Mike Pantoliano | SearchLove San Diego, 'It's Customer Lifetime Value not Cookie Lifetime Value'
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Your users are switching devices, switching browsers, and clearing cookies like crazy. Mike will talk about ways to encourage user registration, enable painless login, and the means to track, measure, and delight the human interacting with your business, not their browser.
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Mike Pantoliano | SearchLove San Diego, 'It's Customer Lifetime Value not Cookie Lifetime Value'
- 1. @MikeCP It’s Customer Lifetime Value Not Cookie Lifetime Value Measuring cross-device, cross-browser, and cross-cookie-clearings to get a better understanding of your CLV
- 2. @MikeCP Hai
- 7. @MikeCP
- 9. @MikeCP The Cookie Clearing and Device Switching Epidemic
- 10. Three in 10 users delete their cookies @MikeCP every month. http://bit.ly/1slSiit
- 11. Cookie deleters do so on average four @MikeCP times per month. http://bit.ly/1slSiit
- 12. More than 60% of online adults use at least two devices every day and nearly @MikeCP 25% use three devices. http://bit.ly/1tL5M9k
- 13. @MikeCP (no data)… But shared household browsers
- 15. @MikeCP
- 16. @MikeCP
- 17. @MikeCP This is disgusting
- 18. @MikeCP In Other Words
- 20. @MikeCP Customer Lifetime Value “A prediction of the net profit attributed to the entire future relationship with a customer.”
- 21. @MikeCP How much can we spend to acquire new customers? How much can we spend to retain customers?
- 23. @MikeCP DIY?
- 24. @MikeCP CLV: Your CFO Should Know
- 27. Shift in Google Analytics to User-Focus @MikeCP Justin Cutroni
- 30. Utilizing the User-ID GA Views @MikeCP
- 31. @MikeCP Tie Sessions Together
- 33. SAAS
- 34. @MikeCP eComm
- 35. @MikeCP
- 36. Complete archive when you create an account Lead Gen
- 37. Publishing
- 38. @MikeCP
- 39. @MikeCP Social Sign On http://bit.ly/1nEPEz c
- 40. 86% of respondents reported being bothered by the need to create new accounts at websites and said they would actually change their behavior 54% might leave the site and not return 26% would go to a different site if possible 6% would just simply leave or avoid the site 14% would not complete the registration http://bit.ly/1quGH0e
- 41. @MikeCP
- 42. @MikeCP Facebook
- 43. @MikeCP Facebook
- 45. As they say, BOOM
- 46. @MikeCP “It’s not that hard” ~ My developer friend Facebook API Docs http://bit.ly/1CQ80XV
- 48. @MikeCP User ID Overwrite
- 55. @MikeCP
- 56. @MikeCP How-to
- 57. @MikeCP How-to
- 58. “In most cases, it’s also not that hard” @MikeCP ~ My developer friend
- 59. @MikeCP How-to
- 60. @MikeCP How-to
- 61. @MikeCP How-to with GTM Or
- 62. @MikeCP How-to WITH GTM
- 63. @MikeCP Bringing it all together
- 65. @MikeCP
- 66. A word about dimensions vs. metrics @MikeCP
- 70. @MikeCP
- 71. @MikeCP
- 72. A bit of a bummer, but we have some options
- 74. @MikeCP Some creative rounding
- 75. @MikeCP Really funky Regex
- 76. @MikeCP
- 77. @MikeCP eComm Reports Goal Reports Referral Reports Geo Reports Landing Page Reports
- 79. @MikeCP Poor Man’s Version
- 80. @MikeCP It could get really advanced
- 81. @MikeCP Credit Where it’s Due @EdBrocklebank http://bit.ly/1wgvi4F
- 83. @MikeCP Thanks!
Editor's Notes
- Lifetime Value is a direct marketing term. It didn’t adapt to the web all that simply.
- Lifetime Value is a direct marketing term. It didn’t adapt to the web all that simply. If you don’t know what a client is worth, you don’t know what you should spend to acquire them, and you don’t know what you should spend to keep them.
- Lifetime Value is a direct marketing term. It didn’t adapt to the web all that simply. If you don’t know what a client is worth, you don’t know what you should spend to acquire them, and you don’t know what you should spend to keep them.
- Lifetime Value is a direct marketing term. It didn’t adapt to the web all that simply.
- Extrapolate this
- Lifetime Value is a direct marketing term. It didn’t adapt to the web all that simply.
- Wait, isn’t LTV a metric? Why are we creating an LTV custom dimension and not a metric? It’s a number so should it be a metric? Google Analytics sums metrics over time. This means that if I set Bob’s lifetime value to £100 now, then £200 a week later (because he does something to cause his LTV to go up), GA would record his LTV as £300 (£100 + £200) which isn’t what we want. Dimensions have the concept of scope. They can be set to only remember the last seen value for someone (hence why the LTV custom dimension is set to User level scope).