Social Analytics for Bored Marketers

Social Analytics for Bored Marketers

SEND ME QUESTIONS

@portentintfacebook.com/ian.lurie

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analytics baby! Yeahhhh!!!

YOU?

ME

I MAJORED IN HISTORY

THEN I WENT TO LAW SCHOOLDON’T ASK

I GOT ISSUES

BUDGETCOMMON SENSE

(magnified 100x)

WHAT’S THE ROI ON THAT?

oy

THIS INSPIRES ME

IMPROVEMENT INSPIRES ME

PROVING VALUE INSPIRES ME

DO THESE

LEARN VISITOR VALUETAG EVERYTHING

KNOW YOUR ATTRIBUTIONMEASURE MICRO CONVERSIONS

SO YOU CAN DO THESE LATER

LEARN VISITOR VALUETAG EVERYTHING

THE FORMULA

avg. sale x conversion rate x margin = visitor value

e-commerce

$10 x 1% x 10% = $.01/visitor

THE FORMULAe-commerce

x visitor-to-lead conversion ratex lead-to-customer conversion ratex margin= visitor value

customer value

THE FORMULAB2B

$1,000 x 1% x 50% x 10% = $.50/visitor

THE FORMULAB2B

YOU DON’T HAVE TO KNOW ITyou have to learn itimprove your model over time

LEARN VISITOR VALUETAG 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 HIERARCHYchannelmediumsourcecampaignkeywordcontent

CHANNELset automatically based on source and medium

utm_medium

socialreferral

cpcorganic

someone clicks on a social post

utm_medium

socialreferral

cpcorganic

default

utm_medium

socialreferral

cpcorganic

cost-per-click stuff

utm_medium

socialreferral

cpcorganic a whole other talk

KEEP MEDIUM CONSISTENTso everything rolls up correctly

utm_medium

cpc CPC

utm_medium

social SOCIAL

utm_medium

ppc cpc

utm_source

facebookgoogletwittermyspace

utm_source

facebook Facebook

CAMPAIGN, KEYWORD, CONTENTdo the custom stuff here

utm_campaignutm_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 creative called test1”

/?utm_medium=cpc&utm_source=facebook&utm_campaign=pegasus&utm_term=capybara&utm_content=test1

http://portent.co/social-detailadd 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 VALUETAG EVERYTHING

KNOW YOUR ATTRIBUTIONMEASURE 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 MODELSknow them and use them

http://portent.co/gattmodels

ONLY WORKS IF YOU TAGGED EVERYTHING

KNOW YOUR ATTRIBUTIONMEASURE MICRO CONVERSIONS

KAUSHIK.NET/AVINASH

social content retarget ppc convert

THIS TRIGGERED A BEHAVIORi moved down the funnel

social content retarget ppc convert

THIS TRIGGERED A BEHAVIORboom. customer.

social content retarget ppc convert

THIS TRIGGERED A BEHAVIORso 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!

SEGMENTSthis is where it gets really cool

average visitor converts 5.68%

marketing nerds = 30% more likely

OTHER MICRO CONVERSIONSe-mail signup

OTHER MICRO CONVERSIONSre-shares

OTHER MICRO CONVERSIONScomments

OTHER MICRO CONVERSIONSscroll depth

jquery

.scroll() eventread lunametrics.com/labs/recipes/scroll-tracking/

IF YOU TAGGED

IF YOU DIDN’Twhere’s my @#!@

screwdriver?!!!

TAG EVERYTHING

IF YOU AREN’T LEARNING CUSTOMER VALUE

shame on you

THEN YOU ARE

GREAT, BUTwhat are these micro conversions worth??

TECHNIQUE #1fudge 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 LOOPBEHAVIOR

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 > $2correct me if i’m wrong

TECHNIQUE #2close 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 QUESTIONcorrelation vs. causation

OK, FAIR ENOUGHit’s one heck of a hint, though

IF OUR SOCIAL CAMPAIGN ATTRACTS VISITS THAT ARE

3X MORE LIKELY TO CONVERTit’s got value. a lot of value.

we should do more of it

HOLD-OUT TESTINGthe test no one wants you to do

TURN OFF THE SOURCEsee what happens

FACEBOOK ANALYTICS

MACHINE LEARNING

DASHBOARDS

CLOSED LOOP

THE MAGIC, RAINBOW-FILLED FINISH

POOT

THE MAGIC, RAINBOW-FILLED FINISH

THIS CAN BEREALLY FRUSTRATING

NOT RECOMMENDED

AVOID NEEDING THIS

LEARN VISITOR VALUETAG EVERYTHING

KNOW YOUR ATTRIBUTIONMEASURE MICRO CONVERSIONS

SO YOU CAN DO THESE LATER

GET EXCITED ABOUT IMPROVEMENT

GET EXCITED ABOUT PROVING VALUE

i am pumped

COMMENCE HECKLINGor throw money. small bills preferred.

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