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Tracking the Untrackable
With Google Analytics
Nico Miceli
SEER Interactive
SEO & Technical Analytics

Chicago • November ...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

I am Nico
I work at
SEER Interactive
I do SEO &
Technical
Analytics
@ni...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

I am not…
A developer or

electrical
Engineer
I’m marketer
who likes to...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

This is a mostly code free
presentation
Image source: http://www.fromah...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

“Half the money I spend on
advertising is wasted; the trouble
is I don'...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@nicomiceli
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Let’s solve that.

@nicomiceli
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

What is Untrackable?

@nicomiceli
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

We Look at Traffic

@nicomiceli
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

We look at referrals

@nicomiceli
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

We Look at Conversions

http://www.flickr.com/photos/johninmahwah/59811...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Universal Analytics
Universal Analytics

@nicomiceli
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Universal Analytics is Different

@nicomiceli
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

“Google Analytics is
becoming user or
customer centric
rather than visi...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

www.google-analytics.com/collect?v=1
&tid=UA-XXXX-Y
Measurement Protoco...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Send Anything to GA?

http://imgur.com/bYSDbTf

@nicomiceli
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

What about offline?

http://www.forbes.com/sites/kenrapoza/2012/11/16/b...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Offline

?
@nicomiceli
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Think outside the box
• Busy city streets

@nicomiceli
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Total Cost: $60
@nicomiceli
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Sleep Tracker

@nicomiceli
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Take it to the Next level

@nicomiceli
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

SEER Does Events
Seer has evernts and I want to do
soemthing intersetin...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Keg Tracker

@nicomiceli
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Total Cost: $60
@nicomiceli
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

seer.is/physicalanalytics

We used a raspberry pi to track trips to the...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@nicomiceli
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

http://rowarch.com/portfolio/

@nicomiceli
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

What else is there?
• Images of different sensors

fasttech.com

@nicom...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Track Interactions
with Apps & Games

http://www.rohitbhargava.com/2013...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Back to the Customer
• Tie in Traditional Marketing with Custom
Variabl...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Back to the Customer

Sales at
conference

Interaction
with phone

Incr...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Back to the Customer
Tie current & future
Interact
Sales at
sales direc...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Back to the Customer
Use vanity
URL’s/promo codes
with User ID to tie a...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Back to the Customer
Sign up at
Increase
Conference
Store
Activity

Int...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

eComm Measurement Protocol

@nicomiceli
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Back to the Customer

Sign up at
Conference
Use vanity
URLs/promo codes...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Challenge To Rethink

timmacpherson.com

@nicomiceli
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Challenge To Rethink
What are all the interactions
you have with your c...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Don’t take my word on it
Justin’s example: Universal lets you
look at l...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@nicomiceli
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Thank You!

Google.com/+NicoMiceli

@nicomiceli
Check us out:

SEERInte...
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Tracking the Untrackable with Google Analytics - SES Chicago 2013

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Transcript of "Tracking the Untrackable with Google Analytics - SES Chicago 2013 "

  1. 1. Tracking the Untrackable With Google Analytics Nico Miceli SEER Interactive SEO & Technical Analytics Chicago • November 4–7, 2013 • #SESCHI @SESConf
  2. 2. Chicago | November 4–7, 2013 | #SESCHI | @SESConf I am Nico I work at SEER Interactive I do SEO & Technical Analytics @nicomiceli
  3. 3. Chicago | November 4–7, 2013 | #SESCHI | @SESConf I am not… A developer or electrical Engineer I’m marketer who likes to puzzles @nicomiceli
  4. 4. Chicago | November 4–7, 2013 | #SESCHI | @SESConf This is a mostly code free presentation Image source: http://www.fromahighhorse.com/wp-content/uploads/2012/11/psa.jpg |http://mrsnespysworld.blogspot.com/2012/02/8-activities-for-when-you-cant-watch-tv.html @nicomiceli
  5. 5. Chicago | November 4–7, 2013 | #SESCHI | @SESConf “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” @nicomiceli
  6. 6. Chicago | November 4–7, 2013 | #SESCHI | @SESConf @nicomiceli
  7. 7. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Let’s solve that. @nicomiceli
  8. 8. Chicago | November 4–7, 2013 | #SESCHI | @SESConf What is Untrackable? @nicomiceli
  9. 9. Chicago | November 4–7, 2013 | #SESCHI | @SESConf We Look at Traffic @nicomiceli
  10. 10. Chicago | November 4–7, 2013 | #SESCHI | @SESConf We look at referrals @nicomiceli
  11. 11. Chicago | November 4–7, 2013 | #SESCHI | @SESConf We Look at Conversions http://www.flickr.com/photos/johninmahwah/5981146066/sizes/l/ @nicomiceli
  12. 12. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Universal Analytics Universal Analytics @nicomiceli
  13. 13. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Universal Analytics is Different @nicomiceli
  14. 14. Chicago | November 4–7, 2013 | #SESCHI | @SESConf “Google Analytics is becoming user or customer centric rather than visit centric.” Justin Cutroni Analytics Evangelist, Google Inc. @nicomiceli
  15. 15. Chicago | November 4–7, 2013 | #SESCHI | @SESConf www.google-analytics.com/collect?v=1 &tid=UA-XXXX-Y Measurement Protocol &cid=123 &t=pageview Explain it &dp=/subpage Measurement Protocol @nicomiceli
  16. 16. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Send Anything to GA? http://imgur.com/bYSDbTf @nicomiceli
  17. 17. Chicago | November 4–7, 2013 | #SESCHI | @SESConf What about offline? http://www.forbes.com/sites/kenrapoza/2012/11/16/black-friday-could-be-a-dud-poll-suggests/ @nicomiceli
  18. 18. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Offline ? @nicomiceli
  19. 19. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Think outside the box • Busy city streets @nicomiceli
  20. 20. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Total Cost: $60 @nicomiceli
  21. 21. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Sleep Tracker @nicomiceli
  22. 22. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Take it to the Next level @nicomiceli
  23. 23. Chicago | November 4–7, 2013 | #SESCHI | @SESConf SEER Does Events Seer has evernts and I want to do soemthing interseting track booze image @nicomiceli
  24. 24. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Keg Tracker @nicomiceli
  25. 25. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Total Cost: $60 @nicomiceli
  26. 26. Chicago | November 4–7, 2013 | #SESCHI | @SESConf seer.is/physicalanalytics We used a raspberry pi to track trips to the keg at #searchchurch in Google analytics pic.twitter.com/tr9XLMSRRD by @NicoMiceli - @wilreynolds @nicomiceli
  27. 27. Chicago | November 4–7, 2013 | #SESCHI | @SESConf @nicomiceli
  28. 28. Chicago | November 4–7, 2013 | #SESCHI | @SESConf http://rowarch.com/portfolio/ @nicomiceli
  29. 29. Chicago | November 4–7, 2013 | #SESCHI | @SESConf What else is there? • Images of different sensors fasttech.com @nicomiceli
  30. 30. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Track Interactions with Apps & Games http://www.rohitbhargava.com/2013/01/10-brilliant-marketing-lessons-from-the-best-of-ces2013.html @nicomiceli
  31. 31. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Back to the Customer • Tie in Traditional Marketing with Custom Variables & the Measurement Protocol • User ID vs Client ID www.google-analytics.com/collect?v=1 &tid=UA-XXXX-Y &cid=123 &t=pageview &dp=/subpage @nicomiceli
  32. 32. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Back to the Customer Sales at conference Interaction with phone Increase store activity Sign ups at home @nicomiceli
  33. 33. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Back to the Customer Tie current & future Interact Sales at sales directly to Conference with Phone booth engagement Go to a Store Sign up at home @nicomiceli
  34. 34. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Back to the Customer Use vanity URL’s/promo codes with User ID to tie app Sign up at Conference engagement back to the booth Interaction with Phone @nicomiceli
  35. 35. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Back to the Customer Sign up at Increase Conference Store Activity Interact with Phone Sign Encode coupons withup at home additional GA action to tie back to the booth @nicomiceli
  36. 36. Chicago | November 4–7, 2013 | #SESCHI | @SESConf eComm Measurement Protocol @nicomiceli
  37. 37. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Back to the Customer Sign up at Conference Use vanity URLs/promo codes & custom variables to track KPI’sathat Go to started from the Store booth Interact with Phone Sign ups at home @nicomiceli
  38. 38. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Challenge To Rethink timmacpherson.com @nicomiceli
  39. 39. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Challenge To Rethink What are all the interactions you have with your customers? @nicomiceli
  40. 40. Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
  41. 41. Chicago | November 4–7, 2013 | #SESCHI | @SESConf @nicomiceli
  42. 42. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Thank You! Google.com/+NicoMiceli @nicomiceli Check us out: SEERInteractive.com nicom@SEERInteractive.com @nicomiceli
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