Federico Calore, Fabio Sutto, e tutto il team di Online Marketing Blog sono orgogliosi di presentare un’intervista esclusiva con il più noto e forse massimo esperto mondiale di web analytics, Avinash Kaushik. L’occasione è il prossimo Rimini Web Marketing Event, che abbiamo contribuito ad organizzare e a cui saremo presenti, al fianco di Avinash (e scusate se è poco) come relatori. In attesa dell’evento di due giorni, durante cui potremo conoscerlo ed assistere di persona alle sue presentazioni, lasciamo che si presenti con le sue stesse parole rispondendo a queste cinque domande che gli abbiamo posto.
In questo post riportiamo il testo originale in inglese delle domande e risposte. Abbiamo pubblicato anche la traduzione completa in italiano: Avinash Kaushik al Rimini Web Marketing Event.
1. You’re currently one of the most known experts and discloser of the Web Analytics. May you please tell us something about your professional career and how you did move towards the Web Analytics?
My first job out of MBA school was at SGI and it was working in Marketing to help them make better decisions using data. Since then in all companies I have worked at, DirecTV, Intuit etc, I have worked with data in different divisions like IT and Professional Services and Executive Research etc.
The Intuit job was my first in decision making on the web and starting with a background in Business Intelligence rather than web analytics helped me see things differently – and perhaps set me on the path that I am on.
2. What are you busy with at the moment? Can you give us an example of your typical day activities?
I wear many different hats. I am the Analytics Evangelist at Google, I have a startup that is focused on online education and certification called Market Motive. I am on the Advisory Board of three companies. I do speaking engagements around the world. I write the blog. I have a family. Etc.
So it is hard to imagine a typical day, each day is different and it also means working 70 hrs a week. 
But this week I did a webinar for 3000 people from 45 countries. I spent half a day giving advice and strategizing with the second largest advertiser in the world about how to rethink their digital strategy. I spent a day brainstorming about the next generation of features for a analytics tool. I have to give a important keynote on Tuesday and I have spent hours trying to pull together material for that presentation. That I think is “typical”.
3. Who are your regular customers? What do they normally ask you to do and what you actually do for them?
My customers are typically engineers at companies I work with, I help shape vision and direction of various tools.
My customers are some of the largest advertisers in the world, I help them rethink their digital existence and create data driven organizations.
My customers are the readers of my blog, I help them be analysis ninjas!
4. Which skills do you think are necessary / most important in order to successfully work with Analytics?
If you are a Marketer then I think you need the minimum amounts of data literacy to be success with analytics. You need to understand tables and some college math. What you need the most is the desire to make fact based decisions, yourself (not rely on others to spoon feed you).
If you are an Analyst then I think you need two things: Critical thinking skills and Curiosity. Yes you also need to be good at data but I think the best Analysts think a certain way and at their best are wonderful at thinking critically. A sense of almost child like curiosity is required to keep digging for answers, new answers, and the ability to learn and stay fresh (in a field that is changing at warp speed). One other thing I value is experience in multiple types of tools (clickstream, surveys, testing, competitive intelligence etc).
5. Tell us about your new released book! What is new about it and why do you suggest us to read it?
Web Analytics 2.0 is the most current book in Web Analytics and it is unique because it’s Soul comes from a Practitioner, someone who is in the trenches. The book starts with helping set a new framework for how to approach web analytics, how to pick the right tool and very quickly moves into practical advice about how to use data to improve revenue, customer satisfaction for all types of websites.
I believe, at least for now, the book is also unique in that it tackles, and shares solutions for, some of the hardest problems Marketers face on the web today: social media analytics, mobile analytics, multi-touch attribution etc.
Through it all the book is extremely approachable and non-technical. My target audience is the Analyst but it is also the CEO’s and CMO’s and Marketers and Sales folks, all of them should be able to follow the book.
(ulteriori informazioni sul nuovo libro di Avinash sono repebili al sito ufficiale: www.webanalytics20.com, NdR)
Thanks so much for the chance to do this interview. I am extremely excited to be in Rimini and get an opportunity to speak to wonderful Italians who are in the Digital space.
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