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Data Rage: Attribution, Analytics and Why Social Analytics Drives Me Insane By Ian lurie

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From the SocialPro Conference in Seattle, Washington, June 20-21, 2016.SESSION: Generating Social Conversions & Leads. PRESENTATION: Data Rage: Attribution, Analytics and Why Social Analytics Drives Me Insane - Given by Ian Lurie, @portentint - Portent, Inc, CEO. #SocialPro #22B

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Data Rage: Attribution, Analytics and Why Social Analytics Drives Me Insane By Ian lurie

  1. 1. #SocialPro #22B @portentint SocialPro Conference – June 21, 2016 Data Rage Attribution, Analytics and Why Social Analytics Drive Me Insane
  2. 2. #SocialPro #22B @portentint Ian Lurie – CEO – Portent WHO IS THIS GUY?!!!
  3. 3. #SocialPro #22B @portentint3 I MAJORED IN HISTORY
  4. 4. #SocialPro #22B @portentint ANALYTICS DO NOT INSPIRE ME ANALYTICS? YAWN.
  5. 5. #SocialPro #22B @portentint CAPYBARA INSPIRE ME
  6. 6. #SocialPro #22B @portentint IMPROVEMENT INSPIRES ME
  7. 7. #SocialPro #22B @portentint PROVING VALUE INSPIRES ME
  8. 8. #SocialPro #22B @portentint DO THESE TAG EVERYTHING
  9. 9. #SocialPro #22B @portentint KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS SO YOU CAN DO THESE LATER
  10. 10. #SocialPro #22B @portentint TAG EVERYTHING
  11. 11. #SocialPro #22B @portentint UNLESS YOU HAVE A TIME MACHINE
  12. 12. #SocialPro #22B @portentint YOU HAVE TO PLAN AHEAD
  13. 13. #SocialPro #22B @portentint schmoo.com?utm_source=facebook&utm_medium=cpc &utm_campaign=capyforever &utm_keyword=capybara &utm_content=photo1
  14. 14. #SocialPro #22B @portentint THE HIERARCHY channel medium source campaign keyword content
  15. 15. #SocialPro #22B @portentint CHANNEL set automatically based on source and medium
  16. 16. #SocialPro #22B @portentint UTM_MEDIUM social referral cpc organic someone clicks on a social post
  17. 17. #SocialPro #22B @portentint UTM_MEDIUM social referral cpc organic default
  18. 18. #SocialPro #22B @portentint UTM_MEDIUM social referral cpc organic cost-per-click stuff
  19. 19. #SocialPro #22B @portentint UTM_MEDIUM social referral cpc organic a whole other conference
  20. 20. #SocialPro #22B @portentint KEEP MEDIUM CONSISTENT so everything rolls up correctly
  21. 21. #SocialPro #22B @portentint UTM_MEDIUM cpc CPC
  22. 22. #SocialPro #22B @portentint UTM_MEDIUM social SOCIAL
  23. 23. #SocialPro #22B @portentint UTM_MEDIUM ppc cpc
  24. 24. #SocialPro #22B @portentint UTM_SOURCE facebook google twitter myspace
  25. 25. #SocialPro #22B @portentint UTM_SOURCE facebook Facebook
  26. 26. #SocialPro #22B @portentint CAMPAIGN, KEYWORD, CONTENT do the custom stuff here utm_campaign utm_term utm_content
  27. 27. #SocialPro #22B @portentint “This click came from a cost per click ad on Facebook, smmw16 campaign, targeting the capybara audience, and this was the creative called test1” /?utm_medium=cpc &utm_source=facebook &utm_campaign=smmw16 &utm_term=capybara &utm_content=test1
  28. 28. #SocialPro #22B @portentint http://portent.co/social-detail add the report to your Google Analytics account
  29. 29. #SocialPro #22B @portentint
  30. 30. #SocialPro #22B @portentint
  31. 31. #SocialPro #22B @portentint TEST WITH REAL-TIME REPORT
  32. 32. #SocialPro #22B @portentint TEST WITH REAL-TIME REPORT
  33. 33. #SocialPro #22B @portentint Good. You are now TAGGING EVERYTHING
  34. 34. #SocialPro #22B @portentint KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS Time to
  35. 35. #SocialPro #22B @portentint LAST-CLICK SOCIAL CONVERSIONS
  36. 36. #SocialPro #22B @portentint social content retarget ppc convert
  37. 37. #SocialPro #22B @portentint triple the ppc budget!!!
  38. 38. #SocialPro #22B @portentint
  39. 39. #SocialPro #22B @portentint MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS
  40. 40. #SocialPro #22B @portentint MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS
  41. 41. #SocialPro #22B @portentint MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS
  42. 42. #SocialPro #22B @portentint TEST YOUR MODELS
  43. 43. #SocialPro #22B @portentint TEST YOUR MODELS
  44. 44. #SocialPro #22B @portentint ATTRIBUTION MODELS know them and use them http://portent.co/gattmodels
  45. 45. #SocialPro #22B @portentint ONLY WORKS IF YOU TAGGED EVERYTHING
  46. 46. #SocialPro #22B @portentint KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS
  47. 47. #SocialPro #22B @portentint THIS TRIGGERED A BEHAVIOR i moved down the funnel social content retarget ppc convert
  48. 48. #SocialPro #22B @portentint THIS TRIGGERED A BEHAVIOR boom. customer. social content retarget ppc convert
  49. 49. #SocialPro #22B @portentint THIS TRIGGERED A BEHAVIOR so this was important. measure it!!! social content retarget ppc convert
  50. 50. #SocialPro #22B @portentint SET UP GOALS TO TRACK MICRO CONVERSIONS
  51. 51. #SocialPro #22B @portentint import this report: http://portent.co/pi-behavior THESE ARE MICRO CONVERSIONS, TOO import this report: http://portent.co/pi-behavior
  52. 52. #SocialPro #22B @portentint average visitor converts 2.29%
  53. 53. #SocialPro #22B @portentint 25s+ are 3x more likely to convert
  54. 54. #SocialPro #22B @portentint SEGMENTS this is where it gets really cool
  55. 55. #SocialPro #22B @portentint average visitor converts 5.68%
  56. 56. #SocialPro #22B @portentint marketing nerds = 30% more likely i’m the nerd of the rodent family.
  57. 57. #SocialPro #22B @portentint OTHER MICRO CONVERSIONS e-mail signup
  58. 58. #SocialPro #22B @portentint OTHER MICRO CONVERSIONS re-shares
  59. 59. #SocialPro #22B @portentint OTHER MICRO CONVERSIONS comments
  60. 60. #SocialPro #22B @portentint OTHER MICRO CONVERSIONS scroll depth
  61. 61. #SocialPro #22B @portentint IF YOU TAGGED
  62. 62. #SocialPro #22B @portentint IF YOU DIDN’T TAG EVERYTHING where’s my @#!@ screwdriver ?!!!
  63. 63. #SocialPro #22B @portentint GREAT, BUT what are these micro conversions worth??
  64. 64. #SocialPro #22B @portentint IF YOU DON’T KNOW CUSTOMER VALUE shame on you
  65. 65. #SocialPro #22B @portentint TECHNIQUE #1 fudge the numbers SERIOUSLY?
  66. 66. #SocialPro #22B @portentint every time i send an email, i get a 10% conversion rate
  67. 67. #SocialPro #22B @portentint average sale is $25
  68. 68. #SocialPro #22B @portentint an e-mail sign-up is worth $2.50
  69. 69. #SocialPro #22B @portentint average visitor is worth $2
  70. 70. #SocialPro #22B @portentint 3x more likely = $6
  71. 71. #SocialPro #22B @portentint A FAKE CLOSED LOOP BEHAVIOR SOCIAL MEDIA FUNNELSITE GOAL
  72. 72. #SocialPro #22B @portentint72 I MAJORED IN HISTORY
  73. 73. #SocialPro #22B @portentint BUT I’M PRETTY SURE $6 > $2 correct me if i’m wrong
  74. 74. #SocialPro #22B @portentint TECHNIQUE #2 close the loop
  75. 75. #SocialPro #22B @portentint
  76. 76. #SocialPro #22B @portentint A TRUE CLOSED LOOP COOKIE SENT TO… COOKIE PASSED BACK TO… FUNNELSOCIAL MEDIA GOAL
  77. 77. #SocialPro #22B @portentint •  at the individual level MATCH UP WITH A CRM ID
  78. 78. #SocialPro #22B @portentint •  at the individual level portent.co/gahub
  79. 79. #SocialPro #22B @portentint
  80. 80. #SocialPro #22B @portentint THE INEVITABLE QUESTION correlation vs. causation
  81. 81. #SocialPro #22B @portentint OK, FAIR ENOUGH it’s one heck of a hint, though
  82. 82. #SocialPro #22B @portentint IF OUR SOCIAL CAMPAIGN ATTRACTS VISITS THAT ARE 3X MORE LIKELY TO CONVERT it’s got value. a lot of value. we should do more of it
  83. 83. #SocialPro #22B @portentint HOLD-OUT TESTING the test no one wants you to do
  84. 84. #SocialPro #22B @portentint TURN OFF THE SOURCE see what happens
  85. 85. #SocialPro #22B @portentint THE MAGIC, RAINBOW-FILLED FINISH
  86. 86. #SocialPro #22B @portentint THE MAGIC, RAINBOW-FILLED FINISH POOT
  87. 87. #SocialPro #22B @portentint THIS CAN BE REALLY FRUSTRATING
  88. 88. #SocialPro #22B @portentint TAG EVERYTHING
  89. 89. #SocialPro #22B @portentint KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS SO YOU CAN DO THESE LATER
  90. 90. #SocialPro #22B @portentint GET EXCITED ABOUT IMPROVEMENT
  91. 91. #SocialPro #22B @portentint GET EXCITED ABOUT PROVING VALUE
  92. 92. #SocialPro #22B @portentint i am pumped
  93. 93. #SocialPro #22B @portentint THANK YOU! SEE YOU AT THE NEXT MARKETING LAND EVENT!

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