user scoring and behavior driven personas sayf sharif
TRANSCRIPT
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#SMX #BehaviorDriven @SayfSharif
Digital Marketing Moneyball
User Scoring and Behavior Driven
Personas
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#SMX #BehaviorDriven @SayfSharif
Digital Marketing Moneyball
User Scoring and Behavior Driven
Personas
![Page 3: User Scoring and Behavior Driven Personas Sayf Sharif](https://reader031.vdocuments.us/reader031/viewer/2022030318/5a647d0e7f8b9a27568b4fdb/html5/thumbnails/3.jpg)
#SMX #BehaviorDriven @SayfSharif
Digital Marketing Moneyball
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#SMX #BehaviorDriven @SayfSharif
Determining Valuable Actions
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#SMX #BehaviorDriven @SayfSharif
Finding Your Most “Valuable” Players
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#SMX #BehaviorDriven @SayfSharif
MoreValuableUser
LessValuableUser
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#SMX #BehaviorDriven @SayfSharif
Wes Anderson Movies, Dazed and Confused, and Armageddon
Election, and The Piano Teacher
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#SMX #BehaviorDriven @SayfSharif
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#SMX #BehaviorDriven @SayfSharif
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#SMX #BehaviorDriven @SayfSharif
Actions Predict Value
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#SMX #BehaviorDriven @SayfSharif
JOHN Denver… not Bob Denver
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#SMX #BehaviorDriven @SayfSharif
Tags, Not Categories
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#SMX #BehaviorDriven @SayfSharif
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#SMX #BehaviorDriven @SayfSharif
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#SMX #BehaviorDriven @SayfSharif
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#SMX #BehaviorDriven @SayfSharif
CaregiverRugged
Interested in:AnalyticsVisualization
Demonstrates:UrgencyDo It Yourself Nature
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#SMX #BehaviorDriven @SayfSharif
Don’t Limit Your Personas To One Slide
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#SMX #BehaviorDriven @SayfSharif
Target Didn’t Have a Pregnant Teen Persona
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#SMX #BehaviorDriven @SayfSharif
Personas fail because Algorithms are better than Humans.
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#SMX #BehaviorDriven @SayfSharif
Residential vs Commercial
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#SMX #BehaviorDriven @SayfSharif
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#SMX #BehaviorDriven @SayfSharif
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#SMX #BehaviorDriven @SayfSharif
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#SMX #BehaviorDriven @SayfSharif
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#SMX #BehaviorDriven @SayfSharif
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#SMX #BehaviorDriven @SayfSharif
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
✔
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#SMX #BehaviorDriven @SayfSharif
Negative Scoring
Find A ContractorBuild Your Deck - Hire a Contractor
X
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#SMX #BehaviorDriven @SayfSharif
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#SMX #BehaviorDriven @SayfSharif
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
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#SMX #BehaviorDriven @SayfSharif
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#SMX #BehaviorDriven @SayfSharif
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#SMX #BehaviorDriven @SayfSharif
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#SMX #BehaviorDriven @SayfSharif
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
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#SMX #BehaviorDriven @SayfSharifStep 2: Create Custom HTML Tag
https://seer.is/user-scoring-script
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#SMX #BehaviorDriven @SayfSharif
<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
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#SMX #BehaviorDriven @SayfSharifStep 3: Trigger the Custom HTML Tag
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#SMX #BehaviorDriven @SayfSharifStep 3: Trigger the Custom HTML Tag
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#SMX #BehaviorDriven @SayfSharifStep 4: Add Values to a Custom Dimension
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#SMX #BehaviorDriven @SayfSharifStep 5: Don’t forget to add the Dimension in GA
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#SMX #BehaviorDriven @SayfSharifStep 5: Don’t forget to add the Dimension in GA
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#SMX #BehaviorDriven @SayfSharifStep 5: Don’t forget to add the Dimension in GA
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#SMX #BehaviorDriven @SayfSharifStep 5: Add Values to a Custom Dimension
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#SMX #BehaviorDriven @SayfSharif
Step 6: Create Your GA Audience
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#SMX #BehaviorDriven @SayfSharifStep 6: Create Your GA Audience
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#SMX #BehaviorDriven @SayfSharifStep 6: Create Your GA Audience
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#SMX #BehaviorDriven @SayfSharif
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.
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#SMX #BehaviorDriven @SayfSharif
Step 7: Profit
Audiences Can Also Be Used For:
Conversion Rate Optimization
Personalization
Content Ideation
Channel Mix Analysis
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#SMX #BehaviorDriven @SayfSharif
Audiences based on User Actions =
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#SMX #BehaviorDriven @SayfSharif
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX