Brett Crosby (Google Analytics) - The Path to an Acquisition

Entrepreneurial Thought Leaders (ETL)

Stanford eCorner

Journey, Startups, Education, Stanford, Culture, Strategy, Stanford University, Entrepreneurship, Business, Life Lessons, Thought Leadership, Creativity, Etl, Challenges, Leadership, Innovation, Founders

4.4 • 739 Ratings

🗓️ 13 February 2008

⏱️ 61 minutes

🔗️ Recording | iTunes | RSS

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Summary

Brett Crosby, Group Manager of Google Analytics, describes the ebb and flow of the process by which his web analytics company, Urchin, was acquired by Google. He also shares some inspirational lessons in making small business loom large.

Transcript

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0:00.0	You were listening to the Entrepreneurial Thought Leader series, brought to you weekly by the Stanford Technology Ventures Program.
0:10.0	You can find podcasts and video clips of these lectures online at edcorner.standford.edu.
0:17.0	I'm really excited today to be able to introduce somebody whose work as an entrepreneur has actually changed my life and changed the life of a lot of us who are always wondering how our favorite websites are doing on the web.
0:32.6	His name is Brett Crosby. He's an entrepreneur who actually started life as a surfer. He says he learned
0:37.7	to surf in Southern California, Orange County, and San Diego. I'm not going to tell you anything
0:43.4	more about him because he's a guy who I'd really like to have you learn about through his own
0:48.0	discussion of his exploits. So Brett, welcome to Stanford. We're delighted to have you here.
0:52.7	Brett Crosby.
1:01.0	Wonderful. Thank you, Tom, and thank you, everyone. My dad went to Stanford, my grandma went to Stanford, so I didn't go to Stanford,
1:07.0	but they would be very happy to see me here, and I'm sure they're looking down somewhere, being very happy about this. So, speaking to Stanford but they would be very happy to see me here and I'm sure they're looking down somewhere and being very happy about this so speaking to Stanford students so
1:15.6	I'm Brett Crosby I'm currently the group product marketing manager for Google
1:21.6	analytics and this is what Google Analytics looks like we We do all kinds of wacky things.
1:29.3	This is a map, although you can't see it very well.
1:31.3	We tell you where your visitors come from.
1:33.3	I'm just giving you an idea of what analytics is, because it's kind of key to the talk.
1:37.3	I'm not trying to pitch you on the product here.
1:39.3	So, anyhow, it tells you how people got to your site, kind of what they did on your site. This is showing some funnels of how traffic goes through your site, and if they then convert on one of your
1:48.3	goals. And then we also overlay it over your site and all kinds of other great things. But again,
1:54.5	this talk today is one of the few ideas that isn't about Google Analytics. Usually all my
2:00.0	talks at trade shows
2:00.9	and other places are about this. Today my talks about urchin and how we went from this small
2:06.7	company in San Diego, Urchin to Urchin from Google and then now Google Analytics.
	...

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