ONA 2015 kicked off with what it billed as “A Deep Dive into Google with Richard Gingras & Emily Bell”. Google is usually the elephant in the room when it comes to newsroom transformation so it was great to see the spotlight on the elephant for a change. Emily Bell (@emilybell) is an excellent choice of ringmaster too. Back in her days as a Guardian journalist I particularly enjoyed watching Emily maul the then editor of a rival paper who had the temerity to declare his website 'the UK leader'. Her refusal to accept such blithe statements backed by a firm understanding of metrics has proved typical so it made for a good pairing. The nature of keynotes however meant that it was never truly going to be a 'deep dive' but the presence of Bell ensured that neither was it the 'fireside chat' that Gingras said he had been told to expect.