfather of Google Analytics." Key Highlights: Answer Engine Optimization (AEO): The conversation with Avinash emphasizes the transition from traditional SEO to AEO, where nonprofits must adapt to question-and-answer interactions driven by LLMs (Large Language Models). Avinash predicts a potential decline in nonprofit web traffic by 16% to 64% and paid search traffic by 5% to 30% as AI changes how audiences find information. The key takeaway is for nonprofits to focus on creating content with novelty, depth, and authenticity to stand out. Nonprofit Wellness Index: George and Nick introduce the Nonprofit Wellness Index, a metric tracking nonprofit sector health through digital ad spend, job listings, and volunteer opportunities. July's data indicated a slight downturn, which could suggest a seasonal trend or a broader economic slowdown. This index aims to offer insights into the sector's macro trends. Gates Foundation's Strategic Shift: The episode discusses the Gates Foundation's decision to end new grants to Arabella Advisors, a major player in progressive philanthropy. This move, potentially influenced by political pressures, reflects a broader trend of risk aversion in high-tier philanthropy, which could impact progressive causes. Feel-Good Spotlight: Health in the Hood, a nonprofit tackling food insecurity in Miami, is highlighted for its efforts in distributing 15,000 pounds of food monthly through urban gardens and large-scale distribution. This initiative addresses food deserts and supermarket redlining, providing essential nutrition to underserved communities. Insights and Recommendations: Nonprofits should leverage human creativity alongside AI tools, ensuring their content remains unique and engaging to maintain visibility and relevance in an AI-driven landscape. The Nonprofit Wellness Index serves as a valuable tool for organizations to track and respond to sector trends, helping them navigate economic fluctuations. Philanthropic organizations need to be aware of the political and economic environments influencing their strategies and partnerships.

For our final episode recorded live at the CommerceNext Growth show, we welcome two visionary leaders from Tapestry, the global house of brands that includes Coach and Kate Spade: Pooja Chandiramani, VP Global Media Strategy & Planning, Marketing Analytics, Operations and Transformation, and Avinash Kaushik, Brand Strategy & Marketing Transformation.Pooja and Avinash unpack Tapestry's ongoing transformation, which embeds analytics as a core pillar of brand growth. For Coach in particular, analytics isn't just incremental—it's a complete transformation journey. By using data to generate insights that directly drive business impact, Tapestry ensures marketing investments are accountable, measurable, and tied to outcomes.Avinash, a globally recognized thought leader and author, explains how Tapestry embraces intent-centric marketing to connect authentically with consumers. Moving beyond the outdated “accessible luxury” positioning, the company has shifted toward "expressive luxury"—a modern framework that reflects values-driven, authentic consumer engagement, particularly resonant with younger audiences.The conversation dives into the cultural foundations necessary for analytics to thrive. Avinash emphasizes that “culture is more important than data,” crediting Tapestry's CEO Joanne Crevoiserat and senior leadership for creating an environment where data can challenge assumptions and guide decisions. This culture enables bold experiments, including measuring the incrementality of brand marketing—one of the toughest questions in retail.Pooja highlights how creative pre-testing has become a critical unlock. By partnering with Human Made Machine, Tapestry tests campaigns with real audiences before investing media spend. This approach ensures that creative—responsible for up to 70% of marketing impact—delivers measurable results in driving brand awareness and incremental sales. It's a cultural shift, moving from subjective opinions about creative to decisions grounded in data.The episode also explores the role of AI and machine learning in accelerating agility, simplifying decision-making frameworks, and enabling global scalability. Both leaders stress that outcomes-based planning—rather than activity-based planning—keeps Tapestry aligned with its ambitious growth goals. About UsSteve Dennis is a strategic advisor and keynote speaker focused on growth and innovation, who has also been named one of the world's top retail influencers. He is the bestselling authro of two books: Leaders Leap: Transforming Your Company at the Speed of Disruption and Remarkable Retail: How To Win & Keep Customers in the Age of Disruption. Steve regularly shares his insights in his role as a Forbes senior retail contributor and on social media.Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and now, media entrepreneur. He has been on the front lines of retail industry change for his entire career. Michael has delivered keynotes, hosted fire-side discussions and participated worldwide in thought leadership panels, most recently on the main stage in Toronto at Retail Council of Canada's Retail Marketing conference with leaders from Walmart & Google. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, CanWest Media, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice.Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax.Rethink Retail has recognized Michael as one of the top global retail experts for the fourth year in a row, Thinkers 360 has named him on of the Top 50 global thought leaders in retail, RTIH has named him a top 100 global though leader in retail technology and Coresight Research has named Michael a Retail AI Influencer. If you are a BBQ fan, you can tune into Michael's cooking show, Last Request BBQ, on YouTube, Instagram, X and yes, TikTok.Michael is available for keynote presentations helping retailers, brands and retail industry insiders explaining the current state and future of the retail industry in North America and around the world.

Nonprofits, your “10 blue links” era is over. In this episode, Avinash Kaushik (Human-Made Machine; Occam's Razor) breaks down Answer Engine Optimization—why LLMs now decide who gets seen, why third-party chatter outweighs your own site, and what to do about it. We get tactical: build AI-resistant content (genuine novelty + depth), go multimodal (text, video, audio), and stamp everything with real attribution so bots can't regurgitate you into sludge. We also cover measurement that isn't delusional—group your AEO referrals, expect fewer visits but higher intent, and stop worshiping last-click and vanity metrics. Avinash updates the 10/90 rule for the AI age (invest in people, plus “synthetic interns”), and torpedoes linear funnels in favor of See-Think-Do-Care anchored in intent. If you want a blunt, practical playbook for staying visible—and actually converting—when answers beat searches, this is it. About Avinash Avinash Kaushik is a leading voice in marketing analytics—the author of Web Analytics: An Hour a Day and Web Analytics 2.0, publisher of the Marketing Analytics Intersect newsletter, and longtime writer of the Occam's Razor blog. He leads strategy at Human Made Machine, advises Tapestry on brand strategy/marketing transformation, and previously served as Google's Digital Marketing Evangelist. Uniquely, he donates 100% of his book royalties and paid newsletter revenue to charity (civil rights, early childhood education, UN OCHA; previously Smile Train and Doctors Without Borders). He also co-founded Market Motive. Resource Links Avinash Kaushik — Occam's Razor (site/home) Occam's Razor by Avinash Kaushik Marketing Analytics Intersect (newsletter sign-up) Occam's Razor by Avinash Kaushik AEO series starter: “AI Age Marketing: Bye SEO, Hello AEO!” Occam's Razor by Avinash Kaushik See-Think-Do-Care (framework explainer) Occam's Razor by Avinash Kaushik Books: Web Analytics: An Hour a Day | Web Analytics 2.0 (author pages) Occam's Razor by Avinash Kaushik+1 Human Made Machine (creative pre-testing) — Home | About | Products humanmademachine.com+2humanmademachine.com+2 Tapestry (Coach, Kate Spade) (company site) Tapestry Tools mentioned (AEO measurement): Trakkr (AI visibility / prompts / sentiment) Trakkr Evertune (AI Brand Index & monitoring) evertune.ai GA4 how-tos (for your AEO channel + attribution): Custom Channel Groups (create an “AEO” channel) Google Help Attribution Paths report (multi-touch view) Google Help Nonprofit vetting (Avinash's donation diligence): Charity Navigator (ratings) Charity Navigator Google for Nonprofits — Gemini & NotebookLM (AI access) Announcement / overview | Workspace AI for nonprofits blog.googleGoogle Help Example NGO Avinash supports: EMERGENCY (Italy) EMERGENCY Transcript Avinash Kaushik: [00:00:00] So traffic's gonna go down. So if you're a business, you're a nonprofit, how. Do you deal with the fact that you're gonna lose a lot of traffic that you get from a search engine? Today, when all of humanity moves to the answer Engine W world, only about two or 3% of the people are doing it. It's growing very rapidly. Um, and so the art of answer engine optimization is making sure that we are building for these LMS and not getting stuck with only solving for Google with the old SEO techniques. Some of them still work, but you need to learn a lot of new stuff because on average, organic traffic will drop between 16 to 64% negative and paid search traffic will drop between five to 30% negative. And that is a huge challenge. And the reason you should start with AEO now ​ George Weiner: [00:01:00] This week's guest, Avinash Kaushik is an absolute hero of mine because of his amazing, uh, work in the field of web analytics. And also, more importantly, I'd say education. Avinash Kaushik, , digital marketing evangelist at Google for Google Analytics. He spent 16 years there. He basically is. In the room where it happened, when the underlying ability to understand what's going on on our websites was was created. More importantly, I think for me, you know, he joined us on episode 45 back in 2016, and he still is, I believe, on the cutting edge of what's about to happen with AEO and the death of SEO. I wanna unpack that 'cause we kind of fly through terms [00:02:00] before we get into this podcast interview AEO. Answer engine optimization. It's this world of saying, alright, how do we create content that can't just be, , regurgitated by bots, , wholesale taken. And it's a big shift from SEO search engine optimization. This classic work of creating content for Google to give us 10 blue links for people to click on that behavior is changing. And when. We go through a period of change. I always wanna look at primary sources. The people that, , are likely to know the most and do the most. And he operates in the for-profit world. But make no mistake, he cares deeply about nonprofits. His expertise, , has frankly been tested, proven and reproven. So I pay attention when he says things like, SEO is going away, and AEO is here to stay. So I give you Avan Kashic. I'm beyond excited that he has come back. He was on our 45th episode and now we are well over our 450th episode. So, , who knows what'll happen next time we talk to him. [00:03:00] This week on the podcast, we have Avinash Kaushik. He is currently the chief strategy officer at Human Made Machine, but actually returning guest after many, many years, and I know him because he basically introduced me to Google Analytics, wrote the literal book on it, and also helped, by the way. No big deal. Literally birth Google Analytics for everyone. During his time at Google, I could spend the entire podcast talking about, uh, the amazing amounts that you have contributed to, uh, marketing and analytics. But I'd rather just real quick, uh, how are you doing and how would you describe your, uh, your role right now? Avinash Kaushik: Oh, thank you. So it's very excited to be back. Um, look forward to the discussion today. I do, I do several things concurrently, of course. I, I, I am an author and I write this weekly newsletter on marketing and analytics. Um, I am the Chief Strategy Officer at Human Made Machine, a company [00:04:00] that obsesses about helping brands win before they spend by doing creative pretesting. And then I also do, uh, uh, consulting at Tapestry, which owns Coach and Kate Spades. And my work focuses on brand strategy and marketing transformation globally. George Weiner: , Amazing. And of course, Occam's Razor. The, the, yes, the blog, which is incredible. I happen to be a, uh, a subscriber. You know, I often think of you in the nonprofit landscape, even though you operate, um, across many different brands, because personally, you also actually donate all of your proceeds from your books, from your blog, from your subscription. You are donating all of that, um, because that's just who you are and what you do. So I also look at you as like team nonprofit, though. Avinash Kaushik: You're very kind. No, no, I, I, yeah. All the proceeds from both of my books and now my newsletter, premium newsletter. It's about $200,000 a year, uh, donated to nonprofits, and a hundred [00:05:00] percent of the revenue is donated nonprofit, uh, nonprofits. And, and for me, it, it's been ai. Then I have to figure out. Which ones, and so I research nonprofits and I look up their cha charity navigators, and I follow up with the people and I check in on the works while, while don't work at a nonprofit, but as a customer of nonprofits, if you will. I, I keep sort of very close tabs on the amazing work that these charities do around the world. So feel very close to the people that you work with very closely. George Weiner: So recently I got an all caps subject line from you. Well, not from you talking about this new acronym that was coming to destroy the world, I think is what you, no, AEO. Can you help us understand what answer engine optimization is? Avinash Kaushik: Yes, of course. Of course. We all are very excited about ai. Obviously you, you, you would've to live in. Some backwaters not to be excited about it. And we know [00:06:00] that, um, at the very edge, lots of people are using large language models, chat, GPT, Claude, Gemini, et cetera, et cetera, in the world. And, and increasingly over the last year, what you have begun to notice is that instead of using a traditional search engine like Google or using the old Google interface with the 10 blue links, et cetera. People are beginning to use these lms. They just go to chat, GPT to get the answer that they want. And the one big difference in this, this behavior is I actually have on September 8th, I have a keynote here in New York and I have to be in Shanghai the next day. That is physically impossible because it, it just, the time it takes to travel. But that's my thing. So today, if I wanted to figure out what is the fastest way. On September 8th, I can leave New York and get to Shanghai. I would go to Google flights. I would put in the destinations. It will come back with a crap load of data. Then I poke and prod and sort and filter, and I have to figure out which flight is right for that. For this need I have. [00:07:00] So that is the old search engine world. I'm doing all the work, hunting and pecking, drilling down, visiting websites, et cetera, et cetera. Instead, actually what I did is I went to charge GBT 'cause I, I have a plus I, I'm a paying member of charge GBT and I said to charge GBTI have to do a keynote between four and five o'clock on September 8th in New York and I have to be in Shanghai as fast as I possibly can be After my keynote, can you find me the best flight? And I just typed in those two sentences. He came back and said, this Korean airline website flight is the best one for you. You will not get to your destination on time until, unless you take a private jet flight for $300,000. There is your best option. They're gonna get to Shanghai on, uh, September 10th at 10 o'clock in the morning if you follow these steps. And so what happened there? I didn't have to hunt and pack and dig and go to 15 websites to find the answer I wanted. The engine found the [00:08:00] answer I wanted at the end and did all the work for me that you are seeing from searching, clicking, clicking, clicking, clicking, clicking to just having somebody get you. The final answer is what I call the, the, the underlying change in consumer behavior that makes answer engine so exciting. Obviously, it creates a challenge for us because what happened between those two things, George is. I didn't have to visit many websites. So traffic is going down, obviously, and these interfaces at the moment don't have paid search links for now. They will come, they will come, but they don't at the moment. So traffic's gonna go down. So if you're a business, you're a nonprofit, how. Do you deal with the fact that you're gonna lose a lot of traffic that you get from a search engine? Today, when all of humanity moves to the answer Engine W world, only about two or 3% of the people are doing it. It's growing very rapidly. Um, and so the art of answer engine optimization [00:09:00] is making sure that we are building for these LMS and not getting stuck with only solving for Google with the old SEO techniques. Some of them still work, but you need to learn a lot of new stuff because on average, organic traffic will drop between 16 to 64% negative and paid search traffic will drop between five to 30% negative. And that is a huge challenge. And the reason you should start with AEO now George Weiner: that you know. Is a window large enough to drive a metaphorical data bus through? And I think talk to your data doctor results may vary. You are absolutely right. We have been seeing this with our nonprofit clients, with our own traffic that yes, basically staying even is the new growth. Yeah. But I want to sort of talk about the secondary implications of an AI that has ripped and gripped [00:10:00] my website's content. Then added whatever, whatever other flavors of my brand and information out there, and is then advising somebody or talking about my brand. Can you maybe unwrap that a little bit more? What are the secondary impacts of frankly, uh, an AI answering what is the best international aid organization I should donate to? Yes. As you just said, you do Avinash Kaushik: exactly. No, no, no. This such a, such a wonderful question. It gets to the crux. What used to influence Google, by the way, Google also has an answer engine called Gemini. So I just, when I say Google, I'm referring to the current Google that most people use with four paid links and 10 SEO links. So when I say Google, I'm referring to that one. But Google also has an answer engine. I, I don't want anybody saying Google does is not getting into the answer engine business. It is. So Google is very much influenced by content George that you create. I call it one P content, [00:11:00] first party content. Your website, your mobile app, your YouTube channel, your Facebook page, your, your, your, your, and it sprinkles on some amount of third party content. Some websites might have reviews about you like Yelp, some websites might have PR releases about you light some third party content. Between search engine and engines. Answer Engines seem to overvalue third party content. My for one p content, my website, my mobile app, my YouTube channel. My, my, my, everything actually is going down in influence while on Google it's pretty high. So as here you do SEO, you're, you're good, good ranking traffic. But these LLMs are using many, many, many, literally tens of thousands more sources. To understand who you are, who you are as a nonprofit, and it's [00:12:00] using everybody's videos, everybody's Reddit posts, everybody's Facebook things, and tens of thousands of more people who write blogs and all kinds of stuff in order to understand who you are as a nonprofit, what services you offer, how good you are, where you're falling short, all those negative reviews or positive reviews, it's all creepy influence. Has gone through the roof, P has come down, which is why it has become very, very important for us to build a new content strategy to figure out how we can influence these LMS about who we are. Because the scary thing is at this early stage in answer engines, someone else is telling the LLMs who you are instead of you. A more, and that's, it feels a little scary. It feels as scary as a as as a brand. It feels very scary as I'm a chief strategy officer, human made machine. It feels scary for HMM. It feels scary for coach. [00:13:00] It's scary for everybody, uh, which is why you really urgently need to get a handle on your content strategy. George Weiner: Yeah, I mean, what you just described, if it doesn't give you like anxiety, just stop right now. Just replay what we just did. And that is the second order effects. And you know, one of my concerns, you mentioned it early on, is that sort of traditional SEO, we've been playing the 10 Blue Link game for so long, and I'm worried that. Because of the changes right now, roughly what 20% of a, uh, search is AI overview, that number's not gonna go down. You're mentioning third party stuff. All of Instagram back to 2020, just quietly got tossed into the soup of your AI brand footprint, as we call it. Talk to me about. There's a nonprofit listening to this right now, and then probably if they're smart, other organizations, what is coming in the next year? They're sitting down to write the same style of, you know, [00:14:00] ai, SEO, optimized content, right? They have their content calendar. If you could have like that, I'm sitting, you're sitting in the room with them. What are you telling that classic content strategy team right now that's about to embark on 2026? Avinash Kaushik: Yes. So actually I, I published this newsletter just last night, and this is like the, the fourth in my AEO series, uh, newsletter, talks about how to create your content portfolio strategy. Because in the past we were like, we've got a product pages, you know, the equivalent of our, our product pages. We've got some, some, uh, charitable stories on our website and uh, so on and so forth. And that's good. That's basic. You need to do the basics. The interesting thing is you need to do so much more both on first party. So for example, one of the first things to appreciate is LMS or answer engines are far more influenced by multimodal content. So what does that mean? Text plus [00:15:00] video plus audio. Video and audio were also helpful in Google. And remember when I say Google, I'm referring to the old linky linking Google, not Gemini. But now video has ton more influence. So if you're creating a content strategy for next year, you should say many. Actually, lemme do one at a time. Text. You have to figure out more types of things. Authoritative Q and as. Very educational deep content around your charity's efforts. Lots of text. Third. Any seasonality, trends and patterns that happen in your charity that make a difference? I support a school in, in Nepal and, and during the winter they have very different kind of needs than they do during the summer. And so I bumped into this because I was searching about something seasonality related. This particular school for Tibetan children popped up in Nepal, and it's that content they wrote around winter and winter struggles and coats and all this stuff. I'm like. [00:16:00] It popped up in the answer engine and I'm like, okay. I research a bit more. They have good stories about it, and I'm supporting them q and a. Very, very important. Testimonials. Very, very important interviews. Very, very important. Super, super duper important with both the givers and the recipients, supporters of your nonprofit, but also the recipient recipients of very few nonprofits actually interview the people who support them. George Weiner: Like, why not like donors or be like, Hey, why did you support us? What was the, were the two things that moved you from Aware to care? Avinash Kaushik: Like for, for the i I Support Emergency, which is a Italian nonprofit like Ms. Frontiers and I would go on their website and speak a fiercely about why I absolutely love the work they do. Content, yeah. So first is text, then video. You gotta figure out how to use video a lot more. And most nonprofits are not agile in being able to use video. And the third [00:17:00] thing that I think will be a little bit of a struggle is to figure out how to use audio. 'cause audio also plays a very influential role. So for as you are planning your uh, uh, content calendar for the next year. Have the word multimodal. I'm sorry, it's profoundly unsexy, but put multimodal at the top, underneath it, say text, then say video, then audio, and start to fill those holes in. And if those people need ideas and example of how to use audio, they should just call you George. You are the king of podcasting and you can absolutely give them better advice than I could around how nonprofits could use audio. But the one big thing you have to think about is multimodality for next year George Weiner: that you know, is incredibly powerful. Underlying that, there's this nuance that I really want to make sure that we understand, which is the fact that the type of content is uniquely different. It's not like there's a hunger organization listening right now. It's not 10 facts about hunger during the winter. [00:18:00] Uh, days of being able to be an information resource that would then bring people in and then bring them down your, you know, your path. It's game over. If not now, soon. Absolutely. So how you are creating things that AI can't create and that's why you, according to whom, is what I like to think about. Like, you're gonna say something, you're gonna write something according to whom? Is it the CEO? Is it the stakeholder? Is it the donor? And if you can put a attribution there, suddenly the AI can't just lift and shift it. It has to take that as a block and be like, no, it was attributed here. This is the organization. Is that about right? Or like first, first party data, right? Avinash Kaushik: I'll, I'll add one more, one more. Uh, I'll give a proper definition. So, the fir i I made 11 recommendations last night in the newsletter. The very first one is focus on creating AI resistant content. So what, what does that mean? AI resistant means, uh, any one of us from nonprofits could [00:19:00] open chat, GPT type in a few queries and chat. GD PT can write our next nonprofit newsletter. It could write the next page for our donation. It could create the damn page for our donation, right? Remember, AI can create way more content than you can, but if you can use AI to create content, 67 million other nonprofits are doing the same thing. So what you have to do is figure out how to build AI resistant content, and my definition is very simple. George, what is AI resistance? It's content of genuine novelty. So to tie back to your recommendation, your CEO of a nonprofit that you just recommended, the attribution to George. Your CEO has a unique voice, a unique experience. The AI hasn't learned what makes your CEO your frontline staff solving problems. You are a person who went and gave a speech at the United Nations on behalf of your nonprofit. Whatever you are [00:20:00] doing is very special, and what you have to figure out is how to get out of the AI slop. You have to get out of all the things that AI can automatically type. Figure out if your content meets this very simple, standard, genuine novelty and depth 'cause it's the one thing AI isn't good at. That's how you rank higher. And not only will will it, will it rank you, but to make another point you made, George, it's gonna just lift, blanc it out there and attribute credit to you. Boom. But if you're not genuine, novelty and depth. Thousand other nonprofits are using AI to generate text and video. Could George Weiner: you just, could you just quit whatever you're doing and start a school instead? I seriously can't say it enough that your point about AI slop is terrifying me because I see it. We've built an AI tool and the subtle lesson here is that think about how quickly this AI was able to output that newsletter. Generic old school blog post and if this tool can do it, which [00:21:00] by the way is built on your local data set, we have the rag, which doesn't pause for a second and realize if this AI can make it, some other AI is going to be able to reproduce it. So how are you bringing the human back into this? And it's a style of writing and a style of strategic thinking that please just start a school and like help every single college kid leaving that just GPT their way through a degree. Didn't freaking get, Avinash Kaushik: so it's very, very important to make sure. Content is of genuine novelty and depth because it cannot be replicated by the ai. And by the way, this, by the way, George, it sounds really high, but honestly to, to use your point, if you're a CEO of a nonprofit, you are in it for something that speaks to you. You're in it. Because ai, I mean nonprofit is not your path to becoming the next Bill Gates, you're doing it because you just have this hair. Whoa, spoiler alert. No, I'm sorry. [00:22:00] Maybe, maybe that is. I, I didn't, I didn't mean any negative emotion there, but No, I love it. It's all, it's like a, it's like a sense of passion you are bringing. There's something that speaks to you. Just put that on paper, put that on video, put that on audio, because that is what makes you unique. And the collection of those stories of genuine depth and novelty will make your nonprofit unique and stand out when people are looking for answers. George Weiner: So I have to point to the next elephant in the room here, which is measurement. Yes. Yes. Right now, somebody is talking about human made machine. Someone's talking about whole whale. Someone's talking about your nonprofit having a discussion in an answer engine somewhere. Yes. And I have no idea. How do I go about understanding measurement in this new game? Avinash Kaushik: I have. I have two recommendations. For nonprofits, I would recommend a tool called Tracker ai, TRA, KKR [00:23:00] ai, and it has a free version, that's why I'm recommending it. Some of the many of these tools are paid tools, but with Tracker, do ai. It allows you to identify your website, URL, et cetera, et cetera, and it'll give you some really wonderful and fantastic, helpful report It. Tracker helps you understand prompt tracking, which is what are other people writing about you when they're seeking? You? Think of this, George, as your old webmaster tools. What keywords are people using to search? Except you can get the prompts that people are using to get a more robust understanding. It also monitors your brand's visibility. How often are you showing up and how often is your competitor showing up, et cetera, et cetera. And then he does that across multiple search engines. So you can say, oh, I'm actually pretty strong in OpenAI for some reason, and I'm not that strong in Gemini. Or, you know what, I have like the highest rating in cloud, but I don't have it in OpenAI. And this begins to help you understand where your current content strategy is working and where it is not [00:24:00] working. So that's your brand visibility. And the third thing that you get from Tracker is active sentiment tracking. This is the scary part because remember, you and I were both worried about what other people saying about us. So this, this are very helpful that we can go out and see what it is. What is the sentiment around our nonprofit that is coming across in, um, in these lms? So Tracker ai, it have a free and a paid version. So I would, I would recommend using it for these three purposes. If, if you have funding to invest in a tool. Then there's a tool called Ever Tool, E-V-E-R-T-U-N-E Ever. Tune is a paid tool. It's extremely sophisticated and robust, and they do brand monitoring, site audit, content strategy, consumer preference report, ai, brand index, just the. Step and breadth of metrics that they provide is quite extensive, but, but it is a paid tool. It does cost money. It's not actually crazy expensive, but uh, I know I have worked with them before, so full disclosure [00:25:00] and having evaluated lots of different tools, I have sort of settled on those two. If it's a enterprise type client I'm working with, then I'll use Evert Tune if I am working with a nonprofit or some of my personal stuff. I'll use Tracker AI because it's good enough for a person that is, uh, smaller in size and revenue, et cetera. So those two tools, so we have new metrics coming, uh, from these tools. They help us understand the kind of things we use webmaster tools for in the past. Then your other thing you will want to track very, very closely is using Google Analytics or some other tool on your website. You are able to currently track your, uh, organic traffic and if you're taking advantage of paid ads, uh, through a grant program on Google, which, uh, provides free paid search credits to nonprofits. Then you're tracking your page search traffic to continue to track that track trends, patterns over time. But now you will begin to see in your referrals report, in your referrals report, you're gonna begin to seeing open [00:26:00] ai. You're gonna begin to see these new answer engines. And while you don't know the keywords that are sending this traffic and so on and so forth, it is important to keep track of the traffic because of two important reasons. One, one, you want to know how to highly prioritize. AEO. That's one reason. But the other reason I found George is syn is so freaking hard to rank in an answer engine. When people do come to my websites from Answer engine, the businesses I work with that is very high intent person, they tend to be very, very valuable because they gave the answer engine a very complex question to answer the answers. Engine said you. The right answer for it. So when I show up, I'm ready to buy, I'm ready to donate. I'm ready to do the action that I was looking for. So the percent of people who are coming from answer engines to your nonprofit carry significantly higher intention, and coming from Google, who also carry [00:27:00] intent. But this man, you stood out in an answer engine, you're a gift from God. Person coming thinks you're very important and is likely to engage in some sort of business with you. So I, even if it's like a hundred people, I care a lot about those a hundred people, even if it's not 10,000 at the moment. Does that make sense George? George Weiner: It does, and I think, I'm glad you pointed to, you know, the, the good old Google Analytics. I'm like, it has to be a way, and I, I think. I gave maximum effort to this problem inside of Google Analytics, and I'm still frustrated that search console is not showing me, and it's just blending it all together into one big soup. But. I want you to poke a hole in this thinking or say yes or no. You can create an AI channel, an AEO channel cluster together, and we have a guide on that cluster together. All of those types of referral traffic, as you mentioned, right from there. I actually know thanks to CloudFlare, the ratios of the amount of scrapes versus the actual clicks sent [00:28:00] for roughly 20, 30% of. Traffic globally. So is it fair to say I could assume like a 2% clickthrough or a 1% clickthrough, or even worse in some cases based on that referral and then reverse engineer, basically divide those clicks by the clickthrough rate and essentially get a rough share of voice metric on that platform? Yeah. Avinash Kaushik: So, so for, um, kind of, kind of at the moment, the problem is that unlike Google giving us some decent amount of data through webmaster tools. None of these LLMs are giving us any data. As a business owner, none of them are giving us any data. So we're relying on third parties like Tracker. We're relying on third parties like Evert Tune. You understand? How often are we showing up so we could get a damn click through, right? Right. We don't quite have that for now. So the AI Brand Index in Evert Tune comes the closest. Giving you some information we could use in the, so your thinking is absolutely right. Your recommendation is ly, right? Even if you can just get the number of clicks, even if you're tracking them very [00:29:00] carefully, it's very important. Please do exactly what you said. Make the channel, it's really important. But don't, don't read too much into the click-through rate bits, because we're missing the. We're missing a very important piece of information. Now remember when Google first came out, we didn't have tons of data. Um, and that's okay. These LLMs Pro probably will realize over time if they get into the advertising business that it's nice to give data out to other people, and so we might get more data. Until then, we are relying on these third parties that are hacking these tools to find us some data. So we can use it to understand, uh, some of the things we readily understand about keywords and things today related to Google. So we, we sadly don't have as much visibility today as we would like to have. George Weiner: Yeah. We really don't. Alright. I have, have a segment that I just invented. Just for you called Avanade's War Corner. And in Avanade's War Corner, I noticed that you go to war on various concepts, which I love because it brings energy and attention to [00:30:00] frankly data and finding answers in there. So if you'll humor me in our war corner, I wanna to go through some, some classic, classic avan. Um, all right, so can you talk to me a little bit about vanity metrics, because I think they are in play. Every day. Avinash Kaushik: Absolutely. No, no, no. Across the board, I think in whatever we do. So, so actually I'll, I'll, I'll do three. You know, so there's vanity metrics, activity metrics and outcome metrics. So basically everything goes into these three buckets essentially. So vanity metrics are, are the ones that are very easy to find, but them moving up and down has nothing to do with the number of donations you're gonna get as a nonprofit. They're just there to ease our ego. So, for example. Let's say we are a nonprofit and we run some display ads, so measure the number of impressions that were delivered for our display ad. That's a vanity metric. It doesn't tell you anything. You could have billions of impressions. You could have 10 impressions, doesn't matter, but it is easily [00:31:00] available. The count is easily available, so we report it. Now, what matters? What matters are, did anybody engage with the ad? What were the percent of people who hovered on the ad? What were the number of people who clicked on the ad activity metrics? Activity metrics are a little more useful than vanity metrics, but what does it matter for you as a non nonprofit? The number of donations you received in the last 24 hours. That's an outcome metric. Vanity activity outcome. Focus on activity to diagnose how well our campaigns or efforts are doing in marketing. Focus on outcomes to understand if we're gonna stay in business or not. Sorry, dramatic. The vanity metrics. Chasing is just like good for ego. Number of likes is a very famous one. The number of followers on a social paia, a very famous one. Number of emails sent is another favorite one. There's like a whole host of vanity metrics that are very easy to get. I cannot emphasize this enough, but when you unpack and or do meta-analysis of [00:32:00] relationship between vanity metrics and outcomes, there's a relationship between them. So we always advise people that. Start by looking at activity metrics to help you understand the user's behavior, and then move to understanding outcome metrics because they are the reason you'll thrive. You will get more donations or you will figure out what are the things that drive more donations. Otherwise, what you end up doing is saying. If I post provocative stuff on Facebook, I get more likes. Is that what you really wanna be doing? But if your nonprofit says, get me more likes, pretty soon, there's like a naked person on Facebook that gets a lot of likes, but it's corrupting. Yeah. So I would go with cute George Weiner: cat, I would say, you know, you, you get the generic cute cat. But yeah, same idea. The Internet's built on cats Avinash Kaushik: and yes, so, so that's why I, I actively recommend people stay away from vanity metrics. George Weiner: Yeah. Next up in War Corner, the last click [00:33:00] fallacy, right? The overweighting of this last moment of purchase, or as you'd maybe say in the do column of the See, think, do care. Avinash Kaushik: Yes. George Weiner: Yes. Avinash Kaushik: So when the, when the, when we all started to get Google Analytics, we got Adobe Analytics web trends, remember them, we all wanted to know like what drove the conversion. Mm-hmm. I got this donation for a hundred dollars. I got a donation for a hundred thousand dollars. What drove the conversion. And so what lo logically people would just say is, oh, where did this person come from? And I say, oh, the person came from Google. Google drove this conversion. Yeah, his last click analysis just before the conversion. Where did the person come from? Let's give them credit. But the reality is it turns out that if you look at consumer behavior, you look at days to donation, visits to donation. Those are two metrics available in Google. It turns out that people visit multiple times before [00:34:00] they make a donation. They may have come through email, their interest might have been triggered through your email. Then they suddenly remembered, oh yeah, yeah, I wanted to go to the nonprofit and donate something. This is Google, you. And then Google helps them find you and they come through. Now, who do you give credit Email or the Google, right? And what if you came 5, 7, 8, 10 times? So the last click fallacy is that it doesn't allow you to see the full consumer journey. It gives credit to whoever was the last person who sent you this, who introduced this person to your website. And so very soon we move to looking at what we call MTI, Multi-Touch Attribution, which is a free solution built into Google. So you just go to your multichannel funnel reports and it will help you understand that. One, uh, 150 people came from email. Then they came from Google. Then there was a gap of nine days, and they came back from Facebook and then they [00:35:00] converted. And what is happening is you're beginning to understand the consumer journey. If you understand the consumer journey better, we can come with better marketing. Otherwise, you would've said, oh, close shop. We don't need as many marketing people. We'll just buy ads on Google. We'll just do SEO. We're done. Oh, now you realize there's a more complex behavior happening in the consumer. They need to solve for email. You solve for Google, you need to solve Facebook. In my hypothetical example, so I, I'm very actively recommend people look at the built-in free MTA reports inside the Google nalytics. Understand the path flow that is happening to drive donations and then undertake activities that are showing up more often in the path, and do fewer of those things that are showing up less in the path. George Weiner: Bring these up because they have been waiting on my mind in the land of AEO. And by the way, we're not done with war. The war corner segment. There's more war there's, but there's more, more than time. But with both of these metrics where AEO, if I'm putting these glasses back on, comes [00:36:00] into play, is. Look, we're saying goodbye to frankly, what was probably somewhat of a vanity metric with regard to organic traffic coming in on that 10 facts about cube cats. You know, like, was that really how we were like hanging our hat at night, being like. Job done. I think there's very much that in play. And then I'm a little concerned that we just told everyone to go create an AEO channel on their Google Analytics and they're gonna come in here. Avinash told me that those people are buyers. They're immediately gonna come and buy, and why aren't they converting? What is going on here? Can you actually maybe couch that last click with the AI channel inbound? Like should I expect that to be like 10 x the amount of conversions? Avinash Kaushik: All we can say is it's, it's going to be people with high intention. And so with the businesses that I'm working with, what we are finding is that the conversion rates are higher. Mm. This game is too early to establish any kind of sense of if anybody has standards for AEO, they're smoking crack. Like the [00:37:00] game is simply too early. So what we I'm noticing is that in some cases, if the average conversion rate is two point half percent, the AEO traffic is converting at three, three point half. In two or three cases, it's converting at six, seven and a half. But there is not enough stability in the data. All of this is new. There's not enough stability in the data to say, Hey, definitely you can expect it to be double or 10% more or 50% more. We, we have no idea this early stage of the game, but, but George, if we were doing this again in a year, year and a half, I think we'll have a lot more data and we'll be able to come up with some kind of standards for, for now, what's important to understand is, first thing is you're not gonna rank in an answer engine. You just won't. If you do rank in an answer engine, you fought really hard for it. The person decided, oh my God, I really like this. Just just think of the user behavior and say, this person is really high intent because somehow [00:38:00] you showed up and somehow they found you and came to you. Chances are they're caring. Very high intent. George Weiner: Yeah. They just left a conversation with a super intelligent like entity to come to your freaking 2001 website, HTML CSS rendered silliness. Avinash Kaushik: Whatever it is, it could be the iffiest thing in the world, but they, they found me and they came to you and they decided that in the answer engine, they like you as the answer the most. And, and it took that to get there. And so all, all, all is I'm finding in the data is that they carry higher intent and that that higher intent converts into higher conversion rates, higher donations, as to is it gonna be five 10 x higher? It's unclear at the moment, but remember, the other reason you should care about it is. Every single day. As more people move away from Google search engines to answer engines, you're losing a ton of traffic. If somebody new showing up, treat them with, respect them with love. Treat them with [00:39:00] care because they're very precious. Just lost a hundred. Check the landing George Weiner: pages. 'cause you may be surprised where your front door is when complexity is bringing them to you, and it's not where you spent all of your design effort on the homepage. Spoiler. That's exactly Avinash Kaushik: right. No. Exactly. In fact, uh, the doping deeper into your websites is becoming even more prevalent with answer engines. Mm-hmm. Um, uh, than it used to be with search engines. The search always tried to get you the, the top things. There's still a lot of diversity. Your homepage likely is still only 30% of your traffic. Everybody else is landing on other homepage or as you call them, landing pages. So it's really, really important to look beyond your homepage. I mean, it was true yesterday. It's even truer today. George Weiner: Yeah, my hunch and what I'm starting to see in our data is that it is also much higher on the assisted conversion like it is. Yes. Yes, it is. Like if you have come to us from there, we are going to be seeing you again. That's right. That's right. More likely than others. It over indexes consistently for us there. Avinash Kaushik: [00:40:00] Yes. Again, it ties back to the person has higher intent, so if they didn't convert in that lab first session, their higher intent is gonna bring them back to you. So you are absolutely right about the data that you're seeing. George Weiner: Um, alright. War corner, the 10 90 rule. Can you unpack this and then maybe apply it to somebody who thinks that their like AI strategy is done? 'cause they spend $20 or $200 a month on some tool and then like, call it a day. 'cause they did ai. Avinash Kaushik: Yes, yes. No, it's, it's good. I, I developed it in context of analytics. When I was at my, uh, job at Intuit, I used to, I was at Intuit, senior director for research and analytics. And one of the things I found is people would consistently spend lots of money on tools in that time, web analytics tools, research tools, et cetera. And, uh, so they're spending a contract of a few hundred thousand dollars or hundreds of thousands of dollars, and then they give it to a fresh graduate to find insights. [00:41:00] I was like, wait, wait, wait. So you took this $300,000 thing and gave it to somebody. You're paying $45,000 a year. Who is young in their career, young in their career, and expecting them to make you tons of money using this tool? It's not the tool, it's the human. And so that's why I developed the the 10 90 rule, which is that if you have a, if you have a hundred dollars to invest in making smarter decisions, invest $10 in the tool, $90 in the human. We all have access to so much data, so much complexity. The world is changing so fast that it is the human that is going to figure out how to make sense of these insights rather than the tool magically spewing and understanding your business enough to tell you exactly what to do. So that, that's sort of where the 10 90 rule came from. Now, sort of we are in this, in this, um, this is very good for nonprofits by the way. So we're in this era. Where On the 90 side? No. So the 10, look, don't spend insane money on tools that is just silly. So don't do that. Now the 90, let's talk about the [00:42:00] 90. Up until two years ago, I had to spell all of the 90 on what I now call organic humans. You George Weiner: glasses wearing humans, huh? Avinash Kaushik: The development of LLM means that every single nonprofit in the world has access to roughly a third year bachelor's degree student. Like a really smart intern. For free. For free. In fact, in some instances, for some nonprofits, let's say I I just reading about this nonprofit that is cleaning up plastics in the ocean for this particular nonprofit, they have access to a p HT level environmentalist using the latest Chad GP PT 4.5, like PhD level. So the little caveat I'm beginning to put in the 10 90 rule is on the 90. You give the 90 to the human and for free. Get the human, a very smart Bachelor's student by using LLMs in some instances. Get [00:43:00] for free a very smart TH using the LLMs. So the LLMs have now to be incorporated into your research, into your analysis, into building a next dashboard, into building a next website, into building your next mobile game into whatever the hell you're doing for free. You can get that so you have your organic human. Less the synthetic human for free. Both of those are in the 90 and, and for nonprofit, so, so in my work at at Coach and Kate Spade. I have access now to a couple of interns who do free work for me, well for 20 minor $20 a month because I have to pay for the plus version of G bt. So the intern costs $20 a month, but I have access to this syn synthetic human who can do a whole lot of work for me for $20 a month in my case, but it could also do it for free for you. Don't forget synthetic humans. You no longer have to rely only on the organic humans to do the 90 part. You would be stunned. Upload [00:44:00] your latest, actually take last year's worth of donations, where they came from and all this data from you. Have a spreadsheet lying around. Dump it into chat. GPT, I'll ask it to analyze it. Help you find where most donations came from, and visualize trends to present to board of directors. It will blow your mind how good it is at do it with Gemini. I'm not biased, I'm just seeing chat. GPD 'cause everybody knows it so much Better try it with mistrial a, a small LLM from France. So I, I wanna emphasize that what has changed over the last year is the ability for us to compliment our organic humans with these synthetic entities. Sometimes I say synthetic humans, but you get the point. George Weiner: Yeah. I think, you know, definitely dump that spreadsheet in. Pull out the PII real quick, just, you know, make me feel better as, you know, the, the person who's gonna be promoting this to everybody, but also, you know, sort of. With that. I want to make it clear too, that like actually inside of Gemini, like Google for nonprofits has opened up access to Gemini for free is not a per user, per whatever. You have that [00:45:00] you have notebook, LLM, and these. Are sitting in their backyards for free every day and it's like a user to lose it. 'cause you have a certain amount of intelligence tokens a day. Can you, I just like wanna climb like the tallest tree out here and just start yelling from a high building about this. Make the case of why a nonprofit should be leveraging this free like PhD student that is sitting with their hands underneath their butts, doing nothing for them right now. Avinash Kaushik: No, it is such a shame. By the way, I cannot add to your recommendation in using your Gemini Pro account if it's free, on top of, uh, all the benefits you can get. Gemini Pro also comes with restrictions around their ability to use your data. They won't, uh, their ability to put your data anywhere. Gemini free versus Gemini Pro is a very protected environment. Enterprise version. So more, more security, more privacy, et cetera. That's a great benefit. And by the way, as you said, George, they can get it for free. So, um, the, the, the, the posture you should adopt is what big companies are doing, [00:46:00] which is anytime there is a job to be done, the first question you, you should ask is, can I make the, can an AI do the job? You don't say, oh, let me send it to George. Let me email Simon, let me email Sarah. No, no, no. The first thing that should hit your head is. I do the job because most of the time for, again, remember, third year bachelor's degree, student type, type experience and intelligence, um, AI can do it better than any human. So your instincts to be, let me outsource that kind of work so I can free up George's cycles for the harder problems that the AI cannot solve. And by the way, you can do many things. For example, you got a grant and now Meta allows you to run X number of ads for free. Your first thing, single it. What kind of ad should I create? Go type in your nonprofit, tell it the kind of things you're doing. Tell it. Tell it the donations you want, tell it the size, donation, want. Let it create the first 10 ads for you for free. And then you pick the one you like. And even if you have an internal [00:47:00] designer who makes ads, they'll start with ideas rather than from scratch. It's just one small example. Or you wanna figure out. You know, my email program is stuck. I'm not getting yield rates for donations. The thing I want click the button that called that is called deep research or thinking in the LL. Click one of those two buttons and then say, I'm really struggling. I'm at wits end. I've tried all these things. Write all the detail. Write all the detail about what you've tried and now working. Can you please give me three new ideas that have worked for nonprofits who are working in water conservation? Hmm. This would've taken a human like a few days to do. You'll have an answer in under 90 seconds. I just give two simple use cases where we can use these synthetic entities to send us, do the work for us. So the default posture in nonprofits should be, look, we're resource scrapped anyway. Why not use a free bachelor's degree student, or in some case a free PhD student to do the job, or at least get us started on a job. So just spending 10 [00:48:00] hours on it. We only spend the last two hours. The entity entity does the first date, and that is super attractive. I use it every single day in, in one of my browsers. I have three traps open permanently. I've got Claude, I've got Mistrial, I've got Charge GPT. They are doing jobs for me all day long. Like all day long. They're working for me. $20 each. George Weiner: Yeah, it's an, it, it, it's truly, it's an embarrassment of riches, but also getting back to the, uh, the 10 90 is, it's still sitting there. If you haven't brought that capacity building to the person on how to prompt how to play that game of linguistic tennis with these tools, right. They're still just a hammer on a. Avinash Kaushik: That's exactly right. That's exactly right. Or, or in your case, you, you have access to Gemini for nonprofits. It's a fantastic tool. It's like a really nice card that could take you different places you insist on cycling everywhere. It's, it's okay cycle once in a while for health reasons. Otherwise, just take the car, it's free. George Weiner: Ha, you've [00:49:00] been so generous with your time. Uh, I do have one more quick war. If you, if you have, have a minute, uh, your war on funnels, and maybe this is not. Fully fair. And I am like, I hear you yelling at me every time I'm showing our marketing funnel. And I'm like, yeah, but I also have have a circle over here. Can you, can you unpack your war on funnels and maybe bring us through, see, think, do, care and in the land of ai? Avinash Kaushik: Yeah. Okay. So the marketing funnel is very old. It's been around for a very long time, and once I, I sort of started working at Google, access to lots more consumer research, lots more consumer behavior. Like 20 years ago, I began to understand that there's no such thing as funnel. So what does the funnel say? The funnel says there's a group of people running around the world, they're not aware of your brand. Find them, scream at them, spray and pray advertising at them, make them aware, and then somehow magically find the exact same people again and shut them down the fricking funnel and make them consider your product.[00:50:00] And now that they're considering, find them again, exactly the same people, and then shove them one more time. Move their purchase index and then drag them to your website. The thing is this linearity that there's no evidence in the universe that this linearity exists. For example, uh, I'm going on a, I like long bike rides, um, and I just got thirsty. I picked up the first brand. I could see a water. No awareness, no consideration, no purchase in debt. I just need water. A lot of people will buy your brand because you happen to be the cheapest. I don't give a crap about anything else, right? So, um, uh, uh, the other thing to understand is, uh, one of the brands I adore and have lots of is the brand. Patagonia. I love Patagonia. I, I don't use the word love for I think any other brand. I love Patagonia, right? For Patagonia. I'm always in the awareness stage because I always want these incredible stories that brand ambassadors tell about how they're helping the environment. [00:51:00] I have more Patagonia products than I should have. I'm already customer. I'm always open to new considerations of Patagonia products, new innovations they're bringing, and then once in a while, I'm always in need to buy a Patagonia product. I'm evaluating them. So this idea that the human is in one of these stages and your job is to shove them down, the funnel is just fatally flawed, no evidence for it. Instead, what you want to do is what is Ash's intent at the moment? He would like environmental stories about how we're improving planet earth. Patagonia will say, I wanna make him aware of my environmental stories, but if they only thought of marketing and selling, they wouldn't put me in the awareness because I'm already a customer who buys lots of stuff from already, right? Or sometimes I'm like, oh, I'm, I'm heading over to London next week. Um, I need a thing, jacket. So yeah, consideration show up even though I'm your customer. So this seating do care is a framework that [00:52:00] says, rather than shoving people down things that don't exist and wasting your money, your marketing should be able to discern any human's intent and then be able to respond with a piece of content. Sometimes that piece of content in an is an ad. Sometimes it's a webpage, sometimes it's an email. Sometimes it's a video. Sometimes it's a podcast. This idea of understanding intent is the bedrock on which seat do care is built about, and it creates fully customer-centric marketing. It is harder to do because intent is harder to infer, but if you wanna build a competitive advantage for yourself. Intent is the magic. George Weiner: Well, I think that's a, a great point to, to end on. And again, so generous with, uh, you know, all the work you do and also supporting nonprofits in the many ways that you do. And I'm, uh, always, always watching and seeing what I'm missing when, um, when a new, uh, AKA's Razor and Newsletter come out. So any final sign off [00:53:00] here on how do people find you? How do people help you? Let's hear it. Avinash Kaushik: You can just Google or answer Engine Me. It's, I'm not hard. I hard to find, but if you're a nonprofit, you can sign up for my newsletter, TMAI marketing analytics newsletter. Um, there's a free one and a paid one, so you can just sign up for the free one. It's a newsletter that comes out every five weeks. It's completely free, no strings or anything. And that way I'll be happy to share my stories around better marketing and analytics using the free newsletter for you so you can sign up for that. George Weiner: Brilliant. Well, thank you so much, Avan. And maybe, maybe we'll have to take you up on that offer to talk sometime next year and see, uh, if maybe we're, we're all just sort of, uh, hanging out with synthetic humans nonstop. Thank you so much. It was fun, George. [00:54:00]

Reporter Jack Benjamin and editor-in-chief Omar Oakes unpack key themes from last week's Future of Media London 2024 event.The duo review some of the biggest sessions from the two-day conference, including takeaways from interviews with DMG Media vice-chairman Rich Caccappolo, LBC presenter James O'Brien, and Global CEO Stephen Miron.Oakes also describes the inspiring manifestos presented by members of the Future 100 Club, and why Starcom's Vanessa Jarrad had the winning pitch.Highlights:1:54: "Confidence" in the immediate future of media, publishing and Origin10:39: Avinash Kaushik's word of the conference: "Incrementality"13:47: Reviewing the Future 100 manifestos20:29: James O'Brien's views on industry trust29:45: Stephen Miron's sage advice and leaders' tolerance for riskRelated articles:DMG boss Caccappolo: ‘Control' is key as Mail invests in long-form videoStarcom's Jarrad wins Future 100 manifesto with ‘Empowering Voices' plea‘Disrupt yourself before someone disrupts you': Stephen Miron on 16 years of GlobalHow to make marketing indispensable to the CFO? Focus on incrementality---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Have you ever wondered how sports teams turn their fans into a revenue stream? Let me take you back to 2014. The Golden State Warriors, a team that hadn't won a championship in 40 years, decided to revamp their approach to fan engagement. They invested in data analytics to understand their fans better and personalize the fan experience. By 2018, they had doubled their value to over $3.1 billion, a testament to the power of fan engagement and monetization. In today's episode of UNmiss, I, Anatolii Ulitovskyi, am thrilled to discuss the intriguing world of fan monetization and sports sponsorship with Avinash Kaushik. Let's dive into some fascinating numbers. The global sports market reached approximately $512.14 billion in 2023, representing a growth of 5.2% from the previous year. The growth is partly due to innovative fan monetization strategies. Imagine the potential! But how do sports entities tap into this potential? Avinash Kaushik shares valuable insights on creating meaningful connections with fans and leveraging these relationships for effective monetization. The power of sports sponsorship is undeniable. According to a Nielsen report, sports sponsorships can increase purchase intent by up to 12%. This shows how well-planned sponsorship placements can impact a brand's bottom line. But it's not just about putting a logo on a jersey. The art of sponsorship is evolving. It's about creating experiences, telling stories, and building a community around the brand. In our conversation, Avinash delves into the strategies that make sports sponsorships successful in today's market. Why should you listen to this episode? Whether you're a marketer, a sports enthusiast, or someone curious about the business side of sports, this episode offers a treasure trove of insights. You'll learn about the latest trends in fan monetization and how to leverage them for your brand or team. Discover the secrets behind successful sports sponsorships. From digital platforms to experiential marketing, we cover it all. Learn how to create sponsorships that resonate with fans and drive accurate results. Avinash's expertise in analytics and marketing makes him the perfect guide for this journey. He doesn't just share knowledge; he provides actionable strategies you can apply. So, are you ready to explore the fascinating intersection of sports, fans, and finance? Tune in to the UNmiss podcast for an enlightening conversation with Avinash Kaushik. This is more than just a discussion. It's a playbook for success in fan monetization and sports sponsorship. Get ready to unlock new revenue streams and build stronger connections with your fans. Join us for an episode that could forever change how you view sports marketing! Listen now and take your first step toward mastering the art of fan monetization and sports sponsorship. ??️ FAQ : t What is fan monetization in sports? Fan monetization is creating revenue streams from a sports team's fan base. This can include merchandise sales, memberships, exclusive content access, and even digital experiences tailored for fans. t How meaningful is fan engagement in sports monetization? It's crucial! Engaged fans are likelier to purchase merchandise, attend games, and support sponsor brands. The more a fan feels connected to a team, the more they invest emotionally and financially. t What role do sponsorships play in sports? Sponsorships are a significant revenue source for sports teams and events. They range from branding on team kits and stadiums to exclusive rights for product sales at events. They're vital for both financial support and brand association. t Can smaller teams effectively monetize their fan base? Absolutely! Smaller teams might not have the same reach, but they can create a more intimate, engaged community. Tailored merchandise, local sponsorships, and community events can be very effective. t What are some innovative ways teams are monetizing their fans? Teams are getting creative, like using augmented reality for fan experiences, offering virtual meet-and-greets with players, and creating team-based mobile apps with exclusive content and in-app purchases. t How has social media changed sports sponsorship? Social media has expanded the reach and engagement of sponsorships. Brands can now engage with fans directly on platforms where they spend much time, offering a more interactive and personalized experience. t What's the biggest challenge in sports sponsorship today? The biggest challenge is standing out in a saturated market and ensuring that the sponsorship provides value to both the team and the sponsor. It's about finding unique ways to engage fans and measure the impact effectively. t How do teams measure the success of fan monetization strategies? Success is measured through various metrics like merchandise sales, ticket sales, fan engagement rates on social media, and the ROI of sponsorship deals. Fan feedback and engagement levels are also critical indicators. t What impact has digital transformation had on sports marketing? Digital transformation has revolutionized sports marketing by enabling more personalized fan experiences, better data analytics for targeted marketing, and expanded reach through digital platforms. t What advice would you give to a brand new to sports sponsorship? Understand the fan base you're targeting, align with a team or athlete that resonates with your brand values, and focus on creating authentic, engaging sponsorship activations that add value to the fan experience. [yt-video vid="3cD2BdJI9FM" title="Unlocking Fan Monetization: Sports Sponsorship Mastery" img="https://unmiss.com/wp-content/uploads/2024/02/unlocking-fan-monetization.jpg" desc=" Have you ever wondered how sports teams turn their fans into a revenue stream? Let me take you back to 2014. The Golden State Warriors, a team that hadn't won a championship in 40 years, decided to revamp their approach to fan engagement. They invested in data analytics to understand their fans better and personalize the fan experience. By 2018, they had doubled their value to over $3.1 billion, a testament to the power of fan engagement and monetization. In today's episode of UNmiss, I, Anatolii Ulitovskyi, am thrilled to discuss the intriguing world of fan monetization and sports sponsorship with Avinash Kaushik. Let's dive into some fascinating numbers. The global sports market reached approximately $512.14 billion in 2023, representing a growth of 5.2% from the previous year. The growth is partly due to innovative fan monetization strategies. Imagine the potential! But how do sports entities tap into this potential? Avinash Kaushik shares valuable insights on creating meaningful connections with fans and leveraging these relationships for effective monetization. The power of sports sponsorship is undeniable. According to a Nielsen report, sports sponsorships can increase purchase intent by up to 12%. This shows how well-planned sponsorship placements can impact a brand's bottom line. But it's not just about putting a logo on a jersey. The art of sponsorship is evolving. It's about creating experiences, telling stories, and building a community around the brand. In our conversation, Avinash delves into the strategies that make sports sponsorships successful in today's market. Why should you listen to this episode? Whether you're a marketer, a sports enthusiast, or someone curious about the business side of sports, this episode offers a treasure trove of insights. You'll learn about the latest trends in fan monetization and how to leverage them for your brand or team. Discover the secrets behind successful sports sponsorships. From digital platforms to experiential marketing, we cover it all. Learn how to create sponsorships that resonate with fans and drive accurate results. Avinash's expertise in analytics and marketing makes him the perfect guide for this journey. He doesn't just share knowledge; he provides actionable strategies you can apply. So, are you ready to explore the fascinating intersection of sports, fans, and finance? Tune in to the UNmiss podcast for an enlightening conversation with Avinash Kaushik. This is more than just a discussion. It's a playbook for success in fan monetization and sports sponsorship. Get ready to unlock new revenue streams and build stronger connections with your fans. Join us for an episode that could forever change how you view sports marketing! Listen now and take your first step toward mastering the art of fan monetization and sports sponsorship. ??️ " upload="2024-02-01" duration="PT00H40M13S" shadow="1" lazy="1"] Learn more about Avinash Kaushik on the following resources: Linkedin: https://www.linkedin.com/in/avinashkaushik-akaushik/

Episode 183 As a Disclaimer, note that there's no sponsor or affiliate relationship with the vendor interviewed here. They're simply on the show to give their perspective on our topic. As trite as it sounds, the way that we look at the world affects our understanding of it. Let me tell you about a time I noticed this. When I was a kid, I would go to school, walk into my classroom, and see my teacher there. She was such a constant there, I imagined that she never left the classroom, she was a fixture of the room, part of the furniture. It's like the teacher didn't persist as a person who had a life outside of the classroom. So when I was out at the grocery store with my parents and I saw my teacher, not dressed in their teacher clothes, not ensconced in their teacher setting, my brain just melted.  While this might be laughable, those of us using marketing analytics tools could be guilty of falling into the same trap. Credit for making this concept clear in not 1 but 2 great books must go to Avinash Kaushik. Think about it. According to Classic web analytics, visitors who hit our website had started  an imaginary timer that we called a web session. We imagined in this race against the clock, they were viewing a sequence of pages which ferried them to forms we used as gates. We told ourselves that the gate-crossers had completed a successful session, converting from visitors into leads or customers. Stepping back, there are a few things wrong with this picture. Users don't only exist inside of a session, just like the teacher didn't only exist in the classroom—they roam about as they please.  Today's users aren't confined to marketing content. The experience they have straddles our marketing sites, to sites  and apps where their identity persists through being logged-in, where the interactions even span multiple devices - as we see on Slack and Discord for messages we've already read. The user's state changes - sometimes they complete a purchase, or become a paid subscriber, but at other times they may opt for a free plan or abandon their cart.  We need analytics for all of these actions. We need to step back and view the entire experience that people have with us over time. This is something that classic web analytics just can't measure. This is why the new generation of tools allows us to analyze complex trends and behavior of our users. They are collectively known as event-based analytics tools, and they excel in portraying the way that users experience a product. The foremost product-oriented analytics tool out there is called Amplitude, and today, we are speaking with its product evangelist. Since 2021, Adam Greco has been Amplitude's  Product Evangelist, guiding clients in understanding their tool through workshops, blogs, and videos.  He got into this field in 2005 when he joined analytics platform Omniture where he was a customer advocate for four years until Adobe acquired them and rechristened them Adobe Analytics. He then worked at consultancies for 15 years, showing people how to get the most out of Adobe's tool,  authoring over 200 blog posts along the way.  Lately Adam's speaking and advising on analytics has had him splitting his time between Chicago and Amsterdam (where he was when this was recorded). When he's in the states and not working, he enjoys restoring and going for drives in his 62 convertible corvette.  Timestamps/Chapters 0:00 - Intro 5:00 - Meet Adam; why event-based method works better than session-based method 24:00 - PSA 24:45 - how to get value out of recent analytics tools, including warehouse-native apps 56:20 - Adam's coordinates and free resources Links to all people and products mentioned are available in Ep 183's shownotes page on the Funnel Reboot site.   

In this Health Nonprofit Digital Marketing episode, we discuss the much-talked-about world of artificial intelligence in the nonprofit sector. Join Spencer Brooks of Brooks Digital as he sits down with George Weiner, the Chief Whaler of Whole Whale, a digital agency at the forefront of leveraging data and technology to amplify the impact of nonprofits. Discover how AI is reshaping how nonprofits communicate, strategize, and enact social change—and what pitfalls to avoid along the way.  About the guest George Weiner is the Founder and CEO of Whole Whale, a digital agency that leverages data and tech to increase the impact of nonprofits and for-benefit companies. He is also the co-founder of Power Poetry, the largest teen poetry platform in the U.S, a safe, creative, free home to over 500k poets. Prior to Whole Whale George was the CTO of DoSomething.org. George is also the host of Whole Whale's in-house podcast, Using the Whole Whale, where he has interviewed guests from Seth Godin and Avinash Kaushik to representatives from the Mozilla Foundation, Lyft and the Environmental Defense Fund. In nearly a decade of operations, Whole Whale has worked with over 100 nonprofit and social-impact organizations, spent over $6 million in Google Ad Grants dollars, and supported an additional 150,000+ organizations through free online content and trainings. Resources Nonprofit.ist Network: https://www.nonprofit.ist/Cause Writer AI: https://causewriter.ai/ Contact George Whole Whale: https://www.wholewhale.com/LinkedIn: https://www.linkedin.com/in/georgeweiner/

In this episode, Shiva and Rommil "The Thrill' Santiago dive deep into the state of salaries based on the latest report coming out of Experiment Nation, in addition to giving y'all some ideas and thoughts on how to make sure you're getting paid fairly! 02:29 Discussing the Experimentation Salary Report08:06 Job Title vs. Salary Satisfaction19:13 Tips on Getting Your Bag22:03 LinkedIn Post of the Week This week's LinkedIn Post of the Week is brought to you by Avinash Kaushik (who actually coined the term HiPPO - fun fact). Check out his post here: https://tinyurl.com/FromAtoBAvinash And check out the Experiment Nation Salary Report here: https://tinyurl.com/FromAtoB-EN-Salary

Avinash is the global Chief Strategy Officer of Croud, a leading full-service marketing Agency. His prior professional experience includes a sixteen-year stint at Google, and roles at Intuit, DirecTV, Silicon Graphics in the US & DHL in Saudi Arabia. Through his newsletter “The Marketing < > Analytics Intersect”, 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 Ad-Tech, Monaco Media Forum, Search Engine Strategies, 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. Among the awards Avinash has received are Statistical Advocate of the Year from the American Statistical Association, Most Influential Industry Contributor from the Web Analytics Association, and Founder's Award from Google.

Avinash is the global Chief Strategy Officer of Croud, a leading full-service marketing Agency. His prior professional experience includes a sixteen-year stint at Google, and roles at Intuit, DirecTV, Silicon Graphics in the US & DHL in Saudi Arabia. Through his newsletter “The Marketing < > Analytics Intersect”, 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 Ad-Tech, Monaco Media Forum, Search Engine Strategies, 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. Among the awards Avinash has received are Statistical Advocate of the Year from the American Statistical Association, Most Influential Industry Contributor from the Web Analytics Association, and Founder's Award from Google.

In the series finale, Wayne chats with Avinash Kaushik about AI in Digital Marketing. Avinash is a well renowned digital marketing expert spending 15 years at Google and how he's Chief Strategy Officer at Croud.In this episode Wayne and Avinash chat about the current inflection point of AI in digital marketing, terminology semantics, how AI can be applied in practice and whether AI will take all of our jobs.It's a fascinating conversation and I hope you really enjoy it. Hosted on Acast. See acast.com/privacy for more information.

Understanding data leverages your engagement with your audience. Today's Marketing Speak podcast episode is a jam-packed discussion on data solutions, digital experience, and digital performance with the incredible Avinash Kaushik. Avinash Kaushik is the global Chief Strategy Officer of Croud, a leading full-service marketing agency. With extensive experience at Google and other prominent companies, Avinash is renowned for his authoritative voice on capitalizing on data to reinvent digital existence. He's received prestigious recognition in his field, and is a trusted expert in the field of digital marketing strategy. Grab this opportunity to expand your knowledge by checking out this Marketing Speak episode that highlights the cutting-edge world of data-driven marketing and how it can transform your business's digital presence. Tune in! The show notes, including the transcript and checklist for this episode, are at marketingspeak.com/400.

Understanding data leverages your engagement with your audience. Today's Marketing Speak podcast episode is a jam-packed discussion on data solutions, digital experience, and digital performance with the incredible Avinash Kaushik. Avinash Kaushik is the global Chief Strategy Officer of Croud, a leading full-service marketing agency. With extensive experience at Google and other prominent companies, Avinash is renowned for his authoritative voice on capitalizing on data to reinvent digital existence. He's received prestigious recognition in his field, and is a trusted expert in the field of digital marketing strategy. Grab this opportunity to expand your knowledge by checking out this Marketing Speak episode that highlights the cutting-edge world of data-driven marketing and how it can transform your business's digital presence. Tune in! The show notes, including the transcript and checklist for this episode, are at marketingspeak.com/400.

Welcome back to yet another episode of the Sleeping Barber Podcast. We're thrilled to have Avinash Kaushik, the Chief Strategy Officer at Croud, on our show today. With a background at Google and well-earned reputation for insightful digital perspectives, Avinash brings a wealth of knowledge in digital marketing, data science, and much more to our conversation. In this enlightening episode, we navigate through a myriad of topics. We delve into the frequent pitfalls surrounding KPIs in marketing, scrutinize the limitations of traditional marketing funnels, and unpack the impactful concept of incrementality. Avinash offers an alternative approach that promises to enlighten your strategies. Make sure to stick around until the end for a post-show chat with our hosts, Marc and V. Believe us when we say this episode is one you wouldn't want to pass up! So, without further ado, let's jump right in! ____________ Our Guest: Follow Avinash Kushki: https://www.linkedin.com/in/akaushik/ ____________ Literature Get a Grip on Incrementality: https://www.thinkwithgoogle.com/marketing-strategies/data-and-measurement/marketing-incrementality Most Important KPIs: https://www.kaushik.net/avinash/the-most-important-business-kpis/ Driving Innovation from customer intent: https://www.youtube.com/watch?v=OzFegvyVJRM Incrementality: https://www.linkedin.com/posts/akaushik_marketings-incrementality-business-results-activity-7029572543795630080-w-P0/ Brand & Performance Silos: https://www.linkedin.com/posts/akaushik_at-my-ripe-old-age-it-upsets-me-when-i-activity-7037000489066004480-trfZ/ See, Think, Do, Care Framework: https://www.kaushik.net/avinash/see-think-do-care-win-content-marketing-measurement/ ____________ The Sleeping Barber Podcast: Follow our updates here: ⁠⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠⁠https://www.linkedin.com/in/marcbinkley/⁠⁠⁠ Vassilis Douros: ⁠⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠⁠ ___________ Timestamps: O:55  - Intro to Avinash Kaushik 3:38 - The 2 big measurement mistakes many marketers make about KPIs 9:44 - Traps that misguide marketers 14:48 - Why funnels idiodic and a what to use instead of them 20:48 - How to measure both short-term and long-term campaigns 25:26 - What is incrementality, why does it matter & how is it different from ROI?  30:20 - The ladder of awesomeness 33:30 - The shock of measuring incrementality 35:55 - Different types of incrementality 47:12 - Anybody can suck less, how any size company can use incrementality 51:48 - Customer curiosity & open mindedness makes marketers better 58:44 - What marketers need to learn  1:05:08 - Avinash's career path to Croud 1:07:40 - How to find out more about Avinash 1:08:50 - Post pod discussion with V and Marc ____________ Where to listen Apple Podcasts: ⁠⁠https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324 Spotify: ⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw⁠ Youtube: ⁠https://www.youtube.com/@sleepingbarberpodcast

How does one use marketing analytics to drive business success? Avinash Kaushik, Chief Strategy Officer at Croud and former Sr. Director of Global Strategic Analytics at Google joins Jon Krohn live for an exciting episode that covers the transformative power of AI, his 'four clusters of intent' framework and the value of hands-on data tools. This episode is brought to you by Pathway, the reactive data processing framework (https://pathway.com/?from=superdatascience), by Posit, the open-source data science company (https://posit.co), and by Anaconda, the world's most popular Python distribution (https://superdatascience.com/anaconda). Interested in sponsoring a SuperDataScience Podcast episode? Visit JonKrohn.com/podcast for sponsorship information. In this episode you will learn: • What is a chief strategy officer? [3:55] • Brand vs performance analytics [7:23] • Incrementality-centric marketing [32:53] • Avinash's time at Google [37:54] • How to maintain human-touch with AI [48:58] • Four clusters of intent framework [1:11:28] • Avinash's most significant career challenges [1:17:18] Additional materials: www.superdatascience.com/677

Det femte och avslutade avsnittet av poddserien som görs i samarbete med Conversionista där vi utforskar fem områden inom CRO. Både nuläget och vart vi är på väg. I det här avsnittet pratar jag med Daniel Lundkvist som är head of analytics om kvantitativ analys. Allt från vad det är och olika typer av kvantitativ analys till hur man arbetar smartare genom att tänka tvärtom. Och hur man ser till att aktivera de insikter man får fram. För kvantitativ analys handlar i grunden om beslutsfattande och att bygga förståelse kring något. Så att vi kan ta bra besult som baseras på data och inte på gissningar. Det här är ett bra avsnitt för dig som vill få en bättre förståelse för vad kvantitativ analys innebär i praktiken för såväl marknadsföring som konverteringsoptimering. Och varför det inte är samma sak som rapportering. Om gästen Daniel Lundkvist är head of analytics och leder analytics-teamet på Conversionista. Ett team som består av ca 20 personer i Stockholm, Göteborg och Malmö. De hjälper företag med att ta data och förvandla den till insikter och saker som går att ta action på. Daniel har lång erfarenhet som konsult och har arbetat med allt från implementation och datakvalitet till analys som är hans kärnkompetens. Han föreläser även såväl internt som externt på olika skolor och utbildningar. Och har bland annat hållit i analytics-delarna i Conversionistas utbildningsprogram, Conversion Manager. Om avsnittet Daniel och jag pratar i avsnittet om vad kvantitativ analys är och dess roll inom både marknadsföring och konverteringsoptimering. Och reder ut skillnaden mellan kvantitativ analys och rapportering. Vi pratar bland annat om det växande ekosystemet av analysverktyg och varför det är så viktigt att bryta ner silos mellan datakällor. Samt hur man kan göra det även på enkla sätt. Daniel ger också inblick i hans process för den kvantitativa analysen. Och varför han tänker tvärtom och börjar med målet. Du får dessutom höra om: De tre typerna av kvantitativ analys Vanliga misstag många gör i sitt analysarbete Hur man undviker dashboards-kyrkogården Varför datakvalitet är så viktig att tänka på Ramverk Daniel använder i sin arbetsprocess Triangulering och dess roll i kvantitativ analys Mängder med konkreta exempel Plus en massa mer… Daniel förklarar också varför det är så avgörande att ha ett actionorienterat förhållningssätt till sin analys och vad det innebär i praktiken. Han delar även vad han anser är de främsta trenderna inom kvantitativ analys framöver. Samt vad han ser är på väg från USA. Du hittar precis som vanligt länkar till allt vi nämnde här i poddinlägget. Plus några extra länkar med bra läsning. Efter länkarna hittar du även tidsstämplar till olika sektioner i avsnittet. Länkar Daniel Lundkvist på LinkedIn Conversionista (webbsida) Conversionista (LinkedIn) Conversion Manager (utbildning) Google Analytics (verktyg) Adobe Analytics (verktyg) Mixpanel (verktyg) Amplitude (verktyg) Power BI (verktyg) Tableau (verktyg) BigQuery (verktyg) Snowflake (verktyg) Jupyter (verktyg) R Studio (verktyg) Hex (verktyg) Census (verktyg) Hightouch (verktyg) Unbundling the CDP - Hightouch (artikel) What is Reverse ETL? The Definitive Guid - Hightouch (artikel) 5 Whys: The Ultimate Root Cause Analysis Tool - Kanbanize (artikel) So what technique från boken Think Smarter av Michael Kallet (artikel) Turning Numbers into Knowledge av Jonathan Garo Koomey (bok) Adlibris / Amazon Storytelling with Data av Cole Nussbaumer Knaflic (bok) Adlibris / Amazon Web Analytics 2.0 av Avinash Kaushik (bok) Adlibris / Amazon Tidsstämplar [4:00] Inleder med att prata om vad kvantitativ analys är och varför det är så viktigt idag. Samt de tre typerna av kvantitativ analys och skillnaden mellan analys och rapportering. [8:03] Om hur Daniel ser på den kvantitativa analysens roll inom marknadsföring.

Daniel and Ciaran are back with another Tips and tools episode. There is a real mix of different tools both Daniel and Ciaran have been using and found useful. We look into the challenges of changing your web site's DNS settings and how you can monitor what is happening with your DNS propagation on a global scale. Daniel shares a fantastic tool for creating customer personas and user journey maps. We explore how to use both Personas and more detailed user journey maps. Ciaran talks us through a helpful exercise he runs, exploring the user journey using Avinash Kaushik's "See Think Do Care" model. We look at creating the perfect marketing persona and user journey with UX Pressia, and Daniel shares his top tips on upgrading your marketing skills with coding tutorials. Ciaran shares some tools that help you curate amazing content for sharing with your networks and supercharging your PR outreach and journalist network. And finally, we share two of our all-time favourite AI writing tools and explain how we use them. Don't miss out on the 10,000-word free trial of Jasper.ai. We genuinely think this tool will blow your socks off, and that's why we saved it till last! Useful Links and Resources DNS Checker UX Pressia See Think Do Care Model W3 schools- Online coding tutorials Anewstip Exploding topics Quillbot Get your Jasper AI free 10,000 word trial

Uma das razões pelas quais muitas empresas, especialmente no universo business-to-business, ainda hesitam em investir na sua comunicação é terem a sensação de que esse investimento é uma aposta feita no escuro. Sabe-se que terá um custo, mas é difícil antecipar se terá também um retorno. E, mesmo quando esse retorno existe, é difícil saber a que parte do esforço de comunicação deve ser atribuído. A melhor forma de combater esse receio é contar com bons dados. Por isso o tema das métricas, de ter informação quantitativa sólida, é recorrente neste podcast. Neste episódio, quem nos ajuda a entender ainda melhor o assunto é o Jorge Cunha, com quem conversamos sobre as boas (e más) práticas da analítica digital. Ouça o episódio e descubra: O que distingue uma interpretação cega dos dados de uma interpretação inteligente O que significa dizer que, nos dados, “o contexto é rei” O que fazer quando os dados disponíveis são insuficientes para tomar decisões Os riscos que uma definição imprecisa dos seus objetivos pode acarretar O que é o VOC e o que faz com que seja tão importante O erro que muitos bons designers cometem ao trabalhar o digital Como distinguir uma métrica útil de uma irrelevante Sobre o convidado: · Perfil do Jorge Cunha no LinkedIn · Perfil do Jorge Cunha no Twitter · Site da IT Tech BuZ Pessoas referidas no episódio: · Avinash Kaushik · Luis Madureira · Luís Bettencourt Moniz · Andre Zeferino · Miguel Lambertini Empresas referidas no episódio: · Google · Delta Cafés Outras referências: · The University of British Columbia · Google Analytics Livros recomendados: · Avinash Kaushik - Analítica Web 2.0 · Avinash Kaushik – Web Analytics: an hour a day · Luís Bettencourt Moniz e Pedro Celeste – 52 métricas de marketing e vendas · André Zeferino - Digital Marketing Analytics · Jorge Remondes (com a participação do Jorge Cunha, entre outros autores) - Marketing Digital & E-commerce #3 · Antonio Toca, Javier Curtichs e Sandra Antunes (com a colaboração de Miguel Lambertini e Bruno Beaumont) - Sentido Social – a comunicação e o senso comum na era da internet social Blog recomendado: · Occam's Razor by Avinash Kaushik

In today's episode we're joined by Agata Adamiak, Director of Business Ahead to discuss what it means to be 'data-driven'. On the show, you'll learn:What is the definition of 'data-driven'?The benefits of being data-drivenThe importance of adopting a data-driven mindsetHow to overcome the common challenges that prevent businesses from becoming data-drivenDoes being data-driven stifle creativity?Referenced in this episode:Episode 51 of The SiteVisibility Internet Marketing Podcast w/ Avinash Kaushik: https://www.sitevisibility.co.uk/blog/2009/07/29/podcast-interview-with-world-leading-anayltics-authority-avinash-kaushik/ Additional podcast resources at: https://businessahead.co.uk/imp CONNECT WITH AGATA/BUSINESS AHEAD:https://businessahead.co.uk/ https://www.linkedin.com/company/businessahead/https://twitter.com/BusinessAheadUK/ CONNECT WITH SCOTT:scott.colenutt@sitevisibility.comhttps://www.linkedin.com/in/scottcolenutt CONNECT WITH SITEVISIBILITY:https://www.sitevisibility.co.uk/ https://www.youtube.com/user/SiteVisibilityhttps://twitter.com/sitevisibilityhttps://www.facebook.com/SiteVisibilityhttp://instagram.com/sitevisibility If you have feedback, you'd like to be a guest, you'd like to recommend a guest or there are topics you'd us to cover, please send this to marketing@sitevisibility.com See acast.com/privacy for privacy and opt-out information.

Welcome to episode #791 of Six Pixels of Separation. Here it is: Six Pixels of Separation - Episode #791 - Host: Mitch Joel. One of the first big companies that I spoke for was Google. It was in the early 2000s. The sales team was small, but growing. Google had just acquired YouTube, and they were holding a summit at their original Silicon Valley campus to engage retailers with Google ads. One of the people who became a personal champion for my work at Google was Jim Lecinski (along with people like John McAteer, Chris O'Neill, Avinash Kaushik, and several others). Jim has spent close to 30 years in the marketing industry, including notably twelve years at Google, where he was Vice President of Customer Solutions for the Americas. He's also previously held leadership roles at major advertising agencies. Currently, he's a marketing educator and advisor. His focus areas are marketing strategy, brand strategy, digital transformation and the application of AI to marketing. Jim is currently a Clinical Associate Professor of Marketing at Northwestern's Kellogg School of Management where he teaches Marketing Strategy and Omni-Channel Marketing Distribution Strategy in the MBA program. If you ever heard of Google's famed ZMOT (Zero Moment of Truth in 2011), that was Jim. Now he's back with a new book (along with co-author, Raj Venkatesan) titled, The AI Marketing Canvas - A Five Stage Roadmap to Implementing Artificial Intelligence in Marketing. Enjoy the conversation... Running time: 56:11. Hello from beautiful Montreal. Subscribe over at Apple Podcasts. Please visit and leave comments on the blog - Six Pixels of Separation. Feel free to connect to me directly on Facebook here: Mitch Joel on Facebook. or you can connect on LinkedIn. ...or on Twitter. Here is my conversation with Jim Lecinski. The AI Marketing Canvas - A Five Stage Roadmap to Implementing Artificial Intelligence in Marketing. Raj Venkatesan. Follow Jim on LinkedIn. Follow Jim on Twitter. This week's music: David Usher 'St. Lawrence River'.    

This week Dan and Dara discuss the questions you can ask yourself to see if you need to consider upgrading to Google Analytics 360 (GA360). They go through their considerations, as well as the differences between the free and not-so-free versions. The 90/10 rule from Avinash Kaushik mentioned is over at https://bit.ly/3kwrFbj. In other news, Dan finally gets to talk about Star Trek and Dara books a real-life holiday! Leave a rating and review in the places one leaves ratings and reviews, or suggest a new topic by emailing Dan and Dara at hello@measurelab.co.uk. The post Measured Opinions #6: Do you really need GA360? appeared first on Measurelab.

This week Dan and Dara discuss the questions you can ask yourself to see if you need to consider upgrading to Google Analytics 360 (GA360). They go through their considerations, as well as the differences between the free and not-so-free versions.The 90/10 rule from Avinash Kaushik mentioned is over at https://bit.ly/3kwrFbj.In other news, Dan finally gets to talk about Star Trek and Dara books a real-life holiday!Leave a rating and review in the places one leaves ratings and reviews, or suggest a new topic by emailing Dan and Dara at hello@measurelab.co.uk.The post Measured Opinions #6: Do you really need GA360? appeared first on Measurelab.

Gisele Lasserre é Fundadora do Tech Girls e Especialista Sênior em Tecnologia da Informação na Zup Innovation. Assista esta entrevista em https://youtu.be/n1U1q7ElIWM Links da Gisele: LinkedIn https://www.linkedin.com/in/giselelasserre/, Tech Girls https://techgirls.com.br/. Indicações: Conteúdos de Web Analytics de Avinash Kaushik https://www.kaushik.net/avinash/ Mais links: Projeto de doação de laptops: http://techgirls.com.br/laptop Woman Techmakers https://www.amazon.com/Erika-Carvalho-Organizadora-Techmakers-Curitiba/dp/B08KMGC9LJ, Wordpress Curitiba https://www.meetup.com/wpcuritiba/ Os entrevistadores deste episódio foram Adolfo Neto e Maria Claudia Emer. A abertura do episódio foi feita por Kathleen Danielly Souza Lins. O Emílias Podcast é um projeto de extensão da UTFPR Curitiba. Descubra tudo sobre o programa Emílias - Armação em Bits em https://linktr.ee/Emilias.

This week we chat with Matthew Soakell from Algebra, which is a PPC agency that plans, builds, and manages innovative campaigns that get results. Matthew is a PPC Specialist and has spent over five years working in the industry. We invited him to join us on the show to chat about PPC management and whether brands should go in-house or use an agency. During the episode, Matthew talks us through the pros and cons of in-house PPC management compared with outsourcing to an agency. Matthew talks about the different reasons why businesses might want to move in-house, such as account spend and size. We also talk about how Algebra helps businesses to transition in-house when appropriate and what that onboarding process looks like. Finally, Matthew shares some quick-tips for in-house PPC managers to close out the main section of the episode. Two resources that he mentions are Occam's Razor by Avinash Kaushik and Start With Why by Simon Sinek.

Libor Pelikán působí jako vedoucí marketingového oddělení WPJ, marketingový manažer Pece pod Sněžkou, zakládající člen Digitálních architektů, autor projektu Nejčr, marketingový analytik a stratég. Během přednášky pana Pelikána vám bude představen byznys rámec STDC, který rozděluje zákazníky do čtyř fází nákupního procesu. Následně podle nich umožňuje přehledně vymýšlet a plánovat obsah, marketingové kanály a způsoby měření výsledků. STDC je superjednoduchý a v mnoha případech velmi funkční způsob, jak smysluplně řídit a vyhodnocovat celou marketingovou komunikaci firmy. Jedná se o přelomový byznys rámec, který v roce 2013 představil Avinash Kaushik, šéf analytiky Googlu.

Back in 2008 I had completed my first digital analytics & personalization project thanks to this blogpost from Avinash Kaushik Experimentation and Testing a Primer. Still today I read this blogpost as a simple guide to understand how to build personalization campaigns, even when I am building upon any complicated use cases. Avinash Kaushik has been a thought leader in the digital analytics & personalization/experimentation industry for multiple decades sharing his ideas that might have shaped digital businesses as we know today. While he writes regularly on his blog rightly titled Occam's Razor, he also publishes a weekly newsletter that I would stongly recommend to subscribe the Marketing Analytics Intersect Newsletter Image Credit : People vector created by pch.vector - www.freepik.com

How do the world's top Google ads experts develop their Google ads strategies and budgets? This week on The Inbound Success Podcast, WebSavvy founder Mike Rhodes breaks down his approach to helping his clients getting the most profit out of their Google ads strategies. Mike says it's at the margins where you make the most money from Google ads, and that means understanding how to measure incremental profits and incremental CPAs. He uses the concept of a profit curve to demonstrate this, and shares specific examples to illustrate his point that sometimes, higher CPAs are actually better for hitting your overall business goals. He also explains how to use Google Performance Planner to develop your plan. Check out the full episode, or read the transcript below, for details. Resources from this episode: Read Mike's blog post about the profit curve Get free access to the Google Ads Fundamentals course by AgencySavvy (use code PODCASTFUN for 100% off) Visit the WebSavvy and AgencySavvy websites Email Mike at mike@websavvy.com  Transcript Kathleen (00:00): Welcome back to the Inbound Success Podcast. I'm your host Kathleen Booth. And this week, my guest is Mike Rhodes, who is the founder and CEO of WebSavvy. Welcome to the podcast, Mike. Mike (00:41): Thank you, Kathleen. Lovely to be here. Kathleen (00:43): I'm excited to have you, and you're coming all the way from Australia. So I am winding my day down getting ready for happy hour. And you are just waking up over there. It's awesome to have you. You are a Google expert. In fact, I think if I'm not wrong, your Twitter handle is @theGoogleguy. Is that right? Mike (01:06): It is. Yeah. All my clients used to call me that back when I actually used Twitter back near for the last decade or the decade before that. Actually I think it probably was 2007ish. So yeah, just went with that and Google haven't asked for it back yet. Kathleen (01:22): I love it. It's a great Twitter handle. So speaking of Google and, and things related to it, maybe you could tell my listeners a little bit about yourself and what you do and also what WebSavvy is. Mike (01:35): Yeah. I've always loved the business of business. I've always loved growing businesses. I always knew I was never going to do the corporate thing. I guess, as kids we decide fairly early on we're either going to be just like our parents or the exact opposite of our parents. My dad did the corporate thing for 25 years and I think I worked out as an 11 year old, I ain't going to do that. I wanted to be a helicopter pilot, actually there's a whole tangent we could wander off down there. At six years old, I must have seen something on TV. Decided I wanted to fly helicopters. I actually went down that road. I learned to fly helicopters in Hawaii. Kathleen (02:14): That's like Magnum PI. Mike (02:16): Funnily enough, my boss was the pilot for Magnum PI. Kathleen (02:22): Stop it! No! Mike (02:22): So we would fly around Oahu and I learned to fly in the canyons of Kauai and flying around the volcanoes on Molokai. And when we would go around the Island one day, he took me to Higgins' ranch and we landed on the end of the pier. But it was in that thing where Higgins lived. I'm like, Oh my god! Kathleen (02:40): That is so Epic. I love that story. I was a big Magnum PI fan. Mike (02:46): Oh yes. For different reasons I'm guessing. I liked the helicopters. You liked the mustache. But it was, it was a good shot. Kathleen (02:51): I mean, all of it. I watched it with my brother. It was one of the shows that appealed to both of us. So that is a really cool story. Mike (03:00): I was still at uni at the time I went back to the UK. I grew up in the UK, if you haven't figured out the dodgy accent yet. And I ended up working for the most prestigious helicopter company in the UK. We had clients like, you know, the queen Bill Gates, Michael Schumacher, boy bands, all kinds of stuff. But I figured out right really quickly from talking to the guys and sadly, they were all men, all ex-military and they all could not wait to retire. And I thought, I do not want to spend the rest of my life in an industry, surrounded by people that can't wait to get out. So I left the UK, I headed for Australia. I went to New Zealand for three weeks. I stayed for three years and I started my first business there. A mate handed me two books as I was starting that business, the cashflow quadrant from Robert Kiyosaki and the E-Myth by Michael Gerber. Mike (03:53): And those two books changed my life. I built that business up over 18 months. I worked in the business for 12 days of the 18 months, sold it for a chunk of change. I moved to Sydney thinking, well, I'm not sure doing the helicopter thing. I've got a chunk of change. I thought I was semi retired. I started playing lots of bad golf. And I went to a Tony Robbins seminar. Gosh, I won't give you the whole story. Cause I could really wander off on a huge tangent here. But I came out of Tony Robbins seminar hair on fire. I wrote a letter to Gerber saying, you know, your book changed my life, yada, yada yada. And I'm a bit stuck. I love helping businesses. I don't know what to do next. And I got a phone call from him six weeks later from actually from his PA saying Michael is just walking out of a meeting. Mike (04:40): He'd love a chat. I'm like, Oh, this is the Michael Gerber, a hero of mine at the time. Long story short, he invited me to go to California and train with his team. That was Friday morning. He said, if you can be in California by Tuesday, we can get going. So I said, yes. And I jumped on a plane, flew to California. This is a month after nine 11. So fairly empty plane. America was a very interesting time, obviously back then. And ended up licensing the name E-Myth, being an E-Myth coach and consultant helping businesses grow. And I sucked at it. Because I would walk into these businesses. You know, here I am, this young guy. I've sold one business. I've had one business and I thought I was going to go in and systemize all of these businesses. And I'd get there and we'd start chatting. Mike (05:37): And, and they'd say, mate I just need more customers. I just need more patients. I just need, you know, more covers in the restaurant. When do we get to more customers bit? Well, you're lucky. It's good. But it's a system, you know, there are seven modules and that's module five. Okay. When do we get the module? Is that like day five week five. I'm like, Oh, most businesses month 10. Get out, get out. Like, I just want to buy a module five. Well you can't, it's a system. I'm not allowed to sell you module five. We've got to go. Cause you had to go through a mindset and building a team and systems and all of that stuff, which in hindsight was actually genius. But it wasn't what all of these businesses wanted. Kathleen (06:21): It's sort of like Maslow's hierarchy of needs, you know, like safety and things like that first. And that's why I think when people look at you, they're like, you just need to deliver more revenue. And then we can do the rest. Mike (06:32): Most businesses. If you went into most businesses and doubled the number of leads tomorrow, they would break. Those businesses would break something. And those businesses would break. So you kind of had to prepare for that before the leads. But of course, every business thinks that's the magic solution. If you just had more leads coming in the door, the dog wouldn't have died. The wife wouldn't have left. Like they wouldn't have fallen over and failed. So I sucked at it. And then I saw this guy, Perry Marshall, speak about Google ads. This is really, really early days in Google ads, 2004, excuse me. Google had only been around a couple of years. And I was just blown away. Like, what? You mean you only show ads to people that are searching for the exact thing that you sell? And you only pay if they're interested enough to click on your little ad and come to your website? And back then, you know, all the clicks were about five or 10 cents. Mike (07:29): It didn't really, you could do it quite badly and still make a lot of money. Oh my God, this is exactly what all of these businesses that I've been talking to. This is what they want and need. Sorry, Mr. Gilbert, not paying you any more money. I'm dropping all of that. And I pretty much started the agency then and there. I started trying to teach anybody. I came across about Google ads. I went back to my mastermind group hair on fire, like telling everybody about this thing. I would meet people at conferences and tell them about this new thing. And you know what, nine out of 10 people said mate, I don't care how it bloody works. Just do it for me, would you? Just do it for me. And so, yeah, that was really the genesis of WebSavvy. So that's what we do. Mike (08:16): We do it for brands all around the world, mostly Australia and the US. We're pretty much half and half between the two. We started with Google ads and an all of those things around Google ads, like Google analytics, you know, the data that runs everything, Google shopping, YouTube ads, that's all part of the Google system. And we also do a fair amount of Facebook ads these days for our clients as well. But we've really stuck to our leader. You know, we, we don't do SEO. We don't build websites or apps. We don't create content. We've stuck to our, our lane, which is acquisition. We, solved that problem that everybody told me they had 20 years ago. I just need customers. That's what we deliver for our customers. Kathleen (08:58): I love it. Mike, I got to say, you seem like the kind of person that I would really like to sit down and have a beer with because your stories are so good. What an interesting journey. Yeah, it's great. And I mean, I think I I'm so attracted to it because in some ways it's like mine, I've had an interesting career that's, it's almost like three careers in one where I started out working in international development consulting after college. And I did that for 10 years and I loved it and I was passionate about it. But then for various reasons, it didn't make sense anymore. And so I shifted gears and I opened my own marketing agency, which I had for 11 years. And then after 11 years, I sold that and now I'm working in-house as a marketer. Like they're just completely different paths and at every juncture, you know, you get excited about the next thing. Mike (09:53): And isn't it amazing though, at the time, if you had had to draw the path forward, it would be impossible. But when you look back all the dots line up and it makes complete sense that you are where you are. It was obvious that that led to that led to that led to that, but you could never have picked it go back 20, 25 years. You could never pick where you be now and what you end up doing, but all of those things that you learn along the way, help that next jump and that next decision. And, Oh, what's this over here. That looks interesting. And it's wonderful. Kathleen (10:27): Yep. You, and you have, you have to have done all those steps to wind up in this. It's so true. So true. So again, so let's talk about Google because this is, you know, anybody who's ever listened to this podcast knows that the question I ask at the end, which I will be asking you at the end is, you know, marketers are always saying that, that trying to keep up with the changing landscape of digital marketing is like drinking from a fire hose. And I always ask people how they do it. And I just think Google is a really interesting example of this because it is constantly changing. You know, you literally can make a full-time job out of just tracking algorithm updates and changes. And you know, and I, I'm a little obsessed with it. I, I, I heard a couple of sources that I follow for information on that. Kathleen (11:24): But you know, it is, it is a very constantly changing landscape and yes, it's very easy to check the box and do Google ads and probably do them very poorly. But unlike when you first started, I feel like today you can be flushing a lot of money down the toilet. If you do that. Whereas if you know what you're doing there, isn't, there is an opportunity, but, but there's a lot of intricacy to it. It seems to me you know, when you and I first spoke, I know I told you, my audience is pretty sophisticated. So this conversation is not going to be Google ads, one Oh one. I'm going to assume that most people listening, know the basics about Google ads. What I want to understand is if you are somebody who is relatively proficient in Google ads, you know, what are some of the things that you're seeing that work well that really can help those people level up. Mike (12:15): Great. Great. I love that because the fundamentals, if you haven't got those by now, you're probably not the least bit interested in getting online. Kathleen (12:26): You get them in a 40 minute podcast. Mike (12:30): I've, I've got a three hour course that I'm more than happy to give it to the listeners. That's what they want, but I don't think that's what we want here, Kathleen (12:38): Which by the way, we, I can include the link to that in the show notes. So if you want, yeah. Multitask. Mike (12:44): Yeah. So I being a pilot, I liken it to Google ads back in the day was like the cockpit of a Cessna, which if you've never been in a Cessna is a bit like being in your car, but there's even less instruments. It's basically a car that goes up and down a bit. There's, there's maybe three or four things that you need to keep an eye on. Google ads these days is like the cockpit of a 747, which none of us have been in either, but we can picture how complicated that must be with dials on the ceiling and surrounding. There was a lot of stuff going on and it really is, as you say, that last 10%, that makes all the difference. Google ads is, is pretty easy to do the first 50, maybe even 80%, it's pretty easy to get going. Mike (13:28): And as you say, tick the box, I'm doing Google ads, but are you squeezing the most profit out of it? And it's not really your fault if you're listening and that's where you're at, because Google are making it harder and harder for you to understand where your money's going, which bits are profitable, which bits aren't, they would love you to just to focus on the average, what's the average return I'm getting from this. And I have to say we may be forced into that world, right? With the cookie pocalypse that's coming and, and our tracking isn't going to be as perfect. Not that it ever was perfect, but it isn't going to be as, as granular and detailed as it has been over the past little while, we're going to have to be marketers again, which is fabulous for us marketers. It's a little scary for the, all the people that hide behind their spreadsheets and think they can optimize absolutely everything to the nth degree and somehow be successful. Mike (14:31): So there's that what I think we can dive into is, is incremental profit, an incremental CPA, because it's at the, at the margins where you really make the most money. So I've been thinking a lot since we first chatted a week or two ago, about how best to explain this without a whiteboard, a flip chart. So you're going to keep the numbers really, really simple, but I think it does help to have some numbers to illustrate this as we go through. So luckily you've got a really sophisticated audience, so we don't have to start with the basics. We understand what a break even point is. We understand how hard maximizing profit really can be. But we also understand that the different types of business, right, there are some businesses that absolutely need to make a profit on that very first sale. They think of marketing as a cost and they, they want to maximize the profit from that initial sale, even if they have a recurring business. Mike (15:33): So they're not selling one-off products like garage doors or coffins that's a one-off product. If you sell those, you need to make a profit on that first sale. But many of us are in businesses where some of our customers, not all, but some of our customers will come back and buy again. They'll refer us to other people. We need to think about lifetime value. And I know that's such a loaded phrase. And what do you mean by lifetime is that lifetime is that three years is that 90 days? Are we talking revenue? Are we talking profit? But the point is smart. Marketers like your audience listening, understand investing in marketing. It's not a cost. We're not spending, we are investing. We are acquiring leads because we know that if we build it, they won't come. You know, I'm sure you saw this a lot too. Mike (16:25): People would spend all of their money on the letterhead and the office and making everything look perfect. And then this big shiny website, and they wouldn't leave any leftover for marketing. There wouldn't be an investment left. So we need to invest to get more customers. So the way I would explain it is to say, let's take two situations, right? You've got this agency that you went to and they got you leads for $70. And he thought that seems a bit expensive to me. I'll fire them. I'll go to this other agency and they can get me leads for 30 bucks, which is best. Well, obviously we don't have enough data. We don't have enough information to make the right call yet because we don't understand what the breakeven is yet. We don't know anything about the business. What are the businesses goals? Well, okay. Mike (17:20): If we now say that the break even point is, let's say 150 bucks. So if you're getting me leads for 70, then you're making $80. Let's just, just for the sake of argument and let's say $80 profit on each lead. And if you're getting me leads for 30 bucks, there's 120 bucks left between 30 and one 50. So now it comes down to volume. How many leads were they getting at $70? The first agency, how many leads they get you, maybe they got you 200 leads a month. And then this other month, you moved to them and said, I need it to be cheaper. I have to get my cost per lead down because I'm thinking about this as a cost, but now they can only get you 50 leads a month. They could, they, they managed to get that $30 target, but there's a lot less leads. Mike (18:09): Well, total profit, obviously, is a combination of the two, how much profit are we making per lead? And what's the volume of leads. So without throwing more numbers at you, which I know is very difficult when you're just listening to this driving and trying to picture all these numbers in your head or working out or walking the dog picture a curve, right? So that curve starts at zero, zero on our X and Y axis. We starting at zero zero. If we don't pay anything but lead, we're not going to get any leads. So there's no profit at zero. I said, our breakeven was 150 bucks. So you can picture a curve that goes up, comes down and crosses this X axis. The X axis here is the CPA that the cost we are paying for each lead. If our average CPA is the same as our breakeven, then we're not making any money. Mike (18:59): So at a CPA of 150, we go from making a little bit to losing a little bit of money. Is that sort of clear so far? Kathleen (19:08): Yes. That makes sense. Mike (19:09): Beautiful. So at some point then in between zero and 150, we must be making money. So we've got a curve. It could take any kind of shape, but let's just picture a hill in between those two points and anything higher than 150, we're losing money. It doesn't matter how many leads we get. It could be a huge volume of leads, but we're losing every money. Every time we run an ad. Now, so the game then becomes depending on what your business goals are, a smart business might choose to grow at break even because the more leads I can get through the business, the faster I can grow. You know, I get more volume of leads. Mike (19:44): My website testing speeds up my email testing speeds up. I get more referrals. The value of my business increases. Assuming of course, that your business can handle that volume of leads. But let's back it up a bit for a second. Let's say, let's assume you do need to make a little bit of profit because most businesses do. Most businesses can't keep investing. Can't keep throwing money into their marketing with the hope that they're going to get a return on that a year down the track, or even six months down the track, they need to see that it's working. Quote, unquote. Note to self, don't drink fizzy kombucha just before jumping on podcasts. Kathleen (20:23): That's so funny. Cause I'm a big kombucha drinker too. Mike (20:31): It's lovely. And it's, it's cured my addiction to the other rubbish I used to drink. But. Kathleen (20:36): Yeah. Mike (20:38): So there's a point somewhere in between zero and 150 here where we're going to maximize our profit and the reality that, that trying to find the tippy top of that curve, that the absolute top of that Hill is actually really, really hard. And we live in a messy world. It's, it's not a nice smooth curve that we can draw and stick a pin in the map and go, yep. Okay, we'll go after that. So if we, if we chop the top of that Hill off, so if you can picture that a Hill and you chop the top off, so it's nice flat on the top. It's a plateau exactly. Tabletop mountain in Cape town. And you've now got this range and anywhere within that range. And I said, break even was 150. So let's just say for the sake of argument, $80 on the low side, $120 on the high side. They're the two edges of our plateau. Love that fact. Mike (21:33): So anywhere in there, we're making a really good amount of profit. Maybe we didn't get right to the top of the Hill, but we got really, really close. Anywhere in there we're making money. Now, if you're still with me, well done, first of all. But if I now say to you, which would you rather, would you rather get leads for $80 or $120? Almost everybody, really smart marketers included, will say 80 bucks. And it's the wrong answer for two massive reasons. Now, remember this is the same total profit at 80 and 120. The first reason is your customer. Isn't your customer, your first customer, these days in the world we live in is not the human being on the other end of the screen. Your first customer is the Google algorithm or the Facebook algorithm. You need to make the algorithm like you and make the algorithm want to show more and more of your ads so that the human beings on the other side, even get a chance to see your ads. Mike (22:39): Now, if you're offering 80 bucks and people in your market are offering 120, who does the machine want to give the traffic to the machine is going to take the 120 every single time. Remember it's the same total profit to your business, 80 or 120. So you must go the 120, otherwise you're just not going to get the leads. The second one is a little, so that's a bit more obvious once you, once you think about it, the second, one's a bit more counter-intuitive. And that is that if it's the same total profit, remember total profit is that, that gap, you know, the profit per lead, the gap between what we're paying 80 and the break even point, 150 multiplied by the total number of leads. So at $80, what's that gap, 70 bucks. And at 120, the gap is 30. I must be doing at least double the number, at least double the volume at 120 to end up with the same total profit, right? Ish. Yes. Kathleen (23:46): That makes sense. I'm terrible at math, but I'm actually following. So you're doing a good job. Mike (23:51): It sound like it would be because it just feels we've been taught that, you know, low numbers are good. High numbers are bad, it doesn't feel quite right. And yet if you draw the Hill and you chop the top off, you look at that plateau and that Hill represents profit. Then two points. There are the across the top of the plateau, it's all the same total profit. So I must be doing a lot more volume at one 20. And it's that volume. That's the kicker that speeds everything up. Assuming that your business can cope with that extra volume. All those things we've mentioned before, your website, your CRO testing, your email, split testing, the volume of referrals, the case studies and the testimonials that you're going to get the training opportunities for your team. Everything now proves your business value because you've got two, two and a half times the volume coming in. You've built the machine and that's what a lot of people buy when they buy your business. They're buying the machine that can drive more and more leads into your business like clockwork. So now everything is so much better now. Okay. Got it. Mike, maximize profit, not quite. Come down a little bit, find a plateau, find a range, pick the high end of the range. Mike (25:05): Awesome. How the hell do I do that? Mike (25:09): Back in the day, the only way to do that was testing. And you'd run some ads and you'd run some campaigns and you would test different CPA amounts and see what happened to volume. And yet all the time we'll hear from new prospects mate, you know, I'm getting leads for a hundred bucks, but I need them to be cheaper. To which our first answer is well, do you? Let's think about this? Let's really understand what the goal of your marketing is. Let's understand how you think about this cost or is it an investment? Let's think about what your break even point is and where you need to be. And now let's test around that. So that was the old way. Now Google has this wonderful, hidden, hardly used tool inside the Google ads machine. Now you do need to have a Google ads account running to use this, and the more data that you have, the more campaigns that you're actually running, the better. This will work, but I'm going to assume for a minute that your listener is running some Google ads, but like many agencies out there they've never heard of this tool. Mike (26:18): It's called the performance planner. So if you go up to the there's a little wrench icon up in the top, right of Google ads. When you get back to your computer and you're going to click on tools and then under tools, you'll find a list of about 20 different things in there. One of them is called the performance planner. And this has been around for about a year for search campaigns, but they just made it available to shopping campaigns as well. It's not available for display and video yet just for search and shopping. And when you fire up this tool you'll say to the machine, basically predict what's going to happen next month for this campaign or this group of campaigns. And the machine will draw you a nice curve that goes up into the right, and it looks like the more money you spend, the better you're going to do, but what it doesn't do it doesn't talk about profit. Mike (27:08): So we've built a little tool that will pull all of that data down out of Google, stick it into a spreadsheet for you. And now you can start playing with different scenarios and you can say what would happen if my breakeven was one 50? What if my breakeven was 200? What if my breakeven was a hundred and it will draw the profit curve for you? See Google are always going to give you that cumulative curve. It always goes up into the right. And it's very, very hard to tell from that what your incremental profits going to be, what the next bit you're going to gain is going to be. You can kind of do it. I'll give you the easy way first, which is it'll put a dot on that curve. And I'll say, here's where you are right now. But obviously we suggest you spend more money. Mike (27:53): If you wiggle that little dot around, you'll be able to see what happens to your number. So it'll say, you know, right now you're spending 50 grand and you're making 5,000 sales. And if you roll that dot up to the next point on the curve, it will say, if you spend 60 grand, you'll make 5,003 sales or whatever those numbers are going to be. And if you're really good at mass, you can kind of do that quickly in your head. And you'll be amazed at what this thing shows you, because it will tell you your average CPA, your average cost per lead, or your average sale price is whatever it is. And when you move that little dot and you start spending more money, the average barely changes. I was looking at one the other day. And the average went from something like $72 to $73. Mike (28:41): You go, well, that's okay. It doesn't seem like much. And yet when you do the math, you work out that those extra leads are costing you four or 500 bucks. And that probably isn't profitable. The business is aiming at 70, $80 a lead because that's profitable for the business. Maybe we can go up to a hundred, maybe 120, the four or 500 bucks a lead. You may use this tool and go, what the hell? Where are we spending all this money? And I think the reason that Google shows it this way is that if more advertisers knew about this tool and understood what it was really showing, they'd probably back off their spend a little bit. They're probably way past that, that plateau and heading down the other side of the Hill, sliding towards the big, nasty bit at the bottom, which is you are losing money. Mike (29:33): Every time you run an ad. And Google obviously are not going to make that obvious. They don't talk about profit on this, on this tool. They don't ask you what your break even point. They just say, your average just went from 72 to 73. How bad can it be? But if you start looking at some of the points, okay, so picture a curve that sort of goes up and flattens off. Then obviously, you know, you're getting diminishing returns at this point. You're, you're getting to the point where yes, you could spend more money and the machine will happily take your money. Don't don't, you know, Google made, what was it? 135 billion last year, Meghan, to take your cash. Same as we talked about before to advertisers, one offers 120, one offers, 80 who's the machine gonna reward. But if some numpty offers the machine 250, Google's going to take their money too. And you probably have some competitors in your market like that. Mike (30:30): Hopefully they won't be around too long. Hopefully they won't be able to run those ads all day, every day. And in a couple of months, they'll realize, Oh, we're going backwards quite quickly. We should probably stop that now. So you must, must must know your numbers, obviously all smart marketers. Do we understand lifetime value? We understand breakeven, but this, this tool makes it so easy. Now, if you know where to look to start to think about that incremental cost versus the incremental gain. And I think that's something that we all have to get better at as marketers. It used to be very, very complicated maths and very, very hard to do and a whole lot of testing. But now that this tool exists and I've spoken to the the product manager of the tool at Google, and they have absolutely no plans for this data to be available via the API. Mike (31:23): Anytime soon, it is not on the roadmap for the next year, at least. So they're not going to make it easy. I want to make it easy to pull all of that data out of there, stick it in a Google sheet, visualize it in data studio, however you prefer to work, but at least understand if I spend an extra 10 grand, what do I get for that? And what's my incremental gain. Is it really worth that extra spend? Or could I find somewhere else to go spend that? Do I take that over to my Facebook ads? Do I Chuck it into the new shiny toy, whatever it is this month insert shiny object here, or do I save it and tip it into something else and tip it into a surprising and delighting by clients or, or training my teams or something else? Sorry, I've done a lot of talking Kathleen (32:13): So interesting though, because I mean, you've, you're, I have a lot of thoughts that are kind of swimming around in my head right now, the first going back to the earlier part where you talked about like, if you could do it for 80 or 120 and both had the same thing, which would you do? And of course I would, I would have said 80. But then as you started talking about the, the value of volume, that was really interesting to me. And then it also got me thinking, what does, does that volume then become a springboard for growth in other channels, like referrals and word of mouth, you know, is it, is it like a snowball effect where you get more volume through your pay-per-click ads, campaigns, and that's just more customers. And as you said, assuming you're able to handle that volume and you're able to serve it well and delight your customers. Will they then not go and tell, you know, their friends and then you have the best kind of business, which is the word of mouth business, where your cost of acquisition is very, very low seeking you out. So that, that was interesting. And I've never thought about it that way before. Mike (33:19): Well, you did right? The value of volume. I'm going to steal that phrase. Thank you. I like that. Well, it just, it sums the whole thing up. But yeah, this is just the cost of that initial lead. And when we haven't started talking about lifetime value yet, or, or 90 day return or anything like that, or even the benefit of just having all of those people on your site, I mean, the social proof of the reviews that they're going to leave, because you have a program in place to grab reviews, and whether that's on your Google, my business page, or Product Hunt, or wherever you're collecting those reviews, the testimonials, the case studies. Your remarketing lists. I mean, okay, remarketing is going to change with third party cookies going away and so on. But most businesses that we see at least a huge part of their Facebook advertising is some form of warm audience. Mike (34:11): Whether that's an email list or a remarketing audience, if you've got two and a half, three times the volume of people coming through your website, think what that does to your remarketing. Think what that does to your Facebook traffic now, to the organic reach for your YouTube videos, because now you've got all of these people that are watching, which sends that algorithm a nice message to say, Hey, all of these people are watching this. They're finding value in it. Let's put this video in front of more people. Everything starts to, to grow. I think it was, it was Dan Kennedy that said the winner is not the business that can pay the list per customer. The winner is the business that can afford to pay the most. So if you can afford to pay one 20, if you can afford to pay one 50, you're going to win because you know, your numbers, you know, what that leads to, and you know, that ultimately you are going to be much better off for it. Now, if some businesses will, will be even a loss leader, right. Kathleen (35:12): A lot of startups that are well-funded are like that. Mike (35:15): Yes. Some, some somebody told me the other day that something like 40% of VC money goes into paid at 400% Kathleen (35:22): And it was blowing my mind. I I was looking at the the SEC filings for Shopify which is, you know, a huge success story. And I think if I remember correctly, they were saying they didn't expect to be profitable anytime soon. And, and, you know its very common with startups because they're really just trying to grow as quickly as possible to, to build up a massive audience and create an ecosystem and this and that. But, you know, you do have to sort of think about at what point is trying to compete with that stop making sense. Mike (35:57): I bet. And it feels like over the last 18 months or so, we've started to see a bit of a shift there away from, yeah, Shopify have done that. Amazon very famously didn't make a profit for a very, very long time. And when they finally did, everyone was a bit amazed. Tesla didn't make a profit for a very long time. Those story stocks though seem to be sort of padding it. People seem to be a little bit more, well, hang on a minute. Don't we need to make a profit at some point? Isn't that the sustainable business that we're trying to build here and not just burning someone else's money. So, yes, I think it's becoming more important. And I am very aware that at the same time, that we're sort of detailing out all of these numbers and drawing this curve, that, that marketing is going to get more fuzzy in the future. Mike (36:43): We're not going to be able to measure things quite as perfectly as we've measured, but we can still think about the trend. We can still take those overall concepts of, as you said, 80 versus 120, I would've picked 80, but now that you pointed out, yeah, actually I'm much better off. And it's the same profit. That's the, you know, mindblowing bit is it's exactly the same profit. So I, I have to be making it up in volume. Oh, that volume is worth so much more. To me, I'd be crazy to go back to paying 80 bucks or what many businesses asked for is we're paying 80, but we need 50. Kathleen (37:20): I think putting on my hat as an in-house marketer some of that is pressure from above, you know, where you're you're, if you are working for a CEO or a board that doesn't understand this concept they're looking to consistently lower CAC. And so they're going to be saying, you know, how come, how come that cost of acquisition is not coming down over time? You know, and so there's a, there's an educational element that I think is needed there from the marketer to, to the rest of leadership within the company, to understand kind of these concepts that you're talking about. But I also think what's interesting to me about this whole conversation. Is it points to kind of what you need to think about as a marketer when you enter into a relationship with an agency to do your paid ads, because so many, so many of the marketers that I know in my network don't have, full-time, in-house people that do this. Kathleen (38:18): Cause it's, they're either at a stage of growth where they need to outsource it, or they've recognized that it's something that's pretty specialized. And so coming to that relationship with more than just, you know, I want to keep my CAC below X, or I want you to consistently bring CAC down and get me lots leads, but coming to it, understanding your pro like the overall profit margins of the business and, and understanding just those, those core financials that are maybe are not necessarily looked at as part of the paid ads strategy is super important. And then knowing to hold your outsourced team responsible for factoring that into the strategy. Mike (38:59): Yes. Well, it comes back to it's the goal, what's the goal that you're giving your agency. And I think more and more the hybrid model is, is the right model. You know, like, as you say, it's changing so fast, do you really want, unless you're spending millions a month, do you really want somebody in house who's going to leave after 18 months running all that for you? You can't obviously outsource your marketing strategy to an agency that has to come from the CNO internally, but using those external skills in a fast changing environment. But what's the objective, what's the goal that you've given to your agency. If it's just keep reducing CAC, no matter what that isn't going to work, that's going to hit a point where, well, yes, we can get you a row as a 14, or we can get CAC down to 25, but at what cost, what does that do to volume? Because we can't triple volume and reduce CAC at the same time. We're good, but we're not magicians. What's the objective Kathleen (39:55): Point about, you know, we were talking about startups and high-growth startups and, and you know, if you're a company that's looking to raise another round of venture capital funding, or if you're looking to get acquired, that volume is so important, they want to see, they want to see acquisition fast growth. They don't want to see, Oh, like at the end of the day, having a lower CAC is nice, but that is not as important as, you know, we tripled our customer base. Mike (40:25): I, I, I know very little about say something like Y Combinator, but my understanding is it's, it's all down of that growth number, you know, are you growing at 10% month on month or whatever that, that number is for your business and have you sustain that? Are you improving that growth? Yeah, I'm conflicted by that. I get it. I understand why, because you've got to make a dent. You've got to get in there. You got to become something in the market. You've got to build that awareness, but at the same time, how much are you going to burn getting to that point, right. That's a different world for us. Kathleen (40:59): I guess if you have deep VC pockets behind you, you can burn a lot. No, that's so fascinating. So, so, you know, what would your advice be to marketers if they're looking at entering into a new relationship with somebody to do their paid ads, or if they're in a relationship, but they're thinking I need to take a fresh look at this. Like, what are, what's the information that they need to gather to come into this conversation in an informed way? Mike (41:27): That's a great question. I think at a minimum asking your agency, Hey, what happen if you know, what would happen If we allowed CAC to go up 10 bucks or 20 bucks, what would happen if we doubled our budget? What would happen if we reduced CAC? What would happen, but what would happen to what, what would happen to overall profit or first 90 day revenue? And let's be really, really clear about how we're measuring what works and defining how, what, what, what works is, sorry, I butchered that sentence, but you know what I mean? What's the definition of did this work and being really clear about that and being open to sharing all of those numbers from both sides. This is what we understand about our lifetime value. This is what we understand about our referral process. Yes, we're trying to fix this, but right now each person brings in 1.2 additional people like being really clear and transparent and sharing all of that. Mike (42:25): And back to your point about education, I think that's really cool. So maybe it's I will put some pictures up on our, some pictures, some images on a, on a blog post around this concept on our blog so that your listener can, can come and steal those images, download them, stick them in the PowerPoint for the CEO, for the board and say, zero, that's this point down here. Break even. That's this point over here, this is the Hill that we're going to die on. Actually, we're not, we're going to die on this plateau up here. Which one do you want to pay? And basically do the 30 second version of what we've been talking about and get your board to say, is it 80 or 120? And then when they say 80 go, I knew you'd say that, which is why you don't get a lollipop. And here's why we're going to go after one 20. Kathleen (43:11): I love that. I love that. Well, if you do this blog, I will definitely link to it in the show notes. And it's like the convince your boss letter that, you know, conferences give out, here's the letter you should give to your boss to convince them why you should go to the conference. This is the convince your boss letter for taking a different approach to your paid ads. Yeah, that's great. Well we are now at that point in the conversation where I get to ask you my two questions and I've already previewed that a little bit. So I'll ask you the first one which is, you know, the podcast is all about inbound marketing. Is there a particular company or an individual that you think is really knocking it out of the park with inbound marketing these days? Mike (43:54): You know, I was thinking about this a little this morning and I, yeah, I'm going to have to say a client name, but I am I'm conflicted because I'm not meant to mention client names, but look, if you're still listening at this point, you kind of go and look and tell me who is doing it really well here. I think ButcherBox who are, have grown and grown and grown in the States over the past three, four years. They just, they care so much about their customer, but also about the farmers that they support. And that story has just resonated. We're lucky enough to help them along their journey. I know they've got a happiness, really, really smart in-house team. And then they've got, you know, external SEO agency that we chat to a bit. And we look after paid ads. So we do Facebook. I don't think we even do Facebook for them. We just did the Google side for them. And so there's lots and lots and lots of people involved, but at the core of it two guys that really, really, really care about what it is that they're doing and what it is that, that, how they're making the world a better place. And I think people are just drawn to that. I think their content is absolutely fabulous who doesn't love candied bacon, I'm Australian. I have no idea what candied bacon is, but it sounds amazing. Kathleen (45:08): It's a uniquely American thing to, to put sugar on cured meats. Mike (45:14): Pancakes and bacon doesn't even make sense to people outside of America. Kathleen (45:19): It's funny that you say that. So, little story. I lived in Barcelona for a year after college. That's the thing I missed the most was pancakes. And I remember trying to explain what pancakes were to the people that I lived with. I lived with a family. And they were like crepes? And I'm like, no, that is not the same thing. There are pancakes. It's a foreign thing. All right. So butcher box, I'm now intrigued and we'll have to check them out. Second question is the one I mentioned earlier, which is how do you personally keep up to date, stay educated and stay on top of, you know, all these things that are constantly changing? Mike (46:01): In a word, curiosity, I guess. I mean, I love the business of business. So I read all the time. I get to go to a lot of conferences. I guess I figured out really, really, really early on that that was an investment in, in me, in my education, in my team, we have a role here. So we have a learning fund. Everybody has a learning fund of five grand per head, and it's frowned upon if you don't spend that. So we also have an unlimited Amazon policy. If you want a book, then buy it. Don't ask anyone for permission to go get it. So we've got a wonderful library out here, but the deal is, if you go off to a conference, if you go into a course and learn something, you have to come back and do a lunch and learn on what you got out of it. So it's an investment and, and everybody gets better because of it. I follow some, some smart guys like Avinash Kaushik. I think he thinks about data so wonderfully. He's such a wonderful presenter too. I had the absolute privilege of sharing the stage with him in Moscow a couple of years ago, and managed to sneak back to his green room. We all had our own green room and we all had our own personal assistant. Mike (47:13): So I asked my little personal assistant, like, could you get me into his green room? And we had the most wonderful chat about data, about parenting, about all sorts of stuff for half an hour. He was so gracious. This is before he went on stage when I'm usually a bit of a mess and I don't want to talk to anybody. And he's like, come in, have some of my free snacks. Let's chat about life. And the world is just such an entertaining, brilliant thinker. So Avinash I just saw an interview with Seth Godin the other day and just bought his new book. I haven't read it yet the practice, but I was chatting to my wife last night. She, she saw it on the counter. I mean, is he still going? I'm like, Oh yeah, she used to be in marketing. And, you know, she remembers purple cow and permission marketing. That was what, 20 years ago. And he's still wonderful. Kathleen (47:59): Yeah. He, and every day he comes up with something new seven and a half thousand blog posts. Yeah. It's pretty invincible. Mike (48:06): But most of all you learn by doing, I think so I learned from the team we learned from our clients where we're always trying new things. I try and invent a big new thing around Google ads every year. So that sort of forms the bulk of my, my talks back in the day where we went to conferences and gave talks. So I'm always thinking about how businesses can, can benefit, not just from Google ads, but you know, from, from marketing in general, from what's going to happen with no cookies, how are we going to track things? How does this play with this? How does paid ads play with SEO play with Facebook? How can we make it all better? My my latest little thing has been Google data studio and getting really deep into data studio and thinking of different ways to visualize the data. Mike (48:53): So it tells a better story. So, Oh, it's, it's, it's really quite bloody annoying and fiddly in some ways, but an incredible tool and Google are tipping a lot of resources in, you know, that team is growing fast and they are pushing out improvements to that all the time. So yeah, really, it's, it's, it's by doing and just continuing to get educated every day. I probably still spend at least an hour a day on my education. And I, I love it. I love learning. And I love teaching, I guess I've discovered I'm a teacher at heart. And that for me is that the reason that you learn is so that you can teach so that you can help other people with the stuff that you learned. So it's it's fun. It's not a choice. Kathleen (49:37): I heard a quote once and I don't know who said it, and I'm going to probably get the quote wrong, but it's something along the lines of you haven't truly learned something until you have successfully taught it. And I so believe that because the act of teaching forces you to really synthesize the information that you've taken in and, and to be able to then process it and help somebody else to understand it. That's so powerful. Mike (50:00): Yeah. To process it, to sort it out in the, in the right order and to, to know which pieces come, where and the, the relative importance of those pieces, if you, if you can explain it. Yeah. Kathleen (50:13): Yeah. Well, Mike, I feel like I could talk to you forever. I have to know, do you still ever fly helicopters? Mike (50:20): You know, I have not flown in over 10 years, so I, I definitely, I'm not legal to fly anymore. Kathleen (50:28): You probably don't have those, those hours that you need to come up. Mike (50:30): I don't. And you probably wouldn't really want to sit next to me while I, while I read that I would definitely have to go back to school to learn that one, but I will I will fly again when my daughters are old enough after I do lots of training, I would love to to fly them around actually thinking about it. It would be lovely to go back to Hawaii and and fly around Molokai and Maui. Again, it was such a beautiful part of the world. Yeah. Yeah. I'll take that. Excuse me. Kathleen (50:57): Awesome. Well, I love your story. I could talk to you forever. And this was a really interesting conversation. I definitely it's, I'm thinking differently about Google ads now than I was before we started, which I love, I love talking to anybody who gets me to challenge, you know, the way I think about things. So thank you. And I suspect there are going to be people listening who are going to have questions and want to dig a little deeper on this. So I will be putting some links into the show notes, but for those who are listening what's the best way for them to find you online and to learn more about WebSavvy. Mike (51:32): The best way is probably to head to WebSavvy. So WebSavvy.com.au, because we're down here in Australia. I do have that good Twitter handle. I'm not on Twitter much, so don't try and get me there, but just send me an email. I love this stuff. I love answering questions. So, or being challenged, if you, if you think half of what I said today was garbage and you disagree. I would love to hear that too, but if you have a question, if you would like us to take a second pair of eyes over an existing Google ads account, we can do that for you too. That's Mike M I K e@websavvy.com that I, you send me an email, ask me a question would love that. Kathleen (52:09): Fantastic. Okay. That email address is going to go in the show notes. Mike (52:12): I will write the blog and I will send you the link in the show notes too. Kathleen (52:16): Love it. And you're going to give me the link to your course for those who are potentially interested in learning some of the basics. So lots and lots and lots of resources from this episode. Thank you, Mike for that. And if you're listening and you enjoyed this as much as I did I would love it. If you would head to Apple podcasts or the platform of your choice and leave the podcast a review, let us know what you thought. That's how others find us. And of course, if you know somebody else, who's doing amazing inbound marketing work, tweet me at @workmommywork, because I would love to make them my next guest. That is it for this week. Thank you so much for joining me, Mike. Mike (52:52): Thank you, Kathleen. It was an absolute pleasure. I've had a lot of fun. Kathleen (52:55): Thanks. Me as well.

Meet Avinash Kaushik. Avinash helps executive teams, marketers, and data analysts leverage innovative digital strategies and emerging technologies to outsmart their competitors. He's the Digital Marketing Evangelist for Google, and a passionate teacher who shares his perspective frequently via multiple channels: a weekly newsletter (The Marketing Analytics Intersect), a bi-monthly blog (Occam's Razor), and two best-selling books that have been translated into over a dozen languages (Web Analytics: An Hour A Day and Web Analytics 2.0). * Visit Avinash on the Web at https://kaushik.net * Need help growth hacking your business, visit Sabir at https://growthbysabir.com * Check out all episodes of #ThisWeekWithSabir at https://growthbysabir.com/#articles Chapters 00:00 Sabir Welcomes Avinash Kaushik 12:48 Write to Teach 14:27 Think Book not Diary 16:29 Specificity is Important When Building a Brand 29:30 Product Analytics vs Web Analytics 30:21 Web Analytics vs Customer Analytics 31:31 Why Customer Analytics Are Important 36:35 Metrics vs KPIs 38:43 How Many KPIs Should You Have? 40:15 CPM is Useless, Stop Using It 41:28 What Are CPA and CAC? 42:45 One Efficiency Metric and One Effectiveness Metric 51:46 The Two Metrics that Matter 54:10 You Have More Homepages Than You Think 59:30 Stop Overvaluing Paid Media Currently, he is delving into all the ways artificial intelligence can speed up the generation of insights to inform strategy and automate day-to-day decision-making. Over the last couple of years, he has lead and contributed to the application of machine learning algorithms, both inside Google and for external developers. As always, Avinash passionately advocates for a smarter balance between faith and data. In service of that goal, he has pushed the industry to use a broader set of data – own, competitive, qualitative, quantitative – along with new applications of classic statistical models that form the foundation of data science. Avinash has received rave reviews for bringing his energetic, inspiring, and actionable insights to companies like Unilever, Chase, Hyatt, Porsche, IBM, Naspers, and Chanel. He has delivered keynotes at conferences in every corner of the world, including the Monaco Media Forum, The Art of Marketing, Synergy Digital, Travel Alberta, Resultados Digitais Summit, and Healthcare Strategy Summit. He is on the Advisory Boards of the University of Toronto Rotman School of Management, the University of California at Irvine's program on Web Intelligence, USC's Annenberg School's Media Impact Project, Udacity, and the charity Health4theWorld. Additionally, he is a frequent guest lecturer at universities such as Stanford, the University of Virginia, UCLA, and the University of Utah. Avinash has received industry honors including the Statistical Advocate of the Year award from the American Statistical Association, Rising Star award from the Direct Marketing Educational Foundation, and Most Influential Industry Contributor from the Digital Analytics Association. #ThisWeekWithSabir --- Support this podcast: https://anchor.fm/sabir-semerkant/support

O-M-G!!! Fifty episodes in the can. I can't believe it. Thank you so much to all of the guest who have been so gracious with their time and pure awesomeness. I started this podcasting journey on a firm foundation thanks to your collective generosity. For that I am truly thankful. In this episode I muse about some of the great points Avinash Kaushik makes in a recent post about artificial intelligence (AI) and the implication for marketers. The analyst role as we know it may soon be going the way of the dinosaur as we move from solving “known knowns” to solving for “unknown unknowns”. That, and what Avinash calls Complete Day One Knowledge. If you geek out about these sort of things as Avinash and I clearly do, then you won't want to miss this episode.   You'll Learn: Why you need to be reading everything Avinash Kaushik writes about AI (like I do). The difference between artificial intelligence (AI), machine learning (ML) and deep learning (DL) How Google and Facebook use AI and machine learning TODAY to keep us all inside “content bubbles”. How predictive analytics company Cambridge Analtica used machine learning to help elect Donald Trump as the 45th President of the United State. Why roles such as data analysts and diagnosing patients will be taken over by AI. Why you should be excited and not fearful of this brave new world.   3 Key Points:  The hype is real. AI isn't coming; it's here. Machine learning is actively used by Google and Facebook. Repetitive roles such as data analysts will soon be taken over by AI. Just breathe… all will be well. There will still be a place for humans.   Resources Mention: The Artificial Intelligence Opportunity: A Camel to Cars Moment Artificial Intelligence: Implications On Marketing, Analytics, And You SPOS #580 - Avinash Kaushik On Machine Learning And Artificial Intelligence For Marketing   Killer Resources:  Ready to go pro but aren't sure if College is the right choice for you? Get my Ultimate Digital Marketing College Guide. Like the podcast? Then you'll love the book! Grab Beyond Buzzwords on Amazon. In the last three months of the 2016 Presidential election fake news outperformed real news on Facebook. DON'T be taken advantage of. Our Digital Discernment course teaches you how to call B.S. online.   Support this podcast: Like what you hear? Consider becoming a patron at https://www.patreon.com/MarketingDisenchanted. I'm a small, independent podcaster so your support goes a long way in making sure I have the funds to keep the podcast going. Go to Patreon.com and check out my awesome pledge levels. You're doing a good deed and will be rewarded handsomely for it! Thanks in advance.   Like what you hear? Book me to speak! While podcasting is a personal joy of mine, nothing beats connecting with like-minded people in person. Go to ConsultTemi.com to book me for your next conference, meeting or event.   Let's Connect! Follow me on Twitter Connect on LinkedIn Shoot me an email: Temi at ConsultTemi.com (Sorry, had to break the email link to stymie the bots… damned bots.)

Welcome to episode #580 of Six Pixels Of Separation - The Mirum Podcast.  Here it is: Six Pixels Of Separation - The Mirum Podcast - Episode #580 - Host: Mitch Joel. He's back! Google's Digital Marketing Evangelist, bestselling author (Web Analytics - An Hour A Day and Web Analytics 2.0), powerful writer (Occam's Razor), friend and marketing big brain, Avinash Kaushik. His monthly posts may as well be business books, and his insights into what should really count today for marketing is refreshing. He's got an attitude, he is full of passion, and he has some ideas about what we all need to be thinking about in this day and age. More recently, Avinash also lauched his own, personal, e-newsletter titled, The Marketing-Analytics Intersect (you best sign up for it), and we're back to discuss why he is spending so much time thinking about and working on machine learning, artificial intelligence... and how marketing is going to change dramatically (along with everything else) once business leaders really get on board with it. Enjoy the conversation...  Running time: 1:11:39. Hello from beautiful Montreal. Subscribe over at iTunes. Please visit and leave comments on the blog - Six Pixels of Separation. Feel free to connect to me directly on Facebook here: Mitch Joel on Facebook. or you can connect on LinkedIn. ...or on twitter. Six Pixels of Separation the book is now available. CTRL ALT Delete is now available too! Here is my conversation with Avinash Kaushik. Occam's Razor. The Marketing-Analytics Intersect. Web Analytics - An Hour A Day. Web Analytics 2.0. Beneficial AI 2017 Conference. The e-mail Larry Page should have written to James Damore - The Guardian. Is your focus on faster camels? Follow Avinash on Twitter. This week's music: David Usher 'St. Lawrence River'. Download the Podcast here: Six Pixels Of Separation - The Mirum Podcast - Episode #580 - Host: Mitch Joel. Tags: advertising advertising podcast ai artificial intelligence audio avinash kaushik blog blogging brand branding business blog business book business leader business podcast business thinker david usher digital marketing digital marketing agency digital marketing blog digital marketing evangelist facebook google itunes j walter thompson jwt leadership podcast machine learning management podcast marketing marketing analytics intersect marketing blog marketing podcast mirum mirum agency mirum agency blog mirum blog mirum podcast ml occams razor social media twitter web analytics web analytics 20 web analytics an hour a day wpp

Marketing and markets are changing, and if you get left behind, so will your profits. That's what horse farmers found out too late after Henry Ford changed everything. And a digital shift of similar proportions is ongoing today. My guest today is on the leading edge of the shifts happening in digital marketing. As the host of the Onward Nation podcast and CEO of Predictive ROI, Stephen embraces the future of marketing and helps other businesses do the same. Particularly through business-to-business marketing in the podcasting sphere. And even though things are completely different now than they were 10 or 15 years ago in marketing, Stephen says business owners need to understand how it all works—even if they don't do it all themselves. You have to be engaged in the practical side of your business.   He learned this lesson in a big way when talking to Google's digital marketing evangelist, Avinash Kaushik. Stephen asked Avinash what he would tell a business owner who doesn't want to pay attention to the shift and all the new moving parts of digital marketing. The answer made a lot of sense. “Do you want to be rich, or do you want to be poor?” In this episode, we talk about some ways a business owner can stay current, talk about how podcasting has changed the game for many business owners, and how long-term trends will buck you if you're not paying attention. Regardless of your industry. Don't get left behind. Click play in the player above to hear this excellent interview with Stephen Woessner. Listen to this episode to hear Stephen Woessner tell me about growing and going with digital marketing and more: Managing inventory and cost at age 10. How checking a box can land you working on intercontinental ballistic missiles. Why delegating things you don't understand first is a bad idea. Using podcast guests as a prospect pipeline. Shooing your voice of doubt. How Stephen lost $250,000 in an early stage business despite having Darren Hardy and Ritz Carlton on his side. Why your value needs to come across clearly. What you can learn from a Greek immigrant with a third-grade education. Why Stephen's grandfather gave away tons of soup during the impression (Warning: Tear jerker moment, here.) A “silly” answer that's just about perfect. Books and resources mentioned in this episode: "Extreme Ownership: How U.S. Navy Seals Lead and Win,” by Jocko Willink and Leif Babin “The Small Business Owner's Handbook to Search Engine Optimization: Increase Your Google Rankings, Double Your Site Traffic...In Just 15 Steps – Guaranteed,” by Stephen Woessner “Increase Online Sales Through Viral Social Networking,” by Stephen Woessner “Profitable Podcasting: Grow Your Business, Expand Your Platform, and Build a Nation of True Fans,” by Stephen Woessner How to connect with Stephen Woessner: Onward Nation Podcast Predictive ROI Email Website Do this next to grow your company—without screwing up your life: Marketing is exhausting. Growing a company is hard work. But if winning at work keeps you from winning at home, you're losing at life. Can we clue you in on a little secret? You can have it all. Freedom to go big at the office and still go big for the ones you love. Apply for your free 30-minute Freedom Breakthrough Session to start making your ordinary home life extraordinary while making your work life even more awesome. Click here to change your life.

Welcome to episode #549 of Six Pixels Of Separation - The Mirum Podcast.  Here it is: Six Pixels Of Separation - The Mirum Podcast - Episode #549 - Host: Mitch Joel. Let's start this new year off right, shall we? He's back! Google's Digital Marketing Evangelist, bestselling author (Web Analytics - An Hour A Day and Web Analytics 2.0), powerful blogger (Occam's Razor), friend and marketing big brain, Avinash Kaushik. His monthly posts may as well be business books, and his insights into what should really count today for marketing is refreshing. He's got an attitude, he is full of passion, and he has some ideas about what we all need to be thinking about in this day and age. More recently, Avinash also lauched his own, personal, e-newsletter titled, The Marketing-Analytics Intersect (you best sign up for it), and we're back to look at what happened in 2016, what we see coming in 2017 and, what's exciting (but isn't going to happen any time soon) in the world of analytics and marketing. Enjoy the conversation...  Running time: 1:03:49. Hello from beautiful Montreal. Subscribe over at iTunes. Please visit and leave comments on the blog - Six Pixels of Separation. Feel free to connect to me directly on Facebook here: Mitch Joel on Facebook. or you can connect on LinkedIn. ...or on twitter. Six Pixels of Separation the book is now available. CTRL ALT Delete is now available too! Here is my conversation with Avinash Kaushik. The Marketing-Analytics Intersect. Occam's Razor. Web Analytics - An Hour A Day. Web Analytics 2.0. Follow Avinash on Twitter. This week's music: David Usher 'St. Lawrence River'. Get David's song for free here: Artists For Amnesty. Download the Podcast here: Six Pixels Of Separation - The Mirum Podcast - Episode #549 - Host: Mitch Joel. Tags: advertising advertising podcast analytics audio avinash kaushik big data blog blogging brand branding business blog business book business podcast business thinker data david usher digital marketing digital marketing agency digital marketing blog digital marketing evangelist facebook google itunes j walter thompson jwt leadership podcast management podcast marketing marketing blog marketing podcast mirum mirum agency mirum agency blog mirum blog Mirum podcast occams razor social media the marketing analytics intersect twitter web analytics web analytics 20 web analytics an hour a day wpp

Welcome to episode #503 of Six Pixels Of Separation - The Mirum Podcast.  Here it is: Six Pixels Of Separation - The Mirum Podcast - Episode #503 - Host: Mitch Joel. He's back! Google's Digital Marketing Evangelist, bestselling author (Web Analytics - An Hour A Day and Web Analytics 2.0), powerful blogger (Occam's Razor), friend and marketing big brain, Avinash Kaushik. His monthly posts may as well be business books, and his insights into what should really count today for marketing is refreshing. He's got an attitude, he is full of passion, and he has some ideas about what we all need to be thinking about in this day and age. More recently, Avinash also lauched his own, personal, e-newsletter titled, The Marketing-Analytics Intersect (you best sign up for it), and we're back to debate the entire marketing landscape. Enjoy the conversation...  Running time: 54:37. Hello from beautiful Montreal. Subscribe over at iTunes. Please visit and leave comments on the blog - Six Pixels of Separation. Feel free to connect to me directly on Facebook here: Mitch Joel on Facebook. or you can connect on LinkedIn. ...or on twitter.  Six Pixels of Separation the book is now available. CTRL ALT Delete is now available too! Here is my conversation with Avinash Kaushik. Occam's Razor. See. Think. Do. Care. Digital marketing ladders. Activate Tech and Media Outlook 2016 presentation. DigiDay - Gatorade's Super Bowl Snapchat filter got 160 million impressions. The Marketing-Analytics Intersect. Web Analytics - An Hour A Day. Web Analytics 2.0. Follow Avinash on Twitter. This week's music: David Usher 'St. Lawrence River'. Get David's song for free here: Artists For Amnesty. Download the Podcast here: Six Pixels Of Separation - The Mirum Podcast - Episode #503 - Host: Mitch Joel. Tags: activate tech and media outlook 2016 advertising podcast audio avinash kaushik blog blogging brand business blog business book business podcast david usher digiday digital marketing digital marketing agency digital marketing blog facebook gatorade google itunes j walter thompson jwt leadership podcast management podcast marketing marketing blog marketing podcast mirum mirum agency mirum agency blog mirum blog occurs razor see think do care snapchat super bowl the marketing analytics intersect twitter web analytics web analytics 20 web analytics an hour a day wpp

Hi, welcome to the online marketing show, this is Joey Bushnell and welcome to the online marketing news. First off, retargeting platform Perfect Audience announced perfect audience connect this week. This is where you can team up with other marketers and cross promote to each other's visitors, not only can you retarget your own website visitors but now you can show ads to the visitors of your partners websites so now you reach new people not just the same ones over and over again. AOL have released a new native ads for mobile unit. It will be exclusively for mobile sites and apps and the ads will be shown on AOL owned properties, places you probably didn't know AOL even owned like techcrunch and the huffington post. If you're into media buying it could be worth testing out. LinkedIn is launching two new partner programs... Sponsored updates partners and content partners. The sponsored updates program is designed to help you reach a your target audience on LinkedIn better and the content partners program aims to help companies find good original content producers to create content for them. Twitter has rolled out a new web profile which is now available to everyone. It has a new best tweet section, a pinned tweet feature and a filtered tweet feature. Your tweets that attracted the most engagement will appear larger than normal. It also has space for a larger profile picture and cover photo. Twitter has also released a new ad unit called website cards. It shows an image, some text, a call to action and a when users click they will land on a page on your website. This is a good thing for us advertisers, it means more real estate to play with, we aren't limited to boring plain text, 140 characters tweets with this kind of ad. And for UK Twitter advertisers, Twitter have improved their Geo Targeting options adding 9 regions in the UK... North West England, Yorkshire and The Humber, East England, West Midlands, South East England, South West England, North East England and the East Midlands. And they have still kept all the old ones too... London, Birmingham, Glasgow, Leeds, Liverpool-Manchester. Pinterest have announced guided search will help mobile app users find what they are looking for faster by adding relevant sub categories to the search results. This is just another reason for us marketers to make sure our pins and boards are all tagged and formatted correctly or they won't be found. Google have added 3 new features for app advertisers. In-app install ads can now target users on the display network based on previous apps they have installed and their usage of those apps. YouTube trueview companion for apps allows advertisers to show a video with a clickable call to action to download their app directly underneath and app deep linking for both search and display networks allows users of an app to open the app up to most relevant page within the app and start using it, a little bit like retargeting for apps. A few weeks back Leadpages announced the launch of their Marketplace and they officially opened the doors this week with their first template available for sale – The affiliate mini site, where you can pitch affiliates to promote for you and give them their links, banners and swipes. Perhaps the biggest online marketing launch coming up in the near future is Donald Wilsons FB ads cracked reloaded, where he teaches how to get cheap clicks on facebook ads, his last launch was a massive success and no doubt this one will be big too. In events... Copyblogger are hosting Authority Intensive in Denver, Colorado on the 7th – 9th of May. Speakers include Seth Godin, Darren Rowse, Brian eisenberg, Joanna Wiebe and many more. Chris Howard is hosting Wake Up Rich Live Weekend in Los Angeles, California on the 9th-11th of May. The business show 2014 is taking place in London, England on the 15th and 16th of May. This one is a massive event, over 250 seminars taking place, speed networking events, the angels den where you can pitch your business idea to angel investors and much more. American sales summit 2014 is being held in Las Vegas, Nevada on the May 15th – 19th. Speakers include loral langemeier, marshall slyver, Kevin Harrington, Daven Michaels, alex mandossian and Raymond aaron. David Neagle is hosting the breaking free live experience in Las Vegas, Nevada on the 15th -18th of May. O2 are holding a workshop called 11 ways to find new customers on LinkedIn. It's in London, England on the 22nd of May. Dov Gordon is holding a live event “one day jumpstart to a consistent flow of clients” in Washington DC on the 29th of May. James Malinchak is holding the Big Money Speaker Bootcamp in Los Angeles, California on the 29th of May to the 1st of June. The vocus marketing and PR conference called Demand success 2014 is being held in Washington DC on June the 5th and 6th. Speakers include Randi Zuckerberg and Avinash Kaushik, Chris Brogan and Laura Ries. Patrick Powers is holding a live workshop in London, England called the Irresistible Pitch on the 14th of June. Affiliate Summit East, New York, 10-12th of August. Huge line up of speakers and even the rapper Juicy J will be performing during the affiliate's ball, the official party of the affiliate summit.

Welcome to episode #370 of Six Pixels Of Separation - The Twist Image Podcast. I spent a few days in Silicon Valley this week. I was invited there to give the keynote address for Haystack Digital Marketing's Digital Summit At Mountain View, which took place at the Googleplex. Since I was in the neighborhood, I had to spend some quality time with a close friend and someone I consider to be one of the smartest minds in marketing today: Avinash Kaushik. Kaushik is the Digital Marketing Evangelist at Google and the bestselling author of Web Analytics - An Hour A Day and Web Analytics 2.0. Along with that, he is one of the most powerful marketing bloggers on the planet. His blog, Occam's Razor is a site to behold (intentional spelling). On July 22nd, he published another monster post (close to 4000 words) titled, See-Think-Do: A Content, Marketing, Measurement Business Framework and, once again, it's a blog post worthy of pushing further and deeper into a book. I hope he does just that. In the meantime, here's an in-depth conversation about this new marketing framework. It's an important discussion, so enjoy...   Here it is: Six Pixels Of Separation - The Twist Image Podcast - Episode #370 - Host: Mitch Joel. Running time: 50:04. Please send in questions, comments, suggestions - mitch@twistimage.com. Hello from Beautiful Montreal. Subscribe over at iTunes. Please visit and leave comments on the Blog - Six Pixels of Separation. Feel free to connect to me directly on Facebook here: Mitch Joel on Facebook. or you can connect on LinkedIn. ...or on twitter.  Six Pixels of Separation the book is now available. CTRL ALT Delete is now available too! In conversation with Avinash Kaushik. See-Think-Do: A Content, Marketing, Measurement Business Framework. Occam's Razor. Web Analytics - An Hour A Day. Web Analytics 2.0. Follow Avinash on Twitter. This week's music: David Usher 'St. Lawrence River'. Get David's song for free here: Artists For Amnesty. Download the Podcast here: Six Pixels Of Separation - The Twist Image Podcast - Episode #370 - Host: Mitch Joel. Tags: advertising podcast avinash kaushik blog blogging brand business book business framework business podcast content content marketing david usher digital marketing digital marketing evangelist digital summit at mountain view facebook google googleplex haystack digital marketing itunes marketing blogger marketing framework marketing podcast occams razor podcast podcasting see think do silicon valley twitter web analytics web analytics 20 web analytics an hour a day

Welcome to episode #329 of Six Pixels Of Separation - The Twist Image Podcast. It's hard to believe that Avinash Kaushik didn't turn his blog post, Facebook Advertising / Marketing: Best Metrics, ROI, Business Value, into a book. He should have. This one is a whopper. Over 10,000-plus words (and yes, do whatever it takes to make the time read it). What's interesting is that Avinash is the Digital Marketing Evangelist at Google. This doesn't mean that he only evangelizes for Google. He evangelizes about digital marketing. The blog post was so powerful, I was compelled to have him back on the show to talk about Facebook marketing and what the true opportunity is for brands and agencies. The best-selling business book author of Web Analytics - An Hour A Day and Web Analytics 2.0 doesn't disappoint. Take a listen and enjoy the conversation... Here it is: Six Pixels Of Separation - The Twist Image Podcast - Episode #329 - Host: Mitch Joel. Running time: 57:11. Please send in questions, comments, suggestions - mitch@twistimage.com. Hello from Beautiful Montreal. Subscribe over at iTunes. Please visit and leave comments on the Blog - Six Pixels of Separation. Feel free to connect to me directly on Facebook here: Mitch Joel on Facebook. or you can connect on LinkedIn. ...or on twitter.  Six Pixels of Separation the book is now available. CTRL ALT DEL is coming in Spring 2013. In conversation with Avinash Kaushik. Occam's Razor. Facebook Advertising / Marketing: Best Metrics, ROI, Business Value. Google. Web Analytics - An Hour A Day. Web Analytics 2.0. Follow Avinash on Twitter. This week's music: David Usher 'St. Lawrence River'. Get David's song for free here: Artists For Amnesty. Download the Podcast here: Six Pixels Of Separation - The Twist Image Podcast - Episode #329 - Host: Mitch Joel. Tags: advertising podcast avinash kaushik blog blogging brand business book david usher digital marketing facebook facebook advertising google itunes marketing marketing blogger marketing podcast online social network podcast podcasting social media web analytics 20 web analytics an hour a day

Welcome to episode #286 of Six Pixels Of Separation - The Twist Image Podcast. It's a New Year... so what does that mean? Well, if you ask Avinash Kaushik (the Digital Marketing Evangelist at Google and author of the best-selling business books, Web Analytics - An Hour A Day and Web Analytics 2.0), us Digital Marketers are going to be doing more... a whole lot more in the coming year(s). As big and fast as Social Media has changed the way that brands engage with consumers, things are going to evolve all that much more as location, mobile and more converge in this massive evolution. There's no doubt that both Avinash and I are bullish on these new opportunities, so you're going hear a lot of excitement and agreement on this episode, but it's also filled with our passion and desire to see our industry change and evolve at a much quicker pace. Please allow me to take this opportunity to wish you and your family a very healthy and Happy New Year. Enjoy the conversation... Here it is: Six Pixels Of Separation - The Twist Image Podcast - Episode #286 - Host: Mitch Joel. Running time: 52:56. Please send in questions, comments, suggestions - mitch@twistimage.com. Hello from Beautiful Montreal. Subscribe over at iTunes. Please visit and leave comments on the Blog - Six Pixels of Separation. Feel free to connect to me directly on Facebook here: Mitch Joel on Facebook. or you can connect on LinkedIn. ...or on twitter.  Six Pixels of Separation the book is now available. Episode #41 of Media Hacks is coming soon and it might feature:  Chris Brogan - New Marketing Labs - Co-author of Trust Agents, Man On The Go, Human Business Works, Third Tribe Marketing and Escape Velocity. C.C. Chapman - Managing The Gray - Digital Dads - Content Rules. Hugh McGuire - LibriVox - iambik audio - PressBooks. Christopher S. Penn - Blue Sky Factory - Marketing Over Coffee. Julien Smith - In Over Your Head - Co-author of Trust Agents. In conversation with: Avinash Kaushik. Blogger at Occam's Razor. Author of Web Analytics - An Hour A Day and Web Analytics 2.0. On top of that, he is also the Digital Marketing Evangelist for Google. Avinash's start-up: Market Motive. You can follow Avinash on Twitter too. This week's music: David Usher 'St. Lawrence River'. Download the Podcast here: Six Pixels Of Separation - The Twist Image Podcast - Episode #286 - Host: Mitch Joel. Tags: across the sound advertising avinash kaushik bite size edits blog blogging blue sky factory book oven cast of dads cc chapman chris brogan christopher s penn digital dads digital marketing digital marketing evangelist facebook facebook group google hugh mcguire in over your head itunes julien smith librivox managing the gray market motive marketing marketing over coffee media hacks new marketing labs occams razor online social network podcast podcasting pressbooks six pixels of separation social media 101 social media marketing strategy trust agents twitter web analytics 20 web analytics an hour a day

Welcome to episode #257 of Six Pixels Of Separation - The Twist Image Podcast. When will the Marketing Dinosaurs die? When will those who hold the keys to marketing power truly start shifting their ways to not only embrace these new Digital Marketing channels, but to use them to unleash the most power form of Marketing that has ever been created? This was the question that Avinash Kaushik and I discussed this passed week while we were both speaking at The Art of Marketing event in Vancouver (which also featured Gary Vaynerchuk, Guy Kawasaki, Bill Taylor and Ron Tite). Avinash - the Digital Marketing Evangelist for Google and bestselling business book author of Web Analytics - An Hour A Day and Web Analytics 2.0 is a regular on this show (and a close friend). His perspectives are always fresh and direct. As usual, he holds no punches. Enjoy the conversation... Here it is: Six Pixels Of Separation - The Twist Image Podcast - Episode #257 - Host: Mitch Joel. Running time: 46:35. Please send in questions, comments, suggestions - mitch@twistimage.com. Hello from Beautiful Montreal. Subscribe over at iTunes. Please visit and leave comments on the Blog - Six Pixels of Separation. Feel free to connect to me directly on Facebook here: Mitch Joel on Facebook. or you can connect on LinkedIn. ...or on twitter.  Six Pixels of Separation the book is now available. Look for episode #38 of Media Hacks coming soon and it might feature:  Chris Brogan - New Marketing Labs - Co-author of Trust Agents, Man On The Go, Human Business Works, Third Tribe Marketing and Escape Velocity. C.C. Chapman - Managing The Gray - Digital Dads - Content Rules. Hugh McGuire - LibriVox - iambik audio - PressBooks. Christopher S. Penn - Blue Sky Factory - Marketing Over Coffee. Julien Smith - In Over Your Head - Co-author of Trust Agents. In conversation with Avinash Kaushik. Recorded live at The Art of Marketing that also featured: Bill Taylor, Gary Vaynerchuk, Guy Kawasaki and Ron Tite. Blogger at: Occam's Razor. Author of: Web Analytics - An Hour A Day and Web Analytics 2.0. On top of that, he is also the Digital Marketing Evangelist for Google. Avinash's start-up: Market Motive. You can follow Avinash on Twitter too. This weeks music? A new surprise from David Usher. Download the Podcast here: Six Pixels Of Separation - The Twist Image Podcast - Episode #257 - Host: Mitch Joel. Tags: advertising avinash kaushik bill taylor bite size edits blog blogging blue sky factory book oven cast of dads cc chapman chris brogan christopher s penn david usher digital dads digital marketing facebook facebook group gary vaynerchuk guy kawasaki hugh mcguire in over your head itunes julien smith librivox managing the gray market motive marketing marketing over coffee media hacks new marketing labs occams razor online social network podcast podcasting pressbooks ron tite six pixels of separation social media 101 social media marketing strategy the art of marketing trust agents twist image web analytics web analytics 20 web analytics an hour a day

Welcome to episode #210 of Six Pixels Of Separation - The Twist Image Podcast. Avinash Kaushik (Analytics Evangelist at Google and the author of the best-selling business books, Web Analytics - An Hour A Day and Web Analytics 2.0) reached out to me about an idea for an episode of the Six Pixels of Separation podcast. Kaushik wanted to have a candid conversation not about what we've done right in business and in Social Media, but what we got wrong and what we learned from it. It's powerful to reflect on your mistakes and the outcomes, and it was also a fascinating conversation about Marketing, leadership, management, maturity, Social Media and every other nook and cranny we've both played in (and got ours knees scraped along the way). Feel free to add your mistakes below. Enjoy the conversation... Here it is: Six Pixels Of Separation - The Twist Image Podcast - Episode #210 - Host: Mitch Joel. Running time: 53:52. Audio comment line - please send in a comment and add your voice to the audio community: +1 206-666-6056. Please send in questions, comments, suggestions - mitch@twistimage.com. Hello from Beautiful Montreal. Subscribe over at iTunes. Please visit and leave comments on the Blog - Six Pixels of Separation. Feel free to connect to me directly on Facebook here: Mitch Joel on Facebook. or you can connect on LinkedIn. ...or on twitter.  In a perfect world, connect with me, directly, through Facebook. Six Pixels of Separation the book is now available. Episode #33 of Media Hacks will happen some time soon and it will feature:  Chris Brogan - New Marketing Labs - Co-author of Trust Agents. C.C. Chapman - Managing The Gray - Digital Dads. Hugh McGuire - LibriVox - Bite-Sized Edits - The Book Oven. Christopher S. Penn - Blue Sky Factory - Marketing Over Coffee. Julien Smith - In Over Your Head - Co-author of Trust Agents. A candid conversation with Avinash Kaushik about making mistakes (and what we have learned). Follow Avinash on Twitter. Analytics Evangelist at Google. Blogger at Occam's Razor. Author of Web Analytics - An Hour A Day and Web Analytics 2.0. Market Motive. David Usher - 'Kill The Lights'. Please join the conversation by sending in questions, feedback and ways to improve Six Pixels Of Separation. Please let me know what you think or leave an audio comment at: +1 206-666-6056. Download the Podcast here: Six Pixels Of Separation - The Twist Image Podcast - Episode #210 - Host: Mitch Joel. Tags: advertising avinash kaushik bite size edits blog blogging blue sky factory book oven cast of dads cc chapman chris brogan christopher s penn david usher digital dads digital marketing facebook facebook group google hugh mcguire in over your head itunes julien smith librivox managing the gray market motive marketing marketing over coffee media hacks new marketing labs occams razor online social network podcast podcasting six pixels of separation social media 101 social media marketing strategy trust agents twist image web analytics web analytics 20 web analytics an hour a day

Welcome to episode #189 of Six Pixels Of Separation - The Twist Image Podcast. Seth Godin wrote a seminal book called, All Marketers Are Liars. Avinash Kaushik tells us about how marketing connects and how to measure it in such a practical and real way, that some Marketers can't stand the honesty that comes out of his mouth. Maybe Kaushik should write a book called, Some Marketers Hate Avinash Kaushik? Along with being the Analytics Evangelist for Google (and Blogger over at Occam's Razor), Kaushik is also the best-selling author of two books, Web Analytics - An Hour A Day and Web Analytics 2.0. He's been a guest on this show on multiple occasions, and he never disappoints. Once again, Kaushik delivers. This episode is chock full of sound bites that will change the way you look at the Web and Marketing. Enjoy the conversation... Here it is: Six Pixels Of Separation - The Twist Image Podcast - Episode #189 - Host: Mitch Joel. Running time: 49:02. Audio comment line - please send in a comment and add your voice to the audio community: +1 206-666-6056. Please send in questions, comments, suggestions - mitch@twistimage.com. Hello from Beautiful Montreal. Subscribe over at iTunes. Please visit and leave comments on the Blog - Six Pixels of Separation. Feel free to connect to me directly on Facebook here: Mitch Joel on Facebook. or you can connect on LinkedIn. ...or on twitter. Facebook Group - Six Pixels of Separation Podcast Society. In a perfect world, connect with me, directly, through Facebook. Six Pixels of Separation the book is now available. Episode #25 of Media Hacks is coming soon and it features:  Chris Brogan - New Marketing Labs - Co-author of Trust Agents. C.C. Chapman - Managing The Gray - Campfire. Hugh McGuire - LibriVox - Bite-Sized Edits - The Book Oven. Christopher S. Penn - The Financial Aid Podcast - Marketing Over Coffee.   Julien Smith - In Over Your Head - Co-author of Trust Agents. In conversation with Avinash Kaushik. Blogger at: Occam's Razor. Author of: Web Analytics - An Hour A Day and Web Analytics 2.0. On top of that, he is also the Analytics Evangelist for Google. Avinash's start-up: Market Motive. David Usher - 'Kill The Lights'. Please join the conversation by sending in questions, feedback and ways to improve Six Pixels Of Separation. Please let me know what you think or leave an audio comment at: +1 206-666-6056. Download the Podcast here: Six Pixels Of Separation - The Twist Image Podcast - Episode #189 - Host: Mitch Joel. Tags: advertising analytics evangelist avinash kaushik bite size edits blog blogging book oven campfire cast of dads cc chapman chris brogan christopher s penn david usher digital marketing facebook facebook group financial aid podcast google hugh mcguire in over your head itunes julien smith librivox managing the gray market motive marketing marketing over coffee media hacks new marketing labs occams razor online social network podcast podcasting six pixels of separation social media marketing trust agents twist image twitter web 20 web analytics web analytics 20 web analytics an hour a day

Welcome to episode #168 of Six Pixels Of Separation - The Twist Image Podcast. I had a very unique opportunity this past week. I was invited to give a speech at the first-ever National Sales Conference for Google. With nearly 3000 people in attendance, I was the only non-Google employee speaker. One of the Google employee speakers was Avinash Kaushik - their Analytics Evangelist, Blogger at Occam's Razor and the author of the best-selling business book, Web Analytics - An Hour A Day. He has a very special announcement about his recently completed second book and - as always - makes all of us a lot more passionate about the Web. Enjoy the conversation... Here it is: Six Pixels Of Separation - The Twist Image Podcast - Episode #168 - Host: Mitch Joel. Running time: 25:09. Audio comment line - please send in a comment and add your voice to the audio community: +1 206-666-6056. Please send in questions, comments, suggestions - mitch@twistimage.com. Hello from Beautiful Montreal. Subscribe over at iTunes. Please visit and leave comments on the Blog - Six Pixels of Separation. Feel free to connect to me directly on Facebook here: Mitch Joel on Facebook. or you can connect on LinkedIn. ...or on twitter. Facebook Group - Six Pixels of Separation Podcast Society. In a perfect world, connect with me, directly, through Facebook. Six Pixels of Separation the book is now available for pre-order. Media Hacks #16 will be out next week featuring:  Chris Brogan - New Marketing Labs - Co-author of Trust Agents. C.C. Chapman - Managing The Gray - Advance Guard. Hugh McGuire - LibriVox - The Book Oven. Christopher S. Penn - The Financial Aid Podcast - Marketing Over Coffee. Julien Smith - In Over Your Head - Co-author of Trust Agents (a little late, but present). In conversation with Avinash Kaushik. Live from the first-ever National Sales Conference for Google in San Francisco. Author of Web Analytics - An Hour A Day. Blogger at Occam's Razor. By day: Analytics Evangelist at Google. Avinash gets "passionate" in this book, not "angry." Big announcement: Avinash has a new book coming out and it's called, Web Analytics 2.0. Music: David Usher - 'Kill The Lights'. Please join the conversation by sending in questions, feedback and ways to improve Six Pixels Of Separation. Please let me know what you think or leave an audio comment at: +1 206-666-6056. Download the Podcast here: Six Pixels Of Separation - The Twist Image Podcast - Episode #168 - Host: Mitch Joel. Tags: advance guard advertising analytics evangelist avinash kaushik blog blogging book oven cc chapman chris brogan christopher s penn david usher digital marketing facebook facebook group financial aid podcast google hugh mcguire in over your head itunes julien smith librivox managing the gray marketing marketing over coffee media hacks new marketing labs occams razor online social network podcast podcasting san francisco six pixels of separation social media marketing trust agents twist image twitter web 20 web analytics web analytics 20 web analytics an hour a day

In this month's podcast we were lucky enough to have the pleasure of interviewing one of the world's most respected web analytics gurus Avinash See acast.com/privacy for privacy and opt-out information.

Welcome to episode #152 of Six Pixels Of Separation - The Twist Image Podcast. This could well be one of the most energized conversations about Digital Marketing I've had in ages. Avinash Kaushik (Analytics Evangelist, Google) and I were both in Orland for the Aquent CRE8 Summit this past week. We had our own little Social Media Breakfast and this is the result. Imagine, all of this and they didn't even have Red Bull for Avinash. Enjoy the conversation... Here it is: Six Pixels Of Separation - The Twist Image Podcast - Episode #152 - Host: Mitch Joel. Running time: 35:28. Audio comment line - please send in a comment and add your voice to the audio community: +1 206-666-6056. Please send in questions, comments, suggestions - mitch@twistimage.com. Hello from Beautiful Orlando. Subscribe over at iTunes. Please visit and leave comments on the Blog - Six Pixels of Separation. Feel free to connect to me directly on Facebook here: Mitch Joel on Facebook. or you can connect on LinkedIn. ...or on twitter. Facebook Group - Six Pixels of Separation Podcast Society. In a perfect world, connect with me, directly, through Facebook. BookCamp Toronto - June 6th, 2009 - MaRS Discovery District. The Road to Six Pixels of Separation - The Book - coming soon. Media Hacks - new episode coming soon featuring:  Chris Brogan - New Marketing Labs - Co-author of Trust Agents. C.C. Chapman - Managing The Gray - Advance Guard. Hugh McGuire - LibriVox - The Book Oven. Christopher S. Penn - The Financial Aid Podcast - Marketing Over Coffee. Julien Smith - In Over Your Head - Co-author of Trust Agents. In conversation with Avinash Kaushik Analytics Evangelist at Google. Author of Web Analytics - An Hour A Day. Blogger at Occam's Razor. Music: The Shakes - 'Liberty Jones'. Please join the conversation by sending in questions, feedback and ways to improve Six Pixels Of Separation. Please let me know what you think or leave an audio comment at: +1 206-666-6056. Download the Podcast here: Six Pixels Of Separation - The Twist Image Podcast - Episode #152 - Host: Mitch Joel. Tags: advance guard advertising analytics evangelist avinash kaushik blog blogging book oven bookcamp bookcamp toronto cc chapman chris brogan christopher s penn digital marketing facebook facebook group financial aid podcast hugh mcguire in over your head itunes julien smith librivox managing the gray marketing marketing over coffee mars discovery district media hacks new marketing labs occams razor online social network podcast podcasting six pixels of separation social media marketing the shakes trust agents twist image twitter web 20 web analytics web analytics an hour a day

Welcome to episode #98 of Six Pixels Of Separation - The Twist Image Podcast. After spending the week at emetrics in Toronto and then a couple of days with Bryan Eisenberg and Avinash Kaushik, I think you'll hear plenty of fodder about the Digital Marketing landscape. There are some great audio comments, a new Greenfields Report and a very cool conversation with Collin Douma from Radical Trust and Social Media Group all about identifying influential Bloggers and how Marketers can better navigate the Social Media landscape.  Enjoy the conversation... Here it is: Six Pixels Of Separation - The Twist Image Podcast - Episode #98 - Host: Mitch Joel. Running time: 50:03. Audio comment line - please send in a comment and add your voice to the audio community: +1 206-666-6056. Please send in questions, comments, suggestions - mitch@twistimage.com. Hello from Beautiful Montreal. Subscribe over at iTunes. Please visit and leave comments on the Blog - Six Pixels of Separation. Facebook Group - Six Pixels of Separation Podcast Society - please join (we have over 1360 members). Check out my other Podcast, Foreword Thinking - The Business And Motivational Book Review Podcast - sponsored by HarperCollins Canada. Foreword Thinking - Episode #9 featuring Beth Lisick. Beth's new book is: Helping Me Help Myself - One Skeptic, 10 Self-Help Gurus, and a Year on the Brink of the Comfort Zone. emetrics Toronto. iPerceptions - 4Q. Bryan Eisenberg - Call To Action - Waiting For Your Cat To Bark? - Future Now Inc. - GrokDotCom. WebCom Montreal – May 14th, 2008. CMA – Canadian Marketing Association - Digital Marketing Conference. Avinash Kaushik - Web Analytics - An Hour A Day - Occam's Razor - Google. InfoPresse – Web Analytics Day – April 16th. Montreal Geek Dinner with special guest Avinash Kaushik – April 15th. CMA – Canadian Marketing Association – National Convention and Trade Show – May 12th – 14th. Seth Godin. Dan Ariely - Predictably Irrational. W. Mitchell. Penelope Trunk – Brazen Careerist. Shop.org – Online Marketing Workshop – April 7th – 9th – Scottsdale, Arizona. Keeping it Together When Losing Control - How to Create a Customer-Centric Environment in a Web 2.0 World where Customers are in Charge. Web 2.0 University. ACA – Association of Canadian Advertisers – Continuing The Conversation. Joseph Jaffe – Jaffe Juice – Life After The 30-Second Spot – Join The Conversation. Greenfields Report – Bernard Goldbach – Podcasting.ie – InsideView.ie. And as a video: http://qik.com/video/49545. Audio Comment – Neville Hobson – For Immediate Release. Collin Douma responds to last week's audio comment by Robin Browne – DaBizBlog. In Conversation with Collin Douma – Radical Trust – Social Media Group. Six Points of Separation – Six Ways To Create A Better User Experience Online: 1. Keywords. 2. Personas. 3. Scent. 4. Target. 5. Clutter. 6. Participation. Six Pounds of Sound – C.C. Chapman – Advance Guard – Managing The Gray – Accident Hash. Zach Ashton - 'Ocean'. Please join the conversation by sending in questions, feedback and ways to improve Six Pixels Of Separation. Please let me know what you think or leave an audio comment at: +1 206-666-6056. Download the Podcast here: Six Pixels Of Separation - The Twist Image Podcast - Episode #98 - Host: Mitch Joel. Tags: 4q aca advertising association of canadian advertisers avinash kaushik bernard goldbach beth lisick blog blogging blogroll brazen careerist bryan eisenberg business call to action canadian marketing association cc chapman cma collin douma dabizblog dan ariely digital marketing digital marketing conference facebook for immediate release foreword thinking future now inc geek dinner google greenfields report grokdotcom harpercollins canada influential bloggers infopresse iperceptions itunes jaffe juice joseph jaffe managing the gray marketing montreal motivational books neville hobson occams razor online marketing workshop online social network penelope trunk podcast podcasting radical trust robin browne seth godin shop org six pixels of separation social media group social media marketing twist image w mitchell waiting for your cat to bark web 20 web analytics webcom zack ashton

Welcome to episode #78 of Six Pixels Of Separation - The Twist Image Podcast. This week there is an incredible conversation with Avinash Kaushik from Google all about online marketing, web analytics, the fluid web, widgets and more live from the Googleplex in Mountain View, California. Avinash's passion is infectious... just take a listen. We look at what Marketers can do (and learn) to be more effective with their online marketing spend, and what the immediate future of the Web looks like. Always fascinating, always engaging, this is a conversation you do not want to miss. We also have a few audio comments (there are many more, but please keep them coming) that cover everything from Facebook and privacy to a real-world small world story in the making. Enjoy this conversation... Here it is: Six Pixels Of Separation - The Twist Image Podcast - Episode #78 - Host: Mitch Joel. Running time: 49:23. Audio comment line - please send in a comment and add your voice to the audio community: +1 206-666-6056. Please send in questions, comments, suggestions - mitch@twistimage.com. Hello from Beautiful Montreal. Subscribe over at iTunes. Comments are now live on the new Blog - sixpixels.com/blog. Facebook Group - Six Pixels of Separation Podcast Society - please join (we have over 1150 members). Check out my other Podcast, Foreword Thinking - The Business And Motivational Book Review Podcast - sponsored by HarperCollins Canada. Foreword Thinking - episode #7 is now live and features Ben Mezrich - author of the books, Rigged, Bringing Down The House and more. Webcom Montreal. Canadian Marketing Association Awards. Twist Image wins the Digital Innovation Award. Audio Comment – Robert Cotter – Fixion Media. Audio Comment – Connie Crosby – Canadian Law Librarian. Audio Comment – Sebastian Kiel – Speaking English Podcast. Does anyone know the Card Collector's Corner in Pembroke, Ontario run by Marshall Burton? In Conversation from the Googleplex - Avinash Kaushik - Analytics Evangelist, Google – Occam's Razor – Web Analytics – An Hour A Day. Googleplex trip review - CommerceThink '07 - Google. About 25 minutes. Topics covered: The Fluid Web. Widgets. Google Analytics. Event logging model for Google Analytics. Tracking applications in Facebook. How Marketers will win moving forward. Understanding your Bounce Rate. Your Website and relevance… and why we suck. Using search as an acquisition tool. Your birthright as a Marketer. Why Google gives everything away for free. How to save money on your advertising – ego-bidding. Microsoft and their free web analytics tool. How can Marketers not be scared of Web Analytics? All proceeds from Avinash's book – Web Analytics – An Hour A Day – goes to charity. The Smile Train. Medecins Sans Frontiers. Six Pounds of Sound with C.C. Chapman – Accident Hash - Managing The Gray – The Advance Guard. Edwin Derricutt - Symmetry. Please join the conversation by sending in questions, feedback and ways to improve Six Pixels Of Separation. Please let me know what you think or leave an audio comment at: +1 206-666-6056. Download the Podcast here: Six Pixels Of Separation - The Twist Image Podcast - Episode #78 - Host: Mitch Joel. Tags: advertising avinash kaushik bounce rate business canadian marketing association cc chapman connie crosby digital innovation award digital marketing edwin derricutt facebook fixion media foreword thinking google google adwords google analytics googleplex itunes marketing medecins sans frontiers microsoft motivational books online advertising podcast podcasting rob cotter sebastian kiel six pixels of separation smile train social media marketing speaking english podcast twist image web analytics

Welcome to episode #71 of Six Pixels Of Separation - The Twist Image Podcast. In this episode, we take a deeper look into what people are looking for (and why) when they visit a Website. This episode has an amazing CarCast with Bryan Eisenberg and Avinash Kaushik. There's even a Six Points of Separation tie-in. This is a deep one with tons of philosophy and insights about consumers, their online experiences, voice of the customer, and where the Web will (hopefully) go. I am also playing with the length of the show and would love to know what you think. Enjoy this conversation... Here it is: Six Pixels Of Separation - The Twist Image Podcast - Episode #71 - Host: Mitch Joel. Running time: 37:10. Audio comment line - please send in a comment and add your voice to the audio community: +1 206-666-6056. Please send in questions, comments, suggestions - mitch@twistimage.com. Hello from Beautiful Montreal. Subscribe over at iTunes. Comments are now live on the new Blog - sixpixels.com/blog. Facebook Group - Six Pixels of Separation Podcast Society - please join (we have over nine hundred and fifty members). Have you checked out my other Podcast, Foreword Thinking - The Business And Motivational Book Review Podcast - sponsored by HarperCollins Canada? IAB Canada - Interactive Advertising Bureau - Social Media Marketing full-day seminar:  Montreal, Quebec - October 10th, 2007. InfoPresse - Chris Anderson event - Wired Magazine - The Long Tail. CarCast with Bryan Eisenberg and Avinash Kaushik. Bryan Eisenberg - Future Now - Call To Action - Waiting For Your Cat To Bark - GrokDotCom. Avinash Kaushik - Ocam's Razor -Analytics Evangelist for Google - Web Analytics - An Hour A Day. Six Points of Separation - Six Questions Surrounding Web Analytics - Inspired by Avinash Kaushik's The Three Greatest Survey Questions Ever: What are you looking to track? What will you do with this information? Who are your visitors? What is the purpose of your visit to our Website today?* Were you able to complete your task today?* If you were not able to complete your task today, why not?* * - indicates these are Avinash's questions. No Six Pounds Of Sound this week. Please join the conversation by sending in questions, feedback and ways to improve Six Pixels Of Separation. Please let me know what you think or leave an audio comment at: +1 206-666-6056. Download the Podcast here: Six Pixels Of Separation - The Twist Image Podcast - Episode #71 - Host: Mitch Joel. Tags: avinash kaushik bryan eisenberg carcast chris anderson facebook foreword thinking google grokdotcom iab canada infopresse itunes long tail ocams razor podcast six pixels of separation social media twist image web analytics wired magazine