isummit 2014 segmentation: the data is in the details
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User Segmentation: The Devil is in the Data !
Matt McGee !Director Digital Marketing, Push. [email protected] !pushhere.com
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• Over 7 years of direct digital media experience
!• Brand experience: Johnny Rockets, Sonny’s
BBQ, Yale University, Wake Forest University, AT&T, IGN, & Valencia College
!• Areas of expertise in: SEM, SEO,
Remarketing/Retargeting, Social Marketing, Mobile/Video, and Analytics
About Me
vs
Horizontal Segmentation
Custom Message Custom Message Custom Message
One Message for the Masses
No Perfect Bell Curve
• 75% of mobile users use their mobile device when shopping
• The global mobile market will grow from $3.4 billion in 2010, to $22 billion in 2016
• 53% of American consumers use their smartphones to access search engines at least
once a day
• Tablet sales have begun to outperform those of laptops
• 95% of mobile users use their devices for local search
• 9 out of 10 mobile phones searches result is a purchase or visit
• 3 out of every 5 searches are conducted on a mobile device
• 99% of smartphone owners use their mobile device at least once a day
Sources !marketingland.com econsultancy.com nielsen.com aericon.com grideyeco.com
Data Doesn’t Lie
Google Segmentation
Info Just for You
“If you’ve got a flight reservation saved in your Gmail, you can ask the Google Search app, ‘What gate does my flight leave from?’ and get the answer directly. You can also ask about shipments (‘Where’s my package?’) or for
appointments (‘When do I have yoga?’). All this is private of course, visible just to you.”
Amit Singhal, Google Head of Search
Most Powerful Reach
Google Analytics
Google Adwords
Parents Beware
Thanks.