Google: A Static Filled Channel
April 13, 2009
Mine That Data has an interesting take on Google. Click here to read “Role of a Channel: Google.” The article left me with the impression that Google has not been an ideal channel for some of its partners, users, and customers. You will want to read the original analysis by Kevin Hillstrom and make up your own mind. Mr. Hillstrom raised some interesting questions. When I tried to answer them, I noted that Google seems to have some areas in which to improve. For example, Mr. Hillstrom asked, “Does the channel aid in customer service?” I must admit Google won’t talk with me. He also asked, “Does the channel feed other channels?” I answered, “No.” Mr. Hillstrom said:
And we consistently find that Google customers have lower lifetime value estimates than customers from other channels. Too often, Google is in isolation mode, yielding low value customers.
I found that I began to perceive Google differently after reading this thought provoking article.
Stephen Arnold, April 13, 2009
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