Segmentation & cohorts - User & Partner Conference 2013
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Visitor Segmentation & Cohort Analysis in the Analyzer

Visitor Segmentation & Cohort Analysis in the Analyzer

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Segmentation & cohorts - User & Partner Conference 2013 Presentation Transcript

  • 1. Online Intelligence Solutions
  • 2. Online Intelligence Solutions VISITOR SEGMENTATION & COHORT ANALYSIS IN THE ANALYZER User & Partner Conference
  • 3. Online Intelligence Solutions AGENDA
  • 4. VISITOR SEGMENTATION & COHORTS AGENDA  What is the difference between visit and visitor?  Visitor-centered view  Challenges  AT Internet Visitor Concept  Visitor Segmentation and cohorts o Difference between visit and visitor segmentation o Use Cases and Examples o How to define cohorts within Analyzer ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012
  • 5. DIFFERENCE BETWEEN VISIT AND VISITOR  Visit: is defined as a session of a website and is ended after 30 minutes of inactivity  Visitor: is one device / browser and has never been a person  A visitor can do several visits over a period of time ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012
  • 6. VISITOR SEGMENTATION & COHORTS REMEMBER BASICS FIRST  The visitor is still the visitor. Nothing has changed. Nothing is new about it. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012
  • 7. VISITOR SEGMENTATION & COHORTS THE VISITOR-CENTERED/-ORIENTED VIEW  To be taken into consideration during the data collection and in the analysis: o The visitor is technically nothing else but an ID. o To enable this view it is necessary to mark users as long as possible. Therefore usually cookies are used. o The ID in the cookie will always be read and compared with the existing data in order to establish whether it is a recurring visitor. o If the user deletes cookies, he/she can not be recognized again. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012
  • 8. VISITOR SEGMENTATION & COHORTS CHALLENGES  Aspects to be taken into account in the evaluation: o Cookie domain (third-or first-party) for cookie rejection rates o Device use by several people (i.e. One family computer) o Multi-device use ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012
  • 9. VISITOR-TRACKING AND ANALYSIS AT INTERNET CONCEPT  User is recognized via ATI Cookie or fingerprint  Capturing of the registered users as identified visitors with a certain Visitor ID  Every time the user logs in again, the same Visitor ID will be set o In this way, multi-device tracking is possible ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012
  • 10. VISITOR SEGMENTATION & COHORTS TWO TYPES OF SEGMENTATION  AT Internet provides two different types of segmentation: o Segmentation with visit range Work on a set of visits which correspond to predefined criteria for a given period o Segmentation with visitor range This type of segmentation is based on the notion of cohorts: working with a set of visits (over time) from visitors who share the same visit experience for a given period of time. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012
  • 11. VISIT SEGMENTATION PERIOD N All visits Visit segment (on a level 1 or level 2 site) (on a level 1 or level 2 site) General analyses: Segmented analyses: • • • • • • • • Sources Sales Navigation Etc. For example: each visit which has started on the home page Sources Sales Navigation Etc. Visits which have started on the home page and which then become part of a perimeter which the majority of the interface’s analyses can be applied to. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 11
  • 12. VISIT SEGMENTATION EXAMPLES OF USE  Visit segmentation responds to the following questions: o Which pages have been viewed the most for visits that started on sponsored links campaigns? o Are visits which contain error pages more frequent on a specific browser? o Is the conversion rate better for visits which use a site’s internal search engine? o Do visits from European countries, other than Germany, come from particular sources that I can take advantage of? o Etc. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012
  • 13. VISITOR SEGMENTATION & COHORTS DEFINITON  The visitor segmentation is based on “cohort” approach  A cohort is a set of visitors who share the same visit experience within a specific period  The visitor segments / cohorts are based on « cookie » (visitors) OR « identified visitors » (xtan)  The request gives always back all the visits of a defined cohort  The main goal is to understand the behavior of the visitors all along a period. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012
  • 14. VISITOR SEGMENTATION PERIOD N The cohort is defined for a period, let’s call it period N. The cohort is made up of all visitors who have shared the same visit experience at least once during the period N. N-2 What has the behaviour of these visitors been over time? (before/during/after period N) N-1 N N+1 N+2 ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012
  • 15. VISITOR SEGMENTATION  The granularity of the analysis remains the visit: o A segment will always produce all visits from a visitor who matches the expected behaviour in one of their visits. o Visitors who meet criteria through a “combination” of visits will not be considered in the cohort. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012
  • 16. VISITOR SEGMENTATION EXAMPLE  Create a visitor cohort for visitors who generated more than €100 in March o Visitor A makes 2 visits, one with a conversion > €100  visitor A will be included in the cohort o Visitor B makes 3 visits and spends €40 in each visit (a total of €120 for the month)  visitor B will not be included in the cohort ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012
  • 17. VISITOR SEGMENTATION  To identify all of the visits made by a visitor we can use: o The visitor’s cookie ID OR o The identified visitor ID  It is not possible to mix visitors and identified visitors  A cohort is defined for a maximum period of 31 consecutive or non-consecutive days ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012
  • 18. VISITOR SEGMENTATION EXAMPLE – VISITS FOR THE MONTH OF MARCH Visit A Visit B Visit C Visit E Visit D Source: Referrer site Source: Direct access Source: Direct access Source: Email campaign Source: Referrer site Entry page: Home Entry page: Home Entry page: Catalogue Entry page: Contact Entry page: Store Conversion: No Conversion: Yes Conversion: Yes Conversion: No Conversion: Yes Visitor: xkvn234 Identified visitor: 12345 Visitor: twyu768 Identified visitor: - Visitor: unvb21 Identified visitor: 03481 Visitor: xkvn234 Identified visitor: 12345 Visitor: twyu768 Identified visitor: 19834 Segmentation criteria: source “referrer site”  Visit segmentation: analysis for the month of March with visits A & E ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012
  • 19. VISITOR SEGMENTATION EXAMPLE – VISITS FOR THE MONTH OF MARCH Visit A Visit B Visit C Visit E Visit D Source: Referrer site Source: Direct access Source: Direct access Source: Email campaign Source: Referrer site Entry page: Home Entry page: Home Entry page: Catalogue Entry page: Contact Entry page: Store Conversion: No Conversion: Yes Conversion: Yes Conversion: No Conversion: Yes Visitor: xkvn234 Identified visitor: 12345 Visitor: twyu768 Identified visitor: - Visitor: unvb21 Identified visitor: 03481 Visitor: xkvn234 Identified visitor: 12345 Visitor: twyu768 Identified visitor: 19834 Segmentation criteria: source “referrer site”  Visit segmentation: analysis for the month of March with visits A & E  Visitor segmentation: o Cohort defined for March: visitors xkvn234 et twyu768 o Analysis for the month of March with visits A, B, D & E ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012
  • 20. VISITOR SEGMENTATION EXAMPLE – VISITS FOR THE MONTH OF MARCH Visit A Visit B Visit C Visit E Visit D Source: Referrer site Source: Direct access Source: Direct access Source: Email campaign Source: Referrer site Entry page: Home Entry page: Home Entry page: Catalogue Entry page: Contact Entry page: Store Conversion: No Conversion: Yes Conversion: Yes Conversion: No Conversion: Yes Visitor: xkvn234 Identified visitor: 12345 Visitor: twyu768 Identified visitor: - Visitor: unvb21 Identified visitor: 03481 Visitor: xkvn234 Identified visitor: 12345 Visitor: twyu768 Identified visitor: 19834 Segmentation criteria: source “referrer site”  Visit segmentation: analysis for the month of March with visits A & E  Visitor segmentation: o Cohort defined for March: visitors xkvn234 et twyu768 o Analysis for the month of March with visits A, B, D & E  Identified visitor segmentation: o Cohort defined for March: visitors 12345 & 19834 o Analysis for the month of March with visits A, D & E ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012
  • 21. VISITOR SEGMENTATION EXAMPLES OF USE  Visitor segmentation responds to the following questions: o Do Internet users, who access a site via a “promo” newsletter, come back to the site over the following weeks? o What was the behaviour of the best purchasers during the sales period weeks prior to sales? o Which access source is the most successful at keeping Internet users interested in coming back to a site over time? o Do visitors, who have viewed a particular video, come back to the site to view other videos? If so, which videos do they view? o Etc. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012
  • 22. SIMILARITIES AND DIFFERENCES  The 2 types of segmentation are independent from one another and cannot be applied to the same analysis at the same time.  The following applies to both types of segmentation: o By default, a segment is applied for a maximum period of 45 days (once it has been activated in DataExplorer) o The segmentable analyses are identical o A segment can be applied to both a level 1 site and a level 2 site  Visit segmentation can be used for a period in real-time, however, this is not the case for visitor-based segmentation. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012
  • 23. INTERFACE ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012
  • 24. OPTIMIZE YOU ECOMMERCE WEBSITE MEASURE THE VISITS BEFORE AND AFTER A CONVERSION 30/03/2013 29/05/2013 01/06/2013 Sources : Display Sources : Emailing Sources : Direct Access Entry Page : Catalog 20/05/2013 Page view : Page view : Customer account Customer account - Delivery 28/05/2013 20/06/2013 Sources : Search Sources : Affiliation Sources : Emailing Keyword : Samsung LED Cart : Samsung TV 55" Page view : Page View : TV HOME Conversion : Yes Accessories - 3D Glasses 25/05/2013 27/05/2013 Sources : Direct Access Sources : Affiliation Page view : TV Best Offer Cart : Samsung TV 55" Conversion : No The visit N 5 is the reference one (conversion) It enables us to target the visitors who have bought on the site ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012
  • 25. TRAFFIC SOURCES AFTER PURCHASE ACTION HIGHLIGHT THE BEHAVIOR OF THE VISITORS WHO HAVE ALREADY BOUGHT Visitors who have bought last month All the visitors The behavior of the visitors who have bought last month is different from the global behavior ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012
  • 26. THANK YOU ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012
  • 27. Online Intelligence Solutions www.atinternet.com Jasmin.spengler@atinternet.com