Google Digital Marketing Evangelist Avinash Kaushik opened Search Engine Strategies New York this morning with a keynote, which was largely advising digital marketers to get better and more focused in their marketing strategies.
It just so happens that Google announced new social reports for Google Analytics to help marketers do just that.
Here’s one brief video one audience member uploaded to YouTube:
Based on the Twitter reaction, the keynote went over very well with the audience:
@lisapeyton
Lisa Peyton@meg_hartley @avinash was amazing! Likely the highlight of the entire #sesny event.
4 minutes ago via HootSuite · Reply · Retweet · Favorite · powered by @socialditto
@ShaneAJennings
Shane Jennings@avinash keynote was funnier than I thought it would be. #sesny #ppcchat 18 minutes ago via Mobile Web · Reply · Retweet · Favorite · powered by @socialditto
@AlbumOfThoughts
Ally MookerjeeAvinash Kaushik: All the Big Data in the world doesn’t mean a thing if decision makers can’t act on it. all http://t.co/JOZDADu6 #BigData 2 hours ago via Buffer · Reply · Retweet · Favorite · powered by @socialditto
@theeagleacademy
Eagle AcademyCompanies are no longer the centre of the universe…. Companies no longer have the right to shout a message…. Avinash #sesny 2 hours ago via twitterfeed · Reply · Retweet · Favorite · powered by @socialditto
@nagini_i
Nagini IndugulaLoved @avinash at #SESNY on economic value attr to channels, Wish he spent more time on how to get to that optimal channel mix using data. 3 hours ago via web · Reply · Retweet · Favorite · powered by @socialditto
@nagini_i
Nagini Indugula“Giving credit to firstclick in MultiChannel attribution is like giving credit to my first girl friend for marrying my wife” – @avinash #LOL 3 hours ago via web · Reply · Retweet · Favorite · powered by @socialditto
@nagini_i
Nagini IndugulaOptimize for economic value says @avinash at #SESNY which includes both marco & micro conversions, not just for the short term marco ones. 3 hours ago via web · Reply · Retweet · Favorite · powered by @socialditto
@unbuttonmyeyes
Violet LuccaSurprised at how common sense most of @avinash‘s advice was. Don’t waste time on stuff that doesn’t have impact in the real world…#SES 4 hours ago via web · Reply · Retweet · Favorite · powered by @socialditto
@maureensweet
Maureen SweetAs a student, @avinash‘s keynote at #sesny completely blew me away. So pumped to learn more about digital marketing! 4 hours ago via Twitter for iPhone · Reply · Retweet · Favorite · powered by @socialditto
@rpmkel
Rich KelleySo @avinash sold & signed 100 copies of his new book & now they’re all gone before I could get one. So where’s the @Wiley booth? #SESNY 2 hours ago via Seesmic · Reply · Retweet · Favorite · powered by @socialditto
Ashley Zeckman at TopRank Online Marketing Blog put together a nice recap of the keynote with 7 things he taught her about optimization. She provides more explanation, but these essentially boiled down to: don’t just optimize for a small group of people, identify both micro and macro conversions, focus on a more broad scale, salary should be based on economic value you deliver, figure out how to move past the 2% (because it only delivers short-term value) and understanding/testing/being “less wrong” are the key things to do when participating in multiple channels.
aiClear Blog has a more in-depth piece on the keynote, concluding with Kaushik’s “high-level takeaways”:
1. Focus on measuring holistic success.
2. Be less wrong over time. Understand, test, learn.
3. Rethink social. Dig into the So what?, Where?, and Why? .
4. Stop guessing. Use controlled experiments.
5. Have insane focus. Have a clear line of sight.
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