Data Rage: Attribution, Analytics and Why Social Analytics Drives Me Insane By Ian lurie
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The document is a transcript of a presentation about attribution and analytics in social media marketing. The key points are: 1) It is important to tag all online activities like social media posts, ads, and website content with utm parameters so interactions can be properly attributed across channels. 2) Micro-conversions like shares, comments, and email signups should be tracked as goals to understand their impact. 3) Attribution models and closed-loop analysis are recommended to better understand how different channels contribute to outcomes like conversions or sales.
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Data Rage: Attribution, Analytics and Why Social Analytics Drives Me Insane By Ian lurie
- 1. #SocialPro #22B @portentint SocialPro Conference – June 21, 2016 Data Rage Attribution, Analytics and Why Social Analytics Drive Me Insane
- 2. #SocialPro #22B @portentint Ian Lurie – CEO – Portent WHO IS THIS GUY?!!!
- 3. #SocialPro #22B @portentint3 I MAJORED IN HISTORY
- 4. #SocialPro #22B @portentint ANALYTICS DO NOT INSPIRE ME ANALYTICS? YAWN.
- 5. #SocialPro #22B @portentint CAPYBARA INSPIRE ME
- 6. #SocialPro #22B @portentint IMPROVEMENT INSPIRES ME
- 7. #SocialPro #22B @portentint PROVING VALUE INSPIRES ME
- 8. #SocialPro #22B @portentint DO THESE TAG EVERYTHING
- 9. #SocialPro #22B @portentint KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS SO YOU CAN DO THESE LATER
- 10. #SocialPro #22B @portentint TAG EVERYTHING
- 11. #SocialPro #22B @portentint UNLESS YOU HAVE A TIME MACHINE
- 12. #SocialPro #22B @portentint YOU HAVE TO PLAN AHEAD
- 14. #SocialPro #22B @portentint THE HIERARCHY channel medium source campaign keyword content
- 15. #SocialPro #22B @portentint CHANNEL set automatically based on source and medium
- 16. #SocialPro #22B @portentint UTM_MEDIUM social referral cpc organic someone clicks on a social post
- 19. #SocialPro #22B @portentint UTM_MEDIUM social referral cpc organic a whole other conference
- 20. #SocialPro #22B @portentint KEEP MEDIUM CONSISTENT so everything rolls up correctly
- 25. #SocialPro #22B @portentint UTM_SOURCE facebook Facebook
- 26. #SocialPro #22B @portentint CAMPAIGN, KEYWORD, CONTENT do the custom stuff here utm_campaign utm_term utm_content
- 27. #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
- 28. #SocialPro #22B @portentint http://portent.co/social-detail add the report to your Google Analytics account
- 31. #SocialPro #22B @portentint TEST WITH REAL-TIME REPORT
- 32. #SocialPro #22B @portentint TEST WITH REAL-TIME REPORT
- 33. #SocialPro #22B @portentint Good. You are now TAGGING EVERYTHING
- 34. #SocialPro #22B @portentint KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS Time to
- 35. #SocialPro #22B @portentint LAST-CLICK SOCIAL CONVERSIONS
- 36. #SocialPro #22B @portentint social content retarget ppc convert
- 37. #SocialPro #22B @portentint triple the ppc budget!!!
- 39. #SocialPro #22B @portentint MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS
- 40. #SocialPro #22B @portentint MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS
- 41. #SocialPro #22B @portentint MULTI-CHANNEL FUNNELS > ASSISTED CONVERSIONS
- 42. #SocialPro #22B @portentint TEST YOUR MODELS
- 43. #SocialPro #22B @portentint TEST YOUR MODELS
- 44. #SocialPro #22B @portentint ATTRIBUTION MODELS know them and use them http://portent.co/gattmodels
- 45. #SocialPro #22B @portentint ONLY WORKS IF YOU TAGGED EVERYTHING
- 46. #SocialPro #22B @portentint KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS
- 47. #SocialPro #22B @portentint THIS TRIGGERED A BEHAVIOR i moved down the funnel social content retarget ppc convert
- 48. #SocialPro #22B @portentint THIS TRIGGERED A BEHAVIOR boom. customer. social content retarget ppc convert
- 49. #SocialPro #22B @portentint THIS TRIGGERED A BEHAVIOR so this was important. measure it!!! social content retarget ppc convert
- 50. #SocialPro #22B @portentint SET UP GOALS TO TRACK MICRO CONVERSIONS
- 51. #SocialPro #22B @portentint import this report: http://portent.co/pi-behavior THESE ARE MICRO CONVERSIONS, TOO import this report: http://portent.co/pi-behavior
- 52. #SocialPro #22B @portentint average visitor converts 2.29%
- 53. #SocialPro #22B @portentint 25s+ are 3x more likely to convert
- 54. #SocialPro #22B @portentint SEGMENTS this is where it gets really cool
- 55. #SocialPro #22B @portentint average visitor converts 5.68%
- 56. #SocialPro #22B @portentint marketing nerds = 30% more likely i’m the nerd of the rodent family.
- 57. #SocialPro #22B @portentint OTHER MICRO CONVERSIONS e-mail signup
- 58. #SocialPro #22B @portentint OTHER MICRO CONVERSIONS re-shares
- 59. #SocialPro #22B @portentint OTHER MICRO CONVERSIONS comments
- 60. #SocialPro #22B @portentint OTHER MICRO CONVERSIONS scroll depth
- 61. #SocialPro #22B @portentint IF YOU TAGGED
- 62. #SocialPro #22B @portentint IF YOU DIDN’T TAG EVERYTHING where’s my @#!@ screwdriver ?!!!
- 63. #SocialPro #22B @portentint GREAT, BUT what are these micro conversions worth??
- 64. #SocialPro #22B @portentint IF YOU DON’T KNOW CUSTOMER VALUE shame on you
- 65. #SocialPro #22B @portentint TECHNIQUE #1 fudge the numbers SERIOUSLY?
- 66. #SocialPro #22B @portentint every time i send an email, i get a 10% conversion rate
- 67. #SocialPro #22B @portentint average sale is $25
- 68. #SocialPro #22B @portentint an e-mail sign-up is worth $2.50
- 69. #SocialPro #22B @portentint average visitor is worth $2
- 70. #SocialPro #22B @portentint 3x more likely = $6
- 71. #SocialPro #22B @portentint A FAKE CLOSED LOOP BEHAVIOR SOCIAL MEDIA FUNNELSITE GOAL
- 72. #SocialPro #22B @portentint72 I MAJORED IN HISTORY
- 73. #SocialPro #22B @portentint BUT I’M PRETTY SURE $6 > $2 correct me if i’m wrong
- 74. #SocialPro #22B @portentint TECHNIQUE #2 close the loop
- 76. #SocialPro #22B @portentint A TRUE CLOSED LOOP COOKIE SENT TO… COOKIE PASSED BACK TO… FUNNELSOCIAL MEDIA GOAL
- 77. #SocialPro #22B @portentint • at the individual level MATCH UP WITH A CRM ID
- 78. #SocialPro #22B @portentint • at the individual level portent.co/gahub
- 80. #SocialPro #22B @portentint THE INEVITABLE QUESTION correlation vs. causation
- 81. #SocialPro #22B @portentint OK, FAIR ENOUGH it’s one heck of a hint, though
- 82. #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
- 83. #SocialPro #22B @portentint HOLD-OUT TESTING the test no one wants you to do
- 84. #SocialPro #22B @portentint TURN OFF THE SOURCE see what happens
- 85. #SocialPro #22B @portentint THE MAGIC, RAINBOW-FILLED FINISH
- 86. #SocialPro #22B @portentint THE MAGIC, RAINBOW-FILLED FINISH POOT
- 87. #SocialPro #22B @portentint THIS CAN BE REALLY FRUSTRATING
- 88. #SocialPro #22B @portentint TAG EVERYTHING
- 89. #SocialPro #22B @portentint KNOW YOUR ATTRIBUTION MEASURE MICRO CONVERSIONS SO YOU CAN DO THESE LATER
- 90. #SocialPro #22B @portentint GET EXCITED ABOUT IMPROVEMENT
- 91. #SocialPro #22B @portentint GET EXCITED ABOUT PROVING VALUE
- 92. #SocialPro #22B @portentint i am pumped
- 93. #SocialPro #22B @portentint THANK YOU! SEE YOU AT THE NEXT MARKETING LAND EVENT!