"[I]n our quest for ever more hard problems to solve," says Avinash Kaushik at the Occam's Razor blog, "we forget that the number one goal of every website is not to suck. Especially at the really simple and basic things." To illustrate his point, he recounts a recent conference that featured three keynote addresses:

• The first extolled the virtues of a company's multichannel campaign tracking. Which is great—except that a visit to its 100% flash website revealed hard-to-read copy and a marked absence of calls to action. "That's sucking," says Kaushik. "No amount of great multi channel tracking will save this company [when] they suck at the basics."
• The second, with a focus on predictive analytics, trumpeted the massive integration of online and offline databases. While the 18-month project produced impressive reports, the company's homepage shouted at visitors with largely irrelevant information—a serious letdown.
• The third touted the creation of data-driven cultures and cross-functional teams. Undercutting the significance of this achievement was the fact that the company didn't make a first-page appearance when Kaushik searched with key terms on Google and Bing.

"It is important to realize that if you suck nothing else matters," he argues facetiously. "Not your api driven integrated massively multi channel attribution analyzed campaign lifetime databases."

The Po!nt: Make sure you have a world-class website to match your world-class analytics.

Source: Occam's Razor. Click here for the full post.

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