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

1. #SocialPro #22B @portentint SocialPro Conference – June 21, 2016 Data Rage Attribution, Analytics and Why Social Analytics Drive Me Insane

2. #SocialPro #22B @portentint Ian Lurie – CEO – Portent WHO IS THIS GUY?!!!

3. #SocialPro #22B @portentint3 I MAJORED IN HISTORY

4. #SocialPro #22B @portentint ANALYTICS DO NOT INSPIRE ME ANALYTICS? YAWN.

5. #SocialPro #22B @portentint CAPYBARA INSPIRE ME

6. #SocialPro #22B @portentint IMPROVEMENT INSPIRES ME

7. #SocialPro #22B @portentint PROVING VALUE INSPIRES ME

8. #SocialPro #22B @portentint DO THESE TAG EVERYTHING

9. #SocialPro #22B @portentint KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS SO YOU CAN DO THESE LATER

10. #SocialPro #22B @portentint TAG EVERYTHING

11. #SocialPro #22B @portentint UNLESS YOU HAVE A TIME MACHINE

12. #SocialPro #22B @portentint YOU HAVE TO PLAN AHEAD

13. #SocialPro #22B @portentint schmoo.com?utm_source=facebook&utm_medium=cpc &utm_campaign=capyforever &utm_keyword=capybara &utm_content=photo1

14. #SocialPro #22B @portentint THE HIERARCHY channel medium source campaign keyword content

15. #SocialPro #22B @portentint CHANNEL set automatically based on source and medium

16. #SocialPro #22B @portentint UTM_MEDIUM social referral cpc organic someone clicks on a social post

17. #SocialPro #22B @portentint UTM_MEDIUM social referral cpc organic default

18. #SocialPro #22B @portentint UTM_MEDIUM social referral cpc organic cost-per-click stuff

19. #SocialPro #22B @portentint UTM_MEDIUM social referral cpc organic a whole other conference

20. #SocialPro #22B @portentint KEEP MEDIUM CONSISTENT so everything rolls up correctly

21. #SocialPro #22B @portentint UTM_MEDIUM cpc CPC

22. #SocialPro #22B @portentint UTM_MEDIUM social SOCIAL

23. #SocialPro #22B @portentint UTM_MEDIUM ppc cpc

24. #SocialPro #22B @portentint UTM_SOURCE facebook google twitter myspace

25. #SocialPro #22B @portentint UTM_SOURCE facebook Facebook

26. #SocialPro #22B @portentint CAMPAIGN, KEYWORD, CONTENT do the custom stuff here utm_campaign utm_term utm_content

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. #SocialPro #22B @portentint http://portent.co/social-detail add the report to your Google Analytics account

29. #SocialPro #22B @portentint

31. #SocialPro #22B @portentint TEST WITH REAL-TIME REPORT

32. #SocialPro #22B @portentint TEST WITH REAL-TIME REPORT

33. #SocialPro #22B @portentint Good. You are now TAGGING EVERYTHING

34. #SocialPro #22B @portentint KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS Time to

35. #SocialPro #22B @portentint LAST-CLICK SOCIAL CONVERSIONS

36. #SocialPro #22B @portentint social content retarget ppc convert

37. #SocialPro #22B @portentint triple the ppc budget!!!

39. #SocialPro #22B @portentint MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS

42. #SocialPro #22B @portentint TEST YOUR MODELS

43. #SocialPro #22B @portentint TEST YOUR MODELS

44. #SocialPro #22B @portentint ATTRIBUTION MODELS know them and use them http://portent.co/gattmodels

45. #SocialPro #22B @portentint ONLY WORKS IF YOU TAGGED EVERYTHING

46. #SocialPro #22B @portentint KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS

47. #SocialPro #22B @portentint THIS TRIGGERED A BEHAVIOR i moved down the funnel social content retarget ppc convert

48. #SocialPro #22B @portentint THIS TRIGGERED A BEHAVIOR boom. customer. social content retarget ppc convert

49. #SocialPro #22B @portentint THIS TRIGGERED A BEHAVIOR so this was important. measure it!!! social content retarget ppc convert

50. #SocialPro #22B @portentint SET UP GOALS TO TRACK MICRO CONVERSIONS

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. #SocialPro #22B @portentint average visitor converts 2.29%

53. #SocialPro #22B @portentint 25s+ are 3x more likely to convert

54. #SocialPro #22B @portentint SEGMENTS this is where it gets really cool

55. #SocialPro #22B @portentint average visitor converts 5.68%

56. #SocialPro #22B @portentint marketing nerds = 30% more likely i’m the nerd of the rodent family.

57. #SocialPro #22B @portentint OTHER MICRO CONVERSIONS e-mail signup

58. #SocialPro #22B @portentint OTHER MICRO CONVERSIONS re-shares

59. #SocialPro #22B @portentint OTHER MICRO CONVERSIONS comments

60. #SocialPro #22B @portentint OTHER MICRO CONVERSIONS scroll depth

61. #SocialPro #22B @portentint IF YOU TAGGED

62. #SocialPro #22B @portentint IF YOU DIDN’T TAG EVERYTHING where’s my @#!@ screwdriver ?!!!

63. #SocialPro #22B @portentint GREAT, BUT what are these micro conversions worth??

64. #SocialPro #22B @portentint IF YOU DON’T KNOW CUSTOMER VALUE shame on you

65. #SocialPro #22B @portentint TECHNIQUE #1 fudge the numbers SERIOUSLY?

66. #SocialPro #22B @portentint every time i send an email, i get a 10% conversion rate

67. #SocialPro #22B @portentint average sale is $25

68. #SocialPro #22B @portentint an e-mail sign-up is worth $2.50

69. #SocialPro #22B @portentint average visitor is worth $2

70. #SocialPro #22B @portentint 3x more likely = $6

71. #SocialPro #22B @portentint A FAKE CLOSED LOOP BEHAVIOR SOCIAL MEDIA FUNNELSITE GOAL

72. #SocialPro #22B @portentint72 I MAJORED IN HISTORY

73. #SocialPro #22B @portentint BUT I’M PRETTY SURE $6 > $2 correct me if i’m wrong

74. #SocialPro #22B @portentint TECHNIQUE #2 close the loop

76. #SocialPro #22B @portentint A TRUE CLOSED LOOP COOKIE SENT TO… COOKIE PASSED BACK TO… FUNNELSOCIAL MEDIA GOAL

77. #SocialPro #22B @portentint •  at the individual level MATCH UP WITH A CRM ID

78. #SocialPro #22B @portentint •  at the individual level portent.co/gahub

80. #SocialPro #22B @portentint THE INEVITABLE QUESTION correlation vs. causation

81. #SocialPro #22B @portentint OK, FAIR ENOUGH it’s one heck of a hint, though

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. #SocialPro #22B @portentint HOLD-OUT TESTING the test no one wants you to do

84. #SocialPro #22B @portentint TURN OFF THE SOURCE see what happens

85. #SocialPro #22B @portentint THE MAGIC, RAINBOW-FILLED FINISH

86. #SocialPro #22B @portentint THE MAGIC, RAINBOW-FILLED FINISH POOT

87. #SocialPro #22B @portentint THIS CAN BE REALLY FRUSTRATING

88. #SocialPro #22B @portentint TAG EVERYTHING

89. #SocialPro #22B @portentint KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS SO YOU CAN DO THESE LATER

90. #SocialPro #22B @portentint GET EXCITED ABOUT IMPROVEMENT

91. #SocialPro #22B @portentint GET EXCITED ABOUT PROVING VALUE

92. #SocialPro #22B @portentint i am pumped

93. #SocialPro #22B @portentint THANK YOU! SEE YOU AT THE NEXT MARKETING LAND EVENT!

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

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