Author:Dustin Lewis

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Funnel.IO – Product Review

Funnel.IO – Product Review

Rating: 4.5/5

Funnel.IO is a great tool for the savvy Internet marketer – the value you receive for a comparatively low price (starting @$150/monthly) is largely unparalleled for automation providers. Funnel provides clear, internal or client facing reporting (and dashboards) that are easy to build and share. Cross-channel collaboration is facilitated by a straight forward API that connects you to everything digital across SEM, Display, and Social. Funnel provides a simple solution to efficient reporting and data analysis for clients – below is a brief breakdown of some very useful features.

Excel 2016: Function Tricks

We all have a handful of Excel tips and tricks that make data analysis simpler for the sharp marketer, whether it be v-lookups, concatenations, or a series of complex, nested IF statements that allow you to draw matched values, from a range, based upon precise logic (I.E. rules). It comes as no surprise, but the complexity of such nested statements increases dramatically with the number of values you wish to match – making the conclusion of performance insights often more difficult than need be. Here are a number of functional improvements that I’ve found handy in my day-to-day analysis tasks, specifically for Excel 2016.

Right Rail Changes – The Short Version

By now, the vast majority of us are well aware (or should be) of Google’s latest announcement regarding the ad layout change on desktop search results. Below is a direct, to the point, consensus of what is changing (and what is not) for the busy, everyday search marketer.

Cross-Channel Attribution

Adobe Analytics: Cross-Channel Attribution

Business need –

Third-party attribution platforms, specifically Adobe Analytics (formerly Omniture SiteCatalyst), excel in providing mid-large tier advertisers with insight into their customer journey. Whether it be via Paid Search, Display, Social, or Organic traffic, the goal of cross-channel attribution is to provide analytical understanding into the sequence of events prior to conversion. Today, the business need for cross-channel attribution is a topic that is well understood by advertisers, yet many companies struggle to adopt an attribution model for the reasons listed below:

Insight into AdWords Estimated In-Store Visits

Since the launch of estimated in-store visits in December, 2014, the vast majority of savvy Internet marketers have been hesitant to trust and utilize the data in an effort to optimizer their campaigns – and for good reason. To date, Google has treated the release of estimated total conversions (ETC) as somewhat of a black box, simply stating that in-store visits were based primarily upon user proximity to an advertiser’s location on Google Maps (when location history is activated on their phones). With the release of products such as Blueprint that are furthering the capabilities of DSPs to tie digital advertising to in-store visits and sales, additional pressure has been placed on Google to shed light on the accuracy of ETC data – in addition to its partnerships with the likes of Acxiom and Datalogix. Intuitively, as investment in mobile advertising continues to grow it will become ever more important that Google can decipher between actual in-store visits and users simply being in proximity to a store location.

Tracking Smart – Holiday 2014

With Q4 and the holidays rapidly approaching, the majority of Retailers across the country are busy finalizing media plans in hopes to capitalize on the predicted bump in consumer spend this year over 2013. In addition to finalizing offers, creative, and media channels, smart Retailers are turning their focus to another key, yet often overlooked, consideration: attribution. Specifically, online to offline tracking. Consider these key facts:

94% of total U.S. retail sales are happening in store

88% of consumers research online and then buy in a physical store

Greater than 50% of U.S. offline retail sales will be influenced by the web in 2017

The $1.1 Billion Dollar Deal for Tumblr

Yahoo! is buying companies like it’s 1999 – though I’m not sure that’s a good thing. The $1.1 billion dollar acquisition of Tumblr by Yahoo! is just another instance in a string of established internet companies buying hot start ups. For those of us who don’t know, Tumblr (who most VCs describe as an “online internet blogging thing”) is a six year old company with a user base of 100 million – like similar online start ups, it doesn’t make any money. The blogging site struck a deal with Yahoo! on Monday and will remain an independently operated business unit.

Facebook Defies the Law of EPS

Undoubtedly, Facebook stock is a topic that intrigues me – not because I’ve finally found the right moment to “cash in” on a little piece of social networking heaven, but because the stock price has been (and remains) a complete enigma. In my last post, Owning a Piece of the Largest Social Network, I argued against purchasing Facebook stock during its May IPO – primarily because the valuation (especially for a company with no sustainable business model and/or revenue stream) was insane. Fast forward five months later, Facebook stock has dropped 40% since its opening price of $38 a share and presently hovers around the high teens to low twenties – for many, this begs the question: “Is it finally time to purchase a few Facebook shares?” Well my friends…sadly…the answer is a simple “no” – at least in my opinion. Facebook stock continues to trade at ungodly multiples of their EPS (earnings per share) and its only a matter of time until the market adjusts – sending Facebook stock price plummeting to the low to mid teens.