Soapbox

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FWM Digital Bytes


Digital New | Fast Web Media BytesThis week’s Bytes – Google Analytics have introduced Multi-Channel Funnels, which has got the Fast Web Search team all excited. What else is hot right now? Check the “tweather”. And if you’re a frequenter of pub quizzes, you best find out what the Kubrick Defence is…

Google Analytics – Multi-Channel Funnels for all!

The Fast Web Search Team is having a field day. Google has announced that it is rolling out Multi-Channel Funnels across all Google Analytics accounts. Measurement is the keystone to success in online marketing, and being able to understand the processes that lead to conversions is vital to the success of any campaign. Our lives would be very simple if users clicked and converted at every stage! Depending on the goals set and defined conversions, the process is often long and convoluted.

Previously, Google Analytics’ conversions were attributed to the last source that brought  users to the site before converting. For example, prior to purchasing a bra a user clicked on a PPC ad. The Multi-Channel Funnel reports now allow you to see the process through which users converted; for example, the bra purchase conversion could be broken down into four stages:

1.       User sees a reference in a blog to a lingerie brand

2.       Uses a search engine to research that brand

3.       Clicks a PPC ad in the search results pages

4.       Converts on the site

Whereas before, marketers would be unaware of the first two stages, now the full journey to conversion is made clear. Understanding how to influence the user at each stage will help to streamline the conversion process. Knowledge being the key to success, this kind of reporting will provide granular insight into how channels function and how they might be optimised to get better results.

Tweather’s SO hot right now!

It’s nothing new to us Brits. We love to talk about the weather. And tweet about it as well, as seen by the popularity of the #uksnow Twitter map of the UK (at the right time of year, of course). But we’re not the only ones; Twitter recently blogged that over 200 Tweets per minute about the weather are sent in the US. When conditions take a turn for the worse, this figure doubles. In order to utilise real time information and the increasing number of users, Twitter has joining forces with The Weather Channel to use crowd sourcing to keep people accurately updated on the weather in over 200 US cities. Whether such a predictive tool would be useful in Manchester is a different matter, because I can tell you now that if it’s not already raining, it will be soon.

iSpace Odyssey

Pub Quiz masters across the country are likely to be eyeing these events keenly. The question they’re dying to ask: “Who is credited with designing the first computer tablet?” The answer isn’t as obvious as it seems because the Samsung versus Apple patent infringement saga has recently taken a rather unusual turn. Apple, whose CEO Steve Jobs announced his retirement on 25th August, recently won a temporary injunction against the release of Samsung’s Galaxy Tab 10.1 in Europe and Australia based on iPad patent infringement. To counter this, Samsung’s lawyers have brought in what can be called the Kubrick Defence.

Samsung are claiming that the classic 1968 sci-fi film 2001: A Space Odyssey features scenes where similar devices to personal tablet computers are used. As Apple’s patent reference is based on physical form rather than function, some intellectual property law firms are saying Samsung may have a valid argument.

So now that Kubrick fans have been thrown into the mix alongside Apple aficionados and Samsung sweethearts, get ready for some heated debate at the next pub quiz when the courts decide the correct answer of “Who is credited with designing the first computer tablet?”

Facebook Carpark

Social Media in Belgium is still in its infancy compared to the UK. Although Facebook is becoming increasingly popular amongst individuals in Belgium, businesses are yet to learn how to leverage social media and integrate it into their online marketing plans. It is therefore quite surprising to see a Belgian furniture retailer, Heylen taking quite a bold step forward with their social media strategy.

Heylen already has a Twitter and Facebook following but wanted to take Facebook directly to their stores by introducing Facebook car parking spaces. Painted in bright blue with the Facebook logo prominently showing, 3 car parking spaces are reserved for visitors who are fans of Heylen’s Facebook page at every home store.  The idea is original and has created quite a buzz on social platforms since its announcement yesterday. It isn’t clear however how this will add value to the customer. Is this enough incentive for a Facebook fan to want to visit the store? And what happens when there are more than 3 Facebook fans wanting to park?  Are we going to hear the first few cases of Facebook road rage?




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