In front of over 200 Ad Execs at a conference sponsored by Columbus, Ohio agency Resource Interactive, Avinash Kaushik, the "analytics evangelist" at Google, said most websites and digital marketing plans "suck" because decisions are made by the hippo, or "highest paid person's opinion", rather than by truly taking into account consumer feedback and statistics.
"Google is giving the same tools that, only prior to Google, you had to get at a big advertising agency or digital firm for free."
When asked to explain in more depth what Google Analytics -- and his role as an analytics evangelist -- means for digital and traditional advertising agencies, Mr. Kaushik said: "We want to be the company that really lives the spirit of accountable advertising."
The takeaways here are obvious, but they still worth noting:
1) LISTEN TO YOUR CUSTOMERS AND YOUR CLIENTS' CUSTOMERS
2) TAKE ADVANTAGE OF FREE TOOLS SUCH AS GOOGLE ANALYTICS FOR YOUR COMPANY AND YOUR CLIENTS