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Social Analytics for Bored Marketers
SEND ME QUESTIONS
@portentintfacebook.com/ian.lurie
portent.com/blog
analytics baby! Yeahhhh!!!
YOU?
ME
I MAJORED IN HISTORY
THEN I WENT TO LAW SCHOOLDON’T ASK
I GOT ISSUES
BUDGETCOMMON SENSE
(magnified 100x)
WHAT’S THE ROI ON THAT?
oy
THIS INSPIRES ME
IMPROVEMENT INSPIRES ME
PROVING VALUE INSPIRES ME
DO THESE
LEARN VISITOR VALUETAG EVERYTHING
KNOW YOUR ATTRIBUTIONMEASURE MICRO CONVERSIONS
SO YOU CAN DO THESE LATER
LEARN VISITOR VALUETAG EVERYTHING
THE FORMULA
avg. sale x conversion rate x margin = visitor value
e-commerce
$10 x 1% x 10% = $.01/visitor
THE FORMULAe-commerce
x visitor-to-lead conversion ratex lead-to-customer conversion ratex margin= visitor value
customer value
THE FORMULAB2B
$1,000 x 1% x 50% x 10% = $.50/visitor
THE FORMULAB2B
YOU DON’T HAVE TO KNOW ITyou have to learn itimprove your model over time
LEARN VISITOR VALUETAG EVERYTHING
schmoo.com?utm_source=facebook&utm_medium=cpc&utm_campaign=capyforever&utm_keyword=capybara&utm_content=photo1
UNLESS YOU HAVE A TIME MACHINE
YOU HAVE TO PLAN AHEAD
THE HIERARCHYchannelmediumsourcecampaignkeywordcontent
CHANNELset automatically based on source and medium
utm_medium
socialreferral
cpcorganic
someone clicks on a social post
utm_medium
socialreferral
cpcorganic
default
utm_medium
socialreferral
cpcorganic
cost-per-click stuff
utm_medium
socialreferral
cpcorganic a whole other talk
KEEP MEDIUM CONSISTENTso everything rolls up correctly
utm_medium
cpc CPC
utm_medium
social SOCIAL
utm_medium
ppc cpc
utm_source
facebookgoogletwittermyspace
utm_source
facebook Facebook
CAMPAIGN, KEYWORD, CONTENTdo the custom stuff here
utm_campaignutm_term
utm_content
/?utm_medium=cpc&utm_source=facebook&utm_campaign=pegasus&utm_term=capybara&utm_content=test1
PUTTING IT ALL TOGETHER
“This click came from a cost per click ad on Facebook, pegasus campaign, targeting the capybara audience, and this was the creative called test1”
/?utm_medium=cpc&utm_source=facebook&utm_campaign=pegasus&utm_term=capybara&utm_content=test1
http://portent.co/social-detailadd the report to your Google Analytics account
pegasus
utm_medium
utm_term utm_keyword
I MAJORED IN HISTORY
TEST WITH REAL-TIME REPORT
TEST WITH REAL-TIME REPORT
USE A #, NOT A ?to avoid canonicalization problems
NOW YOU’RE DOING THESE
LEARN VISITOR VALUETAG EVERYTHING
KNOW YOUR ATTRIBUTIONMEASURE MICRO CONVERSIONS
LAST-CLICK SOCIAL CONVERSIONS
social content retarget ppc convert
triple the ppc budget!!!
REMAIN CALM
MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS
MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS
MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS
TEST YOUR MODELS
c’mere kid. Mwahahahaha.
ATTRIBUTION MODELSknow them and use them
http://portent.co/gattmodels
ONLY WORKS IF YOU TAGGED EVERYTHING
KNOW YOUR ATTRIBUTIONMEASURE MICRO CONVERSIONS
KAUSHIK.NET/AVINASH
social content retarget ppc convert
THIS TRIGGERED A BEHAVIORi moved down the funnel
social content retarget ppc convert
THIS TRIGGERED A BEHAVIORboom. customer.
social content retarget ppc convert
THIS TRIGGERED A BEHAVIORso this was important. measure it!!!
import this report: http://portent.co/pi-behavior
average visitor converts 2.29%
25s+ are 3x more likely to convert
+25 is a micro conversion!
SEGMENTSthis is where it gets really cool
average visitor converts 5.68%
marketing nerds = 30% more likely
OTHER MICRO CONVERSIONSe-mail signup
OTHER MICRO CONVERSIONSre-shares
OTHER MICRO CONVERSIONScomments
OTHER MICRO CONVERSIONSscroll depth
jquery
.scroll() eventread lunametrics.com/labs/recipes/scroll-tracking/
IF YOU TAGGED
IF YOU DIDN’Twhere’s my @#!@
screwdriver?!!!
TAG EVERYTHING
IF YOU AREN’T LEARNING CUSTOMER VALUE
shame on you
THEN YOU ARE
GREAT, BUTwhat are these micro conversions worth??
TECHNIQUE #1fudge the numbers
SERIOUSLY?
every time i send an email, i get a 10% conversion
rate
average sale is $25
an e-mail sign-up is worth $2.50
average visitor is worth $2
3x more likely = $6
A FAKE CLOSED LOOPBEHAVIOR
SOCIAL MEDIA
FUNNELSITE GOAL
wtf kind of math is that you damn touchy-
feelie social media people
i am ashamed
I MAJORED IN HISTORY
BUT I’M PRETTY SURE $6 > $2correct me if i’m wrong
TECHNIQUE #2close the loop
A TRUE CLOSED LOOP
COOKIE SENT TO…
COOKIE PASSED BACK TO…
FUNNELSOCIAL MEDIA GOAL
TRACK VISIT VALUE• at the individual level
TRACK VISIT VALUE• at the individual level
garbage in…TAG IT, OR…
wtf do you know how much work that
will be
BUT FLYING
THE INEVITABLE QUESTIONcorrelation vs. causation
OK, FAIR ENOUGHit’s one heck of a hint, though
IF OUR SOCIAL CAMPAIGN ATTRACTS VISITS THAT ARE
3X MORE LIKELY TO CONVERTit’s got value. a lot of value.
we should do more of it
HOLD-OUT TESTINGthe test no one wants you to do
TURN OFF THE SOURCEsee what happens
FACEBOOK ANALYTICS
MACHINE LEARNING
DASHBOARDS
CLOSED LOOP
THE MAGIC, RAINBOW-FILLED FINISH
POOT
THE MAGIC, RAINBOW-FILLED FINISH
THIS CAN BEREALLY FRUSTRATING
NOT RECOMMENDED
AVOID NEEDING THIS
LEARN VISITOR VALUETAG EVERYTHING
KNOW YOUR ATTRIBUTIONMEASURE MICRO CONVERSIONS
SO YOU CAN DO THESE LATER
GET EXCITED ABOUT IMPROVEMENT
GET EXCITED ABOUT PROVING VALUE
i am pumped
COMMENCE HECKLINGor throw money. small bills preferred.
portent.com/blog@portentint
facebook.com/ian.lurie