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September 30, 2013Filed Under:Advanced Analytics,Blogging,Customer Satisfaction,Digital Marketing,Leadership,Marketing Tips,Search Engine Marketing,Social Media,Voice of Customer,Web Insights,Web MetricsTagged With:actionable web analytics,brand marketing,digital analytics,digital marketing,digital strategy,economic value,social mediaComments

1. 1

David Sealeysays:September 30, 2013 at 02:53Avinash

This is very good stuff. I particularly like the way you've separated winners and stinkers.

David S

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Ramakrishnan@DigitalMarketingAnalytics.netsays:September 30, 2013 at 04:05At the end of the day, how we add value to our customer is important. Focusing on adding Values to end user / customers than Sales is the key to success.

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Rebecca Hadensays:September 30, 2013 at 06:00Wonderful article and you're absolutely right. It's a big shift for traditional marketers to make, though, and it's a long-range strategy.

We may continue to have a hard time convincing clients that it works when TV ads are what they really understand.

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Avinash Kaushiksays:September 30, 2013 at 22:54Rebecca:If it helps, time and fate is on our side. :)

I am a believer in TV, both its value as an entertainment channel and as a great place to advertise. The problem is investing in TV blindly. The problem is investing in TV blindly at the cost of other channels where the intent is so much stronger. The problem is investing in TV, a medium that is evolving differently very quickly, at the cost of not investing some in experimenting in channels that will be our future.

The good news is that smart companies are changing, other non-smart companies will join them (willingly or unwillingly!).

Avinash.

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Rebecca Hadensays:October 1, 2013 at 04:34Good point. In fact, by supporting that change, we can help our clients be the smart companies that succeed in the new business landscape.

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Joshua Usays:September 30, 2013 at 06:13A post by Avinash I understand!

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Kayla Hillersays:September 30, 2013 at 08:56Love those venn diagrams right?!

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Josh Braatensays:September 30, 2013 at 06:43Great post, Avinash! I think this is a hard area for the business world to understand. Content marketing, building up your website as a base of dynamic and helpful content, and anything that requires time and effort before paying off is usually frowned upon in lieu of something that will help meet the Street's expectations this quarter.

It's a shame though, because if you don't invest, how do you ever get the flywheel spinning? I'm lucky I have leaders who can envision the type of effect this investment in social and website equity can do in the long run and that I have your blog to continue to reference so that I may pick the right metrics and show things in the right way to continue to get buy-in.

My favorite KPIs for our blog/resource areas lately have been website frequency and assisted conversions (i.e., we have our Multi-Channel Funnels set up to group channels based on landing pages instead of media source and measure these pages' ability to influence macro and micro conversions over time), which have done wonders to demonstrate their ability to woo people over time and really build that relationship before asking them to buy.

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Avinash Kaushiksays:September 30, 2013 at 22:43Josh:You are absolutely right, our obsession with short term outcome is undermining the efforts in activities that create long-term value. Of course this is not a problem unique to the web.

One way to make incremental progress on this challenge is to consider executing against venn-diagram #4 in the post. The micro-conversions happen in the current quarter so that gets the management team to value them, even if it is not as much as it should be.

After a few months of that, we can start to show how those micros map up to the macro and gradually we start to drive the right type of long-term thinking.

I will admit, it is painful for us even if it is ultimately hugely rewarding for our clients.

Avinash.

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Dominic DiBernardosays:September 30, 2013 at 06:43You never fail to deliver incredible value. The thing I love best about your posts, besides how well thought out they are, is the fact that they come from someone in the field. This is not about some theoretical world, this is real insight from the trenches.

By the way, I just finished your book "Web Analytics 2.0", can't wait to start my implementing all the awesomeness at my company. It was the perfect primer as I switch hats from eCommerce finance role, to that of "ninja web analyst" covering all things web.

Your book opened my eyes to how far behind the company is at web analytics, at first it was depressing, but then exciting realizing how much low hanging fruit there will be in the beginning. And the fact that I get to help build a analytics team that has never existed before.

My first few months is all going to be centered around simplicity: identifying the critical few, outlining a measurement model, and evangelizing web analytics 2.0 philosophies and mindsets.

Thanks again!

Dominic

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nikitasays:September 30, 2013 at 06:54It's funny, because even publishers who you would expect to be masters of content creation face this problem.

There are so many times, where you see a publisher whose social feeds are just, here is a link to a post, here is another link to a post, here is a third link to a post.

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Avinash Kaushiksays:September 30, 2013 at 22:45Nikita:I could not agree with you more.

Everybody's got to learn the new rules. Even old media. :)

Avinash.

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Marcus Deyessays:October 1, 2013 at 04:20After working in the book publishing world for 15 years I have come to believe that most publishers don't really understand content marketing.

For sure the industry understands the mechanics of delivering a book with a low perceived value. But very few seem to want to use that content for marketing purposes.

Huge generalisation I know.

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Avinash Kaushiksays:October 2, 2013 at 17:22Marcus:My stress with #5 was to focus on the balance, and to have a better own than rent (for reasons I've already mentioned).

Social is an incredible place to engage in building relationships. My almost 400,000 social followers will attest to my own humble efforts. :)

But if my own existence stinks, I would not invest a dime on social. I would make my own existence better because if I do engage an audience and they want to buy from me or learn about my service or work with my non-profit, where will they go?

So totally with you on relationships, totally on with you about the value of social, but not at the cost of own (your website, your email list, your mobile app).

I hope this makes sense.

Avinash.

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Himanshusays:September 30, 2013 at 08:17Another good post Avinash and incredibly easy to understand. Love your Venn diagrams. All your diagrams are pretty much self explanatory. If i could add one more solution to solving complex marketing/analytics challenge then it would be 'being Agile'.

"The success in digital doesnt come from the level of insight you get but from your ability to rapidly deploy solutions which solve your customers problems either wholly or in parts." I just copy-pasted this line from my blog post because I can't explain it any better in few words. Lot of big companies i work for are simply not agile and i doubt they can ever become agile because of their cumbersome bureaucracy, internal politics, organizational silos and other operational inefficiencies.

I also feel that fixing these operational inefficiencies is beyond the power of a single person, not at least an analyst. You need the support of major stakeholders and significant influence in the board room to bring big changes in your organization and changes always come from the top. Otherwise it is just easier said than done. Making the big companies move faster is like trying to make an elephant fly. It is not going to happen. This is the main reason that even with so much data in hand, world class analytics tools at disposal and full fledged analytics departments, majority of big companies suck at digital and in your words are "Abject Failure".

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David Vogelsays:September 30, 2013 at 08:39There's a lot of value in these visuals, thank you Avinash!

#5 (rent vs own) can also be an effective way to look at Paid vs Organic search. Rand at MOZ in particular has done a good job of illustrating the disparity of Paid and Organic budgets when compared to clickshare and ROI.

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Ananthsays:September 30, 2013 at 11:38Absolutely Awesome post Avinash!

Eye-opener. A clarion call.. I decided i will take at least one action this week after reading this masterpiece of a blog-post.

And yes Venn-Diagrams rock! The clincher was i got the idea of what you were saying by just looking at the 6 diagrams. Reading the post was just a confirmation of those ideas. :)

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Stephen Roulacsays:September 30, 2013 at 12:33Great Words + Great Picture = GREAT MESSAGEmodels in application the teaching

Thanks

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Sarahsays:September 30, 2013 at 13:24Fantastic post, Avinash!

The social media content marketing section rings particularly true: if you're not creating anything that you find interesting yourself, or that will be useful and entertaining, why would anyone following you be compelled to engage with it? It's too easy to get caught up in the importance of our own work and forget not everything we're immersed in is interesting to outsiders.

The visual breakdowns on this whole post were fantastic.

Thanks for consistently providing useful, complex content!

-SarahContent Marketing | Union MetricsFine Makers of TweetReach + Union Metrics for Tumblr

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Andrea Vitsays:September 30, 2013 at 13:28Hi Avinash, great post as usual.

The question "should I rent or own my content platform" is very, very important.

I think that the enthusiasm in social media caused a big excess in renting platforms. I think that investing thousands dollars in content production hosted in rented platforms (social) without an own platform (blog/articles) is a missed opportunity!

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Samsays:September 30, 2013 at 16:31Another great post Avinash.

Particularly enjoyed your comparison the the 'rent v own' decision. Completely correct, don't invest too large a portion in the properties you don't fully control/own.

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MatthewShieldssays:September 30, 2013 at 17:31I was literally on a site creating my LLC a couple hours ago.

And now I have my digital strategy .. so, uhm, can I like paint your fence sometime or something?

Cheers!

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Ben de Haldevangsays:September 30, 2013 at 18:49I have a similar obsession with venn diagramswrote something recently called the 3D sales modelbe interested in your view. Link below:

bendehaldevang.wordpress.com/2013/06/11/the-3-dimensional-sales-model-for-consulting-so-different-from-delivery

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Orlandosays:October 1, 2013 at 02:25Some nice thinking herebut of course these are *Euler* diagrams, not Venn diagrams :)

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Avinash Kaushiksays:October 6, 2013 at 21:44Orlando:This is an excellent point, and thank you for making it.

I started off with one Venn, it is easy to find it in this post, and then went off on tangents that lead to mostly Eulers. I should have changed the title. :)

For future reference, I'll keep this link handy:The difference between Euler and Venn Diagrams.

Avinash.

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Anees Merchantsays:October 1, 2013 at 02:47Hi Kaushik,

I have been following your blog for a long time and this one really nails it. Love the insights and recommendations from your end.

Regards,

Anees Merchant

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Marcus Deyessays:October 1, 2013 at 04:09Brilliant as usual.

How to convince the unconverted, and to get them to pay for it? Oh well, nice to have a mission in life.

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Aaron Dignamsays:October 1, 2013 at 04:22Great stuff thanks.

Trying to get my analytics hat on at the moment!

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Paramdeep Singhsays:October 1, 2013 at 04:52Avinash,This is simply awesome! I have sent it to my team and advised them to drop whatever they are doing right now and assimilate this fully!I think each and every point that you have distilled is valid. I think one of the reasons we all tend to write stuff around BUY BUY BUY BUY is our impatience. We all want immediate results and hence think that if we hammer our BUY message in the reader's mind, we might be successful in selling. Unfortunately that hardly works and even if it does, next time you need to do this more vigorously and with diminishing results.Most of the large brands treat their facebook page as a place to put their ads. The other day I was having a conversation with my friend and he gave me a good simile Your FB page is like a TV. If you are giving advertisements 10% of the time, nobody would mind and the ad would register in their mind. If you should ads 90% of the time, nobody is interested in your classified channel. It totally registered and I completely agree that creating engaging content is the only way to succeed.I would like to ask you one thing How do you research on user intent of reading the article? I notice that most of the times your articles hit the exact spot that I am thinking about How do you read minds? ;-)

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Avinash Kaushiksays:October 1, 2013 at 11:03Paramdeep:I'm not sure if you were asking as serious question, but

I'm incredibly lucky to work at a company where I run into business problems every single day. Sometimes I feel like they get dumped on me. :)

One of the cool things about problems is that they force you to understand underlying causes (if the problems are similar), they force you to think of new ideas, and they force you to identify people/process/scalable solutions.

That essentially is where my blog posts come from. Problems!

Avinash.

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Jefsays:October 1, 2013 at 05:42Thanks again Avinash for your great insightful posts.

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Prasad Ajinkyasays:October 1, 2013 at 05:54I love the simple way you have explained these concepts using Venn Diagrams reminds me of thisisindexed.com, but one of the best ways in pushing across the points!

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Michael Biansays:October 2, 2013 at 00:22Terrific post.

This is a very interesting article about marketing strategy.

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Marcus Andrewssays:October 2, 2013 at 10:29#5 Rent vs. Own

This conversation generally refers to the audience not the platform. In Social you don't really own the audience but they have opted into communications from your brand and in general people like the communications unlike email.

As far as a publishing/communications platform I would invest more into social if I'm trying to build relationships with consumers.

Great discussion!

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Daniel Zillisays:October 3, 2013 at 01:26I think a lot of people correlate "relationships with consumers" to social media. Which IMHO it shouldn't be true.

It's like saying that before social media era we didn't have "relationships with consumers".

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Avinash Kaushiksays:October 4, 2013 at 22:45Daniel:Think of it this way. You could have relationships with customers for all our history. Sometimes the relationship was via TV, limited but there. Sometimes the relationship was us sending them catalogs every month (or week!). Sometimes that relationship was powered by our CRM system when our analysis suggested the "client was ready to buy again." Or other such efforts.

What you could not do was talk, I mean really talk like a human, every day or on a frequent basis (regardless of if the customer wanted was ready to buy, or regardless of if they are even our customers). If you don't stink at it, you can have meaningful conversations.

That is new, and simply because of the new technology options available.

Avinash.

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Benjamin Becksays:October 3, 2013 at 09:56Avinash,

Great job with the visualizations and helping me reframe my perspective on some of these points.

You make it so simple and direct to understand.

Thank you.

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Praveensays:October 3, 2013 at 14:27Hi Avinash,

A brilliant post. Absolutely impressed and has made me want to read your book :-) So, as you can see, providing value ensures a sell.

The biggest challenge in organizations is not wanting to take this route, but of not having the right end game in place (Venn #3). If an organization just focuses on fixing Venn #3 issue, so many problems could be resolved..but, easier said that done!

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Hannah Tackettsays:October 4, 2013 at 09:08Hi Avinash,

Thank you once again for a brilliantly presented blog post. I appreciate your content :)

And I've bought your book and look to you for inspiration, tips and advice.

Thanks!

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Shuki Mannsays:October 5, 2013 at 10:24(Another) great post Avinash!!!

And i have some question:I have a client that own a real estate building company, and i work very hard to find an interesting content strategy without success.

What can you post in FB/Twitter that will make a conversation with your customers?!?!Except "Buy It Now! Buy It Now! Buy It Now!" of course

The company just build houses and sell them.

Ok so house design is very interesting content, but it's not connected to the brand. Isn't that?If my client was an house designer it's could be fine, but building company that write about house designing?!

I would very appreciate if you have some idea for me, and if someone from the readers here have some interesting idea i would glad to know.

And keep writing at least once a week !!! ;)

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Avinash Kaushiksays:October 6, 2013 at 21:21Shuki:It really depends on what your company is solving for, and what skills the people running the social strategy possess.

The overall goal of a social strategy is to form a relationship, sometimes it is temporary and other times it is permanent. So first figure out which bucket you fall into.

Then figure out in that bucket how best to add value. For a real estate builder maybe a temporary relationship might be to provide helpful posts about the neighbourhood, tools and tips on how to buy homes, financing calculators, and so on and so forth. A permanent relationship might be to think of oneself as a part of the community and share information that the community residents find to be of value. In Seattle one of my friends who is in this business posts about local news, shares tips on what to do on weekends, advice on how to buy and sell houses, even articles on challenges the local community is facing. This has created a great water cooler for conversation, and coincidentally social is big business referral channel for him. And when I sacy coincidentally, I mean not-so-coincidentally. :)

If all you have inside your company is BUY NOW people, then that is ok but I would skip social.

Avinash.

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Shuki Mannsays:October 6, 2013 at 22:55Thank you very much Avinash!

Those ideas are really helpful.

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Rick Noelsays:October 5, 2013 at 18:11Excellent post Avinash. Love the Venn Diagrams.

The rent vs. own is my favorite. Who is to say that Facebook won't be the next MySpace or that Quora won't go the way of LinkedIn Answers? Even guest blogging to some extent, though there is a time and a place where it can make sense.

My other favorite is the 100% BUY NOW folks who promote themselves on social channels as the social media experts yet 100% of posts center around their business and why everyone should buy now.

It makes me wonder how they have any friends, fans or followers at all :)

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Epitom Consultingsays:October 6, 2013 at 12:22Nicely written strategic article Kaushik.

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Bryan Coesays:October 7, 2013 at 10:43Great stuff Avinash! The one that really hit home for me is "Rent or Own."I hear so many people preaching that you don't need to worry about your website because you can use social media for free. But then the next change to Facebook's structure comes along and they have to start all over. Social media is a great tool, but it's just that a tool.

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Tommaso Lombardisays:October 12, 2013 at 00:42Sums up the gold standard of digital marketing quite efficiently.

Thanks for sharing Avinash!

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Theosays:October 12, 2013 at 04:08Really great stuff! Clients should read this.

Thank you for the comprehensive article.

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Sandersays:October 13, 2013 at 07:20Hi Avinash

As a online marketing consultancy our dilemma is to choose for the (short time) euro's of customer projects or invest in our content marketing. For me the latter is important for future business.

Can you give some guideline what percentage of the working time you should invest in content marketing and all the things you recommend above? Of course that depends on many factors but there must be a kind of relation like the well known 80-20 rule.

Or if I ask you a brutal question . . . if you look at your business how many hours per week do you invest in your own content marketing like writing blogs (including the ones you don't publish :)), feed back to your readers etc.

I remember in your book Web 2.0 your wife ordered you to invest more in blogging because the revenue in $$$.

However, if my wife looks at the financial numbers she orders me to work only for certain clients. And if I argue to look at micro conversions she keeps on pointing at the main point of revenue. At that point she's like all the other bean counters :-)

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Avinash Kaushiksays:October 14, 2013 at 21:36Sander:Ha, ha! Your wife does sound like all other bean counters, but I suspect she is the reason you are profitable.

Addressing your wife's concern is not a big deal. You just have to show a connection between the Micro Conversions and the Macro Conversion. I'd shared that in my first book.

How much to dictate to content marketing is hard to answer, as you say there are too many variables in play. As I mentioned in this post, for me quality comes first and every time a life event has meant quality might suffer, I simply write less.

Like you and I advice our clients, measure the value of content marketing along with email marketing and search marketing and display advertising and see which one adds how much value (say off a proxy like Per Visit Goal Value) and decide. For me it is around 10% of my investable time spent in content marketing. Beyond that I reach diminishing margins of return.

Avinash.

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Annie Cravensays:October 14, 2013 at 20:20Thanks for the great tips Avinash and the helpful diagrams! You taught me something new today, how to re-frame my digital strategy and to not solely rely on renting space.

I am a visual person and when it comes to learning new and complex ideas, words tend to get lost in translation pictures and even changing the font and size can draw the reader back in. I want my readers and followers to want to come back so one must be different and stand out.

No one enjoys a site that shoves their product down your throat, you do not want to be told what to do or how to think.

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Srish Agrawalsays:October 22, 2013 at 01:37Brilliant Post Avinash! I enjoyed every word. Will sure try to follow, when I write my next blog post, even though I am not as good a writer as you are :)

Pls do look into improving the quality of the visuals that you have used. This will make the post look much more appealing and attractive.

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Alexander Hollsays:November 7, 2013 at 06:44Very cool take on content marketing Avinash.

I think overall besides the content marketing aspect, every company should balance their strategy around something incredible and of value. Money usually (hopefully) comes on its own.

Best regards for another great post.

Alexander

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Clay Schulenburgsays:November 20, 2013 at 11:28You mentioned it, as did someone else, educating leaders of an organization about the trade-offs of investing in long term quality and relationships with your customer versus getting them to buy something this quarter.

There are as many leaders that do not buy in to this as there are those that buy in but quickly abandon as the quarter nears a close. I suspect as more savvy marketers begin to fill the leadership ranks these things might change a bit, but in many well-established wall street properties, don't bet on it.

You inspire greatness Avanish, especially when people listen.

REPLYTrackbacks

1. Marketing Day: September 30, 2013says:September 30, 2013 at 14:03[]Six Visual Solutions To Complex Digital Marketing/Analytics Challenges,http://www.kaushik.net[]

2. Social Media and the Myth of The Conversation | Matt Artzsays:October 3, 2013 at 08:35[]Yesterday someone pointed me to a new post titled Six Visual Solutions To Complex Digital Marketing/Analytics Challenges, on Avinash Kaushiks Occams Razor blog. My first reaction was: Hes still blogging? Yes, of course he is. I must have just been preoccupied for the last year or two and forgot to check his always amazing blog. As you would expect from Kaushik, theres a lot of great stuff in this post, but I wanted to just focus on one of his six points. And that would be:[]

3. Visto en la red semana del 4 de octubresays:October 4, 2013 at 03:52[]Marca y contenido. Y todo ello me lleva a este post de Avinash sobre soluciones estratgicas para el marketing. La idea general es que para triunfar tienes que crear valor pensando en los usuarios y en lo que te hace diferente, y quiz el problema de muchos de los proyectos de e-gov se centran en sus objetivos internos en lugar de en una visin ms relacional. Ah est el origen de esto y ah debe estar el destino.[]

4. This Week in Social Analytics #70 at TweetReach Blogsays:October 4, 2013 at 09:12[]Six Visual Solutions To Complex Digital Marketing/Analytics Challenges [from Occam's Razor; written by Avinash Kaushik] On a social content strategy:[]

5. Online Marketing News: Social Tools, Instagram Ads, Apple Tops Coca-Cola, Marketing Automation Trendssays:October 4, 2013 at 09:40[]Six Visual Solutions to Complex Digital Marketing/Analytics Challenges Starts digital at the highest strategic level, which leads us into content marketing, from there it is a quick hop over to the challenge of metrics and silos, followed by a recommendation to optimize for the global maxima, and ends with the last two visuals that cover social investment and social content strategy. Another brilliant post. Occams Razor[]

6. Software Marketing Tweetables 7 October 2013 | Smart Software Marketingsays:October 6, 2013 at 16:11[]Six Visual Solutions To Complex Digital Marketing/Analytics Challenges. Google Analytics guru, Avinash Kaushik uses Venn diagrams to illustrate what most companies do wrong with their content marketing.[]

7. Enlaces de la semana | Bianka Hajdusays:October 12, 2013 at 23:04[]Six Visual Solutions To Complex Digital Marketing/Analytics Challenges Avinash Kaushik, apasionante y til como siempre.[]

8. Octobers Best: A Dozen Fresh Perspectives on Conversions, Analytics, and Copywriting | CABizNews.comsays:November 2, 2013 at 00:32[]Six Visual Solutions to Complex Digital Marketing/Analytics ChallengesPost by: Avinash Kaushik For those who love frameworks and visuals, this blog post combines the best of both. These six venn diagrams will help you visualize some of the most pressing digital challenges.[]

9. digital- | , , SEO, WordPress, CSS, HTML5, says:November 21, 2013 at 10:36[], . , . Occams Razor by Avinash Kaushik[]

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11. Things Im thankful for in business . . . | 10K Marketingsays:December 3, 2013 at 05:42[]Business Leader One of the most influential business leaders for me is Avinash Kaushik. If you read anything on Google analytics then you know who he is, if you dont, please allow me to introduce him. Avinash is the author of two best-selling books, Web Analytics 2.0 and Web Analytics: An Hour a Day. He is also the Digital Marketing Evangelist for Google. You can find him posting on his blog, Occams Razor. The reason I find Avinash fascinating and interesting is his thorough understanding of analytics and how he explains its application to the average business owner (read me!). One of his most insightful post was Six Visual Solutions to Complex Digital Marketing/Analytics Challenges. His first point is about updating content on your website constantly vs. once a year launch, YES!!!! Read on for further enlightenment.[]

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Avinash Kaushik

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