Find the true value of your customers by tracking the untrackable - eMetrics SF 2014

Nico Miceli SEER Interactive SEO & Technical Analytics

Tracking the Untrackable With Google Analytics

I am Nico Google Developer

Expert Google Analytics

Analytics Associate

© 2014 SEER Interactive | All Rights Reserved

I work at SEER Interactive

@NicoMiceli @SEERInteractive

Image source: http://www.fromahighhorse.com/wp-content/uploads/2012/11/psa.jpg

This is a mostly code free presentation

@NicoMiceli

Who Are You?

@NicoMiceli @NicoMiceli

I am going to help you find your big customers

@NicoMiceli @NicoMiceli


The Layout

The Idea

The Technology

The Usages

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Get The Full View

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Harper Reed @Harper • CTO of Obama For

America • CTO of Threadless Check him out: HarperReed.com

@NicoMiceli


Story time

• Lets go over a story about how someone thought differently

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The problem

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(One of) The Problem(s):

Lots of Siloed Information

Lots of Information!

Needed to paint the big picture


Narwhal

@NicoMiceli


Collect & Process Info

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Find the Right People

Generate Money

Generate Volunteers

Generate Votes

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Moral of the story is…

They needed to know which customers citizens will

spend donate the most money/time

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We know data is important

More data connections = better picture.


• “Customer centricity means that you’re going to be friendly, provide good service and develop new products and services for the special focal customers — the ones who provide a lot of value for you — but not necessarily for the other ones. You need to pick and choose. Some customers deserve the special treatment…”

Peter Fader | @faderp Professor of Marketing Wharton School, University of Pennsylvania Co-Director of Wharton Customer Analytics Initiative

The Customer Centric Approach

whr.tn/1iht55O

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GA & Customer Centricity

“Google Analytics is becoming user or customer centric rather than visit centric.”

Justin Cutroni

Analytics Evangelist, Google Inc.

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We don’t need Narwhal!

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The Technology

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We Look at Traffic

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We Look at Referrals

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http://www.flickr.com/photos/johninmahwah/5981146066/sizes/l/

We Look at Conversions

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Collect the Untrackable

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@NicoMiceli

Universal Analytics

Universal Analytics is Different @NicoMiceli

Measurement Protocol Explain it

www.google-analytics.com/collect?v=1 &tid=UA-XXXX-Y &cid=123 &t=pageview &dp=/subpage

Measurement Protocol

@NicoMiceli Send Data via HTTP requests

http://imgur.com/bYSDbTf

Send Anything to GA? @NicoMiceli

http://www.forbes.com/sites/kenrapoza/2012/11/16/black-friday-could-be-a-dud-poll-suggests/

What about offline?

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Offline ?

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• Busy city streets

Think outside the box

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Total Cost: $60

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The Google Sleep Tracker

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Take it to the Next level

@NicoMiceli Source: thechive.com

Seer has evernts and I want to do soemthing interseting track booze image

SEER Does Events

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Let’s Use This

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Keg Tracker Keg Tracker

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“We used a raspberry pi to track trips to the keg at #searchchurch in Google analytics pic.twitter.com/tr9XLMSRRD by @NicoMiceli” - @wilreynolds

seer.is/physicalanalytics seer.is/physicalanalytics @NicoMiceli

@NicoMiceli

Analyze Activity at your Booth

http://rowarch.com/portfolio/

Analyze Interactions

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http://www.rohitbhargava.com/2013/01/10-brilliant-marketing-lessons-from-the-best-of-ces-2013.html @NicoMiceli

Analyze App & Games Interactions


In Real time

• [Real time slide image]

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The Use Cases

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Back to the customer

Yes No

User ID No personally identifiable

information

Client ID

www.google-analytics.com/collect? v=1

&tid=UA-XXXX-Y &cid=123

&t=pageview &dp=/subpage

Meet Aaron!

Does Aaron Login?

@NicoMiceli

@bigalittlea


Back to the Customer

• Cookies • Encoded barcodes • Vanity URLs • URL campaign parameters • Exclusive pages • Logins • Coupons

Make the connection

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Conferences What is the ROI?

@NicoMiceli


Conference

Go to Site Buy Ticket Show up at conference

Go to presentations Go to Lunch Go to Expo

Talk to vendors

Fill out feedback

review

Get Discount Code for next

year

Client ID Example

@NicoMiceli




Talk to vendors

Fill out feedback

review

Buy Ticket for Next

Conference

Conference

Cookie Aaron

Goal 1 Goal 2

Goal 4 Goal 3

Goal 5

Send client id to DB Pick up ticket

Client ID Example

@NicoMiceli




Talk to vendors

Fill out feedback

review

Buy Ticket for Next

Conference

Conference

Goal 1 Goal 2

Goal 4 Goal 3

Goal 5

Send client id to DB Pick up ticket

Conference Example

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SoftCorp Inc.

Meet at Conference

Get Free Demo

Talk to Sales Rep

2nd meeting

Test Software Buys!

Signs $1MM contract

Client ID example

@NicoMiceli

Goal 1 Report on average close rate


SoftCorp Inc.

Meet at Conference

Get Free Demo

Talk to Sales Rep

Set up meeting

Test Software Buys!

Goal 2

Goal 4 + Final Value Goal 3

Lead Qualified Lead

90% Closed Signs $1MM contract

@NicoMiceli

Goal 1 Report on average close rate

Client ID example


@NicoMiceli


User ID Example

Get Email Go to eComm.com

Log in to get coupon

Print Out Coupon

Go to the eComm Store

Spend coupon +

$100

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Client ID example


eComm.com Coupons

Get Email Go to eComm.com

Log in to get coupon

Print Out Coupon

Go to the eComm Store

Spend coupon +

$100

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UserID

Client ID example

UserID

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eComm Measurement Protocol


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User ID Example

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We can analyze our data Source http://www.fxx.com/sunny


We have Google Analytics


All the Code for Keg Tracker import time import urllib2 import RPi.GPIO as io

io.setmode(io.BCM) pir_pin = 18 io.setup(pir_pin, io.IN

def hitGA(): urllib2.urlopen("http://www.google-analytics.com/collect?v=1&tid=UA-XXXXXX-Y&cid=1111&t=event&ec=Movement&ea=livingRoom&el=desk").close

while True: if io.input(pir_pin):

hitGA()

It’s cool if you don’t get this

Know what is Possible • Know that it is now a

lot easier

I Challenge You!

Rethink the interactions you have with your customers

@NicoMiceli Image credit: timmacpherson.com


Don’t take my word on it

Justin’s example: Universal lets you look at lift ticket sales, food, & even popular slopes on a customer level

Read his post: seer.is/Hy99Lk

@NicoMiceli

Thank You!

Google.com/+NicoMiceli

@nicomiceli

Check us out:

SEERInteractive.com

[email protected]

Thank You! Links & Dev Resources after the presentation here!