I went with presentation style of big picture/less words and talked over it. To give you some context here is the main idea of the presentation:
There is still too much guessing that goes into online marketing and I'm tired of averaging lead values. I want to know exactly what the value is that I bring a client. Once we do that we can find the right customers that will bring you the most value of their customer lifetime. In the past there was a separation between online and offline, but not anymore. The new GA is built to take information from other systems.
38. “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/physicalanalyticsseer.is/physicalanalytics @NicoMiceli
SEER Interactive is an Internet Marketing agency that specializes in Search Marketing and Analytics. SEER Interactive’s experienced team of strategists take an Analytics-first approach to maximizing the use of the Internet as a medium for building awareness and driving leads and sales. Founded in 2002, SEER Interactive has office locations in Philadelphia and San Diego and has had the pleasure of working with clients across many industries including Financial Services, Healthcare, Education, eCommerce, Fashion and Technology, from start-ups through Fortune 25 companies, both domestically and abroad.
So before I get in to this preso let me get a feel for who you guys are. Show of hands, who is agency?Who is in-house marketing?Any affiliate people here?Finally any Devs?Anyone lost?
Well all of those people can hopefully get something out of this cause the main goal is to and the idea of this presentation is to help you think about tracking in GA in a new way and the new shift in analytics that will help you guys find the customers that mater. Find that 20% fo people who spend the most money.
I break this up into 3 partsThe first is the Ideas – I go over a story that most of you might now but think we can still get somethings from it. Then I talk about the technology – how it works and some tech specs. I also show a couple things I have built and developedThe final thing I go over is some natural progressions from the base idea that are possible with some of the tech that I go over. I show some use cases, because I have found that when I talk about technical things its hard to get the use cases with out real world examples.
So the first story is about how it is improtant to get the full view of the customer; get the main picture.
First off lets keep politcs out of this and only foucs on the cool usesages of analtyics and dataSo it starts at the white house, and politics a industry that has been behind the times with analytics but in 2008 they had a large social presence and was doing a ton of data collection. But in 2012 they changed that and went with this guy
This is harper reed, he was the cto for obama for america, he was in charge with
Over the last year and a half at the campaign's Chicago headquarters, a team of almost 100 data scientists, developers, engineers, analysts, and old-school hackers have been transforming the way politicians acquire data—and what they do with it.Yeah, politicians. If you have ever worked for the government or been to any municpality you know they are behind on technology. Now the campaign might be a little different but all campaigns rely heavily on volunteers so you cant be picky with who you get. Reeds mission was to put together a team to create a data-mining monsterthat allows the campaign to determine which voters to target and how to do it on a scale and scope that's never been seen before. Basically he had to process a ton of info and leverage it to generate money, volunteers, and, ultimately, votes. It's part of a new, data-driven shift in the way campaigns are run. Think of it as the smart campaign.It’s not unlike what we do! We look at a ton of info and make sense of it. ?Really think about what the standard GA gives you, we are used to it by now but it tells you a lot.
It was important work, but also tedious: Voter information collected online, via the campaign's social-media platform, couldn't be easily synced up with data gathered offline, by canvassers. The campaign could collect information by the terabyte—the Obama team, in fact, expanded the Democratic Party's voter data by a factor of 10, accruing 223 million new pieces of info in the last two months of the campaign alone—but the issue was integrating and accessing it.If in 2008 the Obama operation grew expert at unlocking new tools to mine data and target different constituencies, the challenge—and, by most indications, the major advancement—of 2012 has been to tear down the barriers preventing the campaign from taking full advantage of the information it amasses. That's where Reed and his geek squad come in.
So harper and his team didn’t just have to find the right people but their data needed to drive their strategy to be effective as possible. That means they have to find the wrong people. The people that they shouldn’t waste time on. They needed to process all the information and understand it with help from their top data scientists. Then they needed to use it market stuff and raise money and get volunteers interested… all that leads to more votes! More votes = goal conversion.
So the moral of the story is that big data is here but we need to make sense of it, we need to combine it with our other data…This is very similar to a new marketing approach
That idea is a lot like a new marketing approach that is being pioneered by Peter Fader who is at the Upenn’s Wharton School
Universal Analytics is fundamentally different
For the developers, it’s a data collection method that uses HTTP POST requests to add data
So we know google said we can send data to ga but whats the crazist thing I can think of, cause that if I can figure that out I can work backwards and it will be easier.
Lot of money…. How do track engagementGoing to talk about conv rate of conferece
What justin… is saying we can interact with anythingHow many people interact with demos