Find the true value of your customers by tracking the untrackable - eMetrics SF 2014

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I went with presentation style of big picture/less words and talked over it. To give you some context here is the main idea of the presentation:

There is still too much guessing that goes into online marketing and I'm tired of averaging lead values. I want to know exactly what the value is that I bring a client. Once we do that we can find the right customers that will bring you the most value of their customer lifetime. In the past there was a separation between online and offline, but not anymore. The new GA is built to take information from other systems.

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  • SEER Interactive is an Internet Marketing agency that specializes in Search Marketing and Analytics. SEER Interactive’s experienced team of strategists take an Analytics-first approach to maximizing the use of the Internet as a medium for building awareness and driving leads and sales. Founded in 2002, SEER Interactive has office locations in Philadelphia and San Diego and has had the pleasure of working with clients across many industries including Financial Services, Healthcare, Education, eCommerce, Fashion and Technology, from start-ups through Fortune 25 companies, both domestically and abroad.
  • So before I get in to this preso let me get a feel for who you guys are. Show of hands, who is agency?Who is in-house marketing?Any affiliate people here?Finally any Devs?Anyone lost?
  • Well all of those people can hopefully get something out of this cause the main goal is to and the idea of this presentation is to help you think about tracking in GA in a new way and the new shift in analytics that will help you guys find the customers that mater. Find that 20% fo people who spend the most money.
  • I break this up into 3 partsThe first is the Ideas – I go over a story that most of you might now but think we can still get somethings from it. Then I talk about the technology – how it works and some tech specs. I also show a couple things I have built and developedThe final thing I go over is some natural progressions from the base idea that are possible with some of the tech that I go over. I show some use cases, because I have found that when I talk about technical things its hard to get the use cases with out real world examples.
  • So the first story is about how it is improtant to get the full view of the customer; get the main picture.
  • First off lets keep politcs out of this and only foucs on the cool usesages of analtyics and dataSo it starts at the white house, and politics a industry that has been behind the times with analytics but in 2008 they had a large social presence and was doing a ton of data collection. But in 2012 they changed that and went with this guy
  • This is harper reed, he was the cto for obama for america, he was in charge with
  • Over the last year and a half at the campaign's Chicago headquarters, a team of almost 100 data scientists, developers, engineers, analysts, and old-school hackers have been transforming the way politicians acquire data—and what they do with it.Yeah, politicians. If you have ever worked for the government or been to any municpality you know they are behind on technology. Now the campaign might be a little different but all campaigns rely heavily on volunteers so you cant be picky with who you get. Reeds mission was to put together a team to create a data-mining monsterthat allows the campaign to determine which voters to target and how to do it on a scale and scope that's never been seen before. Basically he had to process a ton of info and leverage it to generate money, volunteers, and, ultimately, votes. It's part of a new, data-driven shift in the way campaigns are run. Think of it as the smart campaign.It’s not unlike what we do! We look at a ton of info and make sense of it. ?Really think about what the standard GA gives you, we are used to it by now but it tells you a lot.
  • It was important work, but also tedious: Voter information collected online, via the campaign's social-media platform, couldn't be easily synced up with data gathered offline, by canvassers. The campaign could collect information by the terabyte—the Obama team, in fact, expanded the Democratic Party's voter data by a factor of 10, accruing 223 million new pieces of info in the last two months of the campaign alone—but the issue was integrating and accessing it.If in 2008 the Obama operation grew expert at unlocking new tools to mine data and target different constituencies, the challenge—and, by most indications, the major advancement—of 2012 has been to tear down the barriers preventing the campaign from taking full advantage of the information it amasses. That's where Reed and his geek squad come in.
  • So harper and his team didn’t just have to find the right people but their data needed to drive their strategy to be effective as possible. That means they have to find the wrong people. The people that they shouldn’t waste time on. They needed to process all the information and understand it with help from their top data scientists. Then they needed to use it market stuff and raise money and get volunteers interested… all that leads to more votes! More votes = goal conversion.
  • So the moral of the story is that big data is here but we need to make sense of it, we need to combine it with our other data…This is very similar to a new marketing approach
  • That idea is a lot like a new marketing approach that is being pioneered by Peter Fader who is at the Upenn’s Wharton School
  • Universal Analytics is fundamentally different
  • For the developers, it’s a data collection method that uses HTTP POST requests to add data
  • So we know google said we can send data to ga but whats the crazist thing I can think of, cause that if I can figure that out I can work backwards and it will be easier.
  • Lot of money…. How do track engagementGoing to talk about conv rate of conferece
  • What justin… is saying we can interact with anythingHow many people interact with demos
  • Find the true value of your customers by tracking the untrackable - eMetrics SF 2014

    1. 1. Nico Miceli SEER Interactive SEO & Technical Analytics Tracking the Untrackable With Google Analytics
    2. 2. I am Nico Google Developer Expert Google Analytics Analytics Associate
    3. 3. © 2014 SEER Interactive | All Rights Reserved I work at SEER Interactive @NicoMiceli @SEERInteractive
    4. 4. Image source: http://www.fromahighhorse.com/wp-content/uploads/2012/11/psa.jpg This is a mostly code free presentation @NicoMiceli
    5. 5. Who Are You? @NicoMiceli@NicoMiceli
    6. 6. I am going to help you find your big customers @NicoMiceli@NicoMiceli
    7. 7. © 2014 SEER Interactive | All Rights Reserved The Layout The Idea The Technology The Usages @NicoMiceli
    8. 8. Get The Full View @NicoMiceli
    9. 9. © 2014 SEER Interactive | All Rights Reserved
    10. 10. Harper Reed @Harper • CTO of Obama For America • CTO of Threadless Check him out: HarperReed.com @NicoMiceli
    11. 11. © 2014 SEER Interactive | All Rights Reserved Story time • Lets go over a story about how someone thought differently @NicoMiceli
    12. 12. © 2014 SEER Interactive | All Rights Reserved The problem @NicoMiceli (One of) The Problem(s): Lots of Siloed Information Lots of Information! Needed to paint the big picture
    13. 13. © 2014 SEER Interactive | All Rights Reserved Narwhal @NicoMiceli
    14. 14. © 2014 SEER Interactive | All Rights Reserved Collect & Process Info @NicoMiceli
    15. 15. © 2014 SEER Interactive | All Rights Reserved Find the Right People Generate Money Generate Volunteers Generate Votes @NicoMiceli
    16. 16. © 2014 SEER Interactive | All Rights Reserved Moral of the story is… They needed to know which customers citizens will spend donate the most money/time @NicoMiceli We know data is important More data connections = better picture.
    17. 17. © 2014 SEER Interactive | All Rights Reserved • “Customer centricity means that you’re going to be friendly, provide good service and develop new products and services for the special focal customers — the ones who provide a lot of value for you — but not necessarily for the other ones. You need to pick and choose. Some customers deserve the special treatment…” Peter Fader | @faderp Professor of Marketing Wharton School, University of Pennsylvania Co-Director of Wharton Customer Analytics Initiative The Customer Centric Approach whr.tn/1iht55O @NicoMiceli
    18. 18. © 2014 SEER Interactive | All Rights Reserved GA & Customer Centricity “Google Analytics is becoming user or customer centric rather than visit centric.” Justin Cutroni Analytics Evangelist, Google Inc. @NicoMiceli
    19. 19. We don’t need Narwhal! @NicoMiceli
    20. 20. The Technology @NicoMiceli
    21. 21. We Look at Traffic @NicoMiceli
    22. 22. We Look at Referrals @NicoMiceli
    23. 23. http://www.flickr.com/photos/johninmahwah/5981146066/sizes/l/ We Look at Conversions @NicoMiceli
    24. 24. Collect the Untrackable @NicoMiceli
    25. 25. @NicoMiceli Universal Analytics
    26. 26. Universal Analytics is Different @NicoMiceli
    27. 27. Measurement Protocol Explain it www.google-analytics.com/collect?v=1 &tid=UA-XXXX-Y &cid=123 &t=pageview &dp=/subpage Measurement Protocol @NicoMiceli Send Data via HTTP requests
    28. 28. http://imgur.com/bYSDbTf Send Anything to GA? @NicoMiceli
    29. 29. http://www.forbes.com/sites/kenrapoza/2012/11/16/black-friday-could-be-a-dud-poll-suggests/ What about offline? @NicoMiceli
    30. 30. Offline ? @NicoMiceli
    31. 31. • Busy city streets Think outside the box @NicoMiceli
    32. 32. Total Cost: $60 @NicoMiceli
    33. 33. The Google Sleep Tracker @NicoMiceli
    34. 34. Take it to the Next level @NicoMiceliSource: thechive.com
    35. 35. Seer has evernts and I want to do soemthing interseting track booze image SEER Does Events @NicoMiceli
    36. 36. Let’s Use This @NicoMiceli
    37. 37. Keg TrackerKeg Tracker @NicoMiceli
    38. 38. “We used a raspberry pi to track trips to the keg at #searchchurch in Google analytics pic.twitter.com/tr9XLMSRRD by @NicoMiceli” - @wilreynolds seer.is/physicalanalyticsseer.is/physicalanalytics @NicoMiceli
    39. 39. @NicoMiceli Analyze Activity at your Booth
    40. 40. http://rowarch.com/portfolio/ Analyze Interactions @NicoMiceli
    41. 41. http://www.rohitbhargava.com/2013/01/10-brilliant-marketing-lessons-from-the-best-of-ces- 2013.html @NicoMiceli Analyze App & Games Interactions
    42. 42. © 2014 SEER Interactive | All Rights Reserved In Real time • [Real time slide image] @NicoMiceli
    43. 43. We don’t need Narwhal! @NicoMiceli
    44. 44. The Use Cases @NicoMiceli
    45. 45. © 2014 SEER Interactive | All Rights Reserved Back to the customer Yes No User ID No personally identifiable information Client ID www.google-analytics.com/collect? v=1 &tid=UA-XXXX-Y &cid=123 &t=pageview &dp=/subpage Meet Aaron! Does Aaron Login? @NicoMiceli @bigalittlea
    46. 46. © 2014 SEER Interactive | All Rights Reserved Back to the Customer • Cookies • Encoded barcodes • Vanity URLs • URL campaign parameters • Exclusive pages • Logins • Coupons Make the connection @NicoMiceli
    47. 47. Conferences What is the ROI? @NicoMiceli
    48. 48. © 2014 SEER Interactive | All Rights Reserved Conference Go to Site Buy Ticket Show up at conference Go to presentations Go to LunchGo to Expo Talk to vendors Fill out feedback review Get Discount Code for next year Client ID Example @NicoMiceli
    49. 49. © 2014 SEER Interactive | All Rights Reserved Go to Site Buy Ticket Show up at conference Go to presentations Go to LunchGo to Expo Talk to vendors Fill out feedback review Buy Ticket for Next Conference Conference Cookie Aaron Goal 1 Goal 2 Goal 4 Goal 3 Goal 5 Send client id to DB Pick up ticket Client ID Example @NicoMiceli
    50. 50. © 2014 SEER Interactive | All Rights Reserved Go to Site Buy Ticket Show up at conference Go to presentations Go to LunchGo to Expo Talk to vendors Fill out feedback review Buy Ticket for Next Conference Conference Goal 1 Goal 2 Goal 4 Goal 3 Goal 5 Send client id to DB Pick up ticket Conference Example @NicoMiceli
    51. 51. © 2014 SEER Interactive | All Rights Reserved SoftCorp Inc. Meet at Conference Get Free Demo Talk to Sales Rep 2nd meeting Test Software Buys! Signs $1MM contract Client ID example @NicoMiceli Goal 1 Report on average close rate
    52. 52. © 2014 SEER Interactive | All Rights Reserved SoftCorp Inc. Meet at Conference Get Free Demo Talk to Sales Rep Set up meeting Test Software Buys! Goal 2 Goal 4 + Final Value Goal 3 Lead Qualified Lead 90% ClosedSigns $1MM contract @NicoMiceli Goal 1 Report on average close rate Client ID example
    53. 53. © 2014 SEER Interactive | All Rights Reserved @NicoMiceli
    54. 54. © 2014 SEER Interactive | All Rights Reserved User ID Example Get Email Go to eComm.com Log in to get coupon Print Out Coupon Go to the eComm Store Spend coupon + $100 @NicoMiceli Client ID example
    55. 55. © 2014 SEER Interactive | All Rights Reserved eComm.com Coupons Get Email Go to eComm.com Log in to get coupon Print Out Coupon Go to the eComm Store Spend coupon + $100 @NicoMiceli UserID Client ID example UserID
    56. 56. @NicoMiceli eComm Measurement Protocol
    57. 57. We don’t need Narwhal! @NicoMiceli
    58. 58. © 2014 SEER Interactive | All Rights Reserved User ID Example @NicoMiceli We can analyze our data Source http://www.fxx.com/sunny
    59. 59. © 2014 SEER Interactive | All Rights Reserved We have Google Analytics
    60. 60. © 2014 SEER Interactive | All Rights Reserved All the Code for Keg Tracker import time import urllib2 import RPi.GPIO as io io.setmode(io.BCM) pir_pin = 18 io.setup(pir_pin, io.IN def hitGA(): urllib2.urlopen("http://www.google- analytics.com/collect?v=1&tid=UA-XXXXXX- Y&cid=1111&t=event&ec=Movement&ea=livingRoom&el=desk").close while True: if io.input(pir_pin): hitGA() It’s cool if you don’t get this
    61. 61. Know what is Possible • Know that it is now a lot easier
    62. 62. I Challenge You! Rethink the interactions you have with your customers @NicoMiceliImage credit: timmacpherson.com
    63. 63. © 2014 SEER Interactive | All Rights Reserved Don’t take my word on it Justin’s example: Universal lets you look at lift ticket sales, food, & even popular slopes on a customer level Read his post: seer.is/Hy99Lk @NicoMiceli
    64. 64. Thank You! Google.com/+NicoMiceli @nicomiceli Check us out: SEERInteractive.com nicom@SEERInteractive.com Thank You! Links & Dev Resources after the presentation here!

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