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Avinash Kaushik
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Avinash Kaushik

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My latest post covers an advanced collection of recommendations for you to shift from being a Reporting Squirrel (if you are one) to becoming a true Analysis Ninja.

Be Real-World Smart: A Beginner's Advanced Google Analytics Guide:

It is powered by the fact that the Google Analytics team now gives us all access to a fully featured dataset that we can use to learn. It is so cool to have data now!!

Here are the elements you'll learn from:

1. Play with Enhanced Ecommerce Reports
2. Gain Attribution Modeling Savvy
3. Learn Event Tracking's Immense Value
4. Obsess, Absolutely Obsess, About Content
5. SEO & PPC, Because You Should!
6. Develop a Smarter Understanding of Your Audiences
7. Icing on the Cake: Benchmarking, ‪#‎omg‬

Life is too short to be a Reporting Squirrel. :) Here's the post:
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Avinash Kaushik

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My latest post is about the graph you see below, and the incredible lessons it contains - for the people who collected the data, did the analysis and for you in terms of how you can be brilliant about qualitative analysis.

Smarter Survey Results and Impact: Abandon the Asker-Puker Model!

The post tells the story in these five chapters:

1. The World Needs Reporting Squirrels. Wait. What!
2. Three thoughts that explain the Econsultancy/Lynchpin graph.
3. Bonus #1: Lessons from Econsultancy/Lynchpin Survey Strategy.
4. Bonus #2: The Askers-Pukers Business Model.
5. Bottom-line.

Even if you never do a single survey, or care about analytical skills, the post should influence what you should do with data, of any type, to further your career smartly.

As always, I welcome your feedback via comments on the blog, Thanks!
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هلو شلونكم 👫👫👫👫👫
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Avinash Kaushik

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When Texas police shoot, what happens?

You would expect that this is not a hard question to answer. Afterall with all the hot air being generated from real events, one would expect that data would be the "great clarifier." That though is not the case.

Most police departments, including Texas, do not, often extremely intentionally, keep track of the necessary data. Perhaps due to the fear that data might not show them to be so great.

This is irrational. A massive percentage of police officers work hard every day and keep us safe, and there are lessons to be learned and improved upon in the small percentage of cases where things go awry.

Neither will happen though without the data.

Ten million kudos and appreciation to the Texas Tribune (hurray newspaper journalists!!!!) for studying every single one of the 656 shootings between 2010 and 2015 in Texas's largest cities. They did so with no cooperation from the authorities, and by manually following up on every single shooting.

The sunshine that follows on all these shootings is massively illuminating. Four interesting bits attached to this post, for the rest please visit the Texas Tribune site:

I cannot recommend a visit to the above site more, for the detailed data, for the way it is presented, the way the whole experience is curated. It is wonderful and well done.
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Good job.
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Avinash Kaushik

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50% of the world lives on 1% of it's land.

Let that sink in. Pretty amazing, right?

That thought is the basis of a wonderful collection of visuals that illustrate how much land is occupied by 50% of the people.

The most extreme example of this is Australia, the country with the land mass of the United States with population of just 23 mil (compared to US 300 mil) that insists it is so stricken that it needs to hold immigrants under brutal conditions in tiny specks of dust like Nauru and Papua New Guinea (more here if you are curious: short video:

Canada is quite sparse, as you might have known, but did you realize 50% lives in such a small area?

The visualization for France is cool as you can see the gif illustrate each percentage on the land mass.

These three illustrations are from: There are many others there (check out Italy for example).

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Follow the water.
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Avinash Kaushik

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Look at this, an insanely insightful visualization about democracy. Or "democracy."

I've spliced together the composite you see in this post, but it comes comes from the wonderful team at New York Times. They show how just 9% of America choose Mr. Trump or Ms. Clinton as a nominee.

That core point is interesting/heart-breaking all by itself. You should visit the page and scroll through the page to see the interactive version, it is awesome:

The reason for my splicing was to highlight the other interesting subtle point, how few people will help pick the self-described "leader of the free world." Close to less than half!

Each small square represents one million people. The first cluster is 103 million (kids, non-citizens, felons). The second cluster is 88 mil people. They do not vote at all, even in general elections!

How can we call ourselves a democracy when almost a hundred million people stay out?

This really broke my heart. I don't know what we can do to get them to add their voice, but we need their voice however they want to vote.

Re Mr. Trump trumpeting himself as the representative of the Republican party, as only half of those few who participated in the primaries voted for others. Same goes for Ms. Clinton. And yet, they are our choices.

American "democracy" is way more complicated than you imagine, and a lot less representative than you imagine. If you are still unconvinced by the two colored boxed on the bottom-edges, spend a few minutes learning about how the primary process is run for both parties.

And, it all seems so deeply entrenched. No change seems possible.

Call-to-arms though, if you like to complain about your nation/government... vote. At least vote.
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My friend, the United States is not a democracy we are a Republic. So those 88 million voters might be in a city where they feel that no matter how they vote it will get washed out by the majority of the party opposition voters. My father-in-law feels it's all fixed and crooked. He actually says a few other things that I will not repeat. Most of it is in Spanish so I don't quite understand but I'm sure a few of it are swear words (lol). In a "free" country it is sad that the turn-out isn't greater.
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How much do you drink compared to the average American?

The answer to all questions like that is always... it depends. :)

But. We do have data to fall back on, thanks to the US government. The question asked is: "During the past 30 days, on the days when you drank, about how many drinks did you drink on the average?

A 12-ounce beer, a 5-ounce glass of wine, and a shot of liquor are each considered a drink.

Below are the slices for Females and Males (huge differences) and Hispanics and Asians.

If they drink, it turns out Asians, Male or Female, drink a lot less than Hispanics (or other categories). For Hispanic Males, the bottom of the distribution is heavier than Asians (or any other categories).

Averages also suck usually (, it is a tiny bit worrying to think what the top end of the distribution is if people are reporting they have eight or ten drinks on average.

You can look at other races, White, Blank and Native American here:

Are you above or below average?

PS: There is one bit of contextual information that would be of value that is not here: How many people said they drink, and how often.
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Yeah. It would be nice and encourageing to see a line with 0 drinks...:)
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Avinash Kaushik

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What does 2000 calories look like?

I am sure you have seen versions of this where an entire dinner is included (entrees, appetizers, etc. etc.). I loved these three because you get 2000 (plus!) calories in just one thing. Just for contrast, I've added the Steak.

Three things...

* Sonic: Peanut Butter Caramel Pie Shake (2,090)
* Cheesecake Factory: Louisiana Chicken Pasta (2,370)
* Ruth's Chris Steakhouse: Cowboy Ribeye steak (1,690), martini (230)

Calories are not the be all and end all when it comes to our health, so many other factors matter. Calories, still, are an important element to consider. I hope this inspires you to be curious.

Lots more visuals, and meals (!), on the New York Times website:
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Always fun to see this stuff. A couple things I note -- don't drink your calories (exception: alcohol from time to time, but temper it!). Eat lean protein over fatty protein: A 12 oz filet @ Ruth's Chris is only 500 calories (42 calories/oz), less than a third that of the 22 oz ribeye steak (77 calories/oz) - -a huge difference for two cuts of red meat. Veggies and fruits = lower calories by volume while having higher nutrition. Eat more of that, too.
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Data is incredible, so why does Google obsess about storytelling?

It might be odd to hear from a lover of data and the writer of books on data that data honestly is not enough. It is necessary, but not sufficient.

Some of you might believe, ok data is not enough but you are actually not providing data, you are providing insights. Still. Not enough.

So what works? What's storytelling with data?

I had the incredible privilege of meeting Carmine Gallo, communications coach and best selling author, to answer those two questions.

Here's how my beloved team is trying to change the world, one story at a time:
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Avinash Kaushik

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This is brilliant: Men in suits Vs. women in burkas.

Obviously the issue is nuanced and complex. But, the comment by Henry Stewart is incredibly effective at dismantling the logical fallacy of the shoot-from-the-hip reactions by people of low-intellect that seem to be dominating this discussion currently.

"For every complex problem there is an answer that is clear, simple, and wrong."

Image source: Via my wonderful friend +Thomas Baekdal 
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+احمد مدريدي وعليكم السلام
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There are many ways in which to give context to data, longer time trends is one and coupling that with history is an excellent way to really get your analytical juices flowing! The two trends compare Mrs. Clinton & Mr. Trump with Mr. Obama and Mr. Romney.

Isn't it amazing. The day to day Fox News and CNN hyperventilating might suggest that the race is tight and could go either way. It is looking more like it is going to be a blowout.

Remember I said history is great context. Before the blue line pops the champagne, notice the red spike mid-late Sept for Mr. Romney. He almost erased all of Mr. Obama's gains very quickly! So, could still happen and one has to be vigilant.

For now, the data suggests a blowout. Should be fun for all analysts to see how data and reality turn out!

Graph Source:
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Will surely keep an eye on this one. :-)

many thanks
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Avinash Kaushik

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I'm really excited about today's Marketing-Analytics Intersect newsletter - it is in your inbox now.

The title is: Don't Peanut Butter! Say No More Often.

It shares five simple, honestly simple, strategies you can use to bring massive focus to the work you do as an Analyst, as a Marketer, in order to ensure that your worth is recognized by the company (by ensuring everything you do is worth doing).

Yes, it is easier to do the things we are asked to and then bitch about them. But, life is too short for that. Make a difference, or go home.

It is important to point out that simple does not mean easy, though some people conflate the two. Simple means easy to understand and know. Then, depending on your skillset, depending on where your company is, the solutions might be a little easy or a little hard.

Still. Worth doing.

Don't peanut butter.

If you are not a subscriber to the newsletter yet, you can sign up here:
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You are going to love my new post, because you love creating incredible digital experiences (regardless of your job title).

You'll find it here: Suck Less | A Plea For User-Centric Design: Powered By You!

Using examples like United, Patagonia and HTC, the post illustrates how an obsession with data and reporting might be keeping us from fixing the simplest, most primitive, things wrong with our digital strategy.

Here are the seven short-stories in the post:

1. HTC Does Not Check-out.
2. United Breaks Hearts.
3. Patagonia Returns No Love.
4. Your Turn | Ideas To Impact Your Bottom-line Today.
5. BUT I Want Data-First!
6. Everything's Fine. Our Digital Experience Rocks!
7. Testing Kills/Delays Good Ideas.

It might seem hard to believe but you can impact profit in your company without any data, by simply setting aside 30 mins a week. Checkout the post for how to accomplish the seemingly impossible and delivering true user happiness:
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Author, Digital Marketing Evangelist
Avinash is the co-Founder of Market Motive and the Digital Marketing Evangelist for Google.

Through his Digital Analytics blog, Occam's Razor, and his best selling books, Web Analytics 2.0 and Web Analytics: An Hour A Day, Avinash has become recognized as an authoritative voice on how marketers and executives teams can leverage innovative marketing approaches and data to fundamentally reinvent their digital existence.

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.

Avinash received the 2009 Statistical Advocate of the Year award from the American Statistical Association, the 2010 Most Influential Industry Contributor award from the Web Analytics Association, and the 2011 Rising Star award from the Direct Marketing Educational Foundation.

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Author, Digital Marketing Evangelist.
  • Google Inc.
    Digital Marketing Evangelist, 2007 - present
  • Market Motive Inc
    Co-Founder, 2006 - present