Avinash Kaushik Keynote At SES NY Pushes Marketing Focus

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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:

@meg_hartley @avinash was amazing! Likely the highlight of the entire #sesny event. 4 minutes ago via HootSuite ·  Reply ·  Retweet ·  Favorite · powered by @socialditto

@avinash keynote was funnier than I thought it would be. #sesny #ppcchat 18 minutes ago via Mobile Web ·  Reply ·  Retweet ·  Favorite · powered by @socialditto

Avinash 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

Companies 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

Loved @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

"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

Optimize 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

Surprised 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

As 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

So @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.

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.

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