find the true value of your customers by tracking the untrackable - emetrics sf 2014
DESCRIPTION
I went with presentation style of big picture/less words and talked over it. To give you some context here is the main idea of the presentation: There is still too much guessing that goes into online marketing and I'm tired of averaging lead values. I want to know exactly what the value is that I bring a client. Once we do that we can find the right customers that will bring you the most value of their customer lifetime. In the past there was a separation between online and offline, but not anymore. The new GA is built to take information from other systems.TRANSCRIPT
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Nico Miceli SEER Interactive SEO & Technical Analytics
Tracking the Untrackable With Google Analytics
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I am Nico Google Developer
Expert Google Analytics
Analytics Associate
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© 2014 SEER Interactive | All Rights Reserved
I work at SEER Interactive
@NicoMiceli @SEERInteractive
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Image source: http://www.fromahighhorse.com/wp-content/uploads/2012/11/psa.jpg
This is a mostly code free presentation
@NicoMiceli
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Who Are You?
@NicoMiceli @NicoMiceli
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I am going to help you find your big customers
@NicoMiceli @NicoMiceli
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© 2014 SEER Interactive | All Rights Reserved
The Layout
The Idea
The Technology
The Usages
@NicoMiceli
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Get The Full View
@NicoMiceli
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© 2014 SEER Interactive | All Rights Reserved
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Harper Reed @Harper • CTO of Obama For
America • CTO of Threadless Check him out: HarperReed.com
@NicoMiceli
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© 2014 SEER Interactive | All Rights Reserved
Story time
• Lets go over a story about how someone thought differently
@NicoMiceli
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© 2014 SEER Interactive | All Rights Reserved
The problem
@NicoMiceli
(One of) The Problem(s):
Lots of Siloed Information
Lots of Information!
Needed to paint the big picture
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© 2014 SEER Interactive | All Rights Reserved
Narwhal
@NicoMiceli
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© 2014 SEER Interactive | All Rights Reserved
Collect & Process Info
@NicoMiceli
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© 2014 SEER Interactive | All Rights Reserved
Find the Right People
Generate Money
Generate Volunteers
Generate Votes
@NicoMiceli
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© 2014 SEER Interactive | All Rights Reserved
Moral of the story is…
They needed to know which customers citizens will
spend donate the most money/time
@NicoMiceli
We know data is important
More data connections = better picture.
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© 2014 SEER Interactive | All Rights Reserved
• “Customer centricity means that you’re going to be friendly, provide good service and develop new products and services for the special focal customers — the ones who provide a lot of value for you — but not necessarily for the other ones. You need to pick and choose. Some customers deserve the special treatment…”
Peter Fader | @faderp Professor of Marketing Wharton School, University of Pennsylvania Co-Director of Wharton Customer Analytics Initiative
The Customer Centric Approach
whr.tn/1iht55O
@NicoMiceli
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© 2014 SEER Interactive | All Rights Reserved
GA & Customer Centricity
“Google Analytics is becoming user or customer centric rather than visit centric.”
Justin Cutroni
Analytics Evangelist, Google Inc.
@NicoMiceli
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We don’t need Narwhal!
@NicoMiceli
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The Technology
@NicoMiceli
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We Look at Traffic
@NicoMiceli
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We Look at Referrals
@NicoMiceli
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http://www.flickr.com/photos/johninmahwah/5981146066/sizes/l/
We Look at Conversions
@NicoMiceli
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Collect the Untrackable
@NicoMiceli
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@NicoMiceli
Universal Analytics
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Universal Analytics is Different @NicoMiceli
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Measurement Protocol Explain it
www.google-analytics.com/collect?v=1 &tid=UA-XXXX-Y &cid=123 &t=pageview &dp=/subpage
Measurement Protocol
@NicoMiceli Send Data via HTTP requests
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http://imgur.com/bYSDbTf
Send Anything to GA? @NicoMiceli
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http://www.forbes.com/sites/kenrapoza/2012/11/16/black-friday-could-be-a-dud-poll-suggests/
What about offline?
@NicoMiceli
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Offline ?
@NicoMiceli
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• Busy city streets
Think outside the box
@NicoMiceli
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Total Cost: $60
@NicoMiceli
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The Google Sleep Tracker
@NicoMiceli
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Take it to the Next level
@NicoMiceli Source: thechive.com
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Seer has evernts and I want to do soemthing interseting track booze image
SEER Does Events
@NicoMiceli
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Let’s Use This
@NicoMiceli
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Keg Tracker Keg Tracker
@NicoMiceli
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“We used a raspberry pi to track trips to the keg at #searchchurch in Google analytics pic.twitter.com/tr9XLMSRRD by @NicoMiceli” - @wilreynolds
seer.is/physicalanalytics seer.is/physicalanalytics @NicoMiceli
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@NicoMiceli
Analyze Activity at your Booth
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http://rowarch.com/portfolio/
Analyze Interactions
@NicoMiceli
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http://www.rohitbhargava.com/2013/01/10-brilliant-marketing-lessons-from-the-best-of-ces-2013.html @NicoMiceli
Analyze App & Games Interactions
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© 2014 SEER Interactive | All Rights Reserved
In Real time
• [Real time slide image]
@NicoMiceli
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We don’t need Narwhal!
@NicoMiceli
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The Use Cases
@NicoMiceli
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© 2014 SEER Interactive | All Rights Reserved
Back to the customer
Yes No
User ID No personally identifiable
information
Client ID
www.google-analytics.com/collect? v=1
&tid=UA-XXXX-Y &cid=123
&t=pageview &dp=/subpage
Meet Aaron!
Does Aaron Login?
@NicoMiceli
@bigalittlea
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© 2014 SEER Interactive | All Rights Reserved
Back to the Customer
• Cookies • Encoded barcodes • Vanity URLs • URL campaign parameters • Exclusive pages • Logins • Coupons
Make the connection
@NicoMiceli
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Conferences What is the ROI?
@NicoMiceli
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© 2014 SEER Interactive | All Rights Reserved
Conference
Go to Site Buy Ticket Show up at conference
Go to presentations Go to Lunch Go to Expo
Talk to vendors
Fill out feedback
review
Get Discount Code for next
year
Client ID Example
@NicoMiceli
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© 2014 SEER Interactive | All Rights Reserved
Go to Site Buy Ticket Show up at conference
Go to presentations Go to Lunch Go to Expo
Talk to vendors
Fill out feedback
review
Buy Ticket for Next
Conference
Conference
Cookie Aaron
Goal 1 Goal 2
Goal 4 Goal 3
Goal 5
Send client id to DB Pick up ticket
Client ID Example
@NicoMiceli
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© 2014 SEER Interactive | All Rights Reserved
Go to Site Buy Ticket Show up at conference
Go to presentations Go to Lunch Go to Expo
Talk to vendors
Fill out feedback
review
Buy Ticket for Next
Conference
Conference
Goal 1 Goal 2
Goal 4 Goal 3
Goal 5
Send client id to DB Pick up ticket
Conference Example
@NicoMiceli
![Page 51: Find the true value of your customers by tracking the untrackable - eMetrics SF 2014](https://reader034.vdocuments.us/reader034/viewer/2022051612/54c656234a7959b1098b46af/html5/thumbnails/51.jpg)
© 2014 SEER Interactive | All Rights Reserved
SoftCorp Inc.
Meet at Conference
Get Free Demo
Talk to Sales Rep
2nd meeting
Test Software Buys!
Signs $1MM contract
Client ID example
@NicoMiceli
Goal 1 Report on average close rate
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© 2014 SEER Interactive | All Rights Reserved
SoftCorp Inc.
Meet at Conference
Get Free Demo
Talk to Sales Rep
Set up meeting
Test Software Buys!
Goal 2
Goal 4 + Final Value Goal 3
Lead Qualified Lead
90% Closed Signs $1MM contract
@NicoMiceli
Goal 1 Report on average close rate
Client ID example
![Page 53: Find the true value of your customers by tracking the untrackable - eMetrics SF 2014](https://reader034.vdocuments.us/reader034/viewer/2022051612/54c656234a7959b1098b46af/html5/thumbnails/53.jpg)
© 2014 SEER Interactive | All Rights Reserved
@NicoMiceli
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© 2014 SEER Interactive | All Rights Reserved
User ID Example
Get Email Go to eComm.com
Log in to get coupon
Print Out Coupon
Go to the eComm Store
Spend coupon +
$100
@NicoMiceli
Client ID example
![Page 55: Find the true value of your customers by tracking the untrackable - eMetrics SF 2014](https://reader034.vdocuments.us/reader034/viewer/2022051612/54c656234a7959b1098b46af/html5/thumbnails/55.jpg)
© 2014 SEER Interactive | All Rights Reserved
eComm.com Coupons
Get Email Go to eComm.com
Log in to get coupon
Print Out Coupon
Go to the eComm Store
Spend coupon +
$100
@NicoMiceli
UserID
Client ID example
UserID
![Page 56: Find the true value of your customers by tracking the untrackable - eMetrics SF 2014](https://reader034.vdocuments.us/reader034/viewer/2022051612/54c656234a7959b1098b46af/html5/thumbnails/56.jpg)
@NicoMiceli
eComm Measurement Protocol
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We don’t need Narwhal!
@NicoMiceli
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© 2014 SEER Interactive | All Rights Reserved
User ID Example
@NicoMiceli
We can analyze our data Source http://www.fxx.com/sunny
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© 2014 SEER Interactive | All Rights Reserved
We have Google Analytics
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© 2014 SEER Interactive | All Rights Reserved
All the Code for Keg Tracker import time import urllib2 import RPi.GPIO as io
io.setmode(io.BCM) pir_pin = 18 io.setup(pir_pin, io.IN
def hitGA(): urllib2.urlopen("http://www.google-analytics.com/collect?v=1&tid=UA-XXXXXX-Y&cid=1111&t=event&ec=Movement&ea=livingRoom&el=desk").close
while True: if io.input(pir_pin):
hitGA()
It’s cool if you don’t get this
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Know what is Possible • Know that it is now a
lot easier
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I Challenge You!
Rethink the interactions you have with your customers
@NicoMiceli Image credit: timmacpherson.com
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© 2014 SEER Interactive | All Rights Reserved
Don’t take my word on it
Justin’s example: Universal lets you look at lift ticket sales, food, & even popular slopes on a customer level
Read his post: seer.is/Hy99Lk
@NicoMiceli
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Thank You!
Google.com/+NicoMiceli
@nicomiceli
Check us out:
SEERInteractive.com
Thank You! Links & Dev Resources after the presentation here!