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

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

37. utm_source
facebook
google
twitter
myspace

38. utm_source
facebook Facebook

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

45. utm_medium
utm_term utm_keyword

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

54. LAST-CLICK SOCIAL CONVERSIONS

55. social content retarget ppc convert

56. triple the ppc
budget!!!

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

64. c’mere kid.
Mwahahahaha.

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

68. KAUSHIK.NET/AVINASH

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

80. OTHER MICRO CONVERSIONS
re-shares

81. OTHER MICRO CONVERSIONS
comments

82. OTHER MICRO CONVERSIONS
scroll depth

83. jquery
.scroll() event
read
lunametrics.com/labs/recipes/scroll-tracking/

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

125. GET EXCITED ABOUT
IMPROVEMENT

126. GET EXCITED ABOUT
PROVING VALUE
i am pumped

127. COMMENCE HECKLING
or throw money. small bills preferred.
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@portentint
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