segment or die nikki rae

SEGMENT OR DIETHE UNDERUSED CLICHÉ

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Nikki RaeManaging DirectorGoogle Analytics SpecialistsFuture Insight Analytics LtdLewes, UK@analyticsgirl@futureinsightukNikki.Rae@futureinsightanalytics.com

Going to give you a simple set of rules

to follow when thinking about segmentation

SEGMENT OR DIEPhilosophy - Segment to Survive

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SEGMENTATION

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Segmenting your Audience

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What Marketers want to know…

Get your House in OrderRule #1

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First things First: Audit your Account• At the very least…– Check all pages are tagged e.g. Tag Inspector, Screaming Frog– Remove self-referrals – Admin– Remove bots/spiders – Admin and exclude referral spam filters– Setup Internal Search– Ensure there are no instances of tracking the same page in 2 or more places

e.g. remove unneeded query parameters, use search and replace and lower/uppercase filters to tidy up

– Link Adwords, Search Console and enable demographic reports– Remove non-customer traffic (Office IP/Network filter)– Ensure all traffic channels are correctly attributed (GA campaign tracking

parameters)– Use filters to maintain correct hostname– Use views to segment content if you have sampling issues– If you have a login area, track members vs. non-members (custom

dimensions)• http://www.slideshare.net/analyticstraining/nikki-rae-ga-audit-

brighton-seo

Know how tools collect data

Rule #2

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Technology sharing data with Technology• Majority of standard GA reports are built from data taken

from one technology passed to another• GA turns that data into information and presents it to us

in a GUI for easy consumption

Audience Report: Reliable Data…• Technology– Browser and OS• Browser• Browser Version• Operating System• Screen Resolution• Screen Colours• Flash Version

– Network• Service Provider• Hostname

• Mobile– Devices

Use your Intuition

RULE #3

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Language Report• Most obvious B/Sh*t report in Google Analytics

Location Report• Much more reliable than language but…– Based on ISP location serving a Users IP– Not granular enough

WHAT IS THE MOST IMPORTANT SEGMENT?

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New Users Returning Users

New and Returning Users

WE LOVE OUR DEVICES

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ANALYTICS TOOLSLOVE TO USE COOKIES

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COOKIE DATA CAN'T BE SHARED ACROSS DEVICES / BROWSERS

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6 New USERS?Actually 1 New session and 5 Returning

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Challenge your Data

Rule #4

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Online Pharmacy

Other

Potential Patient

Potential Pharmacist

Existing Patient

Existing Pharmacist

Defining User Types

Segments

Visitor logs into secure patient area = Existing Patient

Visitor logs into secure pharmacist area = Existing Pharmacist

How Can we Usefully Segment these Users?

Existing PharmacistNew Visitor

Paid Search

Brand Generic

Organic Search

Brand Generic (not provided)

Returning VisitorPaid Search

Brand Generic

Organic Search

Brand Generic (not provided)

Existing PatientNew Visitor

Paid Search

Brand Generic

Organic Search

Brand Generic (not provided)

Returning VisitorPaid Search

Brand Generic

Organic Search

Brand Generic (not provided)

Existing Patient Dimension

• If an existing pharmacist or patient logs into the site, they must have registered at a previous time

• Therefore, a logged in session can never be a from a new visitor• All existing patients and pharmacists must be returning visitors

even if Google Analytics suggests that they are new visitors

Get your Users to Label themselves

Rule #5

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RECOGNISE CURRENT USERSBY USING USER ID

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BENEFITS• More accurate user count• Analyse signed in user

experience• Connect data from multiple

sessions to see conversion process from start to finish

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Acquisition Device

Device Overlap

Device Paths

User ID Setup Resources• https://

support.google.com/analytics/answer/3123666?hl=en• https://www.distilled.net/resources/universal-analytics-u

ser-id-setup-guide/

Custom Dimensions• Configure dimensions in GA Admin area• Add code on page or within in GTM

GTM Example

Preview Mode, then Publish

Reporting

The Philosophy and The Rules

•Segment to Survive–Get your house in order–Know how tools collect data–Use your intuition–Challenge your data–Get your Users to label themselves

Thanks