Insight can come from many directions. It can come from experience, observation, or understanding. It also comes from the knowledge of others.
I'm reading a book called, Everything I Know About Marketing I Learned From Google by Aaron Goldman. I don't know if I would go so far as to say it's fascinating, but it's definitely enlightening.
In the book, Goldman looks at 20 specific tactics Google uses to make it one of the most successful companies – and most popular noun/verb combo – on Earth. Ever.
Halfway through the book, Google's lodestar and its importance are explained. It gets shrunk down to one four-letter word. Data.
Google bases every decision on data. If no statistical evidence is presented to support a business direction, the decision is basically a hunch involving too much risk and a road not taken. One story goes that Google even tested 41 shades of blue for its toolbar before choosing the right shade.
A large part of the public relations profession is data collection, measurement, and analysis. If these necessary steps are not taken, we are essentially throwing darts into the night sky aiming for Orion's belt. While Google may takes this practice to the nth degree, you can't argue with the results.
Personally, I like Google's shade of blue.
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