Tracking the Untrackable with Google Analytics - SES Chicago 2013
1. Tracking the Untrackable
With Google Analytics
Nico Miceli
SEER Interactive
SEO & Technical Analytics
Chicago • November 4–7, 2013 • #SESCHI @SESConf
2. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
I am Nico
I work at
SEER Interactive
I do SEO &
Technical
Analytics
@nicomiceli
3. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
I am not…
A developer or
electrical
Engineer
I’m marketer
who likes to
puzzles
@nicomiceli
4. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
This is a mostly code free
presentation
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
@nicomiceli
5. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
“Half the money I spend on
advertising is wasted; the trouble
is I don't know which half.”
@nicomiceli
7. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Let’s solve that.
@nicomiceli
8. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
What is Untrackable?
@nicomiceli
9. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
We Look at Traffic
@nicomiceli
10. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
We look at referrals
@nicomiceli
11. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
We Look at Conversions
http://www.flickr.com/photos/johninmahwah/5981146066/sizes/l/
@nicomiceli
12. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Universal Analytics
Universal Analytics
@nicomiceli
13. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Universal Analytics is Different
@nicomiceli
14. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
“Google Analytics is
becoming user or
customer centric
rather than visit
centric.”
Justin Cutroni
Analytics Evangelist, Google Inc.
@nicomiceli
15. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
www.google-analytics.com/collect?v=1
&tid=UA-XXXX-Y
Measurement Protocol
&cid=123
&t=pageview
Explain it
&dp=/subpage
Measurement Protocol
@nicomiceli
16. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Send Anything to GA?
http://imgur.com/bYSDbTf
@nicomiceli
17. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
What about offline?
http://www.forbes.com/sites/kenrapoza/2012/11/16/black-friday-could-be-a-dud-poll-suggests/
@nicomiceli
19. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Think outside the box
• Busy city streets
@nicomiceli
20. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Total Cost: $60
@nicomiceli
21. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Sleep Tracker
@nicomiceli
22. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Take it to the Next level
@nicomiceli
23. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
SEER Does Events
Seer has evernts and I want to do
soemthing interseting
track booze image
@nicomiceli
24. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Keg Tracker
@nicomiceli
25. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Total Cost: $60
@nicomiceli
26. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
seer.is/physicalanalytics
We used a raspberry pi to track trips to the keg at #searchchurch
in Google analytics pic.twitter.com/tr9XLMSRRD by @NicoMiceli
- @wilreynolds
@nicomiceli
28. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
http://rowarch.com/portfolio/
@nicomiceli
29. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
What else is there?
• Images of different sensors
fasttech.com
@nicomiceli
30. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Track Interactions
with Apps & Games
http://www.rohitbhargava.com/2013/01/10-brilliant-marketing-lessons-from-the-best-of-ces2013.html
@nicomiceli
31. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Back to the Customer
• Tie in Traditional Marketing with Custom
Variables & the Measurement Protocol
• User ID vs Client ID
www.google-analytics.com/collect?v=1
&tid=UA-XXXX-Y
&cid=123
&t=pageview
&dp=/subpage
@nicomiceli
32. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Back to the Customer
Sales at
conference
Interaction
with phone
Increase
store
activity
Sign ups
at home
@nicomiceli
33. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Back to the Customer
Tie current & future
Interact
Sales at
sales directly to
Conference
with Phone
booth engagement
Go to a
Store
Sign up at
home
@nicomiceli
34. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Back to the Customer
Use vanity
URL’s/promo codes
with User ID to tie app
Sign up at
Conference
engagement back to
the booth
Interaction
with Phone
@nicomiceli
35. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Back to the Customer
Sign up at
Increase
Conference
Store
Activity
Interact
with Phone
Sign
Encode coupons withup at
home
additional GA action
to tie back to the
booth
@nicomiceli
36. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
eComm Measurement Protocol
@nicomiceli
37. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Back to the Customer
Sign up at
Conference
Use vanity
URLs/promo codes
& custom variables
to track KPI’sathat
Go to
started from the
Store
booth
Interact
with Phone
Sign ups
at home
@nicomiceli
38. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Challenge To Rethink
timmacpherson.com
@nicomiceli
39. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Challenge To Rethink
What are all the interactions
you have with your customers?
@nicomiceli
40. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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
@nicomiceli
