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Avinash Kaushik
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Avinash Kaushik

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My newest most strategic blog post! Five Key Elements For A Big Analytics Driven Business Impact:

Big budgets and large teams rarely guarantee a high impact data-influenced organization. You've likely seen this even in your company. So, what does it take?

If you take a 30k foot high view of the core ingredients required for web analytics success, it comes down to five important elements. One tactical, four strategic. Or sliced another way, two org design and focus, two business owned and one tool.

Read the blog post for all the details:

The picture attached to this post is from one of the two org design and focus elements. It is my recommendation for an ideal org design for the Analytics team itself - I call the model centralized decentralization.

Please share your feedback on the blog post itself! Thanks.
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This is a great dataviz... Where the US is diverse, where it isn't... and the rapid change is coming to many of the least-diverse areas!

Purely from a technical perspective, it is cool that the team at WaPo uses the multiple dimensions to describe the change (see the square on the top right of the picture).

What is very cool for the US is the change that is coming, more diversity, faster, and with it all the changes it brings. I see them as positive (most of all due to diversity of thought and acceptance).

The article, extremely worth reading in detail,, shares slices of the data with us. Where there is a lot of diversity and it is growing, where there is not and it is growing etc., etc.

Diversity is not growing everywhere though. Clusters of counties in West Virginia, Kentucky, Missouri, Montana and Idaho have remained virtually all white for a very long time and certainly since 2000 (the start of dataset below). Likewise some of them are areas that are almost all Hispanic, such as along the Texas-Mexico border, or are entirely Native American.

But that the "staying non-diverse" computes just over 8 million people, 3 percent of the nation, means macro changes, and their accrued benefits, will continue apace.

#hopeandchange #dataviz
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The German Federal Statistical Office (Destatis) has a great site with lots of data, and some very cool visualizations.

Below, I've captured two snapshots of shifts in German population. You can play with the data here:

It is pretty interesting to move the slider, all the way back to 1950, and see how men and women change over the years. As you go forward, to 2060, it is likewise fascinating to see the shifts.

What is even more interesting, given the climate we are in, is to see the projected implications of immigration. On the site,, click on Lower Immigration and Higher Immigration choices and see the shifts. You'll be surprised.

While there is a lot of rhetoric around implications of immigrants, a cold look at the data would perhaps change the minds of the open-minded related to the need for immigration. (Closed-minds don't need data, facts are irrelevant.)

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I am surprised at how many people continue to get advanced segmentation wrong in Google Analytics. And, it is your single best strategy to do analysis that is focussed and insightful!

I wrote a post on this topic, with a very simple picture that might help transform how you think about this topic. Check it out...

Visitor, Visit, and Hit Level Segmentation: The Unconfusing:
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Check your inbox now... the latest edition of my newsletter, The Marketing Analytics Intersect, is in there!

Today's topic: "10 Technology Predictions | 2017 and Beyond"

The world is going to change a lot, yet predicting that change can often be a career-limiting move. I share ten predictions, they are not all tech based, and my perspective on each one to get you to think harder.

#7 is in the image below. Other topics include augmented reality, screenless browsing, blockchains (what!), and more.

If you are not a subscriber to my newsletter, I'm hurt. :) But, you can rectify that by signing up here: 
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I have subscribed to your blog. How can I read this blog post :)

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A strong sense is being communicated, that 42% of the populace seems to agree, that America needs to be made great again.

Regardless of where you stand on that perspective, I am sure this will bring as much joy to your heart as it does mine... The world is doing great!

You can look at the data in Absolute, or go here to look at it in Relative terms: Pretty damn amazing.

Even one of our fellow humans having to live in extreme poverty is not acceptable, so we have work to do. Still. Happy data.

Make World Greater Still. :)

Important Context: Extreme poverty is defined as living at a consumption (or income) level below 1.90"international $" per day. International $ are adjusted for price differences between countries and for price changes over time (inflation).
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I suspect you don't recognize the attached view of the world, even if it is massively more accurate. It's name is the Authagraph Projection

The world map you are used to seeing, with the Americas on the left and Japan on the right is the Mercator map. It has many problems as Max Galka shares in his post:

It distorts sizes, ex. it depicts Greenland as almost as big as Africa when Greenland is significantly smaller. It has a cultural bias. It is infinitely tall. It is terrible for navigation.

There are a number of alternatives. Gall-Peters, Miller, Winkel-Tripel, and Authagraph.

The last one is the most accurate. Invented in Japan, it avoids all the problem for the Mercator and can be folded to form a 3d globe!

We think of numbers all day in context of data viz. It was fun to read Max's post as a different data viz problem.
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Setting the nation aside, will you be an economic winner or loser under President Elect Trump's tax reforms?

See image.

As reported, the top earners will benefit the most, current lowest earners will be impacted negatively. But, it is more complex than that as you look at the middles. Take a look.

It is important that personal income tax is not the be all and end all. There are deductions, there are slices of benefits that only apply to some, decisions P E Trump will make to corporate policies (tax breaks, subsidies, special deals) and of course global trade and other policies. All will impact what you take home. So, this is just one view.

Image Source:
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Podcast Time!

It was so fab to do a podcast with Bilal over at Creator Lab. We focussed less on my professional work, analytics and marketing and storytelling. Bilal was more interested in the "story behind the story".

It ended up being a ton of fun. You can listen to it here:

Bilal, the consummate professional that he is, wrote up the a brief summary and the timestamps. It should give you a sense for what we spoke about:

+ Background of how Bilal & Avinash know each other [1m38s]
+ Explaining what his job is to his mum [2m51s]
+ How he got his job at Google [3m44s]
+ Growing up poor in India & living in a factory [5m16s]
+ Where his work ethic came from [10m31s]
+ Moving to Saudi Arabia & the USA [12m44s]
+ How he uses the fear of going broke and losing his job to motivate himself [20m45s]
+ Why it can make sense to take a title & pay cut [28m40]
+ What attracted him to web analytics [29m46s]
+ Taking the plunge to start a company and knowing when it’s the right time to go for it [30m28]
+ Starting a blog and role of personal branding [32m40s]
+ “If I can listen to 50 podcasts, why should I listen to you” [45m35s]
+ Career limiting moves [51m33s]
+ Why he gets more engagement from 9.5k email subscribers than 200k twitter followers [1hr47s]
+ What’s motivating him [1hr3m53s]
+ Can you be happy if you always want to stand out? [1hr5m43s]
+ Spending 4 hours a week to learn something new [1hr7m12s]
+ Advice to 18 year old Avinash [1hr8m15s]
+ What success means to him [1hr9m28s]
+ Examples of failure [1hr10m38s]

Podcast here: Enjoy!
Avinash shares his personal journey from living in a factory as a kid in India, to landing a role at Google and selling his company Market Motive.
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Cool graphics from the election!

This election has been rich in visualizations (not all great, my worst fav was the BBC's election night coverage, a parade of horrid graphics and visuals). Kaiser has picked four charts and shared why they are so good.

Here is what he says about the below chart: "While the chart's main purpose is to display the changes within each income segment, it does allow readers to address a secondary question. By focusing only on the 2004 endpoints, one can see the almost linear relationship between support and income level. Then focusing on the 2016 endpoints, one can also see an almost linear relationship but this is much steeper, meaning the spread is much narrower compared to the situation in 2004. I don't think this means income matters a lot less - I just think this may be the first step in an ongoing demographic shift. This chart is both fun and easy to read, packing quite a bit of information into a small space."

Kaiser is an expert in data, analysis and visualization, checkout all four charts and his guidance here:
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Perhaps nothing else will move your salary high up and to the right, like my latest post. The topic is tough, it touches every part of your business strategy. Here it is...

Digital Attribution's Ladder of Awesomeness: Nine Critical Steps:

Here is a rundown of the exciting collection of possibilities that the post covers in detail, with love...

Ladders of Awesomeness #wth
Digital Attribution's Ladder of Awesomeness
Wait, Wait, What the Heck is Attribution?
Digital Attribution's Ladder: Step Details
Step 1: Optimal Metrics
Step 2: Macro and Micro-Outcomes
Step 3: Assisted Conversions
Step 4: Standard Attribution Models
Step 5: Custom Attribution Modeling
Step 6: Data-driven Attribution Modeling
Step 7: Pan-Existence Modeling
Step 8: Nonline Controlled Experiments
Step 9: Advanced Controlled Experiments

If you action even half of the advice above, you'll influence not just the data and marketing strategy inside your company... You'll upgrade three even more critical elements that drive success: People, Process, Structure!

I hope you find the post to be of value, Please share your comments directly on the post itself to help propel the conversation forward. Thank you.
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Do we hold any responsibility for accepting, or actively advocating, for torturing people? Even innocent people if we have to? Because of a vaguish feeling of safety? Even after the US Senate report, written by Republicans and Democrats, showed there were zero results from torture?

Wait. Don't answer that.

Regardless of your point of view, I request you to read this story about Suleiman Abdullah Salim:

Every US citizen deserves to know what is being done in their name, using their money.

"From Somalia, the C.I.A. flew Mr. Salim to a United States base in Djibouti. He was blindfolded and stripped, and an object was inserted in his rectum while the Americans photographed him, according to court documents."

"The Americans routinely hauled him from his cell to a room where, he said, they hanged him from chains, once for two days. They wrapped a collar around his neck and pulled it to slam him against a wall, he said. And they shaved his head, laid him on a plastic tarp and poured gallons of ice water on him, inducing a feeling of drowning."

"Mr. Salim described other grisly practices by his jailers: placing him in a coffin-like box, his arms stretched and chained, on top of cleaning chemicals; strapping him to a gurney and injecting him with drugs that made him woozy; bringing dogs into a room to threaten him."

Oh. In case it entices you a tiny bit more, and this should not matter re above, Mr. Salim was innocent.

All this... in your name, in my name, in our name.
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Supersad what many innocent people has to pay because of blind government policies.
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Collections Avinash is following
Author, Digital Marketing Evangelist.
  • Google Inc.
    Digital Marketing Evangelist, 2007 - present
  • Market Motive Inc
    Co-Founder, 2006 - present
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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