Episode 6 – Google Analytics Implementation and Attribution Challenges

Kiran Kurnool is a seasoned SEO professional and web analytics enthusiast with a proven track record. With over a decade of experience, Kiran has excelled in roles across various industries, optimizing online presence, and driving growth through effective SEO strategies. Currently Senior SEO Manager at Khatabook, Kiran has consistently demonstrated his expertise in delivering impactful results. In

Episode 6 – Google Analytics Implementation and Attribution Challenges

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    In this podcast episode, the challenges of Google Analytics implementation and attribution are discussed. The hosts delve into the complexities faced by marketers when implementing Google Analytics and how it can impact data accuracy. They highlight the importance of setting up goals and events properly to ensure accurate tracking and attribution. The discussion also covers the challenges of cross-device tracking and the limitations of Google Analytics in attributing conversions accurately. The hosts provide insights and tips on overcoming these challenges, such as using UTM parameters and implementing cross-domain tracking. Overall, this podcast episode offers valuable information for marketers dealing with Google Analytics implementation and attribution.

    Key Take Aways

    8 Key Takeaways for Digital Marketers from the Blog “Google Analytics Implementation and Attribution Challenges”:

    1. Importance of Accurate Implementation: Proper implementation of Google Analytics is crucial for accurate data collection and analysis.
    2. Understanding Attribution Models: Digital marketers should be aware of different attribution models to determine the most effective marketing channels and campaigns.
    3. Challenges in Attribution: Attribution challenges arise due to multiple touchpoints, cross-device tracking, and offline conversions, making it essential to use advanced attribution models.
    4. Data Quality and Integrity: Maintaining data quality and integrity is vital to ensure accurate insights and decision-making.
    5. Customization and Configuration: Digital marketers should customize and configure Google Analytics to align with their specific business goals and objectives.
    6. Regular Auditing and Monitoring: Regular auditing and monitoring of Google Analytics implementation help identify and rectify any issues or discrepancies.
    7. Collaboration with IT and Development Teams: Collaboration with IT and development teams is necessary to ensure smooth implementation and troubleshooting.
    8. Continuous Learning and Upgradation: Digital marketers should stay updated with the latest Google Analytics features, best practices, and industry trends to optimize their marketing strategies.

    Overall, this blog highlights the importance of accurate implementation, understanding attribution models, data quality, customization, auditing, collaboration, and continuous learning for digital marketers using Google Analytics.

    In episode #6, the marketing specialist genius, Kiran Kurnool, shares his insights about the right way to implement and attribute Google Analytics into your website. He will talk about how Google Analytics allows you to measure the results of individual campaigns in real-time, compare the data to previous periods, and so much more. Our host, the founder and managing director of Infidigit, Kaushal Thakkar, shall discuss with Kiran about the do’s and don’ts about Google Analytics and how it impacts your business. So, without further ado, let us begin with today’s informative episode with Kiran Kurnool.

    Google Analytics is basically showing you the real time activity, or what’s happening on your website. So, where your users are coming from, where they are going, what kind of conversions are happening on your websites, what kind of events are going on, you could say which device, which country the users are coming from. So, all that information gets recorded in your analytics dashboard. And this becomes a key point for any digital marketer to have it implemented on their site.

    Read Transcript

    Some of the important points that are covered in this segment:

    1. How does Google Analytics help? (4:45)
    2. How to get started with Google Analytics? (5:48)
    3. What are the important metrics to measure in Google Analytics? (10:34)
    4. What are the major Google Analytics challenges? (14:49)
    5. Why cross domain tracking is necessary? (18:06)

    [00:29] Kaushal: This is episode number six of the Growth Genius Podcast powered by Infidigit. Welcome friends to Growth Genius Podcast. My name is Kaushal Thakkar and I am the founder of Infidigit and your host for the show. Each week, I interview geniuses who have created phenomenal digital growth for their organization. We discuss the key techniques and share insights to help you learn and create your own growth story. 

    Management guru Peter Drucker quotes that you can’t manage what you can’t measure. I would like to add to it. If you cannot manage something, how would you grow it? Even in the digital world, measurement is the key to success. 

    Today, we are going to dwell into one of the tools of measuring digital growth, a tool from Google itself – Google Analytics. The topic for today’s discussion is Google Analytics Implementation and Attribution Challenges. And we are going to learn from our guest how to optimally implement and measure via Google Analytics. 

    Our guest today is Kiran Kurnool who started his growth journey in 2011 as a marketing and business research analyst in the United Kingdom, and is now a senior digital specialist at L&T Technology Services, working for Huawei. An individual who is passionate about video games and believes that it has influenced his thinking in a positive way. He has a constant zeal and passion to learn new digital things. And today, we are going to learn from him. Kiran, thank you so much for being on the show. How are you doing today? 

    [2:17] Kiran: I am doing great Kaushal thanks for asking. And this is a wonderful opportunity for me. And this is my first podcast. And thank you for having me on this show. 

    [2:25] Kaushal: Thank you, Kiran. My pleasure. So, Kiran for our audience who do not know you well, could you help us with your introduction? 

    [2:33] Kiran: My name is Kiran and I work for L&T Technology Services now for a client Huawei. So, my journey throughout the career it’s been…it started from sales and marketing, and it’s gone towards the digital front now. I have worked with multiple brands like Myntra, Bankbazaar, and currently L&T, and I have worked for a Google project as well. So, through the process, I’ve worked with various clients that includes lead generation, ecommerce, sales all of that, and helped them solve the attribution challenges in terms of ads, and SEO, social media networks, all of that. So, yeah, this is like one of my brief introductions I can give you.

    [3:09] Kaushal: Kiran, you mentioned about a Google project. Tell us more about it. 

    [3:15] Kiran: Yes, so I was a part of this organization called Regalix. So, Regalix is a Google vendor, wherein I was a part of a Google project, basically tending to advertisers who had tracking issues when it came to Google ads. Actually, that was my game changer. I have learned a lot on solving Google Analytics implementation issues, Google Ads issues, what kind of problems advertisers face when it comes to conversion tracking, when it comes to ecommerce tracking. So, this was a project solely provided to us by Google. And we had a list of clients whom we used to call go on multiple platforms like BigCommerce, WordPress, Shopify, Volusion, and helping advertisers track their conversions effectively through the use of the right tools and platforms. 

    [04:00] Kaushal: And at Regalix you would have helped several other businesses and brands also solve those challenges? 

    [4:05] Kiran: Yes, absolutely. So, many of the brands, you could say one of them was Byju’s. It was an Indian client. So, yeah, we solved some of the attribution challenges for them as well. And we had a lot of clients from NBA, you could say, Decathlon Australia. They used to come to us for when they set up their ads and everything. And we used to help them track their conversions in the form of sales, lead generation, or the time spent on a page all of those aspects on to the ad platforms and the analytics platforms effectively. 

    [4:37] Kaushal: Nice, really good. Kiran, coming to the topic of today’s session, let us know how Google Analytics helps? 

    How does Google Analytics help?

    [4:45] Kiran: Absolutely! I don’t want to go really technical here. But I just want to give you a gist of what Google Analytics does. So, to the broader audience, Google Analytics is basically showing you the real time activity or what’s happening on your website. So, where your users are coming from, where they are going, what kind of conversions are happening on your websites, what kind of events are going on, you know, you could say which device, which country the users are coming from. So, all that information gets recorded in your analytics dashboard. And this becomes a key point for any digital marketeer to have it implemented on their site. 

    [5:22] Kaushal: Very true! And definitely it helps in recording all the customer activities and events. And one of the primary things would also be the visits or the sessions that hey, how many people came onto your website or your app?  And that would also be one of the very crucial metrics? 

    [5:36] Kiran: Absolutely.

    [5:38] Kaushal. While we now understand the benefits of implementing Google Analytics, how do you get started with Google Analytics? 

    How do you get started with Google Analytics?

    [5:48] Kiran: Yes! Many marketers are not aware about this in the industry there. So, analytics, they just take it as a piece of code and implement it on their website. But what I would say is, get first-hand information from your clients before implementing the analytics code on the website. So, let’s say you’re starting new, and you are interviewing the client. Get as much information as possible from them, like, who are their customers, what’s their business segment, who are they targeting? All of that.

    And then once it comes to the implementation, before adding the code on the website, I would suggest a few settings that need to be changed. First thing would be your campaign timeout settings and session settings in say, your Google analytics dashboard. It has to be changed, and it has to be set according to your business value, or the conversion time the customer takes before he reaches the checkout page of your website. Let’s say a blog. A blog user might, you know, be on your page for three… maximum three to four minutes. Yeah, so that would be your session timeout setting. Similarly, for an ecommerce website, like Myntra, a normal purchase cycle would be around, let’s say close to 10 minutes. Yeah, so that would be your campaign timeout setting. 

    Usually, what happens in Google Analytics is the session timeout and campaign timeout setting is set for six months and 30 minutes. So, that has to be changed accordingly to your business value. And secondly, in your view filters, you have to make sure that you check the filter that says ‘Exclude all bot filters,’ because there are a lot of competitors in the market who will send you unwanted bot traffic. So, that will bloat your ecommerce reports or your analytics reports. So, all of that bot traffic has to be blocked by checking that box in the view section of your analytics reports. Post this is done, there is something called a ‘referral exclusion list.’ So, if you’re running an ecommerce platform, there’ll be multiple ways to check out the user. So, let’s say, PayPal or PayU Money, Ola Money all of that. So, you have to make sure all those referrals are added in the referral exclusion list so that those are not counted. Or else you can have a test view and a normal conversion view for it. Post this is done, then implement the analytics code in the head section of your website. So, these would be the steps I would follow. 

    [8:00] Kaushal: Perfect! This should help many of our listeners who would like to go into the advanced stage of Google Analytics. But let’s consider that there is a small business or a user who’s implementing this on a blog website. And they’re doing it for the first time. And they’re not aware about all these technicalities. If they had to implement the simplest piece of code, how easy or difficult that would be?

    [8:26] Kiran: I agree that would be a difficult task for a non-technical person, because you have to fiddle with the codes, the source code of your website. So, the best possible way is to get in touch with a developer. That would be the first piece of advice, I would give. Or else there is a lot of documentation available online from developers.google.com, which gives you in depth information of how your source code looks and how the code has to be implemented. So, if you follow those instructions, clearly, you’re set in the right place. 

    [8:56] Kaushal: Great! Kiran, I was recently implementing Google analytics for one of our blogs. And I found an easy way out over There is to use widgets which are available. Let’s say, I was on WordPress and with WordPress, there are widgets to implement Google Analytics really easy. So, even if somebody is attempting it for the first time, they could just use this particular widget and incorporate the code. So, that’s for the initial users, maybe who have not liked to go into that depth of Google Analytics. But yeah, just want to quickly see what Google Analytics is and how it is going to perform. For them there is that easy fix of using some plugins available on WordPress, but yes, definitely the advanced users and the people who would like to get more detailed information and more realistic information from the source, I believe what you said would really be a good thing for them to implement. 

    [9:47] Kiran: Yes, absolutely. And I would like to add one point here, Kaushal. Widgets and plugins in WordPress have their own sense of advantages. But there is one disadvantage there as well. Let’s say, if the widget or a plugin is under maintenance or the plugin stops working all of a sudden when you change the theme, there are chances that you might lose the data on your website. 

    [10:07] Kaushal: True! yeah, that’s one of the fallbacks that the user could lose a few minutes or few hours of data. 

    [10:14] Kiran: Absolutely! So, it’s better to have a backup in place always. 

    [10:19] Kaushal: Very true! And what do you think could be the core metrics or the most important metrics? Well you already mentioned a few in the initial question, but are there more important metrics which the user should ensure that they definitely measure those?

    What are the important metrics to measure in Google Analytics?

    [10:34] Kiran: Yes! First and foremost, it would be your average time spent on a page. So, it depends on your business, again. So, if you have a blog post, average time spent on a page is one of the most important metrics, and then it would be your bounce rate, exit rate, and if you have an ecommerce website, it would be the transactions where it happened and which countries it’s coming from, and what are the devices the transactions are happening. And also, you have to set up goals. So, I will talk about it later during the further discussion. 

    [11:06] Kaushal: Oh, definitely! Is there any difference between the metrics which we should be measuring on the web versus the app?  While many of these would be true the average time spent, bounce rate, exit rate transactions, but would there be anything different between the web and app?

    [11:22] Kiran: App it would be the number of installs that happened. So, how many people actually clicked on the install button and then installed the app. And what are the kind of reviews that are coming up, and what are the number of ratings that are coming on your app section? So, all of that would matter, yes.

    [11:37] Kaushal: Perfect! Kiran, any specific mistakes which usually people make, that our audience should ensure that they look out for so that they don’t make the same mistake which other people usually make?

    [11:50] Kiran: Absolutely, Kaushal.  So, this one is a bit long answer, but I will tell you one of the common pitfalls that many very good marketers tend to make. Firstly, instead of adding the analytics code on the head section of the website,  I’ve seen so many advertisers adding it in the body section of the website, which is wrong. Because if you load a website, and if the customer doesn’t load the website entirely, the HTML code is read from the top to bottom. And by the time the bottom part of the code is loaded, the analytics code doesn’t get loaded and those visits don’t get recorded in your analytics reports. So, it’s always advisable to have the analytics code implemented on the head section of the website. 

    Secondly, implementing an analytics code through the head section and also using Google Tag Manager. So, what happens is, once a page is loaded, there are two analytics codes triggered at one single point of time. So, this would hinder your bounce rate reports in your analytics dashboard as well. So, this is one other mistake that I’ve noticed. 

    Thirdly, they do not filter out the internal IP address from the analytics reports. So, internal IP filtering is one of the important aspects to make a note of the crucial visits that the customer makes and not your internal employees. 

    Fourthly, instead of adding it on the common header, they tend to go on each and every individual single page and add it on there. And we are humans, we tend to make mistakes. In some cases, if you missed out on some pages, the analytics code will not get recorded on that page, and you will not be able to count the visits properly. So it’s advisable to add it in one common section, where code gets triggered on every possible page of your website. So these are some of the common mistakes that I’ve noticed. 

    [13:34] Kaushal: And Kiran. one more thing which I would like to ask over there or share is when I was implementing Google Analytics at one of the organizations, what happened is the analytics team implemented so many events on the website, they would put an event for each and every button click, each and every navigation menu where the person clicked. And what happened is they were using the free version of Google Analytics. 

    With this the events which Google Analytics is recording, differentiate between the free version and the paid version increased and because of which they were seeing a huge lag in data. And also, most of their data was getting sampled. So, one piece of advice from my side over there would be that in case the audience is implementing Google Analytics, and using the free account, if you don’t want to spend much on Google Analytics, at least ensure that you do not create too many events, where your core data like the sessions, average time spent on the website or the exit rate etc. get sampled or there is a lag in that. So, that’s the other thing which I would like to add from my side. 

    [14:38] Kiran: Absolutely, Kaushal! I agree with you on this point. 

    [14:41] Kaushal: While you mentioned a few of the mistakes, Kiran, what would be the major Google Analytics challenge which you have faced in your life? 

    What are the major Google Analytics challenges?

    [14:49] Kiran: Yeah, this is one of the major challenges is to explain to a client as to why the conversion reports are not as what they are trying to see. Yeah? So, this can be for SEO, your ads, your referrals anything, it’s because analytics reports you’re not supposed to look at the reports the way the analytics reports show you. You’re supposed to slice and dice the data based on the business understanding that you have. I’ll tell you one example. Analytics uses a default attribution model called ‘last non direct click.’ 

    Let’s say a user came from Facebook today. So, he came from an organic search, the next day he didn’t convert, and the third day he came directly and then converted. So, based on the last non-direct click Attribution, analytics tends to give all the value to the organic search instead of the original channel which was Facebook. So, based on these reports, the client tends to get angry stating that you know, my Facebook channels are not doing good organic channels are doing good and they try to monetize their efforts on organic channels there.

    So, in these cases, what I would suggest is there is one section in your actual analytics report that’s called multi-channel funnel attribution. I would advise the clients to go there and look at the assisted conversions, like, which channel has assisted the conversion in every part of the user journey. So, based on that they can make some important decisions for their business. And this is one section, which is mostly overlooked by the majority of marketers. Multi-channel funnels is one of the sections that has to be used on an everyday basis. That’s the advice that I would give. 

    [16:33] Kaushal: Got it. And this was a challenge, which you also faced while working at some organization? 

    [16:37] Kiran: Yes, definitely! This was one at Regalix, actually, what I’m talking about. 

    [16:42] Kaushal: Okay, great! So while you mentioned some people using Facebook as their initial discovery channel and then moving to organic and then doing a transaction via direct. A message to the listeners, it’s quite possible that similarly the user first lands via organic search, then moves to Facebook, and then goes via direct. In the latter case, the case which I mentioned, the attribution will go to Facebook, and not to the organic search, which is the original channel of attribution. So, that’s where multi-channel funnel is something which is going to help you. 

    [17:15] Kiran: Absolutely! This is one of the major challenges I have faced actually. 

    [17:19] Kaushal: Yes, that’s one of the challenges which I also have faced and multiple organizations. In fact, they get worried about where their visits are coming from, how the users are not coming from a particular channel. And this thing has helped us in clearing many people’s doubts. 

    [17:34] Kiran: Absolutely! And then I would like to add one more point here, Kaushal. Apart from this, for ecommerce based websites, there is a necessity to implement cross domain tracking as well, so that your payment gateways like PayPal, PayU money, all of those get excluded from the referral exclusion list. And you get to know your original source of attribution. So, this is the one point that I wanted to make.   

    [17:56] Kaushal: This would be the second challenge. And what would happen if they don’t do it? That’s something which is crucial for the audience to understand when they don’t do this cross-domain tracking, what would be the pitfall?

    Why cross domain tracking is necessary? 

    [18:06] Kiran: I’ll explain through a scenario here. Let’s take an example of Myntra. The person has reached the homepage, he has browsed through the category pages, he has added a product on their cart, and then they are going to the final checkout page. So, once they go to the final checkout page, they have a plethora of options there. So, they can check out using the Myntra domain itself or  they can use third party platforms like PhonePe, PayPal payment gateways to get their transactions done. So, once they click on that, what happens there is the user is taken from your website to another website, which is PhonePe, which doesn’t have the same analytics code that you have implemented on Myntra.com. 

    And then once the user completes the purchase at PhonePe and comes back to your website, analytics tends to show that the visits came from PayPal instead of the original source of attribution. So, yeah, by adding PhonePe as a referral exclusion in your report. So, it makes sure that that part of the report is not added in your analytics section and then you get the clear picture of what’s happening. 

    [19:15] Kaushal: Thank you, Kiran for sharing this. In fact, for one of my clients, what happened is because of this particular thing not being in place, they were seeing a huge number of visits coming from PayU and they were surprised that hey, PayU is giving us so much of conversion. This is the channel where we should spend. I said okay, PayU is not a channel we have integrated payment gateway via that. And it was really an insightful thing for them. They were laughing at themselves at what they have been thinking about. But yeah, that’s an interesting thing, which happens in the digital world. And that’s where geniuses like you need to help people solve their challenges. 

    [19:52] Kiran: Thanks, Kaushal. I’m more than happy about that. And yeah, that’s what the final point…I mean, the summary of what I would put here is do not look at analytics reports at face value. Always try to understand the business from your clients’ perspective and then approach the reports from a logical point of view instead of just looking at it like in the form of numbers. 

    [20:13] Kaushal: Could you help us with a real case study over there or an instance which happened with you where, let’s say, you reduced the session timeout because of a particular thing, or event which happened, or anything around the customization, which you mentioned?

    [20:26] Kiran: I’ll tell you one real time example that happened with one of my clients, actually. What happened there is, after every three seconds, we see a direct visit from Google Analytics that’s being generated. So, even if the user comes from the organic search, every three minutes, there is another session that’s getting triggered in the analytics report. And that session is being shown as direct. So, we checked the cross domain tracking, we checked all of the issues, nothing was wrong, so everything was in place. But after days and days of R&D, we came to know that the session timeout settings was set to three seconds. 

    [21:06] Kaushal: Okay! That’s interesting.

    [21:07] Kiran: Yeah, what happens there is, for every three seconds there is a new session generated. Or you could say one minute not three seconds, one minute. For every one minute there is a new session generated. So, which is wrong. So you have just changed that small setting there to know…

    [21:22] Kaushal: They must be having 90% of the visits coming from direct only in this case.

    [21:26] Kiran: Absolutely, this was the problem. 

    [21:28] Kaushal: The brand team must be really happy with that. 

    [21:32] Kiran: I agree. So, yeah, that’s what. Again, coming back to square one, do not look at analytics reports at its face value. Always try to analyze various points of view before coming to a conclusion. 

    [21:45]  Kaushal: Kiran, some of our listeners would be really new to digital marketing and would like to understand what are the kind of channels which people would be able to see once they implement Google Analytics. Any light or information which you could throw on that for those people who are very beginners into Google Analytics?

    [22:04] Kiran: When people actually go through Google Analytics, so they’ll be actually bombarded with information. Let me be very honest with you. So, it’s like, it’s such a huge platform. So, even myself, I do not know some intricacies about it. I’m still learning. I’m still trying to learn every day. But yes, there is one section which is called ‘acquisition.’ So, once you go to acquisition, there is another section called channels, so you will come to know which channels are getting recorded in your analytics reports. So, the first would be organic, the second would be direct, the third would be referrals, the fourth would be social, and fifth one would be others. So, another is a channel that’s categorized for which analytics is not able to attribute the channel information for.

    [22:53] Kaushal: Kiran, would you have any suggestions for those people who are really new to the digital world and would like to get into the digital industry to work as a digital marketing specialist or any other role in digital. How can they enter the industry?

    [23:06] Kiran: Yes, Kaushal definitely. So, what I would suggest is…this is my personal point of view. And again, it’s a subjective thing which everyone has their own opinion on. My personal opinion is not to go for online classes. I would suggest people enroll in a live classroom coaching program, where they get to work on real time projects, with a tutor who is actually personalized for you. So, I found most of my strength from there because….I like to name my Institute here which is Online Marketing Institute and Training. 

    And I would like to name two key people here. One is Ravi Kiran, and the other one is Guru Raj. They are my mentors here. Because of them, I am in this position right now even talking to you. Otherwise, I didn’t have proper speaking skills as well. So, they have helped me immensely towards the growth of my career by giving me life training and opportunities to work on real time clients, so that I can get to know in and out of Digital Marketing. My suggestion would be to go for live classes instead of online classes. Because online classes tend to be self-paced and self-paced will make you lazy. Let’s be honest here. Nobody wants to just go sit online and study because it makes them lethargic. So, it’s better to be on toes instead of just learning yourself online. 

    [24:25] Kaushal: Got it! And when you say live classes are these on a face to face basis or would this happen online? But yes, there would be a coach who is dedicated to you and who’s interacting with you on the internet. 

    [24:35] Kiran: Absolutely! And then some people would have network issues as well. So, there’s a lot of time involved in, “can you hear me? Can you hear me? Can you hear me?” So, most of the time goes in that there’s a lot of fillers in there. So, instead of that, yeah, let’s avoid all of that and just enroll in an online class for the same price. 

    [24:52] Kaushal: Okay, that sounds good, Kiran. And having said that, you mentioned about two people who you really appreciate and who have contributed to your growth journey. But are there any other people that you follow online? 

    [25:06] Kiran: Yes, yes, definitely. 

    [25:07] Kaushal: Or even offline? 

    [25:08] Kiran: Offline, yes. Online yes. With many digital marketers, you have Neil Patel, you have Rand Fishkin, who are gurus for you. But apart from that offline yes, I would like to name a few people here. One would be Mr. Rahul; he was my team lead at Regalix. It’s through him I was able to understand how you can be at ease and how you can be calm when you’re talking to clients who are literally shouting to you on the telephonic conversations. I learned the knack of staying calm and quiet and composed to express my view properly. Secondly, it was Bankbazaar. Bankbazaar I would like to name Mr. Satpal Singh. He was my team lead. He actually taught me in depth about SEO. There were a few things which I wasn’t aware of, and he made me aware of all those aspects. And, thirdly at Myntra. Myntra trust me, this would be, you know Tanushree. I had very bad presentation skills. But she taught me how to present a PowerPoint presentation to the appropriate audience, when it comes to a technical person, optimize the presentation for a technical point of view. And when it comes to delivering it to the management, keep it non-technical, as much as possible. So, this is what I have learned. 

    [26:27] Kaushal: Oh! I hope Tanushree is listening. If I meet her, I’ll pass on the message to her. 

    [26:33] Kiran: Yes, Kaushal, definitely. 

    [26:37] Kaushal: And Kiran, you’ve worked at several organizations like Bankbazaar, Myntra, and now L&T technologies, how has your role changed? Because sometimes you’ve worked as an analyst measuring things, sometimes you’ve even worked on the search engine optimization side of it. So, how has your role changed over the years at different organizations? 

    [26:57] So, if you actually look at my resume, it starts as an analyst, and then it goes to a digital marketing specialist. So, it’s never been a manager or anything as such. But my role internally inside the organizations has changed in terms of guiding and leading people. So, in terms of mentoring them, in terms of giving training sessions. I started as a sales and marketing analyst and then moved to SEO. I am working for L&T technologies for a client Huawei which is for a new IP. And unfortunately, due to the, you know, non-disclosure agreement, I cannot divulge much information about that.

    [27:30] Kaushal: No, worries! But at least it’s good to hear that there is new IP related work which is happening in India. Really happy to hear that. 

    [27:40] Kiran:  Yes. 

    [27:41] Kaushal: And when you say you’re into these multiple things, and you’ve helped many people learn, what has been that one usual advice which you have given to those people when they’re working on it in terms of measuring and doing the analysis? Is there some common advice which you would have given to all of these people? 

    [27:57] Kiran: Yes! So, what I have come across is Kaushal in this field or be it any field, okay. I live by a quote actually. So the quote is, “it’s a slow process, but quitting won’t speed it up”. I would tell this quote to any people in any field. Because let’s be honest, SEO especially in digital marketing is an extremely slow process. And just because you’re not seeing the results and you quit, it doesn’t speed up the process. So anyone who is entering the digital field, I would advise them to have loads of patients if they do not have patience, I would not suggest this field because it involves keyword research. It involves lots of audits, it involves talking to people who do not understand digital marketing, it involves report generation, so you have to work on a lot of Excel sheets, you have to slice and dice the data. So, if you do not have the patience, I would suggest not to enter this field. So, patience is the key here.

    [28:50] Kaushal: Better build patience because digital is growing. And this is where the job opportunities are and growth is. 

    [28:56] Kiran: Absolutely!

    [29:58] Kaushal: Perfect! And what helps you remain growth focused? Because I’ve seen you growing from that particular stage, you were working as an analyst to today where you’re working on new IPs. 

    [29:10] Kiran: Yes.

    [29:11] Kaushal: So what helps you remain growth focused?

    [29:13] Kiran: Yeah! As you mentioned in the introduction earlier that I have a passion for video games. There’s a reason behind that. It’s not just I play for the sake of it. But I love the passion and I love the attention to detail the game developers put in the environment and creation of characters. That’s the attention to detail. So, what keeps me focused, and what motivates me is the attention to detail that I do in my everyday tasks. So, there are some things which I miss out on an everyday basis, and I learned from others. So, this constant state of learning is what is keeping me motivated in going towards and dwelling much more into the digital field, Kaushal.  

    [29:52] Kaushal: Wonderful! That’s nice. Kiran, if you could time travel to the day where you were at the beginning of your career what would be the advice with your current self will give to that younger version of Kiran Kurnool?

    [30:07] Kiran: Kaushal, what I would say is if I could time travel myself, let’s take it to engineering. I was always a career-oriented person, what I would say is always dwelling into books, books, books, books. I wish I had some time for myself as well, Kaushal. That’s what I feel. 

    [30:23] Kaushal: Okay!

    [30:24] Kiran: Yeah, it just feels like I have not enjoyed my teenage years of my life that much. And I’m getting to live it now. Yes, that’s for sure. But I wish I had more time to enjoy myself also and then study. So, I wasn’t able to find the right time balance between studies and casual entertainment. With this mindset I wish I could time travel to the past and just make some changes there. 

    [30:48] Kaushal: Yeah, just  least inform your younger self that, “hey maintain a work life balance”.

    [30:53] Kiran: Yeah! 

    [30:55] Kaushal: Cool! Kiran, what we’ll do now is move into the ‘Speed it Round,’ where I would request you to answer in maximum 10 words or less better. So if not digital, what would you be doing? 

    [31:08] Kiran: Absolutely! Video game development, design and development. 

    [31:13] Kaushal: Which one daily habit has been a game changer for you?

    [31:16] Kiran: Working out, Kaushal. Because I work out not just to keep my body fit and it keeps my mind fit as well. And I tend to not miss out on workouts every day. And this is my advice for everyone. 

    [31:28] Kaushal: One thing that you would want to correct in your life.

    [31:31] Kiran: My level of patience, again. So, I just want to improve it on an everyday basis yeah. 

    [31:36] Kaushal: And define Kiran Kurnool in one word.

    [31:39] Kiran: Passionate, energetic and friendly person whom everyone can approach for any sort of problems or anything to share. 

    [31:46] Kaushal: Okay, I’ll take it as passionate because that was the first word. And Kiran any parting words for the audience that you would like to share? 

    [31:55] Kiran: Parting words for the audience is again, I live by the quote, Kaushal, which is please do not quit just because the process is slow. Keep pushing forward for your goals. And there’s one point in time, the time will answer all of your problems. So, I would suggest not to give up at any point of time, be it how hard the situation may be. 

    [32:14] Kaushal: Great! And that’s where I would like to share with the audience the example of the bamboo tree, which takes a long time to grow. But when it spurts out of the ground, it grows really fast and becomes much taller than many trees. So, give yourself the time or give that process the time to bear some fruits. And then definitely you will see more growth coming out of it like the bamboo tree. 

    [32:40] Kiran: Absolutely, Kaushal. 

    [32:41] Kaushal: And Kiran, how does the audience stay connected with you? 

    [32:43] Kiran: I am available on LinkedIn. So that is one of the places where I’m in constant touch with my audience there. And also, if anyone wants to get in touch with me in person, they can text me on Facebook messenger as well, not a problem. 

    [32:58] Kaushal: Nice! So thank you, Kiran. We learned a lot from you today, definitely several of the life learning things as well, especially, please do not quit because the process is slow. And we also learned how to pay attention to detail, how to be in that constant state of learning. Thanks a lot for sharing. And thanks a lot for being on the show. 

    [33:19] Kiran: Thanks Kaushal. Thanks for having me on the show. As I said, this is my first podcast and I was really thrilled and humbled at the same time for giving me this opportunity, Kaushal.

    [33:27] Kaushal: Thank you my pleasure. And definitely the audience is going to love listening to you. Thanks a lot for being on the show. 

    [33:33] Kiran: Thank you, Kaushal. Thank you so much. And stay safe everyone and take care. 

    [33:40] Kaushal: Thank you so much for listening to this episode of the Growth Genius. I hope you learned something today that would help you to grow. If you did, please share this episode with your family and friends. If you’re listening to it on the Infidigit website, I would request you to use a podcast app on iPhone or download Google Podcast or Spotify on your Android devices. Subscribing to this podcast will ensure you get the episodes regularly on your phone. The podcast icons near the audio streaming widget on the Infidigit website should help you to navigate to this show on your podcast app. Also, if you haven’t yet, please subscribe to the Growth Genius show wherever you are listening to this podcast. It will help you in your growth journey and will also ensure that you do not miss a single episode. Thank you so much for listening. Now go out there and create growth for yourself and your company. Thank you

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