Social Analytics for Bored Marketers
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Social media analytics is... not terribly inspiring, unless you love analytics. Here's the analytics walkthru for people who are NOT inspired by analytics.
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Social Analytics for Bored Marketers
- 1. Social Analytics for Bored Marketers
- 4. ME
- 5. I MAJORED IN HISTORY
- 6. THEN I WENT TO LAW SCHOOL DON’T ASK
- 7. I GOT ISSUES
- 9. WHAT’S THE ROI ON THAT?
- 10. oy
- 11. THIS 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
- 24. UNLESS YOU HAVE A TIME MACHINE
- 25. YOU HAVE TO PLAN AHEAD
- 27. CHANNEL set automatically based on source and medium
- 28. utm_medium social referral cpc organic someone clicks on a social post
- 31. utm_medium social referral cpc organic a whole other talk
- 32. KEEP MEDIUM CONSISTENT so everything rolls up correctly
- 39. CAMPAIGN, KEYWORD, CONTENT do the custom stuff here utm_campaign utm_term utm_content
- 40. /?utm_medium=cpc &utm_source=facebook &utm_campaign=pegasus &utm_term=capybara &utm_content=test1 PUTTING IT ALL TOGETHER
- 41. “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
- 42. http://portent.co/social-detail add the report to your Google Analytics account
- 43. pegasus
- 46. I MAJORED IN HISTORY
- 49. TEST WITH REAL-TIME REPORT
- 50. TEST WITH REAL-TIME REPORT
- 51. USE A #, NOT A ? to avoid canonicalization problems
- 52. NOW YOU’RE DOING THESE LEARN VISITOR VALUE TAG EVERYTHING
- 53. KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS
- 55. social content retarget ppc convert
- 58. REMAIN CALM
- 59. MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS
- 60. MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS
- 61. MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS
- 62. TEST YOUR MODELS
- 65. ATTRIBUTION MODELS know them and use them http://portent.co/gattmodels
- 66. ONLY WORKS IF YOU TAGGED EVERYTHING
- 67. KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS
- 69. social content retarget ppc convert THIS TRIGGERED A BEHAVIOR i moved down the funnel
- 70. social content retarget ppc convert THIS TRIGGERED A BEHAVIOR boom. customer.
- 71. social content retarget ppc convert THIS TRIGGERED A BEHAVIOR so this was important. measure it!!!
- 73. import this report: http://portent.co/pi-behavior
- 74. average visitor converts 2.29%
- 75. 25s+ are 3x more likely to convert +25 is a micro conversion!
- 76. SEGMENTS this is where it gets really cool
- 77. average visitor converts 5.68%
- 78. marketing nerds = 30% more likely
- 79. OTHER MICRO CONVERSIONS e-mail signup
- 82. OTHER MICRO CONVERSIONS scroll depth
- 84. IF YOU TAGGED
- 85. IF YOU DIDN’T where’s my @#!@ screwdriver ?!!! TAG EVERYTHING
- 86. IF YOU AREN’T LEARNING CUSTOMER VALUE shame on you
- 87. THEN YOU ARE
- 88. GREAT, BUT what are these micro conversions worth??
- 89. TECHNIQUE #1 fudge the numbers SERIOUSLY?
- 90. every time i send an email, i get a 10% conversion rate
- 91. average sale is $25
- 92. an e-mail sign-up is worth $2.50
- 93. average visitor is worth $2
- 94. 3x more likely = $6
- 95. A FAKE CLOSED LOOP BEHAVIOR SOCIAL MEDIA FUNNELSITE GOAL
- 96. wtf kind of math is that you damn touchy- feelie social media people
- 97. i am ashamed
- 98. I MAJORED IN HISTORY
- 99. BUT I’M PRETTY SURE $6 > $2 correct me if i’m wrong
- 100. TECHNIQUE #2 close the loop
- 102. A TRUE CLOSED LOOP COOKIE SENT TO… COOKIE PASSED BACK TO… FUNNELSOCIAL MEDIA GOAL
- 103. TRACK VISIT VALUE • at the individual level
- 104. TRACK VISIT VALUE • at the individual level
- 107. garbage in… TAG IT, OR…
- 108. wtf do you know how much work that will be
- 109. BUT FLYING
- 110. THE INEVITABLE QUESTION correlation vs. causation
- 111. OK, FAIR ENOUGH it’s one heck of a hint, though
- 112. 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
- 113. HOLD-OUT TESTING the test no one wants you to do
- 114. TURN OFF THE SOURCE see what happens
- 115. FACEBOOK ANALYTICS
- 116. MACHINE LEARNING
- 117. DASHBOARDS
- 118. CLOSED LOOP
- 119. THE MAGIC, RAINBOW-FILLED FINISH POOT THE MAGIC, RAINBOW-FILLED FINISH
- 120. THIS CAN BE REALLY FRUSTRATING
- 121. NOT RECOMMENDED
- 122. AVOID NEEDING THIS
- 123. LEARN VISITOR VALUE TAG EVERYTHING
- 124. KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS SO YOU CAN DO THESE LATER
- 126. GET EXCITED ABOUT PROVING VALUE i am pumped
- 127. COMMENCE HECKLING or throw money. small bills preferred. portent.com/blog @portentint facebook.com/ian.lurie