tracking the untrackable with google analytics - ses chicago 2013
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![Page 1: Tracking the Untrackable with Google Analytics - SES Chicago 2013](https://reader034.vdocument.in/reader034/viewer/2022051210/54c66e1d4a795913618b45dd/html5/thumbnails/1.jpg)
Chicago • November 4–7, 2013 • #SESCHI @SESConf
Tracking the Untrackable With Google Analytics
Nico Miceli SEER Interactive
SEO & Technical Analytics
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
I am Nico I work at
SEER Interactive
I do SEO &
Technical
Analytics
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
I am not…
A developer or
electrical
Engineer
I’m marketer who likes to
puzzles
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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
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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.”
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Let’s solve that.
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
What is Untrackable?
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
We Look at Traffic
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
We look at referrals
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
We Look at Conversions
http://www.flickr.com/photos/johninmahwah/5981146066/sizes/l/
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Universal Analytics Universal Analytics
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Universal Analytics is Different
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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.
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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
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli http://imgur.com/bYSDbTf
Send Anything to GA?
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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?
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Offline ?
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Think outside the box
• Busy city streets
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Total Cost: $60
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Sleep Tracker
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Take it to the Next level
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Seer has evernts and I want to do
soemthing interseting
track booze image
SEER Does Events
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Keg Tracker
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Total Cost: $60
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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
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
http://rowarch.com/portfolio/
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
What else is there?
• Images of different sensors
fasttech.com
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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
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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
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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
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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
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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
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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
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
eComm Measurement Protocol
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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
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Challenge To Rethink
timmacpherson.com
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Challenge To Rethink
What are all the interactions you have with your customers?
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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
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
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Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@nicomiceli
Thank You!
Google.com/+NicoMiceli
@nicomiceli
Check us out:
SEERInteractive.com