If you use Google Analytics, here’s a solid method for how to view your goal conversion funnels in any report, segmented however you want. John from LunaMetrics calls the report “Horizontal Funnel” since you can view it left to right, instead of top to bottom. Here’s what the report will look like:
Check out the details. Thanks to John at LunaMetrics for the tip!
Excited by the Facebook-Marin integration and Chris Copeland’s “Life After Google” speech at SIS Captiva, we scoured the Web for money quotes on Facebook’s monetization strategy.
We learned Facebook wants to position as a demand-generation channel, against Google, in the 90% of the funnel above the point of purchase. Expect Facebook to join Microsoft’s Atlas in speaking out against the last-click attribution model and bringing innovative multi-attribution solutions to the table in the coming months.
Here’s how ex-Googler Sandberg laid it out for Vogue:
“Google makes money because it commands 50 percent of online advertising dollars spent on that final stage, the one that gets people to make a purchase. But that stage represents only 10 percent of all ‘ad spend’— here she writes “$690 billion,” then draws an arrow to her ‘online ad spend’ column. Facebook can dominate the other 90 percent devoted to ‘demand generation’ ($621 billion a year!). It’s not unreasonable, she thinks, that Facebook could wind up getting a substantial part of that, every year.”
Mashable’s article on Vogue’s profile is here:
This year, the Razorfish Search team sent Shawn Cheng, Search Account Manager at Razorfish, to SXSW Interactive and he returned rejuvenated. We’re excited to share his thoughts on his first trip to the festival in Austin, TX and we particularly love his SXSW Approval Matrix (with apologies and thanks to New York Magazine).
Being this was my first SXSW and the conference has been going on since 1987, I had a lot of catching up to do. SXSW has been a music festival since 1987. In 1994, the Film and Interactive portions were born. Tech evangelists, serious start ups and hordes of VCs make pilgrimages to Austin to check out the newest technology.
The back of every SXSW’I program lists attendees by company. I noticed that most companies only had a handful of representatives, but under ‘R’ there was a fat block of 40 Razorfishers, demonstrating our commitment to innovation. We were born digital, we bleed digital and we’re looking for people with the same passion. Did I mention we’re hiring?
I was lucky enough to be a part of SXSW history, as the Interactive attendance of 12,000+ outnumbered the Music portion for the first time in the festival’s 23-year history. I created this SXSW Approval Matrix to capture the spirit of my experience at the festival.
SXSW Interactive Approval Matrix
If you attended, I want to hear from you! Did I miss any noteworthy events that deserve a place in one of the four quadrants? Do you think I misclassified something?