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Avinash Kaushik: How To Truly Win On the Internet?

Google Think Voices captures a four part interview with Avinash Kaushik on how to succeed in the digital world using key insights to evaluate and refine the customer experience.

Avinash reveals tips on how to elevate your marketing efforts to capture maximum consumer favorability.

The first video segment details three important tracking metrics to implement for a full view of your marketing effectiveness. The metrics he highlights are:

  • Task Completion Rate
    Involves leveraging surveys and qualitative data to understand the customer experience with your brand. This data assists retailers in making adjustments efficiently at scale to increase consumer satisfaction and conversions.
  • Economic Value Added
    An analysis of the macro and micro conversions leading to a positive contribution to a business’ bottom line. Move beyond measuring clicks and impressions to derive additional insights of the true value of acquired customers.
  • Bounce Rate
    A measure of consumer activities tied to the effectiveness of your campaigns and landing pages. By examining the number of people that visit a site and leave immediately, retailers are able to focus on areas within the shopping cycle that could be improved.

The second video focuses on finding insights to make smart marketing decisions that result in a higher conversion rate. Avinash discusses how DoubleClick Ad Planner can help precisely target consumers that are hard to reach by linking demographic data to search behavior.

Here are few more videos that may be of your interest:

In this video, Kaushik talks about changes in how people are influenced. Marketers have grown accustomed to shout channels, but increasingly people are influenced by marketers participating in conversations on sites like Facebook and Twitter.

Here Kaushik talks about the importance of experimentation with websites. He suggests bringing everyone together with ideas, and then implementing different versions of a website and testing their success through tools like Google Website Optimizer, Adobe Test & Target, and Optimost.

Kaushik gives an example of a company, E.L.F., using conversation and social media channels to fuel growth. E.L.F. does not use shout channels, but instead finds key influencers through social media sites and empowers them to have conversations about the company’s products.

He talks about the disappearance of an online / offline world, and the emergence of a ‘nonline’ world. People move between the two realms with no friction, and marketers need to do a better job of integrating the two in campaigns.

In this video, he goes over some of the most important data for evaluating online websites. Kaushik talks about the importance of bounce rate – the number of people that refuse to give your site a single click – and of loyalty and recency measures.

[Via: Google Retail Advertising Blog]

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