Did you know that there's a character who's been the main architect of the progress we have had in terms of web analytics? This is Avinash Kaushik, known as the guru in this field.

You know that making decisions based on data is one of the best strategies you can use on your website. Well, Kaushik will be a great ally in that sense, and his books will help you reduce uncertainty in the market.

Make yourself comfortable because we will be delighted with one of the most influential people of the last decade. 

Who is Avinash Kaushik?

There are several people who have forever transformed the history of mankind and we could say that Avinash Kaushik is one of them, who has devoted much of his life to artificial intelligence and analytics as a way to facilitate decision making on the Internet.

He is of Indian origin and during his career he has received different awards thanks to the contribution he has made to digital marketing and web analytics. Thus we find awards such as the Rising Star and recognition as the Most Influential Contributor to the Web Analytics Industry.

Kaushik's purpose has been to explain the importance of simplifying data analysis, since many entrepreneurs tend to get confused due to the large amount of information they handle.

That is why he created his own blog and has dozens of books that help us use web analytics as an ally in our business.

Kaushik's 10/90 rule

One of the reasons why Kaushik is so famous is for the creation of the 10/90 rule, which, although it may seem complex, is one of the simplest to understand.

The way it works is easy: for every 10 euros you invest in different web analytics tools, you will have to inject 90 euros in specialists who know how to analyze the information obtained, as well as prioritize each of the data.

Therefore, it's not so much the tools you use that matter, but the professionals who interpret the data obtained. At the end of the day, people are the ones who will be the key to success in your digital marketing strategy.

Avinash Model 

Surely at some point you've heard the word "funnel". Yes, it's widely used in digital marketing and is often used to explain the buying process a user goes through.

However, the Avinash model is another funnel that explains the stages a customer goes through when purchasing a product or service. If you understand it, you will be able to better connect with their needs.

Let's take a closer look:

1. See

The See stage is the moment when the user is "just looking". 

Have you ever seen a person walking down the aisles of the mall and looking closely at the items in various big-name stores? Well, we've all done it and it's a moment when we're not looking for something in particular. 

Here the customer is just observing, but has not yet set his sights on a specific product, so his purchase decision is far away. 

Thus, it's not worth investing money in offering them an item right off the bat. First you have to get their attention and then move on to the next stages of the funnel.

Social networks and traditional media such as television and radio are of great help in this regard. They will help you promote your product and attract that user for the first time.

2. Think

This brings us to the Think stage. This is the moment when the user has some idea about what they want to buy, but they have not yet shown a concrete interest in a product or service.

This user needs a lot of help, as they don't know how much they are willing to pay or where they would like to buy it.

This is why they are very susceptible to any detailed information that will help them make a purchase decision. Some of the media you can use are:

• Facebook

• Display

• Youtube

• Instagram

• Google Ads

3. Do

This brings us to the Do stage. In this case the user is already ready to take an action because they have gone through the previous stages in which they have researched about the product that best fits their needs.

You can identify them thanks to the search patterns they make on the web. In most cases they put the exact name of the product or ask questions about the best place to buy it.

This is a very profitable user, so you can use programmatic or video tools that will allow you to further segment the customer according to the search they make.

4. Care

Finally we reach the Care stage, which is when a person has already been our customer. 

The idea in this phase is that the user is happy with the product they purchased and is interested in repeating the purchase in the near future or trying another item from our catalog.

What tools can you use to achieve these objectives? Some of them are:

• Remarketing campaigns to reinforce the customer's image of a specific product.

• Social media, where you generate valuable content that is useful to the user.

• Phone calls for post-sales follow-up.

At the end of it all, it's called Care because we must take care of this user, who has proven to be the most profitable of all. 

That's why it's the foundation of any digital marketing strategy, but its volume is so low that it requires a focus on the previous phases to ensure adequate lead traffic.

The Importance of Avinash Kaushik

There is no doubt that Kaushik is a figure that will go down in history as one of the most influential authors of the 21st century.

Digital marketing is characterized by metrics, indicators and endless numbers, but he has always sought to go beyond and interpret each of the data we find. 

It's time to consult his blog and some of his books to be more precise in the next digital marketing strategy you apply in your business.

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