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vineri, 15 martie 2013
How we shift America off oil
Why Google Analytics Tagging Matters - Whiteboard Friday
Why Google Analytics Tagging Matters - Whiteboard Friday |
| Why Google Analytics Tagging Matters - Whiteboard Friday Posted: 14 Mar 2013 06:18 PM PDT Posted by RachaelGerson When Google Analytics doesn't know where a traffic source comes from, it assumes the traffic is direct and lumps it in with your direct visits. This happens frequenly with social shares, as many of us make the mistake of not tagging our links accordingly. In today's Whiteboard Friday, Rachael Gerson sheds some light on "dark social" and explains why tagging in Google Analytics improves the accuracy of your referrals. Take credit for the work that you're doing, and tag your links!
Video Transcription"Hi, everyone. I'm Rachael Gerson. I'm the head of analytics at SEER Interactive. We're a digital marketing agency in Philadelphia, although we are growing and spreading across the world. Although we're primarily known for our SEO, we actually have an amazing paid search team and a really talented analytics team. I want to share our story with you. The timing on this story is actually really convenient because it ties with what I wanted to talk to you about. My sister wrote a blog post last night. She has a new blog. No one ever goes to it. I think I may be the only person who knows it exists. She wrote the post. I read it this morning and went, "This is really good content. I'm going to share this." And I put it out on Twitter. She saw me share it, and she put it on Facebook and thought, "Okay. Let's see what happens." In the last 8 hours, she's gotten 74,000 page views to this one blog post. I'm looking at the real-time traffic right now, down here. There are 1,500 people on the site. This thing is blowing up. It's going viral. We can see it spreading through Twitter. We can see it spreading through Facebook. We can see it being referred by random sites, but we're also seeing a lot of traffic come in as direct. Since no one knows this blog exists, I highly doubt they're typing in the 40 plus characters of the URL to go directly to this page. They're not. It's being shared socially. This is the idea of dark social. It's not a new idea, but it's a fascinating idea, and that's what I wanted to talk to you about today, was this idea of dark social, that content spreads, if it's good content, socially, organically. Dark social sounds like a bad thing. It's not. It's actually really awesome and really fun to dig into. Let's say that someone read this post earlier, and they shared it on Twitter, Facebook, whatever. We kind of know where that came from for the most part. They may have texted it to a friend or copied a link and sent it in chat. In both cases, when the person clicks on the link and goes to the site, they come in as direct. Direct is Google Analytics' version of, "We have no idea what this is, so let's call it direct and throw it in that bucket." We know it's not direct. That's our dark, organic social. It's spreading organically in all different ways, and we're getting traffic because of it. It's pretty amazing. I wanted to talk to you about the analysis I'm doing on the dark social side because it's really fun stuff. Unfortunately, in talking to a lot of people, I found they're not there yet. Here's the problem. When we say direct it's our catchall bucket and we need to look at direct to get an idea of our dark social, organic social, whatever we want to call it, if things are not tagged properly, we can't dig into to what's [out] to this dark social side. Actually, we can't do anything. If things aren't tagged properly, you're not taking credit for the work that you're doing. For your paid search, for your social media, for email marketing, whatever it is, you have to tag your links. Otherwise, you're not getting credit for the work that you're doing. You know what really sucks, by the way? When you work really hard on a project and, at the last second, your boss takes credit for it. That was your project. You did all the work for it. Why is he taking your credit? It sucks! What we're talking about right now is the digital marketing version of that. It's the online version, where you're giving your credit away for the work that you're doing. Honestly, you need that credit to keep your budget, to keep your job, to get a promotion, to get any of these things. You need to prove your value. When we talk about tagging, it's using UTM parameters. Dark social, organic social, that's really sexy. It's fun. We can dig into that. UTM parameters are not sexy. They're not fun, but they're necessary. If you're not doing this, you're wasting your time and you're wasting your money. Now that sucks. How are you wasting your time? If you're not doing this, you're putting all kinds of time, hopefully, into analysis, if you're looking at what you're doing, but your analysis is based on data that's not accurate. You're putting your time into marketing efforts that may not actually be working as well as you think they are. You're putting your money into marketing efforts. You need to know that your stuff's actually working. Keep doing that. Make your well-informed decisions to help the business and drive it forward. Again, time is money. You need to make sure you get all this stuff right, so you can do all the other stuff. Let's talk about a few examples of where tagging actually matters. If we're looking at Twitter, if you don't tag your links, things will still come in. You'll see t.co showing up. In your real-time traffic, you'll see Twitter as social coming in, and you'll see some of that in your multi-channel funnels as well. If you tag your links, you're going to always know it's Twitter. You're going to know which campaign it was. You're going to know all the information you put into it. You're also going to be protected from the other side of it. That's when people use Twitter apps. For example, HootSuite doesn't come in as Twitter unless you've tagged it. People clicking on a link that you post on Twitter that's untagged in HootSuite are going to come in as HootSuite referral usually. If you posted on TweetDeck, they're coming in as direct. By the way, I'm still playing with all of this, and it all changes. I've played with stuff that's changed before. So if this is different by the time it comes out, I apologize. Just keep up with it all the time. That's our Twitter side. On Facebook, if we don't tag our links, they'll come in as Facebook referral. It's nice and easy. It's clean. We know what it is. The exception to that is if someone's trying to open a link in Facebook, they click on the link, it doesn't load fast enough, they're probably going to click Open in Safari if they really care about it. Once they open in Safari, that's a direct visit. We just lost the Facebook tracking in it. There're also a missing piece here, and that's if you do tag this stuff, you get an extra level to your analysis. You can say, "This is all the same campaign. It's the same effort, same content." You can tie it together across all these different platforms, and that helps. We get to email. If you're putting time and money into your email marketing, you want to take your credit for it. If you're not tagging your email, it's usually going to come in one of two ways: One as a referral from all the different mail things that can come in or as direct. At least with the mail, where is says mail.yahoo.whatever, we know it's mail. We can't track it down to what you did versus what someone sent. We have some analysis on it. If it's direct, you lose everything. So tag your email. Paid search. It's nice. AdWords actually makes it really easy for us to tag our paid search. We can connect Google Analytics and AdWords very easily, and they play really well together. It's awesome. The problem is when you don't tag your stuff. If you don't tag your paid search, either through AdWords or through your manual tracking parameters on other platforms as well, it comes in as organic. This actually happened to us at SEER. One of our SEO clients, we were watching their traffic, and organic traffic spiked. The account manager went, "Hey, guys, this is awesome." To which the client responded, "Oh, we forgot to tell you we launched paid search," and the account manager discovered they weren't tagging their paid search. This paid search manager accidentally just gave away their credit. We don't want to have that happen. Let's say you've actually tagged everything properly in your URLs. All this is done. These are just a few examples, but all of the other stuff is taken care of. Let's look at the tracking on the site itself. We see this happen pretty often with paid search landing pages, where we have to put this on our checklist that this is done immediately. We'll create brand new landing pages that are optimized for paid search for conversion. They're different from the rest of the site. They're a totally new template, which means that if the Google Analytics code is in a template already for the site, it may not be in here. If we don't have someone add it back in, what's going to happen is paid search will drive all this traffic to the site, they'll get to that page, go to page two. Page two has the Google Analytics code, but they don't know where it came from. This is going to show up as direct. Paid search just gave away their credit. We can't have that happen. You worked too hard for that credit. I've also seen it where people make little mistakes with the tracking on the site. Spotify did this a few months ago, and I sent them a message to help them out with it. They were tagging all of the links on their site with UTM parameters. When visitors would hit those different links, they'd reset the visit ,and it would be a new visit with each one. Spotify, all their marketers were giving away their credit through that. Let's say you've got all this other stuff right. Good job. That's awesome. There's still stuff that you can't control unfortunately. There are a lot of things that can cause traffic to come in as direct when it really isn't. I have a short list that people have been adding to at [bitly/direct-rome]. If you have others, keep adding them because I want to have a giant list of all the things we can tackle and fix, but the list just keeps growing. If you look at mobile traffic, for example, iOS 6, we can't tell if it's search or if it's direct. That's a problem. For me, if I'm doing an analysis and I really need that part, or I really need to know that part for sure, I may cut that out so it's not throwing off my data. There are different ways to deal with that, and that's a whole other topic. The point is control whatever you can. Where you control the spread of information, make sure you're doing your part. If you're sharing a link socially, tag your links. That way, if people want to share it or retweet it, the tracking is already in place there. If your posts on the site have social plugins, put the tracking in your social plugins too. It makes it easy if someone wants to hit the share on Facebook or to share on Twitter. It already has the tracking. It goes through, people get to the site, your tracking's in place, and you can breathe a sigh of relief. Now once you've done everything else up here, your tagging is right on your URLs, your tracking is right on the site, there's nothing you messed up by accident, you've controlled everything you can with these other issues, you kind of have to accept what's left. You know that there's stuff that you can't account for. There's direct in there that may have been shared through a text, through a chat, through any other thing. You don't know where it actually came from. First off, that gets a dark social. We can now start doing our awesome analysis, like dark social or other things, because we have confidence in our data. We can trust that we're making the right decisions for our business, and we can save our time and our money this way. If you have questions or thoughts, hit me up on Twitter or in the comments below, because I love talking about this stuff. Maybe another time, we'll talk about this organic social idea." Video transcription by Speechpad.com Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! |
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West Wing Week: "Stay With It!"
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Seth's Blog : Habit #7
Habit #7
The habit of being easily persuaded by mass media
The habit of doing it right instead of doing it over
The habit of responding to nastiness with nastiness
The habit of failing to trust people who care
The habit of wasting time in meetings
The habit of being on time
The habit of avoiding things that cause fear
The habit of reading ahead
The habit of doing more than promised
The habit of expanding personal knowledge and experience
The habit of skepticism
The habit of close talking
The habit of generosity...
There's a million habits out there, some good, some bad, all learned. Every habit (your market, your family, your organization has) was formed because people got rewarded for it, at least in the short run.
The thing is, every habit is changeable with effort.
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joi, 14 martie 2013
Mish's Global Economic Trend Analysis
Mish's Global Economic Trend Analysis |
- Oklahoma House Passes ObamaCare Nullification Bill; Legal Showdown Coming?
- One Man’s Fight Against Union Power
- Extremely Difficult to Keep Up With Economic Stupidity
- Merkel Coalition Doomed; Italy Exit Only a Matter of Time?
| Oklahoma House Passes ObamaCare Nullification Bill; Legal Showdown Coming? Posted: 14 Mar 2013 03:50 PM PDT The US Supreme Court ruled Obamacare is constitutional. Legislators in the state of Oklahoma have a different idea. The New American reports Oklahoma House of Representatives Passes ObamaCare Nullification Bill. By a vote of 72-20, the state House of Representatives passed House Bill 1021, a bill that if signed into law would stop the Patient Protection and Affordable Care Act (known as ObamaCare) at the borders of the sovereign state of Oklahoma.Two Questions The two questions at hand are whether the state Senate will go along, and then if Republican governor Mary Fallin will sign it. Should that happen we will have a legal showdown on our hands. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com |
| One Man’s Fight Against Union Power Posted: 14 Mar 2013 12:38 PM PDT This is a guest post about trials of Dave Bego, author of the book "The Devil at Our Doorstep," written by Ed Ring at UnionWatch, a non-partisan public policy watchdog group located in California. Entrepreneurs in the Silicon Valley should pay close attention to the experiences of Dave Bego, the Indiana businessman who started a company from scratch. By 2006, after years of unrelenting toil and sacrifice by Bego and his family, Executive Management Services, Inc. (EMS) had expanded into 38 states and had 5,000 employees. Bego now had something so valuable it became an attractive target for unionization. Bego's story, which he has written about in two books and has turned into a one-man information crusade, is not unique. But his decision to fight back is very unusual, and his account of how his company was targeted has gone largely unreported. The details of his fight reveal a frightening lack of legal protection for company owners and their workers from union intimidation, as well as a dated, shamelessly abused set of exemptions shielding over-zealous union organizers from legal sanctions. A UnionWatch article from December 2012, "The Special Privileges And Exemptions of Public Sector Unions," references several compilations of how unions escape many of the laws that govern the rest of us, but hearing about what actually happened to Dave Bego makes it far less academic. It is conventional to assume that if somebody is critical of a union's tactics, they must be anti-union. But even Dave Bego, who fought the SEIU for years, believes that unions have a legitimate role to play in a capitalist democracy. Bego, in an ad placed in the Indianapolis Star, offered to hold a secret ballot election among the employees to decide whether or not they wished union representation. As stated publicly in this ad: "EMS is very willing to let its employees vote in a secret ballot election conducted by the federal government to decide whether they want to be members of your union or not… we have encouraged you to seek an election since your first contact with EMS" (see EMS ad "Dear SEIU, Please Fish or Cut Bait"). The problem unions have with a secret ballot election, apparently, is that the union might lose. When union representatives met with Dave Bego, and during all of their subsequent campaign of pressure and intimidation, what they wanted him to do was sign a "neutrality agreement" (view actual neutrality agreement presented to Bego). Here are highlights of what a neutrality agreement does:
What a neutrality agreement does is enforce the process known as "card check," whereby instead of voting in a secret election whether or not employees want union representation, the union organizers gather individual signatures on consent forms. Armed with the home addresses of every single employee, the union has three years to target individuals, one by one, until 50% of them sign the card. This process, currently only legal if and when an employer signs a neutrality agreement, would become law of the land if the union-supported, misleadingly named "Employee Free Choice Act" ever becomes federal law. Because the unions wanted Bego to sign a neutrality agreement, he refused on principle, because doing so would have denied his employees the right to a secret ballot election. That's when the troubles started. As summarized in Bego's book, "The Devil at Our Doorstep," the SEIU embarked upon a campaign of persuasion that relied on laws designed to give unions an advantage over employers. Here are some examples of rules that impose double standards on the conduct of unions vs. employers during union organizing campaigns:
In order to hold a secret election, the union has to get 30% of a company's employees to sign a petition asking for a vote. To do this, their operatives approached EMS employees – over and over – on their way to work, in the parking lots, and sometimes even followed them home. They enlisted the support of local clergy, who organized blockades of buildings where Bego's employees worked. Because EMS provides contract janitorial services, the unions organized demonstrations outside these buildings, intimidating the building owners in an attempt to get them to change vendors. They sent letters to the press and to EMS clients alleging "unfair labor practices" which in most if not all cases were without merit. Indeed, in November 2007, EMS filed a set of counter-charges (view EMS Unfair Labor Practice Charges Against SEIU), and in the subsequent NLRB hearing the ruling was in favor of EMS. Even the NLRB felt the union had gone too far. These "corporate campaigns" occur every day across America. Most employers cannot withstand the pressure from the unions. At one point, the union campaign against EMS included enlisting children on Halloween night to go trick-or-treating in Bego's neighborhood, and after being given candy, they gave each resident a union flyer:  While Bego has managed to successfully fight the SEIU, at least so far, most people can't stand up to the intimidation that appears to be standard procedure for unions who operate a corporate campaign. Not only the company owners, but their family, their employees, their suppliers, and their customers face harassment. Sometimes this harassment escalates into vandalism and violence, with laws in place that create for unions a higher threshold before such acts become criminal. But the unions are lobbying for even more laws to assist them in their corporate campaigns. For example:
Eliminating unfair union advantages, currently built into federal law, would not necessarily eliminate unions. In a recent speech at an event sponsored by the Heritage Foundation (view speech – begins at 5:40), Bego emphasized that some workplaces probably would benefit from unionization. But unions must play by the same rules as the companies they negotiate with, employees should have a right to a secret ballot in elections concerning unions, and nobody should be forced to join a union. Silicon Valley entrepreneurs come from a variety of ideological leanings, but it is accurate to state that most of them support Democratic political candidates. Perhaps this, combined with their extraordinary personal wealth, blinds them to the agenda of unions, despite the fact that public sector unions already control California's state and most of its local governments and their unsustainable financial demands are contributing to the insolvency of those institutions. If the Silicon Valley business elite want to maintain control of the companies they founded, and preserve the vitality of the new industries they helped create, they should take a careful look at the proper role of unions in 21st century America. Because the rules governing unions and union organizing are at a tipping point. If union-friendly legislation continues to emanate from Washington D.C., and Sacramento, the Silicon Valley may find itself on the front lines of a battle for which they are entirely unprepared. End Guest Post The only way to stop such abuses is to curtail union priveleges especially public union privleges. Three Needed Solutions
Please support Senator Rand Paul's efforts on right-to-work legislation. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com |
| Extremely Difficult to Keep Up With Economic Stupidity Posted: 14 Mar 2013 10:00 AM PDT I find it increasingly difficult to keep up with economically stupid proposals. Commenting on central bank foolishness is a full time job in and of itself. Factor in unions, Keynesian and Monetarist clowns, and I hardly get any sleep. Economic nonsense in France, Spain, and elsewhere in Europe sends the situation over the top. For example, I previously commented Housing Construction in France Lowest in 50 Years; Hollande Responds With Measures to Support Building "For the Public Good" Housing starts in France will fall to 280,000-300,000 in 2013, the lowest level in 50 years according to developer Nexity. The government wants 500,000 units per year. Housing Starts Insanity Reader Tim Wallace helps put that insanity into perspective. Wallace writes ... Hello MishIndeed, we do know how this would end. The US is currently running about 890,000 housing starts annually, on a seasonally adjusted basis. And Hollande wants an equivalent 2,380,952 starts "for the public good". US housing is distressed. However, France is in the midst of a bubble now burst, and it is beyond stupid to keep building anywhere in the face of falling demand. Next Case (Also From France) Via Google translate, please consider France to investigate Skype for failing to register as a telecommunications operator. After successfully extorting Google, the Government of Francois Hollande has its eye on Microsoft and Skype service.Reflections on "Unfair Competition" Corporations always consider it "unfair" when any other company can do things faster, smarter, or cheaper than they can. The buggy whip industry once protested cars. Today, land-line telecom companies have to compete with wireless and they don't like it. Now, we see protests about VOIP (voice over internet protocol). Technology marches on. But France does not like it. The French solution is to tax Skype because it has an "unfair advantage". This is an age-old unwinnable argument. Petition of the Candle Makers The ultimate irony is France's preposterous "unfair advantage" argument was lampooned by French economist Frederic Bastiat back in 1845 when he penned 'Petition of the Candle Makers'. In his article, candle makers were incensed that the light of the sun could be had for free. The sun's unfair trade advantage was to the "detriment of fair industries" who could not compete against the sun's price. Something had to be done to "shut off as much as possible, all access to natural light, and thereby create a need for artificial light" so that "industry in France will encouraged". How and Why We Forget the Obvious It is a simple statement of fact that the more goods and services we receive for our money, the better off we all are. The cheaper, the better! Time and time again we forget free trade and lower prices are a benefit! We forget because unions, socialists, and corporations forced to compete against the sun (or Skype), scream "unfair advantage" at the top of their lungs, via political contributions to politicians willing to "tax the sun" to be re-elected. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com |
| Merkel Coalition Doomed; Italy Exit Only a Matter of Time? Posted: 14 Mar 2013 01:47 AM PDT About a week ago I started exchanging emails with reader Bernd who lives in Germany. He claims that the anti-euro movement in Germany is far bigger than mainstream media lets on. The question is who to believe, and I cast my lot with Bernd. I have been down this path twice before, the first with reader "AC" who is from Italy and called the rise of Beppe Grillo a year before mainstream media ever mentioned the guy, let alone treated him seriously. The second setup regards reader "Bran" who lives in Spain. Bran sends me most of the Spanish links that I translate. Currently I am 2-for-2 on who to believe. Nonetheless, let's first consider the other side of the story as presented in Tuesday's Eurointelligence report offering the following comments on a recent German poll that shows 26% of Germans would back anti euro-party. We want to caution readers not to translate the survey result by TNS-Emnid, according to which 26% of Germans would consider backing an anti-euro party, with the likely results to be achieved by the party that established itself this week – the "Alternative für Deutschland", run by a group German professors and journalists. The TNS-Emnid polls also shows that the support for an anti-euro party among 40-49 year old is around 40%.Why Bother? Really? Eurointelligence thinks the "Alternative für Deutschland" AfD party will only get 3% of the vote because there are plenty of "true Eurosceptic parties in Germany". Really? Let's tune in to reader Bernd who writes .... Currently Germany has 6 Parties in Federal Parliament: CDU, CSU, FDP, SPD, Green Party (Grüne), Left Party (Die Linke).Underestimating Backlash Bernd's scenario sounds quite plausible to me, just as I believed "AC" regarding the rise of Beppe Grillo. I asked Bernd for comments on the above Eurointelligence piece and he replied ... "For Reuters to quote Emnid pollster Schoeppner with a statement that most anti-Euro Germans feel well catered for by CDU or FDP is outright unbelieveable. I doubt that quote is true, because it makes absolutely no sense at all. There is no indication that CDU or FDP has any room left for anti-Euro types." Attempt to Stifle Discussion In another email, Bernd offered these thoughts on "Alternative für Deutschland" Mainstream media will do anything in their power to keep AfD out of any public discussion. Should that strategy not work, the media may spin a Neo-Nazi accusation which traditionally would be the death of any new party. However, the excellent names of the founders, and the fact that many of them are former CDU or FDP members makes that tactic highly risky.Four Time Bombs of the Chancellor Via Google translate from Der Spiegel, Wolfgang Münchau writes Euro crisis: The four time bombs of the Chancellor Until recently, everything went like clockwork for the Chancellor. ECB chief Mario Draghi had the euro crisis put an apparent end last summer - the purchase of government bonds calmed the markets. Merkel recommended Draghi as the savior of the euro.Quite a Change That is one hell of a change for Wolfgang Münchau who was optimistic about the Case for a grand coalition in Italy following the election. I am aware that almost every Italian political expert says this is not possible because of the confrontational style of politics and dozens of other reasons. I respectfully disagree. Italian parties have no experiences of a grand coalition, so much is true. Then again, the German politicians who entered grand coalitions in 1967 or 2005 did not either. Grand coalitions are certainly not a good way to govern countries over long periods because they leave radical fringe parties thriving in opposition. A grand coalition would leave Mr Grillo as the effective leader of the opposition. But grand coalitions can work well for a finite, predefined period, say for one parliamentary term.Münchau is co-founder and president of Eurointelligence which makes the Eurointelligence comment "You already have plenty of true Eurosceptic parties in Germany. So why bother?" all the more peculiar. If I am not mistaken (but I cannot find the reference) Münchau was not worried about Beppe Grillo before the election. Regardless, Münchau is now thinking clearly about the setup in Germany and Italy (in terms of what is likely), even though he objects to the idea. The best hope now is to get everyone on board for a peaceful dismantling of this doomed-from-the-beginning experiment, or it is going to splinter in a dozen pieces in the worst possible way at the worst possible time. Wine Country Conference I am hosting an economic conference on April 5 in Sonoma, California. Proceeds go to the Les Turner ALS Foundation (Lou Gehrig's Disease). Please see My Wife Joanne Has Passed Away; Stop and Smell the Lilacs for my association with the disease. To learn about the economic conference with world-class speakers including John Hussman, Michael Pettis, Jim Chanos, John Mauldin, Mike "Mish" Shedlock, Chris Martenson with guest moderator Lauren Lyster and other Special Guests, please visit Wine Country Conference April 5, 2013 Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com |
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