THE POWER OF
SEGMENTATION
MEASUREFEST
Anna Lewis
@Koozai_Anna
TODAY’S TAKEAWAYS
 Why segment data?
 Google Analytics segments
 Analysing the data
 Crack on!
WHY USE
SEGMENTS?
“All data in aggregate
is crap.”
Avinash Kaushik
Digital Marketing Evangelist, Google
“LESS THAN

DID YOU
KNOW?

20%

OF COMPANIES
MAKE
EFFECTIVE USE
OF THE DATA
THEY COLLECT”

Source: Nesta
WHY SEGMENT DATA?
Analysis

Personalisation
Andy

Ali

Graeme

Lenka
High
Value

Loyal
New

Lead
Invest

Share
Register

Buy
DID YOU
KNOW?

52%
OF DIGITAL MARKETERS
AGREE THAT

“THE ABILITY TO
PERSONALISE WEB
CONTENT IS
FUNDAMENTAL TO
THEIR ONLINE...
SEGMENT EXAMPLES
Demographics

User type / Persona

Conversion Data

Content Viewed

Visiting Patterns

Interest Level

Ch...
SEGMENTING
BASED ON USERS
Personalise email campaigns based on user type

Provide vouchers to user types who have
low conv...
BUILDING
SEGMENTS
GOOGLE ANALYTICS
BUILT-IN SEGMENTS
EXAMPLE SEGMENTS
CREATING
A SEGMENT
GOOGLE GOT
SMARTER
USER (OR VISIT)
DATA
IMPORT
FROM GALLERY
http://kooz.ai/gasolutionsgallery
ANALYSING
DATA
COMPARE DATA
COMPARE SEGMENTS
COMBINE SEGMENTS
ANALYSE TRENDS
IMPORTANT CAVEAT
GET THE
MOST FROM
YOUR DATA
How To
Implement

Collect
Segment

Use

Aim for:
20% set up,
80% analysis

Review
KPI VS. BUSINESS
Instead of looking at KPIs ask real business questions.
What don’t you know about your business yet?
How ...
IMAGE SOURCES
 Slide 2, Chips: http://en.fotolia.com/Content/Comp/46892888
 Slide 4: By Eva.Pébar
http://www.flickr.com/...
HAPPY TRACKING!
anna.lewis@koozai.com
0845 4531234
@Koozai_Anna
The Power of Segmentation in Web Analytics (MeasureFest 2013)
The Power of Segmentation in Web Analytics (MeasureFest 2013)
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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 and how to analyse your data.

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

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The Power of Segmentation in Web Analytics (MeasureFest 2013)

  1. 1. THE POWER OF SEGMENTATION MEASUREFEST Anna Lewis @Koozai_Anna
  2. 2. TODAY’S TAKEAWAYS  Why segment data?  Google Analytics segments  Analysing the data  Crack on!
  3. 3. WHY USE SEGMENTS?
  4. 4. “All data in aggregate is crap.” Avinash Kaushik Digital Marketing Evangelist, Google
  5. 5. “LESS THAN DID YOU KNOW? 20% OF COMPANIES MAKE EFFECTIVE USE OF THE DATA THEY COLLECT” Source: Nesta
  6. 6. WHY SEGMENT DATA? Analysis Personalisation
  7. 7. Andy Ali Graeme Lenka
  8. 8. High Value Loyal New Lead
  9. 9. Invest Share Register Buy
  10. 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. 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. 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. 13. BUILDING SEGMENTS
  14. 14. GOOGLE ANALYTICS
  15. 15. BUILT-IN SEGMENTS
  16. 16. EXAMPLE SEGMENTS
  17. 17. CREATING A SEGMENT
  18. 18. GOOGLE GOT SMARTER
  19. 19. USER (OR VISIT) DATA
  20. 20. IMPORT FROM GALLERY http://kooz.ai/gasolutionsgallery
  21. 21. ANALYSING DATA
  22. 22. COMPARE DATA
  23. 23. COMPARE SEGMENTS
  24. 24. COMBINE SEGMENTS
  25. 25. ANALYSE TRENDS
  26. 26. IMPORTANT CAVEAT
  27. 27. GET THE MOST FROM YOUR DATA
  28. 28. How To Implement Collect Segment Use Aim for: 20% set up, 80% analysis Review
  29. 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. 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. 31. HAPPY TRACKING! anna.lewis@koozai.com 0845 4531234 @Koozai_Anna
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