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The Power of Segmentation in Web Analytics (MeasureFest 2013)

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Anna Lewis examines the reasons behind segmenting in web analytics, with a dedicated look at how it can be done effectively in Google Analytics. Including advice on the best types of segments to use …

Anna Lewis examines the reasons behind segmenting in web analytics, with a dedicated look at how it can be done effectively in Google Analytics. Including advice on the best types of segments to use and how to analyse your data.

For more information visit http://kooz.ai/measurefest

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  • 1. THE POWER OF SEGMENTATION MEASUREFEST Anna Lewis @Koozai_Anna
  • 2. TODAY’S TAKEAWAYS  Why segment data?  Google Analytics segments  Analysing the data  Crack on!
  • 3. WHY USE SEGMENTS?
  • 4. “All data in aggregate is crap.” Avinash Kaushik Digital Marketing Evangelist, Google
  • 5. “LESS THAN DID YOU KNOW? 20% OF COMPANIES MAKE EFFECTIVE USE OF THE DATA THEY COLLECT” Source: Nesta
  • 6. WHY SEGMENT DATA? Analysis Personalisation
  • 7. Andy Ali Graeme Lenka
  • 8. High Value Loyal New Lead
  • 9. Invest Share Register Buy
  • 10. DID YOU KNOW? 52% OF DIGITAL MARKETERS AGREE THAT “THE ABILITY TO PERSONALISE WEB CONTENT IS FUNDAMENTAL TO THEIR ONLINE STRATEGY” Source: Econsultancy
  • 11. SEGMENT EXAMPLES Demographics User type / Persona Conversion Data Content Viewed Visiting Patterns Interest Level Changing Activity Platform / Device Abandonment Industry Traffic Source Day and Time
  • 12. 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
  • 13. BUILDING SEGMENTS
  • 14. GOOGLE ANALYTICS
  • 15. BUILT-IN SEGMENTS
  • 16. EXAMPLE SEGMENTS
  • 17. CREATING A SEGMENT
  • 18. GOOGLE GOT SMARTER
  • 19. USER (OR VISIT) DATA
  • 20. IMPORT FROM GALLERY http://kooz.ai/gasolutionsgallery
  • 21. ANALYSING DATA
  • 22. COMPARE DATA
  • 23. COMPARE SEGMENTS
  • 24. COMBINE SEGMENTS
  • 25. ANALYSE TRENDS
  • 26. IMPORTANT CAVEAT
  • 27. GET THE MOST FROM YOUR DATA
  • 28. How To Implement Collect Segment Use Aim for: 20% set up, 80% analysis Review
  • 29. 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?
  • 30. 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/photostr eam/  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
  • 31. HAPPY TRACKING! anna.lewis@koozai.com 0845 4531234 @Koozai_Anna