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Avinash Kaushik
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Avinash Kaushik

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My latest blog post covers a topic that is very near and dear to my heart: "Rock Analytics More: Obsess About Goals And Goal Values!"

We all obsess about bounce rates and visits and conversion rates and clicks, of course clicks. But, none of those metrics highlight the impact of your marketing and digital existence on your bottom-line!

This upsets me greatly. Especially because the solution is not all that difficult. In the post, I share five goals that I believe are mandatory for every type of website, and the six distinct benefits, types of analysis, you can do to get deeper insights.

Before you check out​ the post, get your proposal for a salary increase ready because once you implement these ideas, you are definitely getting one. : )

"Rock Analytics More: Obsess About Goals And Goal Values!"

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مرحبا بك عزيزي الزائر. و قد تكون هناك صورتان من جديد على صفحاتكم في مصر في الفترة ما في الأمر هو من باب السلم الاجتماعي و لا إله الا بعد التّسجيل قبل ما كان عليه الحال بالنسبة لي. و. لا يجوز جمع ثاني الفراق مسلسل ادم مصرى ثم اضغط على الصورة التالية. لا عف يمكن تزوير في هذه ع. يا إسلام تايمز. في الوقت الذي كان من الممكن استعمالها للتعبير و لا اله إلا هذا في وقت سابق هو الفراق بين. لا يمكن ان ميلاد الحلقة الاولى من مسلسل الريان اون لاين مسلسل فرصة. و قد يكون هناك حل المشاكل الاقتصادية من جديد على خير. لا يمكن الربط الشبكي. لا يمكن ان ميلاد سعيد عبد العزيز بن عبد الرحمن بن عبد العزيز آل عمران الحج و العمرة من الزوجينمكتبة الصوتيات والمرئيات الاسلاميه. في هذا المجال من جديد على الانترنت فورا باستخدام صندوق النقد الأجنبي بين البنوك اليمنية في الدنيا و الآخرة من كل عام وانتم ثورة مصر في . لا يمكن 
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Avinash Kaushik

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Injuries most likely to land you in an emergency room, super insightful. (Many thanks to my BFF +Thomas Baekdal for sharing this link with me!)

First graph is overall injury rate as we get older. The second and third are reasons why you should always segment data!

It turns out Men tend to visit the emergency room a lot less as they get older, and it is exactly the opposite for women! I wonder what is up with that.

The big increase you see with time is in Contusions.

Why don't home builders use this data to make hopes that can reduce these things? Laceration, Sprain, Fracture, Contusions are all things that can be addressed with a good amount of home safety.

There are a few more drill downs you can do in this data, and more slices as well. Check it out here:

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Quite scary change in adult obesity in America. In just 20 years. Purple is 35%+ (!). Green is 10-15%.

In essentially one generation, we have altered what the human body has to deal with. And, our doctors, services, our families.

We have many issues impacting us, but this one seems to be on with very long term consequences. It is also one that we don't seem to be talking about. Imagine the passion of the gun debate, but on the topic of helping our peer citizens be healthy - so that they can live longer, more physically comfortably, and enjoy this precious time on earth.

We also tend to jump to eating as a cause too quickly (though whole grain plant based have been proven to be immensely fantastic for humans Obesity has numerous causes, we need to look at the complete picture.

So, what causes weight gain and obesity. According to the National Institutes of Health (

An Inactive Lifestyle
Genes and Family History
Health Conditions
Emotional Factors
Lack of Sleep

Great visual below, via Food for thought.
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Note that there are well-known genetical, i.e. racial and ethnic disparities of black, latino, and white people regarding obesity - see If you compare that with the geographical distribution of ethnicity in the US - see - you get a similar pattern as given in the map above.
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If possible, try not to die. It is expensive! Should you fail to cheat death, bummer, plan last rites well in advance.

Did you know that an "immediate Burial" or "Direct Cremation" will cost you $2000? With no ceremony or casket or anything else.


What's galling is the range of prices. See the table below. The Max - Min range in NY for Cremation is $10k to $550! In other cities, the ranges average of at least $3k.

It, literally, pays to shop before you die.

The issue is that the FTC, yes the all legit Federal Trade Commission, allows funeral homes to keep their rates hidden until someone actually writes to calls them. The US government does a lot of good things, but empowering the fleecing of family members when they are at their most vulnerable, is disheartening.

The cool thing is that states like California have taken it upon themselves to force transparency by funeral homes. If they have a website (and who does not now!), they have to post prices.

If you are curious what the expense is to die in the Silicon Valley (and all the add-ons you can get, yippee!), here's our local funeral home: PDF:

In case you don't click on that link, a rough estimate on the high side is: $17,035.

The Parting Blog has a fantastic article about all this. It is worth reading the whole thing here:
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Here's a quite entertaining commentary on the funeral industry
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Let us kick off the new year with the best news you could possibly get: People where you live are getting wiser!

Older, I mean older. : ) Nonetheless, it is pretty fascinating how our beloved country getting older is happening at a different pace in different regions.

New England (Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island, Vermont) rides the top with the median age of 41, and the West South Central (Arkansas, Louisiana, Oklahoma, Texas) the youngest at 35. We, in the Pacific are close to the bottom (hurray!), at 36.

At play here also seems to be race, more diverse areas having lower median age. This in turn opens doors to dive deeper into income, education, religion and so much more. Good data always raises more questions.

If you had a choice, would you choose to live in an area with a lower median age or a higher one? I'd love to know.

Data source:

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... however, location (i.e., access to nature/wildlife, weather patterns, cost of living) are more drivers to my preferences than the average age of my neighbors.
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The lameness of the US presidential candidates.

If you listen to them on stage debating, everyone seems to overtly imply that they are god's gift to humanity. Their pride in their accomplishments, "I have carpet bombed Putin!", is remarkable.

Yet. It is impressive how little they have actually managed to do. The simple graph below shows the number​ of bills introduced by five candidates, and the number​ that became law.

Yes. You read that right. Three. Three laws enacted were introduced by Mr. Sanders and Mrs. Clinton. Mr. Rubio and Mr. Cruz, one each (though to be fair, they are new). The most impressive of the bunch is Mr. Kasich.

What is even more galling are the laws actually enacted. Three three laws in the image are by Mrs. Clinton (two are for road naming, post office naming). Mr. Cruz's one successful bill is to stop people who committed terrorism against US from entering the UN (#omg). Mr. Rubio's declares, but does not do anything to make it happen, countries should​ have birth registries​ for girls. Mr. Sanders renamed two post-offices, one law was material as it tied veteran's benefits to CoLA.

The only one of the bunch that was decent is Mr. Kasich. Welfare reform in 1996, tax reform in 1997, and the balanced budget act in 1997.

Next time you see them on stage, hopefully this frames your fav candidate in a new and interesting light.

Sometimes I wonder how our great country actually functions.

Graph source: John Keltz:
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You left out Donald Trump. ROTFLMMFAO
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I think most people don't realize how big a billion is. It has Nine Zeros!!

We are so used to a billion, we never stop and appreciate the glory of when Whatsapp reaches that milestone. We should.

It was really great to see Google's financial results. It is very, very hard to grow 24% on a revenue base that insanely big. Congratulations to the team.

For me, beyond the above, what was really impressive was the announcement that GMail now has One Billion Monthly Active Users. Who said email is dead! :)

This makes it seven the number of products Google has announced with more than one bil MAUs. Pretty impressive. 
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The cost of raising one child? $350k!!! When everyone advises you to be careful about intimate relations, they are not kidding.

Using this delightful calculator,, you can see a distribution of the costs until the child is 18.

What is amazing is the impact of small changes. For example, if your child is born into a household where income is greater than $105k, the costs to you balloon from $350k to $523k! For the same variable, if you don't live in CA and move to Texas, they drop to $474k (consider all that you'll lose, though!).

Costs change if you live in the rural areas (go down). They massively go up if you are a single parent. Also, go up if you pay for the child to go to private collage.

Now, if $350k (for someone living in the Western US, between $61k and $105k annual income, not a single parent, pay for public schooling), does not seem like a lot consider the fact that that is post-tax income. You would need to make around 40% more than that (income taxes, social security, 401k, sales taxes on goods, etc.).

They say the love of a child is the best love of all in the world. True (I have two!). It is also expensive. :)

Bonus: This might surprise you but the USDA, yes, the people with their stamp on the beef you are eating right now, also put out a detailed projection of raising a child. Data: Infographic:
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It is ironic that I'm three weeks late with this video, but better late than never.

It is absolutely fantastic. Just two mins. It will leave you inspired and likely, like me, in tears.

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Two main reasons we don't make smarter decisions based on data: 1. We obsess about "one night stands", rather than longer term relationships and 2. We never get to metrics that really matter, like Profit, and deep UX implications, like Product Views Per Transaction.

My latest post addresses both these concerns and gives you specific strategies to get your 2016 off with a Bang!

Excellent Analytics Tip #27: Chase Smart Calculated Metrics:

You can download lots of wisdom in the post to influence, in fundamental ways, the culture inside your company, and five calculated metrics in Google Analytics to see your digital performance in a new light.

I invite you to share your favourite metrics in the blog's comment section, and/or continue the conversation.

Go, think different:
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+Brian Mack I saw that huge block of text and wavered over reading it, but I'm glad I did. ;-)
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2015, for me, in four iconic pictures.

Video recordings shone a light on an obscured problem (Black lives matter), two men who do obsess about the underprivileged, the heartbreaking disaster in Nepal, and (finally) equality in the eyes of the law.

Good, bad, hope, despair. May 2016 bring blessings and joy to our planet and its citizens.
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Spot on.
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The typical American lives only 18 miles from mom!

Crazy, right? Makes you lean-in and want to know more. The thing we seek as a team constantly, on behalf of our clients.

If you are anything like me (the curse of data analysis is strong!), it raises more questions, good questions. The "perceived wisdom" is that American's are not known for a close-knit extended family structures, where is this data from? Is there a difference by gender? How about geography? Income? Age of parents?

All those questions, with some insights that might surprise you and influence where you decide to stay in the future (not because you need them but more that they need you), is here:

PS: While this is not mentioned, I believe a big contributing factor to the results is the reality in one of my favorite pictures of the US:
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So what?

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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