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Find the true value of your customers by tracking the untrackable - eMetrics SF 2014

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I went with presentation style of big picture/less words and talked over it. To give you some context here is the main idea of the presentation:

There is still too much guessing that goes into online marketing and I'm tired of averaging lead values. I want to know exactly what the value is that I bring a client. Once we do that we can find the right customers that will bring you the most value of their customer lifetime. In the past there was a separation between online and offline, but not anymore. The new GA is built to take information from other systems.

Published in: Marketing

Find the true value of your customers by tracking the untrackable - eMetrics SF 2014

  1. 1. Nico Miceli SEER Interactive SEO & Technical Analytics Tracking the Untrackable With Google Analytics
  2. 2. I am Nico Google Developer Expert Google Analytics Analytics Associate
  3. 3. © 2014 SEER Interactive | All Rights Reserved I work at SEER Interactive @NicoMiceli @SEERInteractive
  4. 4. Image source: http://www.fromahighhorse.com/wp-content/uploads/2012/11/psa.jpg This is a mostly code free presentation @NicoMiceli
  5. 5. Who Are You? @NicoMiceli@NicoMiceli
  6. 6. I am going to help you find your big customers @NicoMiceli@NicoMiceli
  7. 7. © 2014 SEER Interactive | All Rights Reserved The Layout The Idea The Technology The Usages @NicoMiceli
  8. 8. Get The Full View @NicoMiceli
  9. 9. © 2014 SEER Interactive | All Rights Reserved
  10. 10. Harper Reed @Harper • CTO of Obama For America • CTO of Threadless Check him out: HarperReed.com @NicoMiceli
  11. 11. © 2014 SEER Interactive | All Rights Reserved Story time • Lets go over a story about how someone thought differently @NicoMiceli
  12. 12. © 2014 SEER Interactive | All Rights Reserved The problem @NicoMiceli (One of) The Problem(s): Lots of Siloed Information Lots of Information! Needed to paint the big picture
  13. 13. © 2014 SEER Interactive | All Rights Reserved Narwhal @NicoMiceli
  14. 14. © 2014 SEER Interactive | All Rights Reserved Collect & Process Info @NicoMiceli
  15. 15. © 2014 SEER Interactive | All Rights Reserved Find the Right People Generate Money Generate Volunteers Generate Votes @NicoMiceli
  16. 16. © 2014 SEER Interactive | All Rights Reserved Moral of the story is… They needed to know which customers citizens will spend donate the most money/time @NicoMiceli We know data is important More data connections = better picture.
  17. 17. © 2014 SEER Interactive | All Rights Reserved • “Customer centricity means that you’re going to be friendly, provide good service and develop new products and services for the special focal customers — the ones who provide a lot of value for you — but not necessarily for the other ones. You need to pick and choose. Some customers deserve the special treatment…” Peter Fader | @faderp Professor of Marketing Wharton School, University of Pennsylvania Co-Director of Wharton Customer Analytics Initiative The Customer Centric Approach whr.tn/1iht55O @NicoMiceli
  18. 18. © 2014 SEER Interactive | All Rights Reserved GA & Customer Centricity “Google Analytics is becoming user or customer centric rather than visit centric.” Justin Cutroni Analytics Evangelist, Google Inc. @NicoMiceli
  19. 19. We don’t need Narwhal! @NicoMiceli
  20. 20. The Technology @NicoMiceli
  21. 21. We Look at Traffic @NicoMiceli
  22. 22. We Look at Referrals @NicoMiceli
  23. 23. http://www.flickr.com/photos/johninmahwah/5981146066/sizes/l/ We Look at Conversions @NicoMiceli
  24. 24. Collect the Untrackable @NicoMiceli
  25. 25. @NicoMiceli Universal Analytics
  26. 26. Universal Analytics is Different @NicoMiceli
  27. 27. Measurement Protocol Explain it www.google-analytics.com/collect?v=1 &tid=UA-XXXX-Y &cid=123 &t=pageview &dp=/subpage Measurement Protocol @NicoMiceli Send Data via HTTP requests
  28. 28. http://imgur.com/bYSDbTf Send Anything to GA? @NicoMiceli
  29. 29. http://www.forbes.com/sites/kenrapoza/2012/11/16/black-friday-could-be-a-dud-poll-suggests/ What about offline? @NicoMiceli
  30. 30. Offline ? @NicoMiceli
  31. 31. • Busy city streets Think outside the box @NicoMiceli
  32. 32. Total Cost: $60 @NicoMiceli
  33. 33. The Google Sleep Tracker @NicoMiceli
  34. 34. Take it to the Next level @NicoMiceliSource: thechive.com
  35. 35. Seer has evernts and I want to do soemthing interseting track booze image SEER Does Events @NicoMiceli
  36. 36. Let’s Use This @NicoMiceli
  37. 37. Keg TrackerKeg Tracker @NicoMiceli
  38. 38. “We used a raspberry pi to track trips to the keg at #searchchurch in Google analytics pic.twitter.com/tr9XLMSRRD by @NicoMiceli” - @wilreynolds seer.is/physicalanalyticsseer.is/physicalanalytics @NicoMiceli
  39. 39. @NicoMiceli Analyze Activity at your Booth
  40. 40. http://rowarch.com/portfolio/ Analyze Interactions @NicoMiceli
  41. 41. http://www.rohitbhargava.com/2013/01/10-brilliant-marketing-lessons-from-the-best-of-ces- 2013.html @NicoMiceli Analyze App & Games Interactions
  42. 42. © 2014 SEER Interactive | All Rights Reserved In Real time • [Real time slide image] @NicoMiceli
  43. 43. We don’t need Narwhal! @NicoMiceli
  44. 44. The Use Cases @NicoMiceli
  45. 45. © 2014 SEER Interactive | All Rights Reserved Back to the customer Yes No User ID No personally identifiable information Client ID www.google-analytics.com/collect? v=1 &tid=UA-XXXX-Y &cid=123 &t=pageview &dp=/subpage Meet Aaron! Does Aaron Login? @NicoMiceli @bigalittlea
  46. 46. © 2014 SEER Interactive | All Rights Reserved Back to the Customer • Cookies • Encoded barcodes • Vanity URLs • URL campaign parameters • Exclusive pages • Logins • Coupons Make the connection @NicoMiceli
  47. 47. Conferences What is the ROI? @NicoMiceli
  48. 48. © 2014 SEER Interactive | All Rights Reserved Conference Go to Site Buy Ticket Show up at conference Go to presentations Go to LunchGo to Expo Talk to vendors Fill out feedback review Get Discount Code for next year Client ID Example @NicoMiceli
  49. 49. © 2014 SEER Interactive | All Rights Reserved Go to Site Buy Ticket Show up at conference Go to presentations Go to LunchGo to Expo Talk to vendors Fill out feedback review Buy Ticket for Next Conference Conference Cookie Aaron Goal 1 Goal 2 Goal 4 Goal 3 Goal 5 Send client id to DB Pick up ticket Client ID Example @NicoMiceli
  50. 50. © 2014 SEER Interactive | All Rights Reserved Go to Site Buy Ticket Show up at conference Go to presentations Go to LunchGo to Expo Talk to vendors Fill out feedback review Buy Ticket for Next Conference Conference Goal 1 Goal 2 Goal 4 Goal 3 Goal 5 Send client id to DB Pick up ticket Conference Example @NicoMiceli
  51. 51. © 2014 SEER Interactive | All Rights Reserved SoftCorp Inc. Meet at Conference Get Free Demo Talk to Sales Rep 2nd meeting Test Software Buys! Signs $1MM contract Client ID example @NicoMiceli Goal 1 Report on average close rate
  52. 52. © 2014 SEER Interactive | All Rights Reserved SoftCorp Inc. Meet at Conference Get Free Demo Talk to Sales Rep Set up meeting Test Software Buys! Goal 2 Goal 4 + Final Value Goal 3 Lead Qualified Lead 90% ClosedSigns $1MM contract @NicoMiceli Goal 1 Report on average close rate Client ID example
  53. 53. © 2014 SEER Interactive | All Rights Reserved @NicoMiceli
  54. 54. © 2014 SEER Interactive | All Rights Reserved User ID Example Get Email Go to eComm.com Log in to get coupon Print Out Coupon Go to the eComm Store Spend coupon + $100 @NicoMiceli Client ID example
  55. 55. © 2014 SEER Interactive | All Rights Reserved eComm.com Coupons Get Email Go to eComm.com Log in to get coupon Print Out Coupon Go to the eComm Store Spend coupon + $100 @NicoMiceli UserID Client ID example UserID
  56. 56. @NicoMiceli eComm Measurement Protocol
  57. 57. We don’t need Narwhal! @NicoMiceli
  58. 58. © 2014 SEER Interactive | All Rights Reserved User ID Example @NicoMiceli We can analyze our data Source http://www.fxx.com/sunny
  59. 59. © 2014 SEER Interactive | All Rights Reserved We have Google Analytics
  60. 60. © 2014 SEER Interactive | All Rights Reserved All the Code for Keg Tracker import time import urllib2 import RPi.GPIO as io io.setmode(io.BCM) pir_pin = 18 io.setup(pir_pin, io.IN def hitGA(): urllib2.urlopen("http://www.google- analytics.com/collect?v=1&tid=UA-XXXXXX- Y&cid=1111&t=event&ec=Movement&ea=livingRoom&el=desk").close while True: if io.input(pir_pin): hitGA() It’s cool if you don’t get this
  61. 61. Know what is Possible • Know that it is now a lot easier
  62. 62. I Challenge You! Rethink the interactions you have with your customers @NicoMiceliImage credit: timmacpherson.com
  63. 63. © 2014 SEER Interactive | All Rights Reserved 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
  64. 64. Thank You! Google.com/+NicoMiceli @nicomiceli Check us out: SEERInteractive.com nicom@SEERInteractive.com Thank You! Links & Dev Resources after the presentation here!

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