Sayf Sharif, Seer’s own Director of Analytics, gave our audience the rundown of the why’s, what’s and how’s of optimizing conversions with Analytics. That is, after he shared a personal anecdote about why it’s not a great idea to track your wife’s contractions “then disagree with her assessment of labor progression by pointing at a chart you just made”. The big takeaway here? Just because you can measure something, doesn’t always mean you should. Sayf shared this presentation at Seer's August 11th 2016 event, Connect Convert & Quantify. Full recap here: http://www.seerinteractive.com/blog/event-recap-connect-convert-quantify/

1. Sayf Rants About:
The 3,280 Foot View

2. "Just because we can't measure
something doesn't mean it isn't
important, or that we should always
privilege the quantifiable (pleasure)
over the intangible (meaning).
Real life is complex stuff."
~ Jonah Lehrer

3. "Don’t track your wife’s contractions, and
then disagree with her assessment of
labor progression by pointing at a chart
you just made."
~ Sayf Sharif

4. "Just because we can't measure
something doesn't mean it isn't
important.”
~ Jonah Lehrer
“Just because we CAN measure
something doesn’t mean we should.”
~ Sayf Sharif

5. ©2016 Seer Interactive • p5
Who is this guy?

6. ©2016 Seer Interactive • p6
Uncovering Security
Issues
Director of Analytics @ Seer
@sayfsharif
Who is this guy?

7. ©2016 Seer Interactive • p7
Uncovering Security
Issues
Director of Analytics @ Seer
@sayfsharif
Who is this guy?
Analytics Lead @ LunaMetrics
Founder @ Own Firm
User Experience
Archaeologist

8. Less like this…

9. More like this…

10. or this…

11. Not
this…

12. Archaeologists are Anthropologists

13. So, What Are Anthropologists?

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Anthropology
● Sociocultural
Anthropology
● Cultural Anthropology
● Social Anthropology
● Physical Anthropology
● Linguistic Anthropology
● Archaeology

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Anthropology
It’s people. It’s made of
people.

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Archaeology
Study of the shit humans
leave behind.

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Digital
Anthropology
Study of things like why
humans love Pokemon Go
so much.

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Digital Archaeology
Study of the digital shit
humans leave behind
when they play Pokemon
Go

19. Digital Marketers are Anthropologists
(with Ulterior Motives)

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“I saw something about a 3,280 foot view?
That seems really specific.”

21. The 3,280 Foot
View

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“Good presentations start with a story,
Sayf. Tell us a story.”

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A Horror Story

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“An Assault on the Senses”
~Peter Hartlaub, Pop Culture Critic,
San Francisco Chronicle

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A Horror Story
Challenges:
● Massive amounts of direct and
dark traffic
● Absence of online lead
conversion tracking
● Three stage offline conversion
○ Phone conversion
○ Physical possession
○ Transaction value
determination

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“Can we tangent into Direct Traffic?”

31. Direct Traffic

32. Direct Traffic

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“Wait. You mean 6,000 people didn’t
bookmark my website?”

34. Direct Traffic
38.29 + 13.41 + 8.21 + 2.19 + 1.95 = 64.05% Dark

35. Direct Traffic = Dark Traffic

36. Dark Traffic = ¯_(ツ)_/¯

37. ¯_(ツ)_/¯

38. Dark Social
Social Apps
Email
Instant Messengers
Snapchat
Whatsapp

39. Dark Search
Some Apps
Some Browsers
Some Image Search
Secure Search
Obfuscation

40. ¯_(ツ)_/¯

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“I have plenty of good attribution though
Sayf, I can look into my reports and see
conversions!”

42. Last Click
Attribution

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$$
“Skeleton cycling jersey”

44. Last Click Attribution =

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¯_(ツ)_/¯

46. Non-Direct Last Click
Attribution =

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¯_(ツ)_/¯¯_(ツ)_/¯

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¯_(ツ)_/¯
Self Referral
¯_(ツ)_/¯
On Site Tags

50. ¯_(ツ)_/¯ =

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“Sayf. Please. I use Multi-Channel Funnels
because I am a Super-Marketer.”

54. Multi-Channel
Funnels

55. The Good...

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58. The Bad...

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DonateYourCar
Did you hear our most recent
jingle? Word is that people HATE it
because they can’t get it out of
their heads. What did you think?

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DonateYourCar
Did you hear our most recent
jingle? Word is that people HATE it
because they can’t get it out of
their heads. What did you think?

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Where’s it gonna
break?
Mobile Non-Branded Search
Conversion: Click to Social Page
Social Visit from Mobile App
Conversion: Sign up for
Newsletter
Email Marketing Visit
Conversion: Car Donation

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Everywhere…
Mobile Non-Branded Search
Conversion: Click to Social Page
Social Visit from Mobile App
Conversion: Sign up for
Newsletter
Email Marketing Visit
Conversion: Car Donation

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Everywhere…
Mobile Non-Branded Search
Conversion: Click to Social Page
Social Visit from Mobile App
Conversion: Sign up for
Newsletter
Email Marketing Visit
Conversion: Car Donation
Direct!

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Everywhere...
Mobile Non-Branded Search
Conversion: Click to Social Page
Social Visit from Mobile App
Conversion: Sign up for
Newsletter
Email Marketing Visit
Conversion: Car Donation
Direct!
Direct!

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Everywhere...
Mobile Non-Branded Search
Conversion: Click to Social Page
Social Visit from Mobile App
Conversion: Sign up for
Newsletter
Email Marketing Visit
Conversion: Car Donation
Direct!
Direct!
Direct!

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69. The Ugly...

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3 Different Users
Mobile Non-Branded Search
Conversion: Click to Social Page
Social Visit from Mobile App
Conversion: Sign up for
Newsletter
Email Marketing Visit
Conversion: Car Donation
Direct!
Direct!
Direct!

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Max 90 Days Email Marketing Visit
Conversion: Car Donation
Direct!

72. Let’s jump back to our ocean theme...

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“Ok so… What am I supposed to do?”

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Some Solutions
1. Use Campaign Tags
2. Create New Filters
3. Create New Views
4. Create User Cohorts
5. Track Everything

76. 1: Use Campaign
Tags

77. 1: Tag All That
Shit

78. or... T.A.T.S.

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Campaign Tags?
Google: URL Builder
Campaign Source (utm_source)
Example: utm_source=google
Campaign Medium (utm_medium)
Example: utm_medium=cpc
Campaign Term (utm_term)
Example: utm_term=running+shoes
Campaign Content (utm_content)
Example: utm_content=logolink
Campaign Name (utm_campaign)
Example: utm_campaign=spring_sale

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Campaign Tags?
yourdomain.com/?utm_source=jingle&utm_medium=radio&utm_campaign=radiojingles

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yourdomain.com/?utm_source=billboard&utm_medium=outdoor&utm_campaign=donateyourcar
Donate Your Car!
Help Kids!
Visit our Site!

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Donate Your Car!
Help Kids!
Scan this Code:

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Donate Your Car!
Help Kids!
customurl.com

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Donate Your Car!
Help Kids!
vanityurl.com

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Visit customurl.com today
And donate your car to help
Kids! That’s CustomUrl.com!
customurl.com
yourdomain.com/?utm_source=jingle&utm_medium=radio
&utm_campaign=radiojingles

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vanityurl.com
yourdomain.com/?utm_source=billboard&utm_medium=outdoor
&utm_campaign=donateyourcar
Donate Your Car!
Help Kids!
vanityurl.com
customurl.com
yourdomain.com/?utm_source=jingle&utm_medium=radio
&utm_campaign=radiojingles
Visit customurl.com today
And donate your car to help
Kids! That’s CustomUrl.com!

87. ©2016 Seer Interactive • p87

88. 2. Create New
Filters

90. Source / Medium
Epipelagic / Dark
Mesopelagic / Dark
Bathypelagic / Dark

91. Source / Medium
Surface / Dark
Shallow / Dark
Deep / Dark

92. Surface / Dark
seerinteractive.com

93. Shallow / Dark
seerinteractive.com/team

94. Deep / Dark
seerinteractive.com/blog/analytics/sayfs-guide-to-deep-dark-traffic

95. Surface / Dark Shallow / Dark Deep / Dark

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97. 3: Create New
Views

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What’s a View?
Filtered View of Your
Data
● Exclude Internal IPs
● Just from a subdomain
● Only from Canada
● Just Organic Traffic.

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Why Use Views?
● Access
● Analysis
● Customization
● Sampling

100. Organic View
Users currently attributed as Organic

101. Organic View
Last Non-Direct Referrer = Organic

102. Organic View
Last Non-Direct Referrer = Organic =

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104. Organic + Surface Organic + Shallow Organic + Deep

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Organic
Organic + Shallow
✔
✔ ✔ ✔
✘ ✘

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108. 4. Create User
Cohorts

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What’s a Cohort?
Groups defined by shared:
● Experiences
● Events
More Effective than
treating people
individually.

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Why Use Cohorts?
Use Them to
● Identify Segments
● Target Segments
● Analyze Segments

111. Time Based Cohort

112. What’s a Cohort?

113. Make Your Own Cohort

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User
1
2
3
$$
$$
$$

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$$
$$
$$
User
1
2
3

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Cohort
April
2016
May
2016
June
2016
April 2016 May 2016 June 2016
$$
$$
$$

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Cohort
April
2016
May
2016
June
2016
1st Month 2nd Month 3rd Month
$$
$$
$$

118. What’s a Cohort?
Month Month Month Month Month Month Month Month

119. Honorable
Mentions

120. Cross Device
Tracking

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123. Closed Loop

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125. Offline
Conversions

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User clicks an Ad User Converts
Offline
User visits a site User visits a site
(on another device)

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“So… In Summary… ”

130. 1. T.A.T.S.

131. 2. Filters

132. 3.
Views

133. 4.
Cohorts

134. 5. Track
Everything

135. ©2016 Seer Interactive • p135
Uncovering Security
Issues
Sayf Sharif
Director of Analytics @ Seer
@sayfsharif
Thanks!