A different perspective

While wanting to emphasize the positive as much as possible, I have to admit I might have caught a glimpse of the 'cold and unfriendly' or at least 'conservative' Toronto today. I'm attending a 3-day Canadian Marketing Association conference (ok, that should've been my first clue) and must admit I was struck by the homogeneity of the folks in the room. Let's call them 'the suits' - of which I admittedly was one. A friend at Tourism BC - William who is the 'push the boundaries, e-leader' there - once commented on the difference between attending a web conference vs a marketing conference as the geeks definitely outcool the marketers - especially when looking at the way they dress and how they approach life and business.

One of today's keynote speakers embodied that this afternoon. Google's Avinash Kaushik, described as Author, Blogger and Analytics Evangelist, appeared onstage in blue jeans and white shirt and peered into the audience saying he doesn't even own a suit. He proceeded to present a colourful, dynamic and provocative case for "putting the marketer back into marketing with web analytics 2.0." Like most web people I've met, he's irreverent and challenges traditional business structures and approaches. He laughs at decision-making by 'hipos' (highest paid person's opinions) and counsels innovators to prove them wrong and then move on with customer-centric solutions.

Mostly he prods us to pay much more attention to the 'whys' and 'what elses' versus just the 'whats' and 'how muchs' of online results. And to intelligently use the amazing tools available to do so.

A key metric = bounce rate "- if 67% of visitors to your site don't click through once you should be crying."

Key questions to ask your users:
- why are you here?
- were you able to complete your task?
- if not, why not?

Main message - let customers tell you - capture their voice and don't just interpret their actions.

Important approach - experimentation and testing.

Key takeaway for me - Avinash's blog has been recreated in book form for sale and he and his wife decided that all proceeds will go to charity as he doesn't want to be paid for something that was already free nor for something he loves to do. So in addition to the clothes, this is one of the big differentiators between geeks and suits, at least that's the way it appears.

Next week I get to hang out with web people at MESH - Canada's Web Conference. Tomorrow I'm wearing jeans.

Photo: Avinash Kaushik