• Information is powerful, but it is how we use it that will define us.

    Zack Matere, Potato Farmer, Kenya
  • Data without action and action without data are both dangerous, but even if you have both there is a chance they are not connected.

    Arturo Vazquez, Customer Solutions Engineer en Google
  • If you optimize for Conversion Rate you'll be focused on the past. If you optimize for Lifetime Value you'll get you mind thinking about the future.

    Andy Granowitz, Google Analytics Technical Services Specialist
  • You have more data than I want you to have.

    God
    (by Avinash Kaushik, Evangelista de Marketing Digital en Google)
  • If you torture the data long enough, it will confess to anything.

    Ronald Coase, Premio Nobel de Economía en 1991
  • We do no market research, we just make products we want to use.

    Steve Jobs (1955-2011)
  • In God we trust; all others must bring data.

    W. Edwards Deming en Competing on Analytics: The New Science of Winning
  • Turnover is vanity. Profit is sanity.

    Duncan Bannatyne en Dragon's Den
  • Si solo reportamos datos somos parte del problema, si reportamos conocimiento, seremos parte de la solución.

    Gemma Muñoz autora y profesional de Analítica Web
  • People pay you. Not pageviews.

    KISSmetrics
  • Sin un objetivo de negocio claro, nada de lo que hagas tendrá resultados.

    Gonzalo Alonso, Country Manager en México, Monster
  • A child has no trouble believing the unbelievable, nor does the genius or the madman. It's only you and I, with our big brains and our tiny hearts, who doubt and overthink and hesitate.

    Steven Pressfield en Do The Work (2011)
  • The price of light is less than the cost of darkness.

    Arthur C. Nielsen (1897-1980), Analista de Mercados, Fundador de ACNielsen
  • Most people use statistics the way a drunkard uses a lamp post, more for support than illumination.

    Mark Twain (1835-1910)
  • Not everything that can be counted counts, and not everything that counts can be counted.

    William Bruce Cameron, Informal Sociology: A Casual Introduction to Sociological Thinking (1963)
  • The web's greatest gift is the ability to fail faster. And if you are not failing a little bit everyday, you are not trying to win.

    Avinash Kaushik, Evangelista de Marketing Digital para Google
  • If you go faster you're gonna make more mistakes but, in the long run, you're also gonna do things better.

    Alfred Spector, VP de Innovación en Google
  • It's not how great you start, it's how great you end up.

    Guy Kawasaki, Autor e Inversionista
  • Action is the real measure of intelligence.

    Napoleon Hill (1883 - 1970)
  • You cannot improve one thing by 1000% but you can improve 1000 little things by 1%.

    Jan Carlzone, The aggregation of marginal gains
  • Why do otherwise intelligent people ignore the low hanging fruit and want to eat the whole tree first?

    Avinash Kaushik, Evangelista de Web Analytics para Google
  • Is something important because you measure it, or is it measured because it's important?

    Seth Godin, Autor y profesional de Marketing
  • In a changing world, the people who win are the people who change

    Seth Godin, Autor y profesional de Marketing
  • The riskiest thing you can do is be safe and the safest thing you can do is be risky

    Seth Godin, Autor y profesional de Marketing
  • Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise it's not better

    (OH) Avinash Kaushik, Evangelista de Web Analytics para Google
  • Tu mayor objetivo como analista es desafiarte a ti mismo para encontrar algo valioso que reportar

    Juan Damia, Profesional de Web Analytics
  • Measurement means admitting what's broken so you can fix it

    Seth Godin, Autor y profesional de Marketing
  • Half the money I spend on advertising is wasted; the trouble is I don't know which half

    John Wanamaker (1838 - 1922), el padre de la publicidad moderna
  • My greatest asset are my mistakes

    Seth Godin, Autor y profesional de Marketing
  • If you don't engage with your customers, how can you expect them to engage with you

    Joseph Jaffe, Autor y profesional de Marketing
  • There is a new way to do Marketing and it’s to do it with numbers

    Eric Schmidt, Executive Chairman, former CEO en Google
  • I have failed over and over and over again in my life, and that is why I succeed

    Michael Jordan
  • In a world where I feel so small I can't stop thinking big

    Rush, Caravan (2010)
  • HITS: How Idiots Track Success

    Katie Delahaye Paine, The Queen Of Measurement
  • Analyzing data in aggregate is a crime against humanity

    Avinash Kaushik, Evangelista de Web Analytics para Google
  • ¡Ese Analytics esta bien pagüerful!

    Jack Fermón, Product Specialist, Google México
  • Optimization is like weight loss: improvements happen gradually. Don’t expect to drop 10lbs a day, try loosing 1lb a day

    Justin Cutroni, Profesional de Web Analytics
  • Analysis can only get you so far – it’s time to go test.

    John Shannon, space shuttle program manager, NASA
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Talento y Pasión

Además de ser un gran y divertido orador, Ken Robinson expone una idea básica para alcanzar el bienestar en nuestras vidas:

Conocer nuestros talentos es un requisito importante para lograr el éxito en la vida, al menos desde el punto de vista profesional. Sin embargo, lograr descubrir nuestras pasiones es mucho más importante desde el punto de vista del bienestar personal. La magia viene cuando logras combinar talentos con pasiones y de pronto te encuentras en un mundo por completo distinto. Cuando las actividades que realizas, lejos de cansarte te reconstruyen.

La charla de Ken se basa en una serie de historias que incluyen al Dalai Lama, Matthieu Ricard (supuestamente, el hombre más feliz del mundo), Terence Tao (niño prodigio de las matemáticas), Ewa Laurance (jugadora profesional de billar) y Bart Conner (gimnasta olímpico) entre otros.

The Permission-Industrial Complex

Seth Godin, en una charla en las oficinas de Google, compara la forma tradicional de hacer marketing:

The TV-Industrial Complex

  1. Interrumpe mucha gente con anuncios
  2. Incrementas tu distribución
  3. Vendes más productos
  4. Obtienes utilidades con las que puedes comprar más anuncios e interrumpir más gente

 

con la alternativa más inteligente:

The Permission-Industrial Complex

  1. Crea algo digno de ser comentado
  2. Cuéntaselo a gente que quiera escucharlo
  3. Ellos lo comparten, ellos son los que cuentan tu historia, ellos son los que hacen marketing
  4. Obtén su permiso para contarles acerca de tu siguiente lanzamiento

 

Este nuevo modelo mental te ayuda a desprenderte de la idea de “buscar clientes para tus productos” y te sintoniza en la idea de “buscar productos para tus clientes”.

Lo más importante no es el producto sino la historia. La historia que cuentas cuando tienes el producto, la historia que le cuentas a tus amigos o la historia que te cuentas a ti mismo.

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