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Measuring the Fuzzy ROI of Social Media

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Steve Hammer
Steve Hammer

Presented at Confluence Conference. Using your site to measure the impact of social media and measurement strategies. 4 tips and a bonus advanced method for using split testing.

Marketing
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Measure Social S t e v e H a m m e r P r e s i d e n t , R a n k H a m m e r @armondhammer
@armondhammer Is This ROI?
@armondhammer How many new tattoos?
@armondhammer Might not be perfect
@armondhammer FAMILY What it’s all about FOOD AND WINE Eating as an art form? HOCKEY Go Stars RANKHAMMER Dallas Based Internet Marketing Agency
@armondhammer Four Tips for survival
@armondhammer 1: Start with a Goal
@armondhammer Not a great goal
@armondhammer Doesn’t Correlate 10,000,000 Fans 2500 cars 2,000,000 Fans 6,000,000 cars
@armondhammer Twitter 12 Followers 1 Hater
@armondhammer Relate to core business Commerce Sales Service Luxury Brand Desire Cultural Mentions Content Repeat Visitation Sharing Community New Members Discussion Depth
@armondhammer Conversion Path – Non Linear Read a Post Share Search Second Post Follow Read offsite post Active Shop Buy
@armondhammer 2: Central Data Source
@armondhammer Isolated Metrics
@armondhammer Not a measurement motto Your site is where magic happens
@armondhammer
@armondhammer Tag items you control https://ga-dev-tools.appspot.com/campaign-url-builder/
@armondhammer Push Data Via Server Side
@armondhammer Even “in page” actions can be tracked UA version
@armondhammer Content Consumption http://cutroni.com/blog/2014/02/12/advanced-content-tracking-with-universal-analytics/
@armondhammer 3: Segment for Value
@armondhammer Segments don’t have to be advanced
@armondhammer Instant comparison
@armondhammer Good, Bad and Ugly
@armondhammer Cohort Repeats
@armondhammer 4: Recognize Assists
@armondhammer Last Click
@armondhammer Assisted Conversions
@armondhammer Attribution Modeling
@armondhammer Dynamic Number Call Tracking
@armondhammer Bonus: Advanced Methods
@armondhammer Split Testing - Correlation
@armondhammer Subaru - Case
@armondhammer Subaru - Case
@armondhammer Subaru - Case
Thanks Contact us with any Questions @armondhammer @rankhammer www.rankhammer.com 9/23/2016 @armondhammer, President RankHammer

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