Measure What Matters:
A Better Approach to Social Attribution
Jessica Gilmartin
Adam Singer
What is the ROI of social?
What is performance?
What is performance?
How do we measure it?
FPO.. If like get higher res image
Webinar 1 – July 16 @ 10 am PT
Webinar 2 – August 6 @ 10 am PT
Hangout on Air – August 21 @ 10 am PT
Social attribution se...
Today’s speakers
Jessica Gilmartin
Wildfire by Google
Adam Singer
Google Analytics
Adam Kuznia
Maryland Live! Casino
Today’s agenda
The problem
The solution
Maryland Live! Casino’s story
#MeasureSocial
Join the conversation
+Wildfire @wildfireapp
STIMULUS
PURCHASE
CHECK BLOGS
SEARCH
READ
REVIEWS
SHARE VIDEOS
NETWORK
81% of people report that
posts by peers influence ...
0.59
0.47
0.48Search after reading about it on social media
Pay attention to recommendations from my connections
Read user...
Social media is valued but not well measured;
rarely seen as a performance channel
Social marketing is producing a
measura...
Challenges to social measurement
1. Media landscape is fragmented
2. Social data isn’t tied to outcomes
3. Referrer data i...
Media landscape is fragmented
20
Bringing digital and social together
digital
social
The solution
Google Analytics
Develop a comprehensive measurement plan
1. Determine business objectives
Develop a comprehensive measurement plan
1. Determine business objectives
2. Define your strategy & tactics
Develop a comprehensive measurement plan
1. Determine business objectives
2. Define your strategy & tactics
3. Identify ke...
Develop a comprehensive measurement plan
1. Determine business objectives
2. Define your strategy & tactics
3. Identify ke...
Develop a comprehensive measurement plan
1. Determine business objectives
2. Define your strategy & tactics
3. Identify ke...
Social Reports in Google Analytics
Tie real dollar amounts to your social marketing
$113,037.50
20,358 Conversions
$48,762...
Six reports provide a comprehensive view of value
Immediately identify the impact
of social on your business goals
Overvie...
Conversion Report
Link social impact to metrics you care about
See conversion rate by social
network and the monetary
valu...
Social Sources
Expansive view with 400+ social sources
View engagement and
conversion metrics for each
social network
View...
Social Plugins
Identify the content good enough to share
Find the most engaging content and which social
buttons - for exa...
Custom link
tracking to
understand which
social pages and
posts drive
website conversions
Wildfire – Google Analytics inte...
[Demo]
Maryland Live! Casino
Maryland Live! Casino
Maryland Live! Casino
Maryland Live! Casino
• Always get an email
address
• Experiment with content
• Have a plan for your data
Tips from Maryland Live! Casino
Key Takeaways
• Develop a
measurement plan
• Use the right
measurement tools
• Make the most of
your data
Join us August 6
Susan Etlinger
Altimeter Group
Register at www.wildfireapp.com
Social Data Intelligence:
Aligning Social ...
Thank you
Follow Wildfire and Google Analytics for the latest:
Wildfire:
www.wildfireapp.com
+ Wildfire
Google Analytics
w...
Q&A
Measure what matters   a better approach to social attribution
Measure what matters   a better approach to social attribution
Measure what matters   a better approach to social attribution
Measure what matters   a better approach to social attribution
Measure what matters   a better approach to social attribution
Measure what matters   a better approach to social attribution
Measure what matters   a better approach to social attribution
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Measure what matters a better approach to social attribution

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Measure What Matters: A Better Approach to Social Attribution
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Measure what matters a better approach to social attribution

  1. 1. Measure What Matters: A Better Approach to Social Attribution Jessica Gilmartin Adam Singer
  2. 2. What is the ROI of social?
  3. 3. What is performance?
  4. 4. What is performance? How do we measure it?
  5. 5. FPO.. If like get higher res image
  6. 6. Webinar 1 – July 16 @ 10 am PT Webinar 2 – August 6 @ 10 am PT Hangout on Air – August 21 @ 10 am PT Social attribution series
  7. 7. Today’s speakers Jessica Gilmartin Wildfire by Google Adam Singer Google Analytics Adam Kuznia Maryland Live! Casino
  8. 8. Today’s agenda The problem The solution Maryland Live! Casino’s story
  9. 9. #MeasureSocial Join the conversation +Wildfire @wildfireapp
  10. 10. STIMULUS PURCHASE CHECK BLOGS SEARCH READ REVIEWS SHARE VIDEOS NETWORK 81% of people report that posts by peers influence their purchase decisions 57% of people talk more online than they do in “real life” 1 in 4 search results for the World’s Top 20 largest brands are links to user-generated content
  11. 11. 0.59 0.47 0.48Search after reading about it on social media Pay attention to recommendations from my connections Read user/buyer reviews on store websites or review sites 0.51 0.58Read posts about brands, products or services Visit the official page on a social media site Research / Consideration Awareness Rate brands, on store websites or on other sites Recommend after searching on a search engine Post comments on social media after purchase Advocacy Base: All U.S. social media users, n =1,632. Q32:How often do you interact in each of the following ways with brands, products or services through social media? Consumers seek recommendations from social connections at all stages of the purchase funnel
  12. 12. Social media is valued but not well measured; rarely seen as a performance channel Social marketing is producing a measurable ROI. Let’s continue to invest in this tactic. 20% 15% 3 % Social marketing is unlikely to produce ROI. Why invest more? Social marketing is basically free. Let’s keep it that way. 62% Social marketing is a promising tactic that will eventually produce ROI. Lets invest but do it conservatively. Source: Marketing Sherpa (May 2011) Social Media Report
  13. 13. Challenges to social measurement 1. Media landscape is fragmented 2. Social data isn’t tied to outcomes 3. Referrer data is inaccurate
  14. 14. Media landscape is fragmented
  15. 15. 20
  16. 16. Bringing digital and social together digital social
  17. 17. The solution
  18. 18. Google Analytics
  19. 19. Develop a comprehensive measurement plan 1. Determine business objectives
  20. 20. Develop a comprehensive measurement plan 1. Determine business objectives 2. Define your strategy & tactics
  21. 21. Develop a comprehensive measurement plan 1. Determine business objectives 2. Define your strategy & tactics 3. Identify key stakeholders
  22. 22. Develop a comprehensive measurement plan 1. Determine business objectives 2. Define your strategy & tactics 3. Identify key stakeholders 4. Categorize channels & segments
  23. 23. Develop a comprehensive measurement plan 1. Determine business objectives 2. Define your strategy & tactics 3. Identify key stakeholders 4. Categorize channels & segments 5. Set holistic KPIs
  24. 24. Social Reports in Google Analytics Tie real dollar amounts to your social marketing $113,037.50 20,358 Conversions $48,762.25 11,003 Assisted Social Conversions $8,687.00 2,375 Last Interaction Social Conversions
  25. 25. Six reports provide a comprehensive view of value Immediately identify the impact of social on your business goals Overview Learn which networks are important to your business Sources See which social sources are most effective in driving conversions Conversions Observe how site visitors interact with social plugins Plugins See which initial paths that visitors from social networks take Visitor Flow Learn which content is shared the most, and how Pages
  26. 26. Conversion Report Link social impact to metrics you care about See conversion rate by social network and the monetary value each network generates Measure direct and socially assisted conversions to gain a more accurate value Define the goals and metrics important to your business – choose from engagement or ecommerce
  27. 27. Social Sources Expansive view with 400+ social sources View engagement and conversion metrics for each social network View how people interact with your content See a more complete picture of the social channel – and then value the whole segment
  28. 28. Social Plugins Identify the content good enough to share Find the most engaging content and which social buttons - for example Google +1, - are being clicked to share it.
  29. 29. Custom link tracking to understand which social pages and posts drive website conversions Wildfire – Google Analytics integration
  30. 30. [Demo]
  31. 31. Maryland Live! Casino
  32. 32. Maryland Live! Casino
  33. 33. Maryland Live! Casino
  34. 34. Maryland Live! Casino
  35. 35. • Always get an email address • Experiment with content • Have a plan for your data Tips from Maryland Live! Casino
  36. 36. Key Takeaways • Develop a measurement plan • Use the right measurement tools • Make the most of your data
  37. 37. Join us August 6 Susan Etlinger Altimeter Group Register at www.wildfireapp.com Social Data Intelligence: Aligning Social & Enterprise Data for Strategic Advantage Tuesday, August 6 10 am PT / 1 pm ET
  38. 38. Thank you Follow Wildfire and Google Analytics for the latest: Wildfire: www.wildfireapp.com + Wildfire Google Analytics www.google.com/analytics + GoogleAnalytics
  39. 39. Q&A
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