#SocialPro #22B @portentint
SocialPro Conference – June 21, 2016
Data Rage Attribution, Analytics and
Why Social Analytics Drive Me Insane
#SocialPro #22B @portentint
Ian Lurie – CEO – Portent
WHO IS THIS GUY?!!!
#SocialPro #22B @portentint 3
I MAJORED IN HISTORY
#SocialPro #22B @portentint
ANALYTICS DO NOT INSPIRE ME
ANALYTICS? YAWN.
#SocialPro #22B @portentint
CAPYBARA INSPIRE ME
#SocialPro #22B @portentint
IMPROVEMENT INSPIRES ME
#SocialPro #22B @portentint
PROVING VALUE INSPIRES ME
#SocialPro #22B @portentint
DO THESE
TAG EVERYTHING
#SocialPro #22B @portentint
KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS
SO YOU CAN DO THESE LATER
#SocialPro #22B @portentint
TAG EVERYTHING
#SocialPro #22B @portentint
UNLESS YOU HAVE A TIME
MACHINE
#SocialPro #22B @portentint
YOU HAVE TO PLAN AHEAD
#SocialPro #22B @portentint
schmoo.com?utm_source=facebook&utm_medium=cpc &utm_campaign=capyforever
&utm_keyword=capybara &utm_content=photo1
#SocialPro #22B @portentint
THE HIERARCHY channel medium
source campaign
keyword content
#SocialPro #22B @portentint
CHANNEL set automatically based on source and medium
#SocialPro #22B @portentint
UTM_MEDIUM
social referral
cpc organic
someone clicks on a social post
#SocialPro #22B @portentint
UTM_MEDIUM
social referral
cpc organic
default
#SocialPro #22B @portentint
UTM_MEDIUM
social referral
cpc organic
cost-per-click stuff
#SocialPro #22B @portentint
UTM_MEDIUM
social referral
cpc organic a whole other conference
#SocialPro #22B @portentint
KEEP MEDIUM CONSISTENT so everything rolls up correctly
#SocialPro #22B @portentint
UTM_MEDIUM
cpc CPC
#SocialPro #22B @portentint
UTM_MEDIUM
social SOCIAL
#SocialPro #22B @portentint
UTM_MEDIUM
ppc cpc
#SocialPro #22B @portentint
UTM_SOURCE
facebook google
twitter myspace
#SocialPro #22B @portentint
UTM_SOURCE
facebook Facebook
#SocialPro #22B @portentint
CAMPAIGN, KEYWORD, CONTENT do the custom stuff here
utm_campaign utm_term
utm_content
#SocialPro #22B @portentint
“This click came from a cost per click ad on Facebook, smmw16 campaign, targeting the capybara audience, and this was the creative called test1”
/?utm_medium=cpc &utm_source=facebook &utm_campaign=smmw16 &utm_term=capybara &utm_content=test1
#SocialPro #22B @portentint
http://portent.co/social-detail add the report to your Google Analytics account
#SocialPro #22B @portentint
#SocialPro #22B @portentint
#SocialPro #22B @portentint
TEST WITH REAL-TIME REPORT
#SocialPro #22B @portentint
TEST WITH REAL-TIME REPORT
#SocialPro #22B @portentint
Good. You are now
TAGGING EVERYTHING
#SocialPro #22B @portentint
KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS
Time to
#SocialPro #22B @portentint
LAST-CLICK SOCIAL CONVERSIONS
#SocialPro #22B @portentint
social content retarget ppc convert
#SocialPro #22B @portentint
triple the ppc budget!!!
#SocialPro #22B @portentint
#SocialPro #22B @portentint
MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS
#SocialPro #22B @portentint
MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS
#SocialPro #22B @portentint
MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS
#SocialPro #22B @portentint
TEST YOUR MODELS
#SocialPro #22B @portentint
TEST YOUR MODELS
#SocialPro #22B @portentint
ATTRIBUTION MODELS know them and use them
http://portent.co/gattmodels
#SocialPro #22B @portentint
ONLY WORKS IF YOU TAGGED EVERYTHING
#SocialPro #22B @portentint
KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS
#SocialPro #22B @portentint
THIS TRIGGERED A BEHAVIOR i moved down the funnel
social content retarget ppc convert
#SocialPro #22B @portentint
THIS TRIGGERED A BEHAVIOR boom. customer.
social content retarget ppc convert
#SocialPro #22B @portentint
THIS TRIGGERED A BEHAVIOR so this was important. measure it!!!
social content retarget ppc convert
#SocialPro #22B @portentint
SET UP GOALS TO TRACK MICRO CONVERSIONS
#SocialPro #22B @portentint
import this report: http://portent.co/pi-behavior
THESE ARE MICRO CONVERSIONS, TOO
import this report: http://portent.co/pi-behavior
#SocialPro #22B @portentint
average visitor converts 2.29%
#SocialPro #22B @portentint
25s+ are 3x more likely to convert
#SocialPro #22B @portentint
SEGMENTS
this is where it gets really cool
#SocialPro #22B @portentint
average visitor converts 5.68%
#SocialPro #22B @portentint
marketing nerds = 30% more likely
i’m the nerd of the rodent
family.
#SocialPro #22B @portentint
OTHER MICRO CONVERSIONS
e-mail signup
#SocialPro #22B @portentint
OTHER MICRO CONVERSIONS
re-shares
#SocialPro #22B @portentint
OTHER MICRO CONVERSIONS
comments
#SocialPro #22B @portentint
OTHER MICRO CONVERSIONS
scroll depth
#SocialPro #22B @portentint
IF YOU TAGGED
#SocialPro #22B @portentint
IF YOU DIDN’T TAG EVERYTHING
where’s my @#!@
screwdriver?!!!
#SocialPro #22B @portentint
GREAT, BUT what are these micro conversions worth??
#SocialPro #22B @portentint
IF YOU DON’T KNOW CUSTOMER VALUE
shame on you
#SocialPro #22B @portentint
TECHNIQUE #1 fudge the numbers
SERIOUSLY?
#SocialPro #22B @portentint
every time i send an email, i get a 10% conversion
rate
#SocialPro #22B @portentint
average sale is $25
#SocialPro #22B @portentint
an e-mail sign-up is worth $2.50
#SocialPro #22B @portentint
average visitor is worth $2
#SocialPro #22B @portentint
3x more likely = $6
#SocialPro #22B @portentint
A FAKE CLOSED LOOP
BEHAVIOR
SOCIAL MEDIA
FUNNEL SITE GOAL
#SocialPro #22B @portentint 72
I MAJORED IN HISTORY
#SocialPro #22B @portentint
BUT I’M PRETTY SURE $6 > $2
correct me if i’m wrong
#SocialPro #22B @portentint
TECHNIQUE #2 close the loop
#SocialPro #22B @portentint
#SocialPro #22B @portentint
A TRUE CLOSED LOOP
COOKIE SENT TO…
COOKIE PASSED BACK TO…
FUNNEL SOCIAL MEDIA GOAL
#SocialPro #22B @portentint
• at the individual level
MATCH UP WITH A CRM ID
#SocialPro #22B @portentint
• at the individual level
portent.co/gahub
#SocialPro #22B @portentint
#SocialPro #22B @portentint
THE INEVITABLE QUESTION correlation vs. causation
#SocialPro #22B @portentint
OK, FAIR ENOUGH
it’s one heck of a hint, though
#SocialPro #22B @portentint
IF OUR SOCIAL CAMPAIGN ATTRACTS VISITS THAT ARE
3X MORE LIKELY TO CONVERT it’s got value. a lot of value.
we should do more of it
#SocialPro #22B @portentint
HOLD-OUT TESTING the test no one wants you to do
#SocialPro #22B @portentint
TURN OFF THE SOURCE see what happens
#SocialPro #22B @portentint
THE MAGIC, RAINBOW-FILLED FINISH
#SocialPro #22B @portentint
THE MAGIC, RAINBOW-FILLED FINISH
POOT
#SocialPro #22B @portentint
THIS CAN BE REALLY FRUSTRATING
#SocialPro #22B @portentint
TAG EVERYTHING
#SocialPro #22B @portentint
KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS
SO YOU CAN DO THESE LATER
#SocialPro #22B @portentint
GET EXCITED ABOUT IMPROVEMENT
#SocialPro #22B @portentint
GET EXCITED ABOUT PROVING VALUE
#SocialPro #22B @portentint
i am pumped
#SocialPro #22B @portentint
THANK YOU!
SEE YOU AT THE NEXT MARKETING LAND EVENT!