Sayf Rants About the 3,280 Foot View | #SeerCCQ
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Transcript of Sayf Rants About the 3,280 Foot View | #SeerCCQ
"Just because we can't measure something doesn't mean it isn't important, or that we should always privilege the quantifiable (pleasure) over the intangible (meaning). Real life is complex stuff." ~ Jonah Lehrer
"Don’t track your wife’s contractions, and then disagree with her assessment of labor progression by pointing at a chart you just made." ~ Sayf Sharif
"Just because we can't measure something doesn't mean it isn't important.” ~ Jonah Lehrer
“Just because we CAN measure something doesn’t mean we should.”~ Sayf Sharif
©2016 Seer Interactive • p6
Uncovering Security Issues
Director of Analytics @ Seer
@sayfsharif
Who is this guy?
©2016 Seer Interactive • p7
Uncovering Security Issues
Director of Analytics @ Seer
@sayfsharif
Who is this guy?
Analytics Lead @ LunaMetrics
Founder @ Own Firm
User Experience
Archaeologist
©2016 Seer Interactive • p14
Anthropology
● Sociocultural Anthropology
● Cultural Anthropology● Social Anthropology● Physical Anthropology● Linguistic Anthropology● Archaeology
©2016 Seer Interactive • p17
Digital Anthropology
Study of things like why humans love Pokemon Go so much.
©2016 Seer Interactive • p18
Digital Archaeology
Study of the digital shit humans leave behind when they play Pokemon Go
©2016 Seer Interactive • p27
“An Assault on the Senses”~Peter Hartlaub, Pop Culture Critic, San Francisco Chronicle
©2016 Seer Interactive • p29
A Horror Story
Challenges:
● Massive amounts of direct and dark traffic
● Absence of online lead conversion tracking
● Three stage offline conversion
○ Phone conversion
○ Physical possession
○ Transaction value determination
©2016 Seer Interactive • p41
“I have plenty of good attribution though Sayf, I can look into my reports and see conversions!”
©2016 Seer Interactive • p53
“Sayf. Please. I use Multi-Channel Funnels because I am a Super-Marketer.”
©2016 Seer Interactive • p59
DonateYourCar
Did you hear our most recent jingle? Word is that people HATE it because they can’t get it out of their heads. What did you think?
©2016 Seer Interactive • p60
DonateYourCar
Did you hear our most recent jingle? Word is that people HATE it because they can’t get it out of their heads. What did you think?
©2016 Seer Interactive • p62
Where’s it gonna break?
Mobile Non-Branded SearchConversion: Click to Social Page
Social Visit from Mobile AppConversion: Sign up for Newsletter
Email Marketing VisitConversion: Car Donation
©2016 Seer Interactive • p63
Everywhere…
Mobile Non-Branded SearchConversion: Click to Social Page
Social Visit from Mobile AppConversion: Sign up for Newsletter
Email Marketing VisitConversion: Car Donation
©2016 Seer Interactive • p64
Everywhere…
Mobile Non-Branded SearchConversion: Click to Social Page
Social Visit from Mobile AppConversion: Sign up for Newsletter
Email Marketing VisitConversion: Car Donation
Dire
ct!
©2016 Seer Interactive • p65
Everywhere...
Mobile Non-Branded SearchConversion: Click to Social Page
Social Visit from Mobile AppConversion: Sign up for Newsletter
Email Marketing VisitConversion: Car Donation
Dire
ct!
Dire
ct!
©2016 Seer Interactive • p66
Everywhere...
Mobile Non-Branded SearchConversion: Click to Social Page
Social Visit from Mobile AppConversion: Sign up for Newsletter
Email Marketing VisitConversion: Car Donation
Dire
ct!
Dire
ct!
Dire
ct!
©2016 Seer Interactive • p70
3 Different Users
Mobile Non-Branded SearchConversion: Click to Social Page
Social Visit from Mobile AppConversion: Sign up for Newsletter
Email Marketing VisitConversion: Car Donation
Dire
ct!
Dire
ct!
Dire
ct!
©2016 Seer Interactive • p75
Some Solutions
1. Use Campaign Tags2. Create New Filters3. Create New Views4. Create User Cohorts5. Track Everything
©2016 Seer Interactive • p79
Campaign Tags?
Google: URL Builder
Campaign Source (utm_source)Example: utm_source=google
Campaign Medium (utm_medium)Example: utm_medium=cpc
Campaign Term (utm_term)Example: utm_term=running+shoes
Campaign Content (utm_content)Example: utm_content=logolink
Campaign Name (utm_campaign)Example: utm_campaign=spring_sale
©2016 Seer Interactive • p80
Campaign Tags?
yourdomain.com/?utm_source=jingle&utm_medium=radio&utm_campaign=radiojingles
©2016 Seer Interactive • p81
yourdomain.com/?utm_source=billboard&utm_medium=outdoor&utm_campaign=donateyourcar
Donate Your Car!
Help Kids!
Visit our Site!
©2016 Seer Interactive • p85
Visit customurl.com today
And donate your car to help
Kids! That’s CustomUrl.com!
customurl.comyourdomain.com/?utm_source=jingle&utm_medium=radio&utm_campaign=radiojingles
©2016 Seer Interactive • p86
vanityurl.comyourdomain.com/?utm_source=billboard&utm_medium=outdoor&utm_campaign=donateyourcar
Donate Your Car!
Help Kids!
vanityurl.com
customurl.comyourdomain.com/?utm_source=jingle&utm_medium=radio&utm_campaign=radiojingles
Visit customurl.com today
And donate your car to help
Kids! That’s CustomUrl.com!
©2016 Seer Interactive • p98
What’s a View?
Filtered View of Your Data● Exclude Internal IPs● Just from a subdomain● Only from Canada● Just Organic Traffic.
©2016 Seer Interactive • p109
What’s a Cohort?
Groups defined by shared:● Experiences● Events
More Effective than treating people individually.
©2016 Seer Interactive • p110
Why Use Cohorts?Use Them to● Identify Segments● Target Segments● Analyze Segments
©2016 Seer Interactive • p116
Cohort
April 2016
May2016
June2016
April 2016 May 2016 June 2016
$$
$$
$$
©2016 Seer Interactive • p117
Cohort
April 2016
May2016
June2016
1st Month 2nd Month 3rd Month
$$
$$
$$
©2016 Seer Interactive • p127
User clicks an Ad User ConvertsOffline
User visits a site User visits a site(on another device)