tracking the untrackable with google analytics - ses chicago 2013
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Chicago • November 4–7, 2013 • #SESCHI @SESConf
Tracking the Untrackable With Google Analytics
Nico Miceli SEER Interactive
SEO & Technical Analytics
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
I am Nico I work at
SEER Interactive
I do SEO &
Technical
Analytics
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
I am not…
A developer or
electrical
Engineer
I’m marketer who likes to
puzzles
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli Image source: http://www.fromahighhorse.com/wp-content/uploads/2012/11/psa.jpg |http://mrsnespysworld.blogspot.com/2012/02/8-activities-for-when-you-cant-watch-tv.html
This is a mostly code free presentation
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
“Half the money I spend on advertising is wasted; the trouble
is I don't know which half.”
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Let’s solve that.
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
What is Untrackable?
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
We Look at Traffic
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
We look at referrals
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
We Look at Conversions
http://www.flickr.com/photos/johninmahwah/5981146066/sizes/l/
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Universal Analytics Universal Analytics
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Universal Analytics is Different
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
“Google Analytics is becoming user or customer centric rather than visit centric.”
Justin Cutroni Analytics Evangelist, Google Inc.
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Measurement Protocol Explain it
Measurement Protocol
www.google-analytics.com/collect?v=1
&tid=UA-XXXX-Y
&cid=123
&t=pageview
&dp=/subpage
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli http://imgur.com/bYSDbTf
Send Anything to GA?
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli http://www.forbes.com/sites/kenrapoza/2012/11/16/black-friday-could-be-a-dud-poll-suggests/
What about offline?
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Offline ?
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Think outside the box
• Busy city streets
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Total Cost: $60
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Sleep Tracker
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Take it to the Next level
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Seer has evernts and I want to do
soemthing interseting
track booze image
SEER Does Events
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Keg Tracker
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Total Cost: $60
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
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
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
http://rowarch.com/portfolio/
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
What else is there?
• Images of different sensors
fasttech.com
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Track Interactions with Apps & Games
http://www.rohitbhargava.com/2013/01/10-brilliant-marketing-lessons-from-the-best-of-ces-2013.html
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
• Tie in Traditional Marketing with Custom Variables & the Measurement Protocol
• User ID vs Client ID
Back to the Customer
www.google-analytics.com/collect?v=1
&tid=UA-XXXX-Y
&cid=123
&t=pageview
&dp=/subpage
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Sales at
conference Interaction with phone
Increase store
activity
Sign ups at home
Back to the Customer
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Sales at
Conference Interact
with Phone
Go to a Store
Sign up at home
Tie current & future sales directly to booth engagement
Back to the Customer
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Sign up at Conference
Interaction with Phone
Use vanity URL’s/promo codes with User ID to tie app engagement back to the booth
Back to the Customer
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Sign up at Conference
Interact with Phone
Increase Store
Activity
Sign up at home
Encode coupons with additional GA action to tie back to the booth
Back to the Customer
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
eComm Measurement Protocol
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Back to the Customer
Sign up at Conference
Interact with Phone
Go to a Store
Sign ups at home
Use vanity URLs/promo codes & custom variables to track KPI’s that
started from the booth
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Challenge To Rethink
timmacpherson.com
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Challenge To Rethink
What are all the interactions you have with your customers?
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
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
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Thank You!
Google.com/+NicoMiceli
@nicomiceli
Check us out:
SEERInteractive.com