Web Marketers Need to Understand Consumers
Avinash Kaushik, Google’s so called ‘Analytics Evangelist’ says many web marketers are out of touch with the experience consumers are seeking from visiting their websites.
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He advised marketers to create conversations with consumers using a simple, short and free online survey created by www.Iperceptions.com, an online research firm. The survey asks: Who is coming to your website? Why are they there? How are you doing? What do you need to fix?
The surveys “get customers involved in fixing things,” he said.
Kaushik describes his day-to-day duties of his job at Google to Adage as “giving a lot of talks” to teach people how to make better websites and spreading the word about Google’s seven “analytic tools,” mainly Google Analytics and Ad Optimizer. He noted that anyone from a mom-and-pop business to a Fortune 500 brand could use these tools.
“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.”
Matthew
