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Kendra Woodruff

GeoConquesting, Geo Conquesting, big data

GeoConquesting

By | Geofencing | No Comments

GeoConquesting – What Is It And How Does It Work?

GeoConquesting, simply put, is the most powerful technology to disrupt local advertising in todays marketing space. Often mistaken for GeoFencing, GeoConquesting has taken a shot of adrenaline to stay in front of your target audience for the life of their phone. Even if they never clicked on your ad. Yes, I said that and you heard me correctly.

GeoFencing can offer HyperMobile solutions (sending ads to individuals within a specified location through satellite and other technology) but once your target audience leavs that location, they become a ghost. Mobile cookies have about a 5 minute lifespan, so unless they clicked on your ad, they can not be retargeted.

With GeoConquesting, simply by their physical presence at your specified location, you are able to stay in front of them with your banner ads and display ad offers. Additionally, we use cross device technology to reach them on their home computers and tablets.

GeoConquesting to Target Customers of Your Competition

Think of the use: your client just opened Joes Coffee shop. There are 5 Xbucks coffee shops within a few miles of his location with pleanty of daily coffee drinkers. He knows that if only they touched their lips to your organic brew that they would charge his shop this very instant and never look back.

Joe would want to GeoConquest (GC campaign) those Starbucks locations and send them an offer they can’t refuse. When it comes to banner ads, the power is in the offer and it’s ability to get the attention of the target customer. Now, Joe knows these are coffee drinkers and he knows they likely either live or work nearby. There is no confusing their intent and purchasing behavior. He may decide to send those targets ads for 30 days, 60 days or for appropriate businesses, maybe even a year.

GeoConquesting for Large Clients

Now that Joe has a steady stream of converted customers, he’s in good shape. But let’s assume you have a large client. A very large client who’s pulling in hundreds or thousands of dollars with every conversion achieved. We’ll use a Las Vegas Casino as our next example and get into some heavy lifting.

Finding Players

Finding individuals that like to gamble is very difficult because it is a behavior that is not specific to any type of person or group.  It is a personal preference.  Therefore, innovative ways to source those players is paramount to any marketing and advertising effort.

Segmented Target Audience by Demographics

Those who enjoy gaming need to be segmented into special lists to indicate they are gamers and utilize marketing dollars on the people who have the highest likelihood of playing one of your casinos and ultimately increase your bottom line.

GeoConquesting for casinos would also mean that you may want to segment your audience by their income, preference, behaviors, etc.. Did they come to gamble or see a concert? Now how can you get them to return?

We can fine tune your audience with nearly any demographic and layer groups to target tailored messages appropriately. Your concert goers may best respond to shows over the next year to return. The table players may want to return for a tournament. Those making over $100,000 a year would be more likely to click a free room with $5,000 marker offer and those under $50,000 would likely respond well to a “$100 gaming chips for $50” ad.

GeoConquesting advertising

What is Geo-Conquesting?

GeoConquesting is the ability to show ads to people who go to competitors casinos.  As Marketers and Advertisors, we all wish we could plant a pixel on our competitors websites to target their traffic, right? Well, it’s kind of like that, but with physical foot traffic. 

We then show them specials, offers or amenities that will attract them to your casino based on our powerful, data driven, target groups. Wouldn’t you walk accross the street for that free $50 in gaming chips or bufett BOGO? Yeah, I sure would.

We can show live ads while players are in your competitors casino to attract them to yours.

In your own casino, you may wish to drive ticket sales to an event that weekend or slot tournament. The sky is the limit; it’s your message/offer, but we get it seen by interested players.

Once they respond, we track that they showed up at your casino as a conversion. You can monitor results to see how well the campaign is runningfor your casino client.

We are able to show these ads all across the Internet wherever display ads show up.  We can also do this using cross device retargeting to show ads on their laptops and tablet devices as well.

How Does it Work?

First, we determine who your biggest competitors are and place a target around the casino.  We can target all of the property or segment off the gaming floors, room towers, pool, etc. and layer 

We collect the advertising ID’s using a proprietary process.  These advertising ID’s can only be obtained if there is an application installed on their mobile phone that we have access to. 

We currently have 180,000 applications that we have agreements with including Google Maps and other very common applications.  We estimate 70% of all mobile devices have an application installed that we have an agreement with. 

 

Once we have this advertising ID, we are able to track them for the life of their phone … this Advertising ID does not expire like cookies which makes this method very powerful to be able to stay in touch with them for an extended period of time.

geoconquesting retargeting advertising

This can mean years. Imagine ability to retarget and draw back those who were most interested in gaming, or who enjoy shows? The possibilities are only limited by the creativity of your offers sent to these segmented groups of your most sought after customers… or their competition’s.

Once they see the ads and decide to visit your casino, we attempt to target them again to indicate we were able to conquest them from the competitor and bring them to our casino.

Analytics Filtering

Analytics Filtering

By | FAQs, Google Analytics | No Comments

Google Analytics has cleaned up ghost spam quite a bit since the outbreak between 201502017. However, those spammers that do break through still lure unsuspecting targets to click on dangerous websites and in the very least, cause much confusing when reviewing analytics. Clearly it’s still working or these trolls would be out of business.

If you are most concerned about multiple clicks from odd locations and worry it’s eating up your ad spend, check out our quick quide on Weird Analytics Traffic.

Before we go into setting up a filter for your analytics account so you are only viewing the relevant website traffic you care about most, let me caution you to avoid the following tragic errors that could put your website at risk:

Never visit the suspicious URL. Most of the time they’ll try to sell you something or promote their service, but some spammers might have some malicious scripts on their site.

Never install scripts from unknown sites. If you have already done so, remove it immediately and scan your site for malware.

High traffic numbers not making sense.

A bot is a software bit that runs automated scripts over the internet for different purposes. There are many types, but we’ll call them “good” (checking for copyright infringement, indexing your website for search engines) and “bad” (scraping your content prior to it being indexed).

Since you likely have limited availability to completely nix these bad bots, you do have the power to not have their presence mess with your reports by using Google Analytics filters.

Analytics Filtering First Steps:

1. Create an unfiltered view.

Best practices for Google Analytics advises you create/keep an unfiltered view. Not only will you be able to monitor the efficacy of your filters, but it will be your backup in case something goes wrong.

2. You Need Google Analytics Editing Permissions.

You will need edit permissions at the account level to create filters; edit permissions at view or property level won’t work.

3. Filters Don’t Work Retroactively.

Google Analytics aggregated historical data can’t be deleted. You will be unable to apply the filter to historical reports.

4. The changes made by filters are permanent!

If your filter is not correctly configured because you didn’t enter the correct expression (missing relevant entries, a typo, an extra space, etc.), you run the risk of losing valuable data FOREVER; there is no way of recovering filtered data. This is why we advise you have an unfiltered view to pull all of your data from in the event you have to scrap any mistakes and still get the information you need.

Analytics Filtering Types

There are two main types of filters: predefined and custom.

Predefined filters are very limited and not always what’s most relevant to me. Custom filters allow regular expressions, which makes them a lot more flexible. These are your reports, afterall, so don’t be afraid to make them yours! 

Within the custom filters, there are five types: exclude, include, lowercase/uppercase, search and replace, and advanced. We are only going to go over the most relevant to your viewing accurate traffic from your organic and advertising efforts.

Google has already done an amazing job at providing as much in-depth information with screen shots to guide you. Why reinvent the wheel when you can learn from the Masters themselves? Here are the basic steps if you are in a pinch and are relatively comfortable using Google Analytics, but should you require more guidance, you’ll want to check out Googles Filter guide.

Account Level FilterCreate a Filter at the Account Level*

  1. Sign in to Google Analytics..
  2. Click Admin, and navigate to the account in which you want to create the filter. (If you don’t manage multiple accounts as a Google Partner or Agency, you’ll already be in the account you want to filter if is your only website/account.)
  3. In the ACCOUNT column, click All Filters.
  4. Click + New Filter. (If this button is not visible, you do not have the necessary permission.)
  5. Select Create new Filter.
  6. Enter a name for the filter.
  7. Select Predefined filter to select from the predefined filter types.
  8. Select Custom filter to construct a custom filter from the options we provide. If you create a custom filter, consult our definitions of the filter fields.
  9. From the Available views list, select the views to which you want to apply the filter, then click Add.
  10. Click Save.

By default, view filters are applied to the data in the order in which the filters were added. So, if there are existing filters for a view, your new filter is applied after them. 

Create a Filter at the View Level*

  1. Sign in to Google Analytics..
  2. Click Admin, and navigate to the view in which you want to create the filter.
  3. In the VIEW column, click Filters.
  4. Click + New Filter. (If this button is not visible, you do not have the necessary permission.)
  5. Select Create new Filter.
  6. Enter a name for the filter.
  7. Select Predefined filter to select from the predefined filter types.
  8. Select Custom filter to construct a custom filter from the options we provide. If you create a custom filter, consult our definitions of the filter fields.
  9. From the Available views list, select the views to which you want to apply the filter, then click Add.
  10. Click Save.

Applied Google Analytics Filters and Still Confusing Traffic?

If after applying your Google Analytics Filters you still see confusing or contradicting numbers, please reach out to your Account Manager through Intercom. They will be happy to look through our very detailed reporting to ensure there are no errors effecting your ad spend and results.

*Detailed steps curtosy of  Googles Filter guide.

 

Analytics Traffic

Analytics Traffic From Weird Locations?

By | FAQs, Google Analytics | No Comments

Analytics traffic from odd locations confusing your reports? Let me first assure you, your ad spend is not being thrown into geographic locations that you have not specifically asked for.

Now that we have that out of the way, let’s go over what you’re seeing.

Phoenix, India and Canada, Oh MY!

1 Many of our Account Managers are located in the Phoenix, AZ area. As part of your DFY account, we’ll pop into your landing pages from time to time for testing and analysis. You’ll likely see a couple dozen clicks from us when we first set up our systems for you to start your campaigns and quite a few each month as we drill down your metrics.

2 We have servers are in Canada. So although I’d love your brand to go international, you’re like seeing our systems doing their magic as we test the continuing functionality of your landing pages.

3. One of our Developer Rock Stars is located in India. When we notice any technical issues, we call on him to resolve them before any damage is done. He’ll pop in and out of landing pages as he tests anything he reworks.

Analytics Traffic, Friend or Foe?

4. Your analytics are not fabulous. Many hosting platforms (WordPress, Weebly, etc.) provide their own built in analytics but let’s go over the difference between site traffic and real users and potential customers that have come to your website to consume your message.

Have a look at the bare bones version of traffic insight offered on this WordPress site. Pretty lack-luster, right?

 

iPage google analytics

You are not getting any insightful information from this type of Google Analytics Traffic. Can we even call this an analytics traffic report? What you see above certainly will not help you drill down your audience, analyze what’s working or where you can dial down those things that are not working. You want to know where you can earn more quality traffic and not waste resources. We suggest adding Google Analytics Filters so you can remove the annoying bot and spam traffic from your Analytics reports.

Platform dashboard “analytics” will often give you a snapshot oftraffic. And justtraffic. All of it… and it’s, well, it’s weird. This traffic will include bots, crawls and all of the spammy tricks that unscrupulous service providers will use to get your attention.

Bots, Spam and Other Other Trolls

See below… these are click-bait providers from raw, unfiltered Analytics.

Analytics Traffic

I’ve seen them even more aggressive where they spam you with hundreds of clicks to get you excited, only to realize that it’s coming from “Get More Likes” out of Russia. This is an example of an unfiltered analytics account. It’s not pretty.

When you get your analytics filters set up appropriately, you’ll only see the traffic that’s important to you.

5. We stand behind our data and protect your ad spend. Period. When considering a CPM (cost per 1,000 impressions) of less than $10, you’d be hard pressed to care about the twenty odd impressions coming from odd locations, but rest assured. If you need to talk a client down from the ledge because they fear that you are burning through their cash, please share these insights. If you want to avoid the conversation in the first place, set up your Google Analytics Filters prior to running your Traffic Oxygen campaigns. If you still can’t talk them down, reach out on intercom for a more detailed report on hourly or daily traffic. We can show you exactly where it’s coming from and when. We’ve got your back.