Who is the key decision-maker at Google? Not Eric Schmidt nor Sergey Brin nor Larry Page nor any other member of the Google management team . At Google, decisions aren’t made by people, they’re made by data. At its core, Google is an engineering company and engineers believe in math, science and data. This can make the Googleplex a difficult environment for right-brained thinkers. Data equals accountability. Don’t rely on your gut or a few focus groups. There are too many data points that can, and must, be considered. Agencies and publishers must find new and innovative ways to use data and add value or else they risk being dis-intermediated along the path from advertiser to consumer. Chapter 10: Let the Data Decide QUOTABLE: “ Data trumps opinion. I love this phrase. How true it is, especially in a creative agency where you can, and almost always do, have varying opinions.” – Paul Gunning, CEO, Tribal DDB Worldwide GET GOOGLEY: The only Android you should trust is sitting on the bridge of the Starship Enterprise. Just try not to catch him in the middle of a data dump.