Data Rage: Attribution, Analytics and Why Social Analytics Drives Me Insane By Ian lurie

#SocialPro #22B @portentint

SocialPro Conference – June 21, 2016

Data Rage Attribution, Analytics and

Why Social Analytics Drive Me Insane

#SocialPro #22B @portentint

Ian Lurie – CEO – Portent

WHO IS THIS GUY?!!!

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I MAJORED IN HISTORY

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ANALYTICS DO NOT INSPIRE ME

ANALYTICS? YAWN.

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CAPYBARA INSPIRE ME

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IMPROVEMENT INSPIRES ME

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PROVING VALUE INSPIRES ME

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DO THESE

TAG EVERYTHING

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KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS

SO YOU CAN DO THESE LATER

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TAG EVERYTHING

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UNLESS YOU HAVE A TIME

MACHINE

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YOU HAVE TO PLAN AHEAD

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schmoo.com?utm_source=facebook&utm_medium=cpc &utm_campaign=capyforever

&utm_keyword=capybara &utm_content=photo1

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THE HIERARCHY channel medium

source campaign

keyword content

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CHANNEL set automatically based on source and medium

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UTM_MEDIUM

social referral

cpc organic

someone clicks on a social post

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UTM_MEDIUM

social referral

cpc organic

default

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UTM_MEDIUM

social referral

cpc organic

cost-per-click stuff

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UTM_MEDIUM

social referral

cpc organic a whole other conference

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KEEP MEDIUM CONSISTENT so everything rolls up correctly

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UTM_MEDIUM

cpc CPC

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UTM_MEDIUM

social SOCIAL

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UTM_MEDIUM

ppc cpc

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UTM_SOURCE

facebook google

twitter myspace

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UTM_SOURCE

facebook Facebook

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CAMPAIGN, KEYWORD, CONTENT do the custom stuff here

utm_campaign utm_term

utm_content

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“This click came from a cost per click ad on Facebook, smmw16 campaign, targeting the capybara audience, and this was the creative called test1”

/?utm_medium=cpc &utm_source=facebook &utm_campaign=smmw16 &utm_term=capybara &utm_content=test1

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http://portent.co/social-detail add the report to your Google Analytics account

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TEST WITH REAL-TIME REPORT

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TEST WITH REAL-TIME REPORT

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Good. You are now

TAGGING EVERYTHING

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KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS

Time to

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LAST-CLICK SOCIAL CONVERSIONS

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social content retarget ppc convert

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triple the ppc budget!!!

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MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS

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MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS

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MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS

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TEST YOUR MODELS

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TEST YOUR MODELS

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ATTRIBUTION MODELS know them and use them

http://portent.co/gattmodels

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ONLY WORKS IF YOU TAGGED EVERYTHING

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KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS

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THIS TRIGGERED A BEHAVIOR i moved down the funnel

social content retarget ppc convert

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THIS TRIGGERED A BEHAVIOR boom. customer.

social content retarget ppc convert

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THIS TRIGGERED A BEHAVIOR so this was important. measure it!!!

social content retarget ppc convert

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SET UP GOALS TO TRACK MICRO CONVERSIONS

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import this report: http://portent.co/pi-behavior

THESE ARE MICRO CONVERSIONS, TOO

import this report: http://portent.co/pi-behavior

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average visitor converts 2.29%

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25s+ are 3x more likely to convert

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SEGMENTS

this is where it gets really cool

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average visitor converts 5.68%

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marketing nerds = 30% more likely

i’m the nerd of the rodent

family.

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OTHER MICRO CONVERSIONS

e-mail signup

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OTHER MICRO CONVERSIONS

re-shares

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OTHER MICRO CONVERSIONS

comments

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OTHER MICRO CONVERSIONS

scroll depth

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IF YOU TAGGED

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IF YOU DIDN’T TAG EVERYTHING

where’s my @#!@

screwdriver?!!!

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GREAT, BUT what are these micro conversions worth??

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IF YOU DON’T KNOW CUSTOMER VALUE

shame on you

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TECHNIQUE #1 fudge the numbers

SERIOUSLY?

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every time i send an email, i get a 10% conversion

rate

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average sale is $25

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an e-mail sign-up is worth $2.50

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average visitor is worth $2

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3x more likely = $6

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A FAKE CLOSED LOOP

BEHAVIOR

SOCIAL MEDIA

FUNNEL SITE GOAL

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I MAJORED IN HISTORY

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BUT I’M PRETTY SURE $6 > $2

correct me if i’m wrong

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TECHNIQUE #2 close the loop

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A TRUE CLOSED LOOP

COOKIE SENT TO…

COOKIE PASSED BACK TO…

FUNNEL SOCIAL MEDIA GOAL

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• at the individual level

MATCH UP WITH A CRM ID

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• at the individual level

portent.co/gahub

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THE INEVITABLE QUESTION correlation vs. causation

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OK, FAIR ENOUGH

it’s one heck of a hint, though

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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

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HOLD-OUT TESTING the test no one wants you to do

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TURN OFF THE SOURCE see what happens

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THE MAGIC, RAINBOW-FILLED FINISH

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THE MAGIC, RAINBOW-FILLED FINISH

POOT

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THIS CAN BE REALLY FRUSTRATING

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TAG EVERYTHING

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KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS

SO YOU CAN DO THESE LATER

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GET EXCITED ABOUT IMPROVEMENT

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GET EXCITED ABOUT PROVING VALUE

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i am pumped

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THANK YOU!

SEE YOU AT THE NEXT MARKETING LAND EVENT!