Data Analytics & Facebook Remarketing Utah Digital Marketing Collective event deck is from Wednesday 6/20/2018 at Lucid Headquarters in South Jordan, Utah. UDMC/SLCSEM is Utah's largest marketing and networking association. See more at: slcsem.org. Learn more: http://www.slcsem.org/ Learn more: http://www.slcsem.org/ PRESENTATION #1: Beyond Vlookups: The Marketing Data Analytics Stack by Sam Fonoimoana KEY TAKEAWAYS: -Which data to pass to which system to assure proper reporting -What is a database and why is it useful? -Which tools can you can use to build visualizations and reporting on top of your database PRESENTATION #2: Using Google Tag Manager for Advanced 'Behavioral Based' Remarketing on Facebook By Chris "Mercer" Mercer Takeaways: -Using "Behavior Maps" to generate the "right message" -Advanced targeting in Facebook to make sure you have the "right people" -Tracking "Engagement Behaviors" to trigger the "right time"

1. WELCOME

2. UTAH DIGITAL MARKETING COLLECTIVE
WE HAVE CHANGED OUR NAME
#SLCSEM
#UTAHDMC

3. #SLCSEM
#UTAHDMC

4. ✓ FIRST EVENT?
✓ RETURN ATTENDEE?
ROLL CALL
#SLCSEM
#UTAHDMC

5. WELCOME TO YOU ALL!
#SLCSEM
#UTAHDMC

6. BOARD
#SLCSEM
#UTAHDMC
QUESTIONS?

7. SLCSEM.ORG/SLACK
JOIN US ON SLACK!
#SLCSEM
#UTAHDMC

8. USE THE #UTAHDMC OR
#SLCSEM HASHTAG!
SHARE YOUR EXPERIENCE
#SLCSEM
#UTAHDMC

9. UPCOMING EVENTS
MARK YOUR CALENDAR!
#SLCSEM
#UTAHDMC

10. 4TH ANNUAL DIGITAL
MARKETING CONFERENCE
AUGUST 24TH, 2018
#SLCSEM
#UTAHDMC

11. $349 STANDARD TICKET
18 SPEAKERS - 2 TRACKS
http://www.slcsem.org/dmc-2018
#SLCSEM
#UTAHDMC

12. REGISTER TODAY!MEMBERS SAVE $50 PER TICKET
http://www.slcsem.org/dmc-2018
#SLCSEM
#UTAHDMC

13. MUST BE CHECKED IN
AND PRESENT TO WIN
GIVING AWAY AT THE END OF
THE EVENING
#SLCSEM
#UTAHDMC
2 FREE TICKETS

14. ANNUAL
CONFERENCE
SPONSORSHIP
OPPORTUNITIES
QUESTIONS?
See Kevin Phelps
#SLCSEM
#UTAHDMC

15. BENEFITS
MEMBERSHIP HAS MANY
ARE YOU A MEMBER OF
#SLCSEM
#UTAHDMC

16. NETWORK IS LUCID_GUEST
PASSWORD IS LUCIDGUESSED (LOWER CASE)
ENJOY FREE WIFI TONIGHT
#SLCSEM
#UTAHDMC
THANK YOU

17. UTAH DMC JOB BOARD
WELCOME DAVID MALMBORG
#SLCSEM
#UTAHDMC

18. PURPLE, ALPINE
Digital Marketing Specialist
‣ Acquire new customers through PPC campaigns
‣ 2+ years digital marketing exp + Bachelor’s degree
‣ https://purple.com/careers
‣ One of the fastest-growing brands in Utah
#SLCSEM
#UTAHDMC

19. ENERBANK USA, SLC
Marketing Channel Manager -
Search & Social
‣ Develop and execute digital marketing plan
‣ 5+ years in digital marketing, bachelors degree
‣ https://recruit.hirebridge.com/v3/Jobs/JobDetails.aspx?
cid=7798&jid=421624
‣ Medical & 401k w/ match
#SLCSEM
#UTAHDMC

20. PENNA POWERS, SLC
Digital Marketing Manager
‣ Planning, documenting, and day-to-day managing client
websites
‣ 3+ yrs as project manager
‣ http://www.pennapowers.com/careers/digital-project-
manager/
‣ Medical, dental, vision, 401k, life, profit sharing
#SLCSEM
#UTAHDMC

21. ISERVE, LEHI
Digital Marketing Manager
‣ Execute paid search, display, shopping campaigns for
ecommerce
‣ 2-7 yrs in paid search marketing + Bachelor’s degree
‣ https://www.indeed.com/job/digital-marketing-
manager-00cfd565d6f59b36
‣ Unrivaled compensation, unlimited paid time off, health and
dental insurance, life insurance, and 401(k)
#SLCSEM
#UTAHDMC

22. FILEVINE, PROVO
Search Marketing Specialist
‣ Manage PPC efforts on Google, Bing, Twitter, LinkedIn
‣ 3-5+ yrs in paid search
‣ https://www.filevine.com/company/jobs/
‣ Competitive compensation, free snacks/drinks, etc
#SLCSEM
#UTAHDMC

23. CLEARLINK, SLC
Multiple Positions
‣ Display Channel Lead (3-5 yrs exp)
‣ PLA Specialist
‣ SEO Strategist (2-4 yrs exp)
‣ Front End Lead (5+ yrs javascript exp)
‣ Clearlink.com/jobs
‣ Salary, full benefits, frequent learning opportunities
#SLCSEM
#UTAHDMC

24. UHIN, SLC
Marketing Specialist
#SLCSEM
#UTAHDMC
‣ Imaginative marketing content writer and strategist
‣ BA/BS degree in marketing, communications, graphic design or
equivalent experience
‣ https://uhin.org/about-us/careers/
‣ Competitive wages, medical, dental and life insurance, a 401(k)
retirement savings program and paid leave.

25. SLCSEM.ORG/SLC-SEM-JOB-BOARD
PUT YOUR JOB IN FRONT OF OUR AUDIENCE!
QUESTIONS? EMAIL AJ@SLCSEM.ORG
#SLCSEM
#UTAHDMC

26. READY FOR OUR
FIRST SPEAKER? #SLCSEM
#UTAHDMC

27. SAM FONOIMOANA
BEYOND LOOKUPS: THE
MARKETING DATA ANALYTICS
STACK
CHIEF ANALYTICS OFFICER
STOKE ANALYTICS
LAIE, HAWAII
TONIGHTS 1ST PRESENTER:
#SLCSEM
#UTAHDMC

28. Beyond Excel: The
Marketing Data Analytics
Stack

29. Marketers are a gritty bunch …

30. The Marketing Data Analytics Stack

31. Benefits
• Powerful reporting
• Lower CPA / Higher ROI
• Time savings
• Accuracy

32. Case 1: B2B Content Influence On Sales Pipeline & Revenue
Web Data
CRM Data

33. Case 1: B2B Content Influence On Sales Pipeline & Revenue

34. Case 2: E-Commerce Increase Repurchase Rates of 1x Buyers
Automation Data
Transaction Data

35. Case 2: E-Commerce Increase Repurchase Rates of 1x Buyers

36. Other cool things to do …
• Operational Reporting
• Media Mix Modelling
• Attribution
• Channel Optimizers
• Create Powerful Custom Audiences
• Behavioral Lead Scoring
• Forecasting
• Recommendation Engines

37. SAM FONOIMOANA
THANK YOU
CHIEF ANALYTICS OFFICER
STOKE ANALYTICS
LAIE, HAWAII #SLCSEM
#UTAHDMC

38. READY FOR OUR
SECOND SPEAKER? #SLCSEM
#UTAHDMC

39. CHRIS MERCER
USING GOOGLE TAG MANAGER FOR
ADVANCED ‘BEHAVIORAL BASED’
REMARKETING ON FACEBOOK
CO-FOUNDER
MEASUREMENTMARKETING.IO
AUSTIN, TEXAS
TONIGHTS 2ND PRESENTER:
#SLCSEM
#UTAHDMC

40. Using Google Tag
Manager for Advanced
'Behavioral Based'
Remarketing on
Facebook

41. Chris “Mercer” Mercer
Co-Founder, MeasurementMarketing.io
ConversionXL

42. Pillars of Measurement Marketing…
1. Planning
2. Building
3. Reporting
4. Forecasting
5. Optimizing

43. About You…
• Google Tag Manager?
• Facebook?

44. Your Goal…
• ONE THING

45. What We’re About To Cover:
• The Problem
• The Tools
• The Plan
• The Build
• The Report

46. The Problem…

51. Scenario A:
“Accidental Click”

52. Scenario A:
“Accidental Click”
“Show them the sales page again!”

53. Scenario A:
“Accidental Click”
Result:
Wrong Target. Wrong Time. Wrong Message.

54. Scenario B:
“Distracted Interest”

55. Scenario B:
“Distracted Interest”
“Show them the order form again!”

56. Scenario A:
“Distracted Interest”
Result:
Fuzzy Targeting. Fuzzy Timing. Fuzzy Messaging.

57. For Example…

58. 0

61. The Tools…

66. In Facebook

67. In Facebook

68. Facebook Pixel Basics

69. The “MUST”
<!-- Facebook Pixel Code -->
<script>
!function(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};
if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];
s.parentNode.insertBefore(t,s)}(window, document,'script',
'https://connect.facebook.net/en_US/fbevents.js');
fbq('init', ‘XXXXXXXXXXXXX');
fbq('track', 'PageView');
</script>
<noscript><img height="1" width="1" style="display:none"
src="https://www.facebook.com/tr?id= XXXXXXXXXXXXX&ev=PageView&noscript=1"
/></noscript>
<!-- End Facebook Pixel Code -->

70. The Events
<script>
fbq('track', 'Purchase', {
value: 9.99,
currency: 'USD',
});
</script>
<script>
fbq('track', 'Lead');
</script>
<script>
fbq('track', 'NeedANudge');
</script>
<script>
fbq('track', 'AddToCart');
</script>
<script>
fbq('track', 'EngagedPageView');
</script>
<script>
fbq('track', 'Search');
</script>

71. The Events
<script>
fbq('track', 'Purchase', {
value: 9.99,
currency: 'USD',
});
</script>
<script>
fbq('track', 'Lead');
</script>
<script>
fbq('track', 'NeedANudge');
</script>
<script>
fbq('track', 'AddToCart');
</script>
<script>
fbq('track', 'EngagedPageView');
</script>
<script>
fbq('track', 'Search');
</script>

72. The Events
<script>
fbq('track', 'Purchase', {
value: 9.99,
currency: 'USD',
});
</script>
<script>
fbq('track', 'Lead');
</script>
<script>
fbq('track', 'NeedANudge');
</script>
<script>
fbq('track', 'AddToCart');
</script>
<script>
fbq('track', 'EngagedPageView');
</script>
<script>
fbq('track', 'Search');
</script>

73. The Events
<script>
fbq('track', 'Purchase', {
value: 9.99,
currency: 'USD',
});
</script>
<script>
fbq('track', 'Lead');
</script>
<script>
fbq('track', 'NeedANudge');
</script>
<script>
fbq('track', 'AddToCart');
</script>
<script>
fbq('track', 'EngagedPageView');
</script>
<script>
fbq('track', 'Search');
</script>

74. The Events
<script>
fbq('track', 'Purchase', {
value: 9.99,
currency: 'USD',
});
</script>
<script>
fbq('track', 'Lead');
</script>
<script>
fbq('track', 'NeedANudge');
</script>
<script>
fbq('track', 'AddToCart');
</script>
<script>
fbq('track', 'EngagedPageView');
</script>
<script>
fbq('track', 'Search');
</script>

75. The Events
<script>
fbq('track', 'Purchase', {
value: 9.99,
currency: 'USD',
});
</script>
<script>
fbq('track', 'Lead');
</script>
<script>
fbq('track', 'NeedANudge');
</script>
<script>
fbq('track', 'AddToCart');
</script>
<script>
fbq('track', 'EngagedPageView');
</script>
<script>
fbq('track', 'Search');
</script>

76. The Plan…

77. Behavior
Blueprint

78. Instead of…

79. Start Thinking…

80. Becomes…

82. Behavior
Map

83. Before…

84. Before…

85. Before…

86. Before…

87. Before…

88. Before…

90. The Build…

91. Before…

92. After…

93. Customer Journey

94. Customer Journey

95. Customer Journey

97. The “PageView”
Tag

98. The “PageView”
Tag

99. The
“Event”
Tags

100. The
“Event”
Tags

101. Why GTM?

102. Why GTM?

103. Why GTM?

104. The Report…

105. Reporting

106. Facebook Analytics

107. Facebook Analytics

108. Facebook Analytics

109. Custom Audiences

110. What Was
Covered…

112. Customer Journey

115. Before…

116. The “MUST”
<!-- Facebook Pixel Code -->
<script>
!function(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};
if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];
s.parentNode.insertBefore(t,s)}(window, document,'script',
'https://connect.facebook.net/en_US/fbevents.js');
fbq('init', ‘XXXXXXXXXXXXX');
fbq('track', 'PageView');
</script>
<noscript><img height="1" width="1" style="display:none"
src="https://www.facebook.com/tr?id= XXXXXXXXXXXXX&ev=PageView&noscript=1"
/></noscript>
<!-- End Facebook Pixel Code -->

117. The Events
<script>
fbq('track', 'Purchase', {
value: 9.99,
currency: 'USD',
});
</script>
<script>
fbq('track', 'Lead');
</script>
<script>
fbq('track', 'NeedANudge');
</script>
<script>
fbq('track', 'AddToCart');
</script>
<script>
fbq('track', 'EngagedPageView');
</script>
<script>
fbq('track', 'Search');
</script>

119. Reporting

120. Next Steps: Build Your Blueprint
What Behaviors Will The
RIGHT PROSPECT Make?
How Can I Turn Those
Behaviors Into Triggers?

121. Which “events” should
Facebook know about?
What specific behaviors will
trigger those event pixels to
fire?
Next Step: Plan Your Pixels

122. Set up your engagement
triggers
Set up Facebook “event” tags
for those triggers
Next Step: Advanced Engagement

123. Run Traffic
Create Funnel Reports
Measure and Adjust
Next Step: Report. Forecast. Optimize.

124. • Want Slides and Tools?
Text SLCSEM to (512) 540-3068
• Want Free Training?
http://measure.tips/essentials
• Want Email?
mercer@measurementmarketing.io
• Want More?
MeasurementMarketing.io
THANK YOU!
Chris “Mercer” Mercer

125. Q&A #SLCSEM
#UTAHDMC

126. UPCOMING EVENTS
MARK YOUR CALENDAR!
#SLCSEM
#UTAHDMC

127. 4TH ANNUAL DIGITAL
MARKETING CONFERENCE
AUGUST 24TH, 2018
#SLCSEM
#UTAHDMC

128. $349 STANDARD TICKET
18 SPEAKERS - 2 TRACKS
http://www.slcsem.org/dmc-2018
#SLCSEM
#UTAHDMC

129. REGISTER TODAY!MEMBERS SAVE $50 PER TICKET
http://www.slcsem.org/dmc-2018
#SLCSEM
#UTAHDMC