“The problem is very rarely data, or that we don’t have access to data.” So said Avinash Kaushik, web analytics and marketing data guru, in his keynote at this week’s SES conference in San Francisco.
In Avinash’s view, business optimization in the digital world requires mastering three things:
- Influence — reaching the right people at the right time with the right message
- Experience — delivering remarkable customer experiences in all channels
- Value — recognizing the economic value in all customer interactions
“Behind all of this is enormous amounts of data,” he acknowledged. “But if you’re not good at these three things, it is impossible for you to succeed, even if you have more data than God.”
I posted more reflections on Avinash’s keynote on ion’s blog earlier this morning, especially about recognizing economic value in top-of-funnel web experiences, with 100% of the People Who Visit Your Landing Pages.