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Mike king - Digital body language 2.0

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Presentación de Michael King en el evento "Marketing Globetrotters meet UP" en Lima, Perú.

Publicado en: Internet, Marketing
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Mike king - Digital body language 2.0

  1. The paranoia around user tracking has increased substantially since Edward Snowden proved what we all already suspected anyway. ARE SCARED OF BIG DATA
  3. READ HAVE YOU CHECKED YOUR APPS? A lot of the applications you have on your phone right now are broadcasting data about you.
  4. RECORDS AUDIO AT ANYTIME withoutyour permission TAKES PICTURES & VIDEO withoutyour permission READS YOUR PHONE CALL LOG including incoming and outgoing call metadata
  5. Bruce Wayne shows Luscious Fox the tracking system he’s built using people’s cellphones and Luscious tells Bruce “this is wrong!” Then they use it to save the world. REMINISCENT OF THIS SCENE
  6. We’ve all been active participants in this type of data collection. ALSO BEEN CONTRIBUTING
  7. Credit cards aren’t just a convenience, they are tracking devices. ISN’T THE ONLY THINGTRACKING YOUR PURCHASES
  8. SELLYOUR DATA All the data is aggregated and sold back to marketers to do more effective targeting.
  9. THAT’S HOWhappened Target famously makes use of this to “prime the pump” for pregnant customers.
  10. AND HOWhappens Hospitals are starting to get in the game as well by predicting illnesses based on the purchasing behavior of patients.
  11. OUT. TURN OFF Location Services on your phone DELETE YOURSELFfrom ad networks DON’T MAKE a Facebook account DON’T MAKE a Google account DISABLE JavaScript USEDuckDuckGo INSTALL AdBlock DISABLEcookies USE cash USETor Opting out is difficult and you can do it with considerable effort. However it does mean not having a modern web experience.
  13. THIN LINE…
  14. EVIL
  15. G E N E
  16. LEADGENERATION When I say “lead generation” you start to think of this HubSpot model.
  17. LEADGENERATION …then you think about the different touch points, qualification and lead scoring. Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Email Workflows Lead Scoring CRM Integrations Social Media Smart Calls-to-Action Email Workflows
  18. But wait… that applies to everything in digital marketing.
  19. IT’S HOWreduces churn HubSpot has a user engagement score called the Customer Happiness Index (CHI). They use it to improve the happiness of 33% of their previously unhappy customers -
  20. COLLABORATIVE FILTERING Given a set of users’ digital body language Amazon and Netflix recommend other items.
  21. PREDICTIVE MODELING Target uses each “guest's” actions on and offline to determine their digital body language and deducefuture behaviors. See Andrew Pole (Target) explain this
  22. Leveraging data from implicit data sources in context with user behavior is the user’s digital body language. YOUOBVIOUSLY.
  23. D A T A
  24. DATABASEOF AFFINITY Google is using all the data it collects about users across its ecosystem to build robust user profiles, understand and segment all of its users.
  25. OFGOOGLE NOW Google is getting increasingly predictive and personalized. It’s realistic to expect that Google now is the personal valet inits infancy
  26. SEGMENTS Google already allows marketers to purchase audiences based on affinity segments in Adwords.
  27. INGOOGLE ANALYTICS You can also measure Affinity Segments directly in Google Analytics. More info -
  28. You’ll need data in real-time. NOT ENOUGH
  29. How can we understand our customers before they fill out a form? We want to know our customers before they ever tell usanything.
  30. CONNECT Yes, I’ve talked about Facebook Connect, personas and leveraging social sign-in as ways to collect data on your users, identify segments and target dynamically, and…
  31. MOST ROBUST SOCIAL DATA Facebook is what people use the most and it offers the most granular data for marketers to work with.
  32. LOGINIS ON THE DECLINE Facebook login usage is actually on the decline because of fears around data privacy and being hacked.
  33. GOODBYE SOCIAL DATA People have gotten so scared of clicking the sign-in with Facebook button that FB is rolling out an anonymous login feature.
  34. LINKEDINARE BEST FOR B2B Users generally consider Facebook to be a more personal account so they’d prefer to login to business related accounts with their Google or LinkedIn accounts.
  35. SHIT. …Obviously.
  36. BROWSER FINGERPRINTING A unique string can be generated for identification based on a combination features that a web browser broadcasts. We’ll need to be able to track users across multiple visits in a database. A browser fingerprint is an effective way to do so.
  37. STUDY SHOWED unique fingerprints Pantoclick’s study showed that 86.3% of browsers had unique fingerprints.
  38. ARE NOTVERY UNIQUE Since mobile browsers generally share the same technology stack, it is difficult to use browser fingerprinting as a sole means of tracking. 0% 25% 50% 75% 100% Opera Mini Safari (in-app) AndroidBrowser Safari InternetExplorer Firefox Chrome %Unique (Fingerprint Only) %Unique
  39. INCREASESUNIQUENESS 0% 25% 50% 75% 100% Opera Mini Safari (in-app) Android Browser Safari Internet Explorer Firefox Chrome %Unique (Fingerprint + IP) %Unique Optimisation Beacon’s study showed that browser fingerprints are incredibly effective for user tracking when adding the user’s GeoIP and hostname into to the mix -
  40. STUDY SHOWED changed fingerprints Browser fingerprints can change for a variety of reasons and Pantoclick’s sample was full of very tech-savvy users who were introduced to the browser fingerprint concept.
  41. EASY JAVASCRIPT LIBRARY Browser fingerprinting can’t be any easier than this. It only takes one line of code. var fingerprint = new Fingerprint().get(); FingerprintJS -
  42. INGOOGLE ANALYTICS Track the browser fingerprint on the visitor level as a custom variable so you can marry with your database and track the return login as an event. _gaq.push(['_setCustomVar', 1, // This custom var is set to slot #1. Required parameter. ‘userFingerPrint', // The name acts as a kind of category for the user activity. Required parameter. ‘[insert fingerprint number here]', // This value of the custom variable. Required parameter. 1 // Sets the scope to visitor-level. Optional parameter. ]); _gaq.push(['_trackEvent', ‘returnLogin', // category of activity ‘fingerPrintedUserLogin', // Action ]);
  43. RESPAWING COOKIES EverCookie populates itself in every possible browser storage mechanism and respawns whenever is deleted. EverCookie can be used in addition to, or in place ofm browser fingerprints and/or standard cookies to persistently identify users.
  44. …Obviously. TRACK PEOPLE. OBVIOUS.
  45. …Obviously. IP ADDRESS?
  46. DEMYSTIFY USERS WITH THEIR IP MaxMind provides the user’s Country, State, City, ZipCode, Organization, Domain Name, Longitude and Latitude MaxMind
  47. MAXMIND CLAIMScity-level accuracy According to the service’s FAQ Maxmind is 99.8% accurate on the Country level, 90% accurate on the State level and 83% accurate on the city level -
  48. 1000 API CALLS A DAY FOR FREE IPINFO.IO’S standard packages go up to 160k API calls/day at $200, but the free tier offers 1000/day. IPINFO.IO
  49. USE THEget their census data The Census API can return demographic data based on the zipcode that is passed.
  50. THE CODE IS WRITTEN FOR YOU Chris MacNaughton wrote this PHP library that makes pulling data from the Census API trivial. US Census Class -
  51. USE THEget their address Leveraging the user’s latitude and longitude you can ping the Google Maps Geocoding API and get their address.
  52. 30,000 API CALLS A DAY FOR FREE Google requires you to have a Google Maps for Business account to get more than 100 API calls per day. Bing Maps Portal Alternatively, Mapquest is completely free
  53. USE THEget their name, number, and age Using the address from Geocoding you can ping the White Pages Pro API and get their name, number and age.
  54. IMPROVE ADDRESSuse HTML5 Geolocation API If a website has ever asked you for your location it’s using the GeoLocation API to get your precise coordinates. These can thenbe used the same way I’ve just described to get more information on a user.
  55. USE THEget firmographics Using the organization name that you’ll get from MaxMind or the WhitePages API you can then get firmographic information on the company from Crunchbase -
  56. USE THEget paid search spend Using the organization name you can get their domain name and find out how much they spend in Paid Search using the SEMRush API -
  57. USE THEget technologies Using the company’s name you can find their domain name and send it to Builtwith’s API to get the list of technologies the site uses -
  58. SNIFF THE SITE’S TECHNOLOGY Wappalyzer is a Chrome extension similar to Builtwith and the author has published the source code.. Skip the pricy Builtwith buy and use Wappalyzer.
  59. USE THEget the weather Leveraging the user’s latitude and longitude you can find out the user’s weather and tailor their experience.
  61. NEVER ASK.
  62. HOUSEHOLD INCOME AND MORE RapLeaf offers a wealth of demographic information such as gender, presence of children, net worth, etc. RapLeaf -
  63. HERE IS data point that RapLeaf offers They also offer interests, purchasing information and occupation type.
  64. SOCIALDATA Aside from their incredible vacation plan FullContact can also take an email address or phone number and give back name, demographics and social media profiles.
  65. APICOMING SOON It appears FullContact is looking to throw its hat in the ring with data providers like Hoovers or Salesforce’s for a low cost.
  68. A U T O
  69. PERSONALIZATION When I say site personalization, I mean changing the site meaningfully in response to a change in the user’s data.
  70. CAN INCREASECONVERSION Simple offer pop-out systems like RocketBolt have resulted in as much as $40k incremental revenue for some businesses.
  71. PERSONALIZATION By personalizing the experience of plus-size shoppers ModCloth saw a 14.9% lift in AOV, increased customer satisfaction and a lower return rate.
  72. PERSONALIZATION Visual Site Optimizer saw an 149% increase in clickthrough from Indian visitors to the careers page from simply toggling on aCTA based on the user’s location. -
  73. ONE TOOL
  74. $999 GETS YOU 10K UNIQUES Marketo’s marketing automation platform does a variety of things, just for the personalization product it costs $999/month. Marketo -
  75. PRICING STARTS AT $4,000/MONTH Monetate allows for drag and drop page customization based on user features and their behaviors. Monetate -
  76. NO PUBLISHED MINIMUMS Mintigo is specifically for scoring and segmenting prospects to ultimately determine if they are viable. Mintigo -
  77. FREE TRIAL + $99/MONTH Mineful is a reasonably priced predictive analytics and personalization solution that is focused primarily on e-commerce. Mineful –
  78. $2000/ANNUALLY LeadLander just provides the list of companies that visit your site based on IP vs. Location services. Leadlander –
  80. LEAD SCORINGIN MARKETO Marketo’s processes can be mirrored and customized to your specific use cases with a little math, a few scripts and APIs Track User Data Track Customer Data Predictive Modeling
  83. The scoring is iterative and will likely have to be revisited once you have more data on your users, but design your score based on these ranges. 80-100 –Highly Engaged; ENGAGEMENTSCORING RANGES < 40 –Very Low Engagement; 40-80 –Medium Engagement;
  84. This is an example of a scoring model I developed for a CRM startup. Notice that visits from different channels are scored differently Website Visit From Search 10 10 10 10 From Social 3 5 5 5 From Email 4 5 5 10 From Display 2 5 5 5 From Native Ads 10 10 10 5 From Referral 3 5 5 10 Pageview 1 2 3 5 Free Trial Signup 20 20 - - Attend Webinar 10 10 15 20 Content Download 15 10 15 10 Mailing List Signup 15 10 15 - Product Usage & Features Add Another User - 25 30 40 Add Account - 20 25 25 Add Deal - 10 15 20 Upgrade Account 25 30 40ENGAGEMENTSCORING EXAMPLE
  85. While the tracking of the user engagement score will happen in a separate database, we’ll want to track specific user engagement events within Google Analytics to understand macro-trends. _gaq.push(['_trackEvent', ‘userEngagementEvents', // category of activity ‘[insert name of engagement event here]', // Action ]); ENGAGEMENTEVENT TRACKING
  86. GOOGLE HANDLES THE HEAVY LIFTING FOR PREDICTIVE MODELING This could be a whole talk by itself. Look for a post from me on Moz about this soon. Google Prediction API –
  87. CLASSON STATISTICS So you’re not a data scientist? Check out Udacity’s class on Statistics
  88. CHECK OUTfor statistical computing R –
  89. R IS CODING FOR MATH Try R is a free Code School product that helps you quickly learn R through immersion. Try R –
  90. &SHINY R Studio / Shiny - R STUDIO SHINY
  91. THE CLOUD FOR DATA SCIENCE With DominoUp you can deploy your predictive models as a service without your dev team. DominoUp –
  92. CROWD SOURCED DATA SCIENCE Hold contests focused on problems that can be solved with predictive analytics and data scientists solve them. Kaggle –
  93. C A S E S
  94. AN OPEN SOURCE RULE ENGINE All dynamic content and triggering must be governed by a rule engine or a series of if-then statements. Ruler –
  95. PROFILING Progressive profiling is the act of collecting more information on your users over time. Some sites do this explicitly with popup questionnaires. RULE-DRIVEN PROGRESSIVE PROFILING Ifthe user has been identified or the user is logged in, anda given data point has not been captured then display short questionnaire to capture more data on the user.
  96. PLACEMENTS It can be difficult to ensure retargeting cookies are being installed for the right users. Fingerprinting and effective user identification can improve this. INTELLIGENT COOKIE PLACEMENT If the user is a known browser fingerprint that is associated with a username then don’t place a retargeting cookie.
  97. CONTENTDISPLAY Displaying the right content to the right people based on their behavior and scores. RULE-DRIVEN CONTENT DISPLAY Ifthe user has a known feature oris a user of a known type thendisplay segmented content for that user.
  98. EasyRec is an open source recommendation system and API that is free to use mostly for product recommendations.
  99. CONTENTRECOMMENDATIONS Product and content recommendations are also rule based as seen with Zemanta and Amazon. RULE-DRIVEN CONTENT RECOMMENDATIONS RULE-DRIVEN PRODUCT RECOMMENDATIONS
  100. BASED ONSOCIAL DATA Amazon is also using the social data to make recommendations to you about what you or your friends might be interested in through collaborate filtering algorithms and rule-based displays.
  101. NURTURING Prospect nurturing becomes customizable to the user’s site experience. TRIGGER EMAIL BASED ON USER ENGAGEMENT A rule set based on user profile, site behavior and user engagement score can be developed.
  102. &MAILGUN Trigger emails directly from the site or on the backend against data in the database using email providers Mandrill ( Mailgun ( MANDRILL BY MAILCHIMP Integrate with your MailChimp account for WYSIWYG email creation. 12k emails/month free. MAILGUN Simple REST api with 10K emails/month free
  103. WITHLUCKYORANGE LuckyOrange is an analytics tool that lets you watch recordings of user sessions. Tag the recording with the browser fingerprintto know which user you’re reviewing. var_loq= window._loq|| []; // ensure queue available _loq.push(["tag_recording", "[INSERT USER FINGERPRINT HERE]"); // this will tag, won't star, and will append the tag
  106. L E A D
  107. LEAD ANALYTICS & TARGETING I’ve built a platform that delivers much of the data I’ve talked about today and all you need to do is install one line of code. Quantum Lead -
  108. WITHLINKEDIN The tool doesn’t cost you anything. Just sign in with LinkedIn.
  109. ORGANIZATIONALERTS Setup organization alerts to get emails whenever someone from a target organization visits your site.
  110. ADD A LINE TO GET GOING <script href=“”> Install one line of code to the <head> of your website just like any other analytics tool
  111. W/OLARK Check the IPs of the alerts against who is online via Olark and know who to reach out to on the site chat in real-time.
  112. ANALYTICS For now Quantum Lead just tracks pageviews in context of the user information, but there is more in the roadmap.
  113. ENDLESS.
  114. THE CATCH?
  116. Bookmark it and follow me and I’ll let you know when signups reopen
  117. W H A T
  118. USES IT ON ME I was thinking going back to Philly for the weekend and closed my browser. Then I got an email a few hours later telling me to complete my transaction. STARWOOD SITE TRIGGERED EMAIL
  119. CONTRIBUTES TO ROI Marketers believe that marketing automation is the best way to improve the ROI of Content Marketing.
  120. CONTRIBUTES TO ROI 86% of consumers believe that personalization has influenced what they purchased. 31% wish their shopping experience was more personalized.
  121. PERSONALIZATION 86% of consumers believe that personalization has influenced what they purchased. 31% wish their shopping experience was more personalized.
  123. P L A N
  124. Many marketers think planning is difficult, but marketing automation is just granular content strategy. …
  126. ISKEY Alignment of content with user need states and key performance indicators is critical for measurement and effective marketingautomation.
  127. MEASURABLEUSER SEGMENTS I’ve spoken at length about personas, but in this case we can stop at segments rather than building actual personas, but theymust be quantitative by identifiable metrics.
  128. YOUR CHANNELS You’ll need to determine which channels you’ll want to be active in with this campaign so you can account for those activities with the right content and tagging. Organic Search      Paid Search      Display      Social Display      Retargeting      Native Advertising      Referral      Email      Organic Social     
  129. YOUR CHANNELS With marketing automation you need to plan for cross-channel measurement with regard to KPIs and campaign tagging. In some case your campaign tags are also a trigger for automation. Shareof Voice for Familiarity Keywords #Impressions for Familiarity Keywords # Impressions forFamiliarity Creative #Impressions forFamiliarity Creative # Impressions forFamiliarity Creative # Impressions forFamiliarity Creative Visitsto Familiarity Native Placements Visits toFamiliarity Content Open Rate Rankings for Familiarity Keywords CTR for Familiarity Keywords CTR forFamiliarity Creative CTR forFamiliarity Creative CTR forFamiliarity Creative CTR forFamiliarity Creative SocialShares of Familiarity Native Placements Timeon Site for Familiarity Content Opens # Impressionsfor Familiarity Keywords Quality Score for Familiarity Keywords Clicks of Familiarity Creative Clicks of Familiarity Creative Clicks of Familiarity Creative Clicks of Familiarity Creative Content Downloads # of Links to Familiarity Content CTR CTR for Familiarity Keywords Visitsfrom Familiarity Keywords Visits fromFamiliarity Creative Visits fromFamiliarity Creative Visits fromFamiliarity Creative Visits fromFamiliarity Creative Page Depth # of ReferralSources to Familiarity Content Unsubscribes # URLsReceiving Traffic for Familiarity Content Content Downloads Content Downloads Content Downloads Content Downloads Content Downloads - ContentDownloads Page Depth # Visits toFamiliarity Content Page Depth Page Depth Page Depth SocialShares of Familiarity Content Page Depth - Page Depth - Content Downloads - - - Page Depth - - - -
  130. Marketing Automation user flows are largely not linear and can be cross-channel. In planning out MA you must identify specific flows that lead you believe will lead to conversion. …
  131. USER PATHS &USER FLOWS Marketing Automation user flows are largely not linear and can be cross-channel. In planning out MA you must identify specific flows that lead you believe will lead to conversion.
  132. TEST POINTS Figure out the points within the user flow that you want to A/B or MV test for improvement. Multi-variatetest copy options in plans. A/B test view layout.
  133. TRIGGERS Triggers can be user actions or attributes that will inform what features on the site or marketing experience needs to be toggled. Cross-channel these can be campaign tags or referrers. Time betweenvisits Number of Pageviews Clicks ReferralChannel Usertype User path Time on Site FormSubmission Basically anything you can track or measure
  134. DYNAMIC CONTENT The content needs to respond to a set of rules. You’ll need to determine those rules and then develop specific content Consideration Version Loyalty Version Awareness Version
  135. TO YOUR MAILING LIST Using data from Towerdatayou can append demographic and firmographicdata to your mailing list or userbasebased on email address. http://www.towerdata.comor
  136. WITH FULLCONTACT FullContactprovides a sheet in Excel that will pull their data down without needing to code.
  137. You can get your API data directly in Excel with some VBA using Excel-REST. . …
  138. POSTMAN You don’t have to be a coder to use APIs. Using Postman allows you to test out API calls with no code at all
  139. Orange is a visual data mining tool that gives you powerful statistical analysis without requiring code or math. . …
  140. CLUSTERING K-Means clustering is a unsupervised learning technique that allows patterns to be identified in data without setting specific parameters of what needs to be found.
  141. DATA Use Open Refine (fkaGoogle Refine) Make sure all the data types in your columns matches.
  142. DATA … In this case the N/A value must become a non- sensicalvalue 1k-0k and the 0 value must be 0k-0k to ensure consistency
  143. MAILING LIST Use the K-Means clustering method of unsupervised learning to cluster your mailing list based on the features you collect from FullContact.
  145. CLUSTER WITH TRIBALYTICS Tribalyticsallows you to cluster by features of Twitter followers.
  146. TO USER FLOWS In many cases user flows as seen to be within a given website whereas a journey map is an indication of a cross-channel experience. Build user flows that connect all of the cross-channel experiences.
  147. TO USER FLOWS This is how you achieve comprehensive alignment for marketing automation. Specifically align your channels, content and measurement with each of these phases and determine the triggers and user experience for each one
  148. IN ANALYTICS Identifying winning or losing paths in your analytics platform specifically by advanced segments is a quick way to figure outworthy user flows for automation.
  149. Your content strategy should specifically speak to the specific segment’s need at this particular phase and touchpointand how you’ll address that need to move them through the funnel.
  150. Each channel and touchpointis different and may require a different tone. You must define that tone to ensure it resonates with the target segment. Check out MailChimp’s
  151. You’ll need to define the requirements for the content that will be created for this specific touchpointand phase. Be mindful that a given page may have multiple options based on the user’s features and actions.
  152. TRIGGERS Using the different data points relevant to each channel, marketers can use these as trigger events to have something happen to the on or off site experience. LandingPage Associated Keywords Campaign Tag LinkClicked Landing Page Nurture Track Id Campaign Tag LinkClicked Landing Page Nurture Track Id Creative ID Referral Source Campaign ID Cookie Placement URL LandingPage Creative ID Referral Source Campaign ID Cookie Placement URL LandingPage
  153. Many of the marketing automation tools integrate with other data providers and give you high level dashboards.
  154. Undoubtedly, you’ll want a more complete picture of metrics in your dashboards and Klipfoliomakes it easy to pull all the data together with APIs.
  155. Most of the data sources we as SEOs use are already pre-baked and those that aren’t are easily set up with no coding.
  156. SHORTAGE OF TOOLS Build a user database.
  157. Augur is the closest thing out there to what I’ve built. I’ve spoken to the Founder, he’s incredibly smart and has some features that are well beyond Quantum Lead. . …
  158. If you’re on WordpressI suggest LeadInfor capturing your leads, forms and user paths easily. …
  159. LEADIN + DEVELOPER With Augur, LeadInand a developer you could potentially build everything you else you’ll get out of these other tools.
  160. PERSONYZE Personyzehas similar drag drop pesonalizationfunctionality to Optimizelyand Monetate, but a much lower price tag.
  161. ALL I’VE GOT.
  162. Thank You / Q&A AVAILABLE IF YOU NEED HELP @ipullrank