sayf rants about the 3,280 foot view | #seerccq

Sayf Rants About:The 3,280 Foot View

"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 • p5

Who is this guy?


Uncovering Security Issues

Director of Analytics @ Seer

@sayfsharif

Who is this guy?



Director of Analytics @ Seer

@sayfsharif

Who is this guy?

Analytics Lead @ LunaMetrics

Founder @ Own Firm

User Experience

Archaeologist

Less like this…

More like this…

or this…

Not this…

Archaeologists are Anthropologists

So, What Are Anthropologists?


Anthropology

● Sociocultural Anthropology

● Cultural Anthropology● Social Anthropology● Physical Anthropology● Linguistic Anthropology● Archaeology


Anthropology

It’s people. It’s made of people.


Archaeology

Study of the shit humans leave behind.


Digital Anthropology

Study of things like why humans love Pokemon Go so much.


Digital Archaeology

Study of the digital shit humans leave behind when they play Pokemon Go

Digital Marketers are Anthropologists (with Ulterior Motives)


“I saw something about a 3,280 foot view? That seems really specific.”

The 3,280 Foot View


“Good presentations start with a story, Sayf. Tell us a story.”


A Horror Story


“An Assault on the Senses”~Peter Hartlaub, Pop Culture Critic, San Francisco Chronicle


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


“Can we tangent into Direct Traffic?”

Direct Traffic


“Wait. You mean 6,000 people didn’t bookmark my website?”

Direct Traffic

38.29 + 13.41 + 8.21 + 2.19 + 1.95 = 64.05% Dark

Direct Traffic = Dark Traffic

Dark Traffic = ¯\_(ツ)_/¯

¯\_(ツ)_/¯

Dark Social

Social AppsEmail

Instant MessengersSnapchatWhatsapp

Dark Search

Some AppsSome Browsers

Some Image SearchSecure SearchObfuscation

¯\_(ツ)_/¯


“I have plenty of good attribution though Sayf, I can look into my reports and see conversions!”

Last Click Attribution


$$

“Skeleton cycling jersey”

Last Click Attribution =


¯\_(ツ)_/¯

Non-Direct Last Click Attribution =


¯\_(ツ)_/¯¯\_(ツ)_/¯


¯\_(ツ)_/¯

Self Referral

¯\_(ツ)_/¯

On Site Tags

¯\_(ツ)_/¯ =


“Sayf. Please. I use Multi-Channel Funnels because I am a Super-Marketer.”

Multi-Channel Funnels

The Good...

The Bad...


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?


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


Everywhere…





Everywhere…




Dire

ct!


Everywhere...




Dire

ct!

Dire

ct!


Everywhere...




Dire

ct!

Dire

ct!

Dire

ct!

The Ugly...


3 Different Users




Dire

ct!

Dire

ct!

Dire

ct!


Max 90 Days Email Marketing VisitConversion: Car Donation

Dire

ct!

Let’s jump back to our ocean theme...


“Ok so… What am I supposed to do?”


Some Solutions

1. Use Campaign Tags2. Create New Filters3. Create New Views4. Create User Cohorts5. Track Everything

1: Use Campaign Tags

1: Tag All That Shit

or... T.A.T.S.


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


Campaign Tags?

yourdomain.com/?utm_source=jingle&utm_medium=radio&utm_campaign=radiojingles


yourdomain.com/?utm_source=billboard&utm_medium=outdoor&utm_campaign=donateyourcar

Donate Your Car!

Help Kids!

Visit our Site!


Donate Your Car!

Help Kids!

Scan this Code:


Donate Your Car!

Help Kids!

customurl.com


Donate Your Car!

Help Kids!

vanityurl.com


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


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!

2. Create New Filters

Source / Medium

Epipelagic / DarkMesopelagic / DarkBathypelagic / Dark

Source / Medium

Surface / DarkShallow / Dark

Deep / Dark

Surface / Dark

seerinteractive.com

Shallow / Dark

seerinteractive.com/team

Deep / Dark

seerinteractive.com/blog/analytics/sayfs-guide-to-deep-dark-traffic

Surface / Dark Shallow / Dark Deep / Dark

3: Create New Views


What’s a View?

Filtered View of Your Data● Exclude Internal IPs● Just from a subdomain● Only from Canada● Just Organic Traffic.


Why Use Views?● Access● Analysis● Customization● Sampling

Organic ViewUsers currently attributed as Organic

Organic ViewLast Non-Direct Referrer = Organic

Organic ViewLast Non-Direct Referrer = Organic =

Organic + Surface Organic + Shallow Organic + Deep


Organic

Organic + Shallow

✔

✔ ✔ ✔

✘ ✘

4. Create User Cohorts


What’s a Cohort?

Groups defined by shared:● Experiences● Events

More Effective than treating people individually.


Why Use Cohorts?Use Them to● Identify Segments● Target Segments● Analyze Segments

Time Based Cohort

What’s a Cohort?

Make Your Own Cohort


User

1

2

3

$$

$$

$$


$$

$$

$$

User

1

2

3


Cohort

April 2016

May2016

June2016

April 2016 May 2016 June 2016

$$

$$

$$


Cohort

April 2016

May2016

June2016

1st Month 2nd Month 3rd Month

$$

$$

$$

What’s a Cohort?

Month Month Month Month Month Month Month Month Month

Honorable Mentions

Cross Device Tracking

Closed Loop

Offline Conversions


User clicks an Ad User ConvertsOffline

User visits a site User visits a site(on another device)


“So… In Summary… ”

1. T.A.T.S.

2. Filters

3. Views

4. Cohorts

5. Track Everything



Sayf SharifDirector of Analytics @ Seer

@sayfsharif

Thanks!

sayf rants about the 3,280 foot view | #seerccq

Data & Analytics