Data Analytics & Facebook Remarketing

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UTAH DIGITAL MARKETING COLLECTIVE
WE HAVE CHANGED OUR NAME
#SLCSEM 
#UTAHDMC

#SLCSEM 
#UTAHDMC

✓ FIRST EVENT?
✓ RETURN ATTENDEE?
ROLL CALL
#SLCSEM 
#UTAHDMC

WELCOME TO YOU ALL!
#SLCSEM 
#UTAHDMC

BOARD
#SLCSEM 
#UTAHDMC
QUESTIONS?

SLCSEM.ORG/SLACK
JOIN US ON SLACK!
#SLCSEM 
#UTAHDMC

USE THE #UTAHDMC OR
#SLCSEM HASHTAG!
SHARE YOUR EXPERIENCE
#SLCSEM 
#UTAHDMC

UPCOMING EVENTS
MARK YOUR CALENDAR!
#SLCSEM 
#UTAHDMC

4TH ANNUAL DIGITAL
MARKETING CONFERENCE
AUGUST 24TH, 2018
#SLCSEM 
#UTAHDMC

$349 STANDARD TICKET
18 SPEAKERS - 2 TRACKS
http://www.slcsem.org/dmc-2018
#SLCSEM 
#UTAHDMC

REGISTER TODAY!MEMBERS SAVE $50 PER TICKET
http://www.slcsem.org/dmc-2018
#SLCSEM 
#UTAHDMC

MUST BE CHECKED IN
AND PRESENT TO WIN
GIVING AWAY AT THE END OF
THE EVENING
#SLCSEM 
#UTAHDMC
2 FREE TICKETS

ANNUAL
CONFERENCE
SPONSORSHIP
OPPORTUNITIES
QUESTIONS?
See Kevin Phelps
#SLCSEM 
#UTAHDMC

BENEFITS
MEMBERSHIP HAS MANY
ARE YOU A MEMBER OF
#SLCSEM 
#UTAHDMC

NETWORK IS LUCID_GUEST
PASSWORD IS LUCIDGUESSED (LOWER CASE)
ENJOY FREE WIFI TONIGHT
#SLCSEM 
#UTAHDMC
THANK YOU

UTAH DMC JOB BOARD
WELCOME DAVID MALMBORG
#SLCSEM 
#UTAHDMC

PURPLE, ALPINE
Digital Marketing Specialist
‣ Acquire new customers through PPC campaigns
‣ 2+ years digital marketing exp...

ENERBANK USA, SLC
Marketing Channel Manager -
Search & Social
‣ Develop and execute digital marketing plan
‣ 5+ years in d...

PENNA POWERS, SLC
Digital Marketing Manager
‣ Planning, documenting, and day-to-day managing client
websites
‣ 3+ yrs as p...

ISERVE, LEHI
Digital Marketing Manager
‣ Execute paid search, display, shopping campaigns for
ecommerce
‣ 2-7 yrs in paid ...

FILEVINE, PROVO
Search Marketing Specialist
‣ Manage PPC efforts on Google, Bing, Twitter, LinkedIn
‣ 3-5+ yrs in paid sea...

CLEARLINK, SLC
Multiple Positions
‣ Display Channel Lead (3-5 yrs exp)
‣ PLA Specialist
‣ SEO Strategist (2-4 yrs exp)
‣ F...

UHIN, SLC
Marketing Specialist
#SLCSEM 
#UTAHDMC
‣ Imaginative marketing content writer and strategist
‣ BA/BS degree in m...

SLCSEM.ORG/SLC-SEM-JOB-BOARD
PUT YOUR JOB IN FRONT OF OUR AUDIENCE!
QUESTIONS? EMAIL AJ@SLCSEM.ORG
#SLCSEM 
#UTAHDMC

READY FOR OUR
FIRST SPEAKER? #SLCSEM 
#UTAHDMC

SAM FONOIMOANA
BEYOND LOOKUPS: THE
MARKETING DATA ANALYTICS
STACK
CHIEF ANALYTICS OFFICER  
STOKE ANALYTICS 
LAIE, HAWAII
...

Beyond Excel: The
Marketing Data Analytics
Stack

Marketers are a gritty bunch …

The Marketing Data Analytics Stack

Benefits
• Powerful reporting
• Lower CPA / Higher ROI
• Time savings
• Accuracy

Case 1: B2B Content Influence On Sales Pipeline & Revenue
Web Data
CRM Data

Case 1: B2B Content Influence On Sales Pipeline & Revenue

Case 2: E-Commerce Increase Repurchase Rates of 1x Buyers
Automation Data
Transaction Data

Case 2: E-Commerce Increase Repurchase Rates of 1x Buyers

Other cool things to do …
• Operational Reporting
• Media Mix Modelling
• Attribution
• Channel Optimizers
• Create Po...

SAM FONOIMOANA
THANK YOU
CHIEF ANALYTICS OFFICER  
STOKE ANALYTICS 
LAIE, HAWAII #SLCSEM 
#UTAHDMC

READY FOR OUR
SECOND SPEAKER? #SLCSEM 
#UTAHDMC

CHRIS MERCER
USING GOOGLE TAG MANAGER FOR
ADVANCED ‘BEHAVIORAL BASED’
REMARKETING ON FACEBOOK
CO-FOUNDER  
MEASUREMENTMARK...

Using Google Tag
Manager for Advanced  
'Behavioral Based'
Remarketing on
Facebook

Chris “Mercer” Mercer
Co-Founder, MeasurementMarketing.io
ConversionXL

Pillars of Measurement Marketing…
1. Planning
2. Building
3. Reporting
4. Forecasting
5. Optimizing

About You…
• Google Tag Manager? 
• Facebook?

Your Goal…
• ONE THING

What We’re About To Cover:
• The Problem
• The Tools
• The Plan
• The Build
• The Report

Scenario A:
“Accidental Click”

Scenario A:
“Accidental Click”
“Show them the sales page again!”

Scenario A:
“Accidental Click”
Result:
Wrong Target. Wrong Time. Wrong Message.

Scenario B:
“Distracted Interest”

Scenario B:
“Distracted Interest”
“Show them the order form again!”

Scenario A:
“Distracted Interest”
Result:
Fuzzy Targeting. Fuzzy Timing. Fuzzy Messaging.

Facebook Pixel Basics

The “MUST”

<script>
!function(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod...

The Events
<script>
fbq('track', 'Purchase', {
value: 9.99,
currency: 'USD',
});
</script>
<script>
fbq('track', 'Lead');
...

The Events
<script>
fbq('track', 'Purchase', {
value: 9.99,
currency: 'USD',
});
</script>
<script>
fbq('track', 'Lead');
...

The Events
<script>
fbq('track', 'Purchase', {
value: 9.99,
currency: 'USD',
});
</script>
<script>
fbq('track', 'Lead');
...

The Events
<script>
fbq('track', 'Purchase', {
value: 9.99,
currency: 'USD',
});
</script>
<script>
fbq('track', 'Lead');
...

The Events
<script>
fbq('track', 'Purchase', {
value: 9.99,
currency: 'USD',
});
</script>
<script>
fbq('track', 'Lead');
...

The Events
<script>
fbq('track', 'Purchase', {
value: 9.99,
currency: 'USD',
});
</script>
<script>
fbq('track', 'Lead');
...

Behavior
Blueprint

Start Thinking…

Customer Journey

Customer Journey

Customer Journey

The “PageView”
Tag

The “PageView”
Tag

The  
“Event”  
Tags

The  
“Event”  
Tags

Facebook Analytics

Facebook Analytics

Facebook Analytics

Custom Audiences

What Was
Covered…

Customer Journey

The “MUST”

<script>
!function(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod...

The Events
<script>
fbq('track', 'Purchase', {
value: 9.99,
currency: 'USD',
});
</script>
<script>
fbq('track', 'Lead');
...

Next Steps: Build Your Blueprint
What Behaviors Will The
RIGHT PROSPECT Make?
How Can I Turn Those
Behaviors Into Triggers?

Which “events” should
Facebook know about?
What specific behaviors will
trigger those event pixels to
fire?
Next Step: Pla...

Set up your engagement
triggers
Set up Facebook “event” tags
for those triggers
Next Step: Advanced Engagement

Run Traffic
Create Funnel Reports
Measure and Adjust
Next Step: Report. Forecast. Optimize.

• Want Slides and Tools? 
Text SLCSEM to (512) 540-3068
• Want Free Training? 
 
 
 
http://measure.tips/essentials
• Want...

Q&A #SLCSEM 
#UTAHDMC

UPCOMING EVENTS
MARK YOUR CALENDAR!
#SLCSEM 
#UTAHDMC

4TH ANNUAL DIGITAL
MARKETING CONFERENCE
AUGUST 24TH, 2018
#SLCSEM 
#UTAHDMC

$349 STANDARD TICKET
18 SPEAKERS - 2 TRACKS
http://www.slcsem.org/dmc-2018
#SLCSEM 
#UTAHDMC

REGISTER TODAY!MEMBERS SAVE $50 PER TICKET
http://www.slcsem.org/dmc-2018
#SLCSEM 
#UTAHDMC

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