Segmentation is SEXY! Aggregates & Averages Lie

SEGMENTATION ISSEXY! MARCH 8TH & 9TH, 2012 SAN FRANCISCO, CAKayden KellyFounder, Managing Directorwww.blastam.com

OBJECTIVES1) Why Use Segments2) How to Create Segments3) Applying Segments 2

Loads of Utility 4

+ SegmentationYeah, it’s kinda like that... 5

worth less 6

Sexy !! 7

8 s iew eV age Rat ll P a ce er oun Ov ll B era OvOverall Visits sit /Vi es ag eP rag ve ll A eraOv & Averages Aggregates

Aggregates Suck!New Client Scenario 1 9

visits 400,000 10

visits 400,000 OUTSIDE STATE 392,000 11

visits 400,000 392,000 8,000 INSIDE STATE 12

Aggregates Suck!New Client Scenario 2 13 9

bounce rate 75% 14

bounce rate 75% OUTSIDE STATE 95% 15

bounce rate 75% 95% 22% INSIDE STATE 16

DATA LIES! 17

SEGMENT OR DIE! 18

What makes for a good segment? Acquisition Behavior Outcomes• Referrer / Trafﬁc source • Activity Level • Goal Completion • Email, Social, etc • Engagement • Leads • Branded vs Non-Branded • Frequency • Registrations• Visitor Type • Sharing • Misc • New vs Return • Subscription • Ecommerce• Demographics • Loyalty • Transactions• Location / Geography • Member vs Non-Member • Customer vs Non-• Technology platform • Content Viewed Customer• Landing Page • Test Variation Viewed • Value It depends...all sites UNIQUE! 19

Why Use SegmentsAny Questions? ? 20

Admin 22

Add New Segment 23

NameVisitors that Searched 24

Dimensions vs MetricsCategories vs Statistics Landing Page Bounces Trafﬁc Source Pageviews Custom Variable Average TOS Visitor Type Exits Browser Visits Keyword Revenue Date Goals 25

Visitors that Searched Segment 26

Verify 27

Add Segments On the Fly (within Reports) 28

Default Segments 29

Custom Segments 30

New Custom Segment 31

Name Custom SegmentInside USA 32

Scroll to FindInside USA 33

Type to Filter ListInside USA 34

Match Type 35

Test Segment 36

Save Segment 37

Copy Segment 38

Rename & Switch to Exclude 39

Share Segmenthttps://www.google.com/analytics/web/permalink?type=advanced_segment&uid=j7nzMDUtSnKxNXch2u57dw 40

Need a little Rocket Fuel?Regular Expressions Cheat Sheet Regular Expressions - Credit Jay Taylor http://www.cheatography.com/jay-taylor/cheat-sheets/google-analytics-regular-expressions/ 41

How to Create SegmentsAny Questions? ? 42

Filter on the Fly 44

Apply Default & Custom Segments 45

Side by Side Comparisons 46

Sorting by SegmentSegment Sort Order { 47

Sort by 1x Buyer SegmentSorted by 1x Buyer 48

Change Segment Sort OrderDrag0x Buyerto top 49

Sort by 0x Buyer SegmentSorted by 0x Buyer 50

What do converters share100% buyers did not view privacy page30% buyers viewed top sellers 51

Segments for Test AnalysisDON’T TRUST THE TESTING TOOL REPORTS! Test Original (A) 52

Segments for Test Analysis Test Variation 1 (B1) 53

Segments for Test Analysis Test Variation 2 (B2) 54

Segments for Test Analysis How did each version perform?Testing Tools Don’t Always Give you the Winner! 55

Branded KW Segmentation Example 56

Non-Branded KW Segmentation Example 57

Branded KW Segmentation Analysis 58

Inside Region Segmentation Example 60

Geography Segmentation Analysis 61

Applying SegmentsAny Questions? ? 62

Why no segmentation on some reports?Due to way data is computed or aggregated for certainreports, it isnt possible to provide visit-level segmentationinto the data exposed by those reports.Not currently available for:• Absolute Unique Visitors• Keyword Positions• Goal Flow• Funnel Visualization reports 63

BONUS 64

Webmail Segmentation Example 66

SEO Word Length Segmentation Example ^s*[^s]+(s+[^s]+){1}s*$ 68

Event (Promo) Segmentation Example 69

Sharing Segmentation Example 70

Subscription Segmentation Example 71

High Activity Segmentation Example Activity is not Engagement 72

Low Activity Segmentation Example 73

Video Viewed Segmentation Example 74

Job Seekers/Search Segmentation Example 75

Content Viewed Segmentation Example 76

Key Takeaways • Aggregates & Averages Lie • Segment or Die 77

Thank you!

Segmentation is SEXY! Aggregates & Averages Lie

by Kayden Kelly

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Segmentation is SEXY! Aggregates & Averages Lie Presentation Transcript