HSMAI had the chance recently to discuss web analytics, hotel marketing, and visitor acquisition with Avinash Kaushik.

Avinash, a keynote speaker at the HSMAI Digital Marketing Strategy Conference, February 1, 2011, is the "Analytics Evangelist" for Google and co-Founder of Market Motive Inc. Through his blog, Occam's Razor, and his best-selling books, Web Analytics: An Hour A Day and Web Analytics 2.0, Avinash has become recognized as an authoritative voice on how marketers, executives teams and industry leaders can leverage data to fundamentally reinvent their digital existence.

HSMAI: So, what does an "Analytics Evangelist" do?

Avinash: I passionately believe that the web has been (and will continue to be) massively disruptive in terms of how we find, connect and acquire customers. One major gift of that disruption is the possibility, finally, for Senior Business Leaders to move from faith based decision making to data driven decision making.

In that context, my role as an Analytics Evangelist for Google has two facets. Work with the various teams at Google that provide data to Google's customers to help make the tools more useful, the data more relevant and provide meaningful insights. Second, to work with companies that use the web to provide ideas, frameworks and recommendations that aid in making better decisions related to their marketing spend and customer-centricity.

HSMAI: What tools should hotel and travel marketers use to be more data-driven in their decision-making?

Avinash: My second book Web Analytics 2.0 recommends an expansion of our view of what "data" is online as a way to make significantly more intelligent decisions.

It is clickstream data (Google & Yahoo! Web Analytics).

It is qualitative data like surveys (4Q, KissInsights etc) and online usability (UserTesting, Loop11 etc) data.

It is the mix of qual and quant data like experimentation and testing output (using Google's Website Optimizer).

It is using competitive intelligence data to learn from the accomplishments and failures of your direct competitors (using Compete & Insights for Search & Trends for Websites etc).

Travel companies that have a clear Web Analytics Measurement Model and leverage the relevant tools above will win. Win big.

HSMAI: You wrote in a recent posting on your blog that "We tend to be far too obsessed about Search Engines and Twitter and the Next Shiny Object" when it comes to visitor acquisition. What are better metrics for a successful visitor acquisition strategy?

Avinash: Companies that focus on "buzz" and "virality" and visits to the site, etc are doing great stuff. But I obsess about Outcomes. You got a million people to the site, so what?

Metrics that answer the so what question should be a critical part of your measurement strategy (ROI, baby!).

Here are some of my favorites: Bounce Rate. Task Completion Rate. Impact on Visitor Loyalty. Per Visit Goal Value.

HSMAI: What can conference attendees plan to take away from your presentation "Rethinking Online Analytics: Customer Centric Data Driven Strategies"?

Avinash: My hope is to share specific ideas connected to the travel industry related to 1. new and interesting ways of using online data 2. my Clear Line of Sight Model to choose optimal set of metrics and 3. creating truly customer centric web experiences.

Hear more from Avinash and other digital marketing experts, including Peter Shankman, Entrepreneur, Adventurist, Founder of Help A Reporter Out, and CEO of The Geek Factory, and Simon Breakwell, Co-founder and CEO, TravelPost, at the HSMAI Digital Marketing Strategy Conference. This unique one-day interactive program, the day after the HSMAI Adrian Awards Gala, will feature thought leaders and subject-matter experts in various components of digital marketing. Hot topics will include measurement and ROI, selecting and working with an agency, mobile and location based marketing, social, digital strategic planning, web analytics, and case studies from HSMAI's Adrian Awards Digital Marketing award winners. The event is designed for digital marketing, ecommerce, or distribution management professionals from hotel brands, hotel management companies, hotel ownership groups, destinations, and independent hotels and resorts.