measurecamp london #9 - web analytics & unified segmentation
TRANSCRIPT
Web Analytics & Unified Segmentation for Business
AUTHOR:DATE: TO:
Marc-Anton Clavel 06.02.2016MeasureCamp London #9
@W0nvel
Key Take Away
1 WHAT are the definitions of Segments
2 HOW to use Web Analytics Segments in business
3 WHY to use Unified Segmentation
4 Let’s discuss it
WHAT is a Segment
The Good
Meaningful for the business
Friendly names & definitions for the
business
Intensively used in Web Analytics
The Bad
Multiple definitions in the business
Qualitative? Quantitative? A mix of
both?
Good segmentation is hard
The Ugly
Overlapping segments
Wrong/Obscure rules
Nested segments
Profitable niche segments are hard to
find
WHAT is a Segment – in Web Analytics
● Segments are custom subsets of data or data filtered by rules that you create.
● Segments are a combination of Traits & Signals
WHAT is a Segment – in Web Analytics
● There is often a gap between the business and Web Analytics Segments.
Signals
• Visitor clicked on a CTA button
• Visitor comes from a social campaign
• Visitor Viewed 100% of a video
Traits
• Visitor is Logged in• Visitor is Female• Visitor is using an
iPhone• Visit is made from
Spain
Segments
• Soccer Fan with regular purchases who visits the website on mobile more than 3 times a week
• Single Mum mostly using discounts deals with high social engagement and newsletter opening rate
HOW to use web analytics segments in business
Consolidate Data
Strengthen
Identify Niches
HOW – Consolidate Data
● Web Analytics data needs to be put side-to-side with relevant business data from other sources (CRM, Email marketing…).
Solutions:
Marketing Cloud Integration Solution
Custom API integration model
Centralized Reporting model
HOW – Strengthen
● Web Analytics data is here to support business data & business decision making. Approved business segments can be strengthen with qualitative and quantitative data from Web Analytics.
Example:
Marketing Segments Web Analytics Strengthened
Metal-based humanoid robot producing sound that is understood only by its close friend.Is displaying a strong behavior and sense of loyalty.
Last Visit: 2014Referrer: ChevroletForm Submitted: Yes
Last Visit: 2008Referrer: Axiom Form Submitted: NoForm Abandoned: Yes
Last Visit: 2015Referrer: RebellionForm submitted: No
HOW – Identify Niches
● Web Analytics data can enable marketers and business to identify new niches.
Example on Adobe Analytics with Segment IQ:
HOW to use web analytics segments in business
1. Spread the word
2. Gather requirement
s
3. Look at the details
4. Analyse & Repeat
WHY to use Unified Segmentation
● Unifying segments under one platform enables to consolidate the data.
● A unique segment repository enables to detect anomalies.● Unique segmentation definitions & rules can be setup.● Profile merge rules can be defined.● Segments can then be shared and distributed across channels.
WHY to use Unified Segmentation
● Understanding trends.● Optimizing personalisation.● Aligning communication across channels.● Improving customers targeting.
CRM Systems
Real time notification
systemsTarget
Data Content
Campaign 1
Media Optimizer
ExperienceManager
Analytics @Audience Manager
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