#SocialPro #22B @portentint

SocialPro Conference – June 21, 2016

Data Rage Attribution, Analytics and

Why Social Analytics Drive Me Insane

#SocialPro #22B @portentint

Ian Lurie – CEO – Portent

WHO IS THIS GUY?!!!

#SocialPro #22B @portentint 3

I MAJORED IN HISTORY

#SocialPro #22B @portentint

ANALYTICS DO NOT INSPIRE ME

ANALYTICS? YAWN.

#SocialPro #22B @portentint

CAPYBARA INSPIRE ME

#SocialPro #22B @portentint

IMPROVEMENT INSPIRES ME

#SocialPro #22B @portentint

PROVING VALUE INSPIRES ME

#SocialPro #22B @portentint

DO THESE

TAG EVERYTHING

#SocialPro #22B @portentint

KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS

SO YOU CAN DO THESE LATER

#SocialPro #22B @portentint

TAG EVERYTHING

#SocialPro #22B @portentint

UNLESS YOU HAVE A TIME

MACHINE

#SocialPro #22B @portentint

YOU HAVE TO PLAN AHEAD

#SocialPro #22B @portentint

schmoo.com?utm_source=facebook&utm_medium=cpc &utm_campaign=capyforever

&utm_keyword=capybara &utm_content=photo1

#SocialPro #22B @portentint

THE HIERARCHY channel medium

source campaign

keyword content

#SocialPro #22B @portentint

CHANNEL set automatically based on source and medium

#SocialPro #22B @portentint

UTM_MEDIUM

social referral

cpc organic

someone clicks on a social post

#SocialPro #22B @portentint

UTM_MEDIUM

social referral

cpc organic

default

#SocialPro #22B @portentint

UTM_MEDIUM

social referral

cpc organic

cost-per-click stuff

#SocialPro #22B @portentint

UTM_MEDIUM

social referral

cpc organic a whole other conference

#SocialPro #22B @portentint

KEEP MEDIUM CONSISTENT so everything rolls up correctly

#SocialPro #22B @portentint

UTM_MEDIUM

cpc CPC

#SocialPro #22B @portentint

UTM_MEDIUM

social SOCIAL

#SocialPro #22B @portentint

UTM_MEDIUM

ppc cpc

#SocialPro #22B @portentint

UTM_SOURCE

facebook google

twitter myspace

#SocialPro #22B @portentint

UTM_SOURCE

facebook Facebook

#SocialPro #22B @portentint

CAMPAIGN, KEYWORD, CONTENT do the custom stuff here

utm_campaign utm_term

utm_content

#SocialPro #22B @portentint

“This click came from a cost per click ad on Facebook, smmw16 campaign, targeting the capybara audience, and this was the creative called test1”

/?utm_medium=cpc &utm_source=facebook &utm_campaign=smmw16 &utm_term=capybara &utm_content=test1

#SocialPro #22B @portentint

http://portent.co/social-detail add the report to your Google Analytics account

#SocialPro #22B @portentint

#SocialPro #22B @portentint

#SocialPro #22B @portentint

TEST WITH REAL-TIME REPORT

#SocialPro #22B @portentint

TEST WITH REAL-TIME REPORT

#SocialPro #22B @portentint

Good. You are now

TAGGING EVERYTHING

#SocialPro #22B @portentint

KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS

Time to

#SocialPro #22B @portentint

LAST-CLICK SOCIAL CONVERSIONS

#SocialPro #22B @portentint

social content retarget ppc convert

#SocialPro #22B @portentint

triple the ppc budget!!!

#SocialPro #22B @portentint

#SocialPro #22B @portentint

MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS

#SocialPro #22B @portentint

MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS

#SocialPro #22B @portentint

MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS

#SocialPro #22B @portentint

TEST YOUR MODELS

#SocialPro #22B @portentint

TEST YOUR MODELS

#SocialPro #22B @portentint

ATTRIBUTION MODELS know them and use them

http://portent.co/gattmodels

#SocialPro #22B @portentint

ONLY WORKS IF YOU TAGGED EVERYTHING

#SocialPro #22B @portentint

KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS

#SocialPro #22B @portentint

THIS TRIGGERED A BEHAVIOR i moved down the funnel

social content retarget ppc convert

#SocialPro #22B @portentint

THIS TRIGGERED A BEHAVIOR boom. customer.

social content retarget ppc convert

#SocialPro #22B @portentint

THIS TRIGGERED A BEHAVIOR so this was important. measure it!!!

social content retarget ppc convert

#SocialPro #22B @portentint

SET UP GOALS TO TRACK MICRO CONVERSIONS

#SocialPro #22B @portentint

import this report: http://portent.co/pi-behavior

THESE ARE MICRO CONVERSIONS, TOO

import this report: http://portent.co/pi-behavior

#SocialPro #22B @portentint

average visitor converts 2.29%

#SocialPro #22B @portentint

25s+ are 3x more likely to convert

#SocialPro #22B @portentint

SEGMENTS

this is where it gets really cool

#SocialPro #22B @portentint

average visitor converts 5.68%

#SocialPro #22B @portentint

marketing nerds = 30% more likely

i’m the nerd of the rodent

family.

#SocialPro #22B @portentint

OTHER MICRO CONVERSIONS

e-mail signup

#SocialPro #22B @portentint

OTHER MICRO CONVERSIONS

re-shares

#SocialPro #22B @portentint

OTHER MICRO CONVERSIONS

comments

#SocialPro #22B @portentint

OTHER MICRO CONVERSIONS

scroll depth

#SocialPro #22B @portentint

IF YOU TAGGED

#SocialPro #22B @portentint

IF YOU DIDN’T TAG EVERYTHING

where’s my @#!@

screwdriver?!!!

#SocialPro #22B @portentint

GREAT, BUT what are these micro conversions worth??

#SocialPro #22B @portentint

IF YOU DON’T KNOW CUSTOMER VALUE

shame on you

#SocialPro #22B @portentint

TECHNIQUE #1 fudge the numbers

SERIOUSLY?

#SocialPro #22B @portentint

every time i send an email, i get a 10% conversion

rate

#SocialPro #22B @portentint

average sale is $25

#SocialPro #22B @portentint

an e-mail sign-up is worth $2.50

#SocialPro #22B @portentint

average visitor is worth $2

#SocialPro #22B @portentint

3x more likely = $6

#SocialPro #22B @portentint

A FAKE CLOSED LOOP

BEHAVIOR

SOCIAL MEDIA

FUNNEL SITE GOAL

#SocialPro #22B @portentint 72

I MAJORED IN HISTORY

#SocialPro #22B @portentint

BUT I’M PRETTY SURE $6 > $2

correct me if i’m wrong

#SocialPro #22B @portentint

TECHNIQUE #2 close the loop

#SocialPro #22B @portentint

#SocialPro #22B @portentint

A TRUE CLOSED LOOP

COOKIE SENT TO…

COOKIE PASSED BACK TO…

FUNNEL SOCIAL MEDIA GOAL

#SocialPro #22B @portentint

• at the individual level

MATCH UP WITH A CRM ID

#SocialPro #22B @portentint

• at the individual level

portent.co/gahub

#SocialPro #22B @portentint

#SocialPro #22B @portentint

THE INEVITABLE QUESTION correlation vs. causation

#SocialPro #22B @portentint

OK, FAIR ENOUGH

it’s one heck of a hint, though

#SocialPro #22B @portentint

IF OUR SOCIAL CAMPAIGN ATTRACTS VISITS THAT ARE

3X MORE LIKELY TO CONVERT it’s got value. a lot of value.

we should do more of it

#SocialPro #22B @portentint

HOLD-OUT TESTING the test no one wants you to do

#SocialPro #22B @portentint

TURN OFF THE SOURCE see what happens

#SocialPro #22B @portentint

THE MAGIC, RAINBOW-FILLED FINISH

#SocialPro #22B @portentint

THE MAGIC, RAINBOW-FILLED FINISH

POOT

#SocialPro #22B @portentint

THIS CAN BE REALLY FRUSTRATING

#SocialPro #22B @portentint

TAG EVERYTHING

#SocialPro #22B @portentint

KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS

SO YOU CAN DO THESE LATER

#SocialPro #22B @portentint

GET EXCITED ABOUT IMPROVEMENT

#SocialPro #22B @portentint

GET EXCITED ABOUT PROVING VALUE

#SocialPro #22B @portentint

i am pumped

#SocialPro #22B @portentint

THANK YOU!

SEE YOU AT THE NEXT MARKETING LAND EVENT!