User Scoring and Behavior Driven Personas Sayf Sharif

#SMX #BehaviorDriven @SayfSharif

Digital Marketing Moneyball

User Scoring and Behavior Driven

Personas



User Scoring and Behavior Driven

Personas




Determining Valuable Actions


Finding Your Most “Valuable” Players


MoreValuableUser

LessValuableUser


Wes Anderson Movies, Dazed and Confused, and Armageddon

Election, and The Piano Teacher




Actions Predict Value


JOHN Denver… not Bob Denver


Tags, Not Categories





CaregiverRugged

Interested in:AnalyticsVisualization

Demonstrates:UrgencyDo It Yourself Nature


Don’t Limit Your Personas To One Slide


Target Didn’t Have a Pregnant Teen Persona


Personas fail because Algorithms are better than Humans.


Residential vs Commercial







Positive Scoring

Do It Yourself Site PagesDo It Yourself Blog Post

Starting the Deck Starter AssetStep 1 Deck Starter AssetStep 2 Deck Starter AssetStep 3 Deck Starter AssetSubmitting the Deck Starter Asset

Where To Buy

Cost CalculatorCost Calculator Button clickCost Calculator Form Submit

✔


Negative Scoring

Find A ContractorBuild Your Deck - Hire a Contractor

X



June

“Honey, next summer I’m building us that deck”

DIY Score: 3.5

December

“You want a firepit, and a curved railing?”

DIY Score: 2

March

“Dear TrexProContractor, Help me. HELP ME.”

DIY Score: -10





Cookie 1: “residential value”Cookie Name: “ltr”

Cookie 2: “commercial value”Name: “ltc”

Cookie 3: “current profile”Name: “ltp”

Step 1: Create “1st Party Cookie” Variables

#SMX #BehaviorDriven @SayfSharifStep 2: Create Custom HTML Tag

https://seer.is/user-scoring-script


<script> //grab current values, or set to zerovar curRes = {{residential value}} || 0;var curCom = {{commercial value}} || 0;

//set cookie expirationvar now = new Date();//get the time using today's datevar time = now.getFullYear();//prepare the cookie to expire in 2 yearsvar expireTime = time + 2;now.setFullYear(expireTime);

//for a residential tag, add valuecurRes = curRes + 1;

//prep the curProfile variablevar curProfile = "";

//if residential is bigger than commercialif(curRes > curCom){

curProfile = "residential"; //if commercial is bigger than residential}else if(curRes < curCom){

curProfile = "commercial";//if they're equal}else{

curProfile = "balanced";}

//reset all cookie valuesdocument.cookie= "ltr=" + curRes + ";expires=" + now.toGMTString() + ";domain=" + yourDomain + ";path=/"; document.cookie= "ltc=" + curCom + ";expires=" + now.toGMTString() + ";domain=" + yourDomain + ";path=/"; document.cookie= "ltp=" + curProfile + ";expires=" + now.toGMTString() + ";domain=" + yourDomain + ";path=/"; </script>

Step 2: Create Custom HTML Tag https://seer.is/user-scoring-script

#SMX #BehaviorDriven @SayfSharifStep 3: Trigger the Custom HTML Tag

#SMX #BehaviorDriven @SayfSharifStep 3: Trigger the Custom HTML Tag

#SMX #BehaviorDriven @SayfSharifStep 4: Add Values to a Custom Dimension

#SMX #BehaviorDriven @SayfSharifStep 5: Don’t forget to add the Dimension in GA



#SMX #BehaviorDriven @SayfSharifStep 5: Add Values to a Custom Dimension


Step 6: Create Your GA Audience

#SMX #BehaviorDriven @SayfSharifStep 6: Create Your GA Audience

#SMX #BehaviorDriven @SayfSharifStep 6: Create Your GA Audience


Step 7: Profit

Audiences Can Be Used For:

Precision Remarketing

Lower CPAIncrease CTR

• Serving Different Ad Copy• Focus on Upsell or Retention• Exclude to bid up or down• Add audiences as “bid only”• “Bidding to Value” for RLSA Audiences 65% increase in Click Through Rate

for DIY Audiences for Trex based on User Scoring.


Step 7: Profit

Audiences Can Also Be Used For:

Conversion Rate Optimization

Personalization

Content Ideation

Channel Mix Analysis


Audiences based on User Actions =


LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX