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Social Analytics for Bored Marketers
The document discusses the importance of social analytics for marketers, emphasizing the need to tag everything, measure visitor value, and understand attribution for effective campaign analysis. It provides formulas for calculating visitor value in e-commerce and B2B contexts, as well as the significance of tracking micro conversions. The document also highlights the importance of planning and consistency in using UTM parameters for better insights into campaign performance.
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Social Analytics for Bored Marketers
- 1. Social Analytics forBored Marketers
- 2.
- 3.
- 4.
- 5. I MAJORED INHISTORY
- 6. THEN I WENTTO LAW SCHOOL DON’T ASK
- 7.
- 8.
- 9. WHAT’S THE ROI ONTHAT?
- 10.
- 11.
- 12.
- 13.
- 14. DO THESE LEARN VISITORVALUE TAG EVERYTHING
- 15. KNOW YOUR ATTRIBUTION MEASUREMICRO CONVERSIONS SO YOU CAN DO THESE LATER
- 16. LEARN VISITOR VALUE TAGEVERYTHING
- 17. THE FORMULA avg. salex conversion rate x margin = visitor value e-commerce
- 18. $10 x 1%x 10% = $.01/visitor THE FORMULA e-commerce
- 19. x visitor-to-lead conversionrate x lead-to-customer conversion rate x margin = visitor value customer value THE FORMULA B2B
- 20. $1,000 x 1%x 50% x 10% = $.50/visitor THE FORMULA B2B
- 21. YOU DON’T HAVETO KNOW IT you have to learn it improve your model over time
- 22. LEARN VISITOR VALUE TAGEVERYTHING
- 23.
- 24. UNLESS YOU HAVE ATIME MACHINE
- 25. YOU HAVE TO PLANAHEAD
- 26.
- 27. CHANNEL set automatically basedon source and medium
- 28.
- 29.
- 30.
- 31.
- 32. KEEP MEDIUM CONSISTENT soeverything rolls up correctly
- 33.
- 34.
- 35.
- 37.
- 38.
- 39. CAMPAIGN, KEYWORD, CONTENT dothe custom stuff here utm_campaign utm_term utm_content
- 40.
- 41. “This click camefrom a cost per click ad on Facebook, pegasus campaign, targeting the capybara audience, and this was the creative called test1” /?utm_medium=cpc &utm_source=facebook &utm_campaign=pegasus &utm_term=capybara &utm_content=test1
- 42. http://portent.co/social-detail add the reportto your Google Analytics account
- 43.
- 45.
- 46. I MAJORED INHISTORY
- 49. TEST WITH REAL-TIMEREPORT
- 50. TEST WITH REAL-TIMEREPORT
- 51. USE A #,NOT A ? to avoid canonicalization problems
- 52. NOW YOU’RE DOINGTHESE LEARN VISITOR VALUE TAG EVERYTHING
- 53. KNOW YOUR ATTRIBUTION MEASUREMICRO CONVERSIONS
- 54.
- 55. social content retargetppc convert
- 56.
- 58.
- 59. MULTI-CHANNEL FUNNELS >ASSISTED CONVERSIONS
- 60. MULTI-CHANNEL FUNNELS >ASSISTED CONVERSIONS
- 61. MULTI-CHANNEL FUNNELS >ASSISTED CONVERSIONS
- 62.
- 64.
- 65. ATTRIBUTION MODELS know themand use them http://portent.co/gattmodels
- 66. ONLY WORKS IF YOUTAGGED EVERYTHING
- 67. KNOW YOUR ATTRIBUTION MEASUREMICRO CONVERSIONS
- 68.
- 69. social content retargetppc convert THIS TRIGGERED A BEHAVIOR i moved down the funnel
- 70. social content retargetppc convert THIS TRIGGERED A BEHAVIOR boom. customer.
- 71. social content retargetppc convert THIS TRIGGERED A BEHAVIOR so this was important. measure it!!!
- 73. import this report:http://portent.co/pi-behavior
- 74.
- 75. 25s+ are 3xmore likely to convert +25 is a micro conversion!
- 76. SEGMENTS this is whereit gets really cool
- 77.
- 78. marketing nerds =30% more likely
- 79.
- 80.
- 81.
- 82.
- 83.
- 84.
- 85. IF YOU DIDN’T where’s my@#!@ screwdriver ?!!! TAG EVERYTHING
- 86. IF YOU AREN’TLEARNING CUSTOMER VALUE shame on you
- 87.
- 88. GREAT, BUT what arethese micro conversions worth??
- 89. TECHNIQUE #1 fudge thenumbers SERIOUSLY?
- 90. every time i sendan email, i get a 10% conversion rate
- 91.
- 92. an e-mail sign-upis worth $2.50
- 93. average visitor isworth $2
- 94. 3x more likely= $6
- 95. A FAKE CLOSEDLOOP BEHAVIOR SOCIAL MEDIA FUNNELSITE GOAL
- 96. wtf kind ofmath is that you damn touchy- feelie social media people
- 97.
- 98. I MAJORED INHISTORY
- 99. BUT I’M PRETTYSURE $6 > $2 correct me if i’m wrong
- 100.
- 102. A TRUE CLOSEDLOOP COOKIE SENT TO… COOKIE PASSED BACK TO… FUNNELSOCIAL MEDIA GOAL
- 103. TRACK VISIT VALUE •at the individual level
- 104. TRACK VISIT VALUE •at the individual level
- 107.
- 108. wtf do youknow how much work that will be
- 109.
- 110. THE INEVITABLE QUESTION correlationvs. causation
- 111. OK, FAIR ENOUGH it’sone heck of a hint, though
- 112. IF OUR SOCIALCAMPAIGN ATTRACTS VISITS THAT ARE 3X MORE LIKELY TO CONVERT it’s got value. a lot of value. we should do more of it
- 113. HOLD-OUT TESTING the testno one wants you to do
- 114. TURN OFF THESOURCE see what happens
- 115.
- 116.
- 117.
- 118.
- 119. THE MAGIC, RAINBOW-FILLEDFINISH POOT THE MAGIC, RAINBOW-FILLED FINISH
- 120. THIS CAN BE REALLYFRUSTRATING
- 121.
- 122.
- 123. LEARN VISITOR VALUE TAGEVERYTHING
- 124. KNOW YOUR ATTRIBUTION MEASUREMICRO CONVERSIONS SO YOU CAN DO THESE LATER
- 125.
- 126. GET EXCITED ABOUT PROVINGVALUE i am pumped
- 127. COMMENCE HECKLING or throwmoney. small bills preferred. portent.com/blog @portentint facebook.com/ian.lurie