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Social Analytics for Bored Marketers
SEND ME QUESTIONS
@portentint
facebook.com/ian.lurie
portent.com/blog
analytics baby!
Yeahhhh!!!
YOU?
ME
I MAJORED IN HISTORY
THEN I WENT TO LAW SCHOOL
DON’T ASK
I GOT ISSUES
BUDGET
COMMON SENSE
(magnified 100x)
WHAT’S THE
ROI ON THAT?
oy
THIS INSPIRES ME
IMPROVEMENT INSPIRES ME
PROVING VALUE INSPIRES ME
DO THESE
LEARN VISITOR VALUE
TAG EVERYTHING
KNOW YOUR ATTRIBUTION
MEASURE MICRO CONVERSIONS
SO YOU CAN DO THESE LATER
LEARN VISITOR VALUE
TAG EVERYTHING
THE FORMULA
avg. sale x conversion rate x margin
= visitor value
e-commerce
$10 x 1% x 10% = $.01/visitor
THE FORMULA
e-commerce
x visitor-to-lead conversion rate
x lead-to-customer conversion rate
x margin
= visitor value
customer value
THE FORMULA
B...
$1,000 x 1% x 50% x 10% = $.50/visitor
THE FORMULA
B2B
YOU DON’T HAVE TO KNOW IT
you have to learn it
improve your model over time
LEARN VISITOR VALUE
TAG 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 HIERARCHY
channel
medium
source
campaign
keyword
content
CHANNEL
set automatically based on source and medium
utm_medium
social
referral
cpc
organic
someone clicks on a social post
utm_medium
social
referral
cpc
organic
default
utm_medium
social
referral
cpc
organic
cost-per-click stuff
utm_medium
social
referral
cpc
organic a whole other talk
KEEP MEDIUM CONSISTENT
so everything rolls up correctly
utm_medium
cpc CPC
utm_medium
social SOCIAL
utm_medium
ppc cpc
utm_source
facebook
google
twitter
myspace
utm_source
facebook Facebook
CAMPAIGN, KEYWORD, CONTENT
do the custom stuff here
utm_campaign
utm_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...
http://portent.co/social-detail
add 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 VALUE
TAG EVERYTHING
KNOW YOUR ATTRIBUTION
MEASURE 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 MODELS
know them and use them
http://portent.co/gattmodels
ONLY WORKS IF
YOU TAGGED
EVERYTHING
KNOW YOUR ATTRIBUTION
MEASURE MICRO CONVERSIONS
KAUSHIK.NET/AVINASH
social content retarget ppc convert
THIS TRIGGERED A BEHAVIOR
i moved down the funnel
social content retarget ppc convert
THIS TRIGGERED A BEHAVIOR
boom. customer.
social content retarget ppc convert
THIS TRIGGERED A BEHAVIOR
so 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!
SEGMENTS
this is where it gets really cool
average visitor converts 5.68%
marketing nerds = 30% more likely
OTHER MICRO CONVERSIONS
e-mail signup
OTHER MICRO CONVERSIONS
re-shares
OTHER MICRO CONVERSIONS
comments
OTHER MICRO CONVERSIONS
scroll depth
jquery
.scroll() event
read
lunametrics.com/labs/recipes/scroll-tracking/
IF YOU TAGGED
IF YOU DIDN’T
where’s
my @#!@
screwdriver
?!!!
TAG EVERYTHING
IF YOU AREN’T LEARNING
CUSTOMER VALUE
shame on you
THEN YOU ARE
GREAT, BUT
what are these micro conversions worth??
TECHNIQUE #1
fudge 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 LOOP
BEHAVIOR
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 > $2
correct me if i’m wrong
TECHNIQUE #2
close 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 QUESTION
correlation vs. causation
OK, FAIR ENOUGH
it’s one heck of a hint, though
IF OUR SOCIAL CAMPAIGN
ATTRACTS VISITS THAT ARE
3X MORE LIKELY TO CONVERT
it’s got value. a lot of value.
we should do mor...
HOLD-OUT TESTING
the test no one wants you to do
TURN OFF THE SOURCE
see what happens
FACEBOOK ANALYTICS
MACHINE LEARNING
DASHBOARDS
CLOSED LOOP
THE MAGIC, RAINBOW-FILLED FINISH
POOT
THE MAGIC, RAINBOW-FILLED FINISH
THIS CAN BE
REALLY FRUSTRATING
NOT RECOMMENDED
AVOID NEEDING
THIS
LEARN VISITOR VALUE
TAG EVERYTHING
KNOW YOUR ATTRIBUTION
MEASURE MICRO CONVERSIONS
SO YOU CAN DO THESE LATER
GET EXCITED ABOUT
IMPROVEMENT
GET EXCITED ABOUT
PROVING VALUE
i am pumped
COMMENCE HECKLING
or throw money. small bills preferred.
portent.com/blog
@portentint
facebook.com/ian.lurie
Social Analytics for Bored Marketers
Social Analytics for Bored Marketers
Social Analytics for Bored Marketers
Social Analytics for Bored Marketers
Social Analytics for Bored Marketers
Social Analytics for Bored Marketers
Social Analytics for Bored Marketers
Social Analytics for Bored Marketers
Social Analytics for Bored Marketers
Social Analytics for Bored Marketers
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Social Analytics for Bored Marketers

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Publicado el

Social media analytics is... not terribly inspiring, unless you love analytics. Here's the analytics walkthru for people who are NOT inspired by analytics.

Publicado en: Marketing

Social Analytics for Bored Marketers

  1. Social Analytics for Bored Marketers
  2. SEND ME QUESTIONS @portentint facebook.com/ian.lurie portent.com/blog
  3. analytics baby! Yeahhhh!!! YOU?
  4. ME
  5. I MAJORED IN HISTORY
  6. THEN I WENT TO LAW SCHOOL DON’T ASK
  7. I GOT ISSUES
  8. BUDGET COMMON SENSE (magnified 100x)
  9. WHAT’S THE ROI ON THAT?
  10. oy
  11. THIS INSPIRES ME
  12. IMPROVEMENT INSPIRES ME
  13. PROVING VALUE INSPIRES ME
  14. DO THESE LEARN VISITOR VALUE TAG EVERYTHING
  15. KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS SO YOU CAN DO THESE LATER
  16. LEARN VISITOR VALUE TAG EVERYTHING
  17. THE FORMULA avg. sale x conversion rate x margin = visitor value e-commerce
  18. $10 x 1% x 10% = $.01/visitor THE FORMULA e-commerce
  19. x visitor-to-lead conversion rate x lead-to-customer conversion rate x margin = visitor value customer value THE FORMULA B2B
  20. $1,000 x 1% x 50% x 10% = $.50/visitor THE FORMULA B2B
  21. YOU DON’T HAVE TO KNOW IT you have to learn it improve your model over time
  22. LEARN VISITOR VALUE TAG EVERYTHING
  23. schmoo.com?utm_source=facebook &utm_medium=cpc &utm_campaign=capyforever &utm_keyword=capybara &utm_content=photo1
  24. UNLESS YOU HAVE A TIME MACHINE
  25. YOU HAVE TO PLAN AHEAD
  26. THE HIERARCHY channel medium source campaign keyword content
  27. CHANNEL set automatically based on source and medium
  28. utm_medium social referral cpc organic someone clicks on a social post
  29. utm_medium social referral cpc organic default
  30. utm_medium social referral cpc organic cost-per-click stuff
  31. utm_medium social referral cpc organic a whole other talk
  32. KEEP MEDIUM CONSISTENT so everything rolls up correctly
  33. utm_medium cpc CPC
  34. utm_medium social SOCIAL
  35. utm_medium ppc cpc
  36. utm_source facebook google twitter myspace
  37. utm_source facebook Facebook
  38. CAMPAIGN, KEYWORD, CONTENT do the custom stuff here utm_campaign utm_term utm_content
  39. /?utm_medium=cpc &utm_source=facebook &utm_campaign=pegasus &utm_term=capybara &utm_content=test1 PUTTING IT ALL TOGETHER
  40. “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
  41. http://portent.co/social-detail add the report to your Google Analytics account
  42. pegasus
  43. utm_medium utm_term utm_keyword
  44. I MAJORED IN HISTORY
  45. TEST WITH REAL-TIME REPORT
  46. TEST WITH REAL-TIME REPORT
  47. USE A #, NOT A ? to avoid canonicalization problems
  48. NOW YOU’RE DOING THESE LEARN VISITOR VALUE TAG EVERYTHING
  49. KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS
  50. LAST-CLICK SOCIAL CONVERSIONS
  51. social content retarget ppc convert
  52. triple the ppc budget!!!
  53. REMAIN CALM
  54. MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS
  55. MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS
  56. MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS
  57. TEST YOUR MODELS
  58. c’mere kid. Mwahahahaha.
  59. ATTRIBUTION MODELS know them and use them http://portent.co/gattmodels
  60. ONLY WORKS IF YOU TAGGED EVERYTHING
  61. KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS
  62. KAUSHIK.NET/AVINASH
  63. social content retarget ppc convert THIS TRIGGERED A BEHAVIOR i moved down the funnel
  64. social content retarget ppc convert THIS TRIGGERED A BEHAVIOR boom. customer.
  65. social content retarget ppc convert THIS TRIGGERED A BEHAVIOR so this was important. measure it!!!
  66. import this report: http://portent.co/pi-behavior
  67. average visitor converts 2.29%
  68. 25s+ are 3x more likely to convert +25 is a micro conversion!
  69. SEGMENTS this is where it gets really cool
  70. average visitor converts 5.68%
  71. marketing nerds = 30% more likely
  72. OTHER MICRO CONVERSIONS e-mail signup
  73. OTHER MICRO CONVERSIONS re-shares
  74. OTHER MICRO CONVERSIONS comments
  75. OTHER MICRO CONVERSIONS scroll depth
  76. jquery .scroll() event read lunametrics.com/labs/recipes/scroll-tracking/
  77. IF YOU TAGGED
  78. IF YOU DIDN’T where’s my @#!@ screwdriver ?!!! TAG EVERYTHING
  79. IF YOU AREN’T LEARNING CUSTOMER VALUE shame on you
  80. THEN YOU ARE
  81. GREAT, BUT what are these micro conversions worth??
  82. TECHNIQUE #1 fudge the numbers SERIOUSLY?
  83. every time i send an email, i get a 10% conversion rate
  84. average sale is $25
  85. an e-mail sign-up is worth $2.50
  86. average visitor is worth $2
  87. 3x more likely = $6
  88. A FAKE CLOSED LOOP BEHAVIOR SOCIAL MEDIA FUNNELSITE GOAL
  89. wtf kind of math is that you damn touchy- feelie social media people
  90. i am ashamed
  91. I MAJORED IN HISTORY
  92. BUT I’M PRETTY SURE $6 > $2 correct me if i’m wrong
  93. TECHNIQUE #2 close the loop
  94. A TRUE CLOSED LOOP COOKIE SENT TO… COOKIE PASSED BACK TO… FUNNELSOCIAL MEDIA GOAL
  95. TRACK VISIT VALUE • at the individual level
  96. TRACK VISIT VALUE • at the individual level
  97. garbage in… TAG IT, OR…
  98. wtf do you know how much work that will be
  99. BUT FLYING
  100. THE INEVITABLE QUESTION correlation vs. causation
  101. OK, FAIR ENOUGH it’s one heck of a hint, though
  102. 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
  103. HOLD-OUT TESTING the test no one wants you to do
  104. TURN OFF THE SOURCE see what happens
  105. FACEBOOK ANALYTICS
  106. MACHINE LEARNING
  107. DASHBOARDS
  108. CLOSED LOOP
  109. THE MAGIC, RAINBOW-FILLED FINISH POOT THE MAGIC, RAINBOW-FILLED FINISH
  110. THIS CAN BE REALLY FRUSTRATING
  111. NOT RECOMMENDED
  112. AVOID NEEDING THIS
  113. LEARN VISITOR VALUE TAG EVERYTHING
  114. KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS SO YOU CAN DO THESE LATER
  115. GET EXCITED ABOUT IMPROVEMENT
  116. GET EXCITED ABOUT PROVING VALUE i am pumped
  117. COMMENCE HECKLING or throw money. small bills preferred. portent.com/blog @portentint facebook.com/ian.lurie

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