Powering up Analytics

At Ad:Tech, I attended a great Google session on Web Analytics presented by Avinash Kaushik. Avinash has written a book called Web Analytics - An Hour a Day, which I highly recommend as it demystifies and breaks down the key concepts on Analytics that will make you better Marketing 2.0 marketer.

One key point was to share the data with all the key people in your business - however make sure that you forward the right reports to the right people, thus engaging people in your cause, while eliminating the reports that cause complex decision making - allowing you to experiment with improving the performance.

Another key point was that you should spend 90% in changing and improving and 10% on reviewing the past data - apparently most people do the opposite. Here is a link a previous video presso of Avinash.

For more insights, buy the book and subscribe to Avinash's Blog.

Happy Marketing.

Preaching to the Converted - Ad:Tech Sydney

Ad:Tech is due in Sydney this week - Wednesday 12th and Thursday 13th.

It should be interesting to see what the delegate numbers will be and the amount of sponsors exhibiting, since Australia's Online Ad spending has surpassed the AU$1Billion per annum (based on last quarter's spend in digital).

I will take my camera and upload some pictures on my Flickr account either on Wednesday or Thursday.

Looking at the sessions it's a shame that the content is still preaching to the converted. As a marketer I would like the opportunity to learn more interesting topics on metrics to plan and optimize campaigns for my clients. Then again, perhaps the content is not targeted for me.

Perhaps next year we will get more substance - that's how long we have to wait for Ad:Tech :-(