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#SocialPro #22B @portentint
SocialPro Conference – June 21, 2016
Data Rage
Attribution, Analytics and
Why Social Analytics Drive Me Insane
#SocialPro #22B @portentint
Ian Lurie – CEO – Portent
WHO IS THIS GUY?!!!
#SocialPro #22B @portentint3
I MAJORED IN HISTORY
#SocialPro #22B @portentint
ANALYTICS DO NOT INSPIRE ME
ANALYTICS? YAWN.
#SocialPro #22B @portentint
CAPYBARA INSPIRE ME
#SocialPro #22B @portentint
IMPROVEMENT INSPIRES ME
#SocialPro #22B @portentint
PROVING VALUE INSPIRES ME
#SocialPro #22B @portentint
DO THESE
TAG EVERYTHING
#SocialPro #22B @portentint
KNOW YOUR ATTRIBUTION
MEASURE MICRO CONVERSIONS
SO YOU CAN DO THESE LATER
#SocialPro #22B @portentint
TAG EVERYTHING
#SocialPro #22B @portentint
UNLESS YOU
HAVE A TIME
MACHINE
#SocialPro #22B @portentint
YOU HAVE TO
PLAN AHEAD
#SocialPro #22B @portentint
schmoo.com?utm_source=facebook&utm_medium=cpc
&utm_campaign=capyforever
&utm_keyword=capybara
&utm_content=photo1
#SocialPro #22B @portentint
THE HIERARCHY
channel
medium
source
campaign
keyword
content
#SocialPro #22B @portentint
CHANNEL
set automatically based on source and medium
#SocialPro #22B @portentint
UTM_MEDIUM
social
referral
cpc
organic
someone clicks on a social post
#SocialPro #22B @portentint
UTM_MEDIUM
social
referral
cpc
organic
default
#SocialPro #22B @portentint
UTM_MEDIUM
social
referral
cpc
organic
cost-per-click stuff
#SocialPro #22B @portentint
UTM_MEDIUM
social
referral
cpc
organic a whole other conference
#SocialPro #22B @portentint
KEEP MEDIUM CONSISTENT
so everything rolls up correctly
#SocialPro #22B @portentint
UTM_MEDIUM
cpc CPC
#SocialPro #22B @portentint
UTM_MEDIUM
social SOCIAL
#SocialPro #22B @portentint
UTM_MEDIUM
ppc cpc
#SocialPro #22B @portentint
UTM_SOURCE
facebook
google
twitter
myspace
#SocialPro #22B @portentint
UTM_SOURCE
facebook Facebook
#SocialPro #22B @portentint
CAMPAIGN, KEYWORD, CONTENT
do the custom stuff here
utm_campaign
utm_term
utm_content
#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
#SocialPro #22B @portentint
http://portent.co/social-detail
add the report to your Google Analytics account
#SocialPro #22B @portentint
#SocialPro #22B @portentint
#SocialPro #22B @portentint
TEST WITH REAL-TIME REPORT
#SocialPro #22B @portentint
TEST WITH REAL-TIME REPORT
#SocialPro #22B @portentint
Good. You are now
TAGGING EVERYTHING
#SocialPro #22B @portentint
KNOW YOUR ATTRIBUTION
MEASURE MICRO CONVERSIONS
Time to
#SocialPro #22B @portentint
LAST-CLICK SOCIAL CONVERSIONS
#SocialPro #22B @portentint
social content retarget ppc convert
#SocialPro #22B @portentint
triple the ppc
budget!!!
#SocialPro #22B @portentint
#SocialPro #22B @portentint
MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS
#SocialPro #22B @portentint
MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS
#SocialPro #22B @portentint
MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS
#SocialPro #22B @portentint
TEST YOUR MODELS
#SocialPro #22B @portentint
TEST YOUR MODELS
#SocialPro #22B @portentint
ATTRIBUTION MODELS
know them and use them
http://portent.co/gattmodels
#SocialPro #22B @portentint
ONLY WORKS IF
YOU TAGGED
EVERYTHING
#SocialPro #22B @portentint
KNOW YOUR ATTRIBUTION
MEASURE MICRO CONVERSIONS
#SocialPro #22B @portentint
THIS TRIGGERED A BEHAVIOR
i moved down the funnel
social content retarget ppc convert
#SocialPro #22B @portentint
THIS TRIGGERED A BEHAVIOR
boom. customer.
social content retarget ppc convert
#SocialPro #22B @portentint
THIS TRIGGERED A BEHAVIOR
so this was important. measure it!!!
social content retarget ppc convert
#SocialPro #22B @portentint
SET UP GOALS TO TRACK MICRO CONVERSIONS
#SocialPro #22B @portentint
import this report: http://portent.co/pi-behavior
THESE ARE MICRO CONVERSIONS, TOO
import this report: http://portent.co/pi-behavior
#SocialPro #22B @portentint
average visitor converts 2.29%
#SocialPro #22B @portentint
25s+ are 3x more likely to convert
#SocialPro #22B @portentint
SEGMENTS
this is where it gets really cool
#SocialPro #22B @portentint
average visitor converts 5.68%
#SocialPro #22B @portentint
marketing nerds = 30% more likely
i’m the nerd
of the rodent
family.
#SocialPro #22B @portentint
OTHER MICRO CONVERSIONS
e-mail signup
#SocialPro #22B @portentint
OTHER MICRO CONVERSIONS
re-shares
#SocialPro #22B @portentint
OTHER MICRO CONVERSIONS
comments
#SocialPro #22B @portentint
OTHER MICRO CONVERSIONS
scroll depth
#SocialPro #22B @portentint
IF YOU TAGGED
#SocialPro #22B @portentint
IF YOU DIDN’T
TAG EVERYTHING
where’s
my @#!@
screwdriver
?!!!
#SocialPro #22B @portentint
GREAT, BUT
what are these micro conversions worth??
#SocialPro #22B @portentint
IF YOU DON’T KNOW
CUSTOMER VALUE
shame on you
#SocialPro #22B @portentint
TECHNIQUE #1
fudge the numbers
SERIOUSLY?
#SocialPro #22B @portentint
every time i
send an email, i get
a 10% conversion
rate
#SocialPro #22B @portentint
average sale is $25
#SocialPro #22B @portentint
an e-mail sign-up is
worth $2.50
#SocialPro #22B @portentint
average visitor is worth $2
#SocialPro #22B @portentint
3x more likely = $6
#SocialPro #22B @portentint
A FAKE CLOSED LOOP
BEHAVIOR
SOCIAL MEDIA
FUNNELSITE GOAL
#SocialPro #22B @portentint72
I MAJORED IN HISTORY
#SocialPro #22B @portentint
BUT I’M PRETTY SURE $6 > $2
correct me if i’m wrong
#SocialPro #22B @portentint
TECHNIQUE #2
close the loop
#SocialPro #22B @portentint
#SocialPro #22B @portentint
A TRUE CLOSED LOOP
COOKIE SENT TO…
COOKIE PASSED BACK TO…
FUNNELSOCIAL MEDIA GOAL
#SocialPro #22B @portentint
•  at the individual level
MATCH UP WITH A CRM ID
#SocialPro #22B @portentint
•  at the individual level
portent.co/gahub
#SocialPro #22B @portentint
#SocialPro #22B @portentint
THE INEVITABLE QUESTION
correlation vs. causation
#SocialPro #22B @portentint
OK, FAIR ENOUGH
it’s one heck of a hint, though
#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
#SocialPro #22B @portentint
HOLD-OUT TESTING
the test no one wants you to do
#SocialPro #22B @portentint
TURN OFF THE SOURCE
see what happens
#SocialPro #22B @portentint
THE MAGIC, RAINBOW-FILLED FINISH
#SocialPro #22B @portentint
THE MAGIC, RAINBOW-FILLED FINISH
POOT
#SocialPro #22B @portentint
THIS CAN BE
REALLY FRUSTRATING
#SocialPro #22B @portentint
TAG EVERYTHING
#SocialPro #22B @portentint
KNOW YOUR ATTRIBUTION
MEASURE MICRO CONVERSIONS
SO YOU CAN DO THESE LATER
#SocialPro #22B @portentint
GET EXCITED ABOUT
IMPROVEMENT
#SocialPro #22B @portentint
GET EXCITED ABOUT
PROVING VALUE
#SocialPro #22B @portentint
i am pumped
#SocialPro #22B @portentint
THANK YOU!
SEE YOU AT THE NEXT
MARKETING LAND EVENT!

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