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

nicom@SEERInteractive.com