mike pantoliano | searchlove san diego, 'it's customer lifetime value not cookie lifetime...
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@MikeCP
It’s Customer Lifetime ValueNot Cookie Lifetime Value
Measuring cross-device, cross-browser, and cross-cookie-clearings to get a better
understanding of your CLV
@MikeCP
Hai
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My Spot
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My Goals
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@MikeCP
The Cookie Clearing and Device Switching Epidemic
@MikeCP
Three in 10 users delete their cookies every month.
http://bit.ly/1slSiit
@MikeCP
Cookie deleters do so on average four times per month.
http://bit.ly/1slSiit
@MikeCP
More than 60% of online adults use at least two devices every day and nearly 25% use three devices.
http://bit.ly/1tL5M9k
@MikeCP
(no data)…But shared household browsers
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@MikeCP
LIAR!!!1!
1
@MikeCP
This is disgusting
@MikeCP
In Other Words
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Gear Change
@MikeCP
Customer Lifetime Value
“A prediction of the net profit attributed to the entire future relationship with a customer.”
@MikeCP
How much can we spend to acquire new customers?
How much can we spend to retain customers?
@MikeCP
Source: bit.ly/1mBRpwu
@MikeCP
DIY?
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CLV: Your CFO Should Know
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Gear Change
@MikeCP
Shift in Google Analytics to User-Focus
Justin Cutroni
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Spoiler Alert
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Utilizing the User-ID GA Views
@MikeCP
Tie Sessions Together
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Encouraging Login
SAAS
@MikeCPeComm
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Complete archive when you create an account
Lead Gen
Publishing
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@MikeCP
Social Sign On
http://bit.ly/1nEPEzc
86% of respondents reported being bothered by the need to create new accounts at websites and said they would actually change their behavior
54% might leave the site and not return26% would go to a different site if possible6% would just simply leave or avoid the site14% would not complete the registration
http://bit.ly/1quGH0e
@MikeCP
@MikeCP
@MikeCP
As they say,BOOM
@MikeCP
“It’s not that hard”~ My developer friend
Facebook API Docshttp://bit.ly/1CQ80XV
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Gear Change
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User ID Overwrite
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Custom Dimensions
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@MikeCP
How-to
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How-to
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“In most cases, it’s also not that hard”~ My developer friend
@MikeCP
How-to
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How-to
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How-to with GTM
Or
@MikeCP
How-to WITH GTM
@MikeCP
Bringing it all together
@MikeCP
@MikeCP
A word about dimensions vs. metrics
@MikeCP
@MikeCP
A bit of a bummer, but we have some options
@MikeCP
Bucketing/Scoring
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Some creative rounding
@MikeCP
Really funky Regex
@MikeCP
@MikeCP
eComm ReportsGoal ReportsReferral ReportsGeo ReportsLanding Page Reports
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Poor Man’s Version
@MikeCP
It could get really advanced
@MikeCP
Credit Where it’s Due
http://bit.ly/1wgvi4F
@EdBrocklebank
@MikeCP
Wrapping Up
@MikeCP
Thanks!