the power of segmentation in web analytics (measurefest 2013)
TRANSCRIPT
THE POWER OF SEGMENTATIONMEASUREFESTAnna Lewis @Koozai_Anna
Why segment data? Google Analytics segments Analysing the data Crack on!
TODAY’S TAKEAWAYS
WHY USESEGMENTS?
Not all users are created
equal…
“All data in aggregate is crap.”
Avinash Kaushik Digital Marketing Evangelist, Google
DID YOUKNOW? 20%
OF COMPANIES MAKE
EFFECTIVE USE OF THE DATA
THEY COLLECT”
Source: Nesta
“LESS THAN
WHY SEGMENT DATA?
Increase successBreakdown data
Compare data
Spot anomalies
Understand trends
Improve targeting
Analysis
Personalisation
Andy Ali
LenkaGraeme
Loyal
LeadNew
High Value
Invest
BuyRegister
Share
DID YOUKNOW? 52%
OF DIGITAL MARKETERS AGREE THAT
“THE ABILITY TO PERSONALISE WEB
CONTENT IS FUNDAMENTAL TO
THEIR ONLINE STRATEGY”
Source: Econsultancy
SEGMENT EXAMPLES
Visiting Patterns
Abandonment
Demographics
Changing Activity
Conversion Data
Interest Level
Industry
User type / Persona
Content Viewed
Platform / Device
Traffic Source Day and Time
SEGMENTING BASED ON USERS
Personalise email campaigns based on user type
Provide vouchers to user types who have low conversion rates
Personalise on-site content based on user activity
Identify customer profiles with high lifetime value, target marketing to this profile
Identify and tap into trends
CHOOSE YOUR
SEGMENTATION TOOLS
BUILDING SEGMENTS
GOOGLE ANALYTICS
BUILT-IN SEGMENTS
EXAMPLE SEGMENTS
CREATING A SEGMENT
GOOGLE GOT SMARTER
USER (OR VISIT) DATA
This collates multiple
visits and transactions
IMPORT FROM GALLERY
http://kooz.ai/gasolutionsgallery
ANALYSING DATA
Spot anomalies
COMPARE DATA
COMPARE SEGMENTS
COMBINE SEGMENTS
ANALYSE TRENDS
IMPORTANT CAVEAT
Sampled data
GET THE MOST FROM YOUR DATA
Collect
Segment
Use
Review
How To Implement
Aim for:20% set up, 80% analysis
KPI VS. BUSINESS
Instead of looking at KPIs -ask real business questions.
What don’t you know about your business yet?
How can you use this to make improvements?
Which segments can you tap into?
IMAGE SOURCES Slide 2, Chips: http://en.fotolia.com/Content/Comp/46892888
Slide 4: By Eva.Pébar http://www.flickr.com/photos/evaysucamara/5502580378/sizes/l/in/photostream/
Slide 5: https://plus.google.com/u/0/photos/105279625231358353479/albums/profile
Slides 9-11: By 401(k) 2012 http://www.flickr.com/photos/68751915@N05/6848823919/
Slide 15: http://en.fotolia.com/id/44446797
