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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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LOVE starts with a SMILE , grows with a KISS, and ends with a TEAR
⇓لايـك للمنشور لـو سمحت ➷➷➷
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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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Avinash Kaushik

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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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Is Sushi healthy for you? How about Granola bars? What about the incredibly delicious Quinoa?

It would not surprise you that American citizens hold, often, very different views of food than qualified nutritionists. The bombardment of slick commercials by food companies has to have some ROI! :)

What is surprising though is where the big chunks of differences are (often contributing to big chunks to unhealthy bodies).

The number one culprit is Granola bars! They are not good. You always suspected there was nothing healthy about Frozen Yogurt, you are right! SlimFast? Slimnotsofast. American "cheese"? Same.

What is scary about the above list is that Americans believe these are good for you, or not bad, and they actually are bad!

Things we all agree are awful for us: Hamburgers, beef jerky, diet soda (yes, damn diet!), white bread (we eat Ancient Grain by Rudy's, really awesome, try it), and much to my sadness chocolate chip cookies.

Things you are not eating but you should... Quinoa (throw a bunch into the rice you cook, you won't even notice it is there!), tofu, sushi, hummus (yummy!) and in moderation shrimp.

Lovely graph below from the always resourceful New York Times:

Net, net though. Even things that are not great for us to eat are ok in moderation. I'm typing this as I savor my morning granola and yogurt! :)
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Avinash Kaushik

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Want to Be Happier?
Science Says Do These 11 Things Every Single Day:

1. Smile More
2. Exercise for 7 Minutes
3. Sleep More
4. Spend More Time With Friends and Family
5. Go Outside More Often
6. Help Other People
7. Plan a Trip (Even If You Don't Ever Take It)
8. Meditate
9. Move Closer to Work
10. Practice Gratitude
11. And the Easiest Tip of All: Get Older

Trying to do 11 things a day might be a tad bit much, after all there is life to be lived. But, it is a great list to reflect on every day, and some of these are easy to "score". So, why not get to them if you have not yet today? :)

#dontworrybehappy #keystohappiness

List from:
Richard Harsevoort's profile photoAvinash Kaushik's profile photoRohit Kshirsagar's profile photoJordan Russell's profile photo
+Rohit Kshirsagar An alternative could be find a job closer to home :)
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A trillion is 1,000,000,000,000, also know as 10 to the 12th power.

That is how many pictures humans are taking each year now. How absolutely insanely huge is that!

The graphic below, from the NY Times,, is not new. Still. I'm blown away by how big this is, even if every human on the planet had a smartphone.

I suspect there is no moment happening on Planet Earth that is not intentionally or unintentionally not being recorded. Think of the implications of that.

It is also exciting that the ability to store memories is so massively democratic now. Yes. There are a lot of selfies. But. There are also millions upon millions of people who would not have had a camera that do now and they can save memories.

#digitalrevolution #technology #implications
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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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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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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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My dear friend +Thomas Baekdal  shared an interactive streamgraph from the NY times,, that I found to be immensely insightful. It is not new, from 2014, but it is amazing how relevant the insights are today.

The first graph is people who currently live in California, where did they come from.

The second one shows where people who were born in California end up.

The pictures are pretty remarkable. Loads of new ideas (people, ethnicity, origins) flowing it. Very few flowing out because of what the great state has to offer for the present and the future.

Compare this to a randomly chosen state like Iowa.

Fewer people are flowing into the state, and even if they do then it is basically the immediate vicinity.

The fourth image shows that a good chunk of people in Iowa move out, but that the overall percentage is roughly same.

This type of data raises lots of interesting questions.

For example:

+ Is California's success ($8 bil budget surplus under Gov. Brown!), due to it's openness culturally and acceptance of new people/ideas?

+ Are Iowa's politics over time more and more concentrated because of the result of the two graphs?

+ Could some of the BS in the air at the moment in our country around immigration (costs and benefits) be easily be cleared up with some data?

+ Should we consider some encouragement if you go through the deep south (see the data) and notice over time that people stay where they are born and there is little immigration (from within the US and outside the US)?

There are many others of course that you'll come up as well as you play with the data:

I welcome your questions as well as observations. Thanks!
Show a way of grow up in every context.
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Why brands can't afford to ignore 'Uber's children'

I had the incredible pleasure of keynoting the Digital Innovation Summit organized by the incredible folks at Syzygy. The theme this year was Customer Experience driving innovation.

The folks at Campaign magazine did a short video with highlights of the key themes, you can watch it here (with thoughts from yours truly as well as my incredible peers):

Campaign also has a wonderful article to accompany the video with provocative thoughts you need to consider to re-think your digital strategy. You can read it here:

#thinkdifferent #cxrocks #syzygy
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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