Segmentation is SEXY! Aggregates & Averages Lie
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Segmentation is SEXY! Aggregates & Averages Lie

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Aggregates & Average Data Lies. Learn how to Segment and get more meaningful insights. ...

Aggregates & Average Data Lies. Learn how to Segment and get more meaningful insights.

This Segmentation is SEXY! presentation from the SF GAUGE conference will cover specific Google Analytics Segmentation Tips. Specifically, these three objectives are covered:

1) Why to use advanced segments
2) How to create segments
3) Examples of Applying Segments
BONUS: Segment Setup Examples

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Segmentation is SEXY! Aggregates & Averages Lie Presentation Transcript

  • 1. SEGMENTATION ISSEXY! MARCH 8TH & 9TH, 2012 SAN FRANCISCO, CAKayden KellyFounder, Managing Directorwww.blastam.com
  • 2. OBJECTIVES1) Why Use Segments2) How to Create Segments3) Applying Segments 2
  • 3. OBJECTIVES1) Why Use Segments2) How to Create Segments3) Applying Segments 3
  • 4. Loads of Utility 4
  • 5. + SegmentationYeah, it’s kinda like that... 5
  • 6. worth less 6
  • 7. Sexy !! 7
  • 8. 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
  • 9. Aggregates Suck!New Client Scenario 1 9
  • 10. visits 400,000 10
  • 11. visits 400,000 OUTSIDE STATE 392,000 11
  • 12. visits 400,000 392,000 8,000 INSIDE STATE 12
  • 13. Aggregates Suck!New Client Scenario 2 13 9
  • 14. bounce rate 75% 14
  • 15. bounce rate 75% OUTSIDE STATE 95% 15
  • 16. bounce rate 75% 95% 22% INSIDE STATE 16
  • 17. DATA LIES! 17
  • 18. SEGMENT OR DIE! 18
  • 19. 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
  • 20. Why Use SegmentsAny Questions? ? 20
  • 21. OBJECTIVES1) Why Use Segments2) How to Create Segments3) Applying Segments 21
  • 22. Admin 22
  • 23. Add New Segment 23
  • 24. NameVisitors that Searched 24
  • 25. 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
  • 26. Visitors that Searched Segment 26
  • 27. Verify 27
  • 28. Add Segments On the Fly (within Reports) 28
  • 29. Default Segments 29
  • 30. Custom Segments 30
  • 31. New Custom Segment 31
  • 32. Name Custom SegmentInside USA 32
  • 33. Scroll to FindInside USA 33
  • 34. Type to Filter ListInside USA 34
  • 35. Match Type 35
  • 36. Test Segment 36
  • 37. Save Segment 37
  • 38. Copy Segment 38
  • 39. Rename & Switch to Exclude 39
  • 40. Share Segmenthttps://www.google.com/analytics/web/permalink?type=advanced_segment&uid=j7nzMDUtSnKxNXch2u57dw 40
  • 41. 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
  • 42. How to Create SegmentsAny Questions? ? 42
  • 43. OBJECTIVES1) Why Use Segments2) How to Create Segments3) Applying Segments 43
  • 44. Filter on the Fly 44
  • 45. Apply Default & Custom Segments 45
  • 46. Side by Side Comparisons 46
  • 47. Sorting by SegmentSegment Sort Order { 47
  • 48. Sort by 1x Buyer SegmentSorted by 1x Buyer 48
  • 49. Change Segment Sort OrderDrag0x Buyerto top 49
  • 50. Sort by 0x Buyer SegmentSorted by 0x Buyer 50
  • 51. What do converters share100% buyers did not view privacy page30% buyers viewed top sellers 51
  • 52. Segments for Test AnalysisDON’T TRUST THE TESTING TOOL REPORTS! Test Original (A) 52
  • 53. Segments for Test Analysis Test Variation 1 (B1) 53
  • 54. Segments for Test Analysis Test Variation 2 (B2) 54
  • 55. Segments for Test Analysis How did each version perform?Testing Tools Don’t Always Give you the Winner! 55
  • 56. Branded KW Segmentation Example 56
  • 57. Non-Branded KW Segmentation Example 57
  • 58. Branded KW Segmentation Analysis 58
  • 59. Outside Region Segmentation ExampleStockton|Lathrop|Lodi|Manteca|Ripon|Tracy|Escalon|August|Country Club|Farmington|French Camp|Garden Acres|Kennedy|Lincoln Village|Linden|Lockeford|Morada|North Woodbridge|South Woodbridge|Taft Mosswood|Acampo|Atlanta|Banta|Goodmans Corner|Mormon|Mountain House|New Jerusalem|Thornton|Vernalis|Victor|Modesto|Ceres|Hughson|Newman|Oakdale|Patterson|Riverbank|Turlock|Waterford|Airport|Bret Harte|Bystrom|Cowan|Crows Landing|DelRio|Denair|Diablo Grande|East Oakdale|Empire|Grayson|Hickman|Keyes|... 59
  • 60. Inside Region Segmentation Example 60
  • 61. Geography Segmentation Analysis 61
  • 62. Applying SegmentsAny Questions? ? 62
  • 63. 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
  • 64. BONUS 64
  • 65. Local Search Segmentation Exampleyelp|citysearch|maps|local|insiderpages|zagat|yellowpages|superpages|mapquest|... 65
  • 66. Webmail Segmentation Example 66
  • 67. PR Traffic Segmentation Exampleprnewswire.com|news|prweb|prlog|press|businesswire|press-release|pressrelease|... 67
  • 68. SEO Word Length Segmentation Example ^s*[^s]+(s+[^s]+){1}s*$ 68
  • 69. Event (Promo) Segmentation Example 69
  • 70. Sharing Segmentation Example 70
  • 71. Subscription Segmentation Example 71
  • 72. High Activity Segmentation Example Activity is not Engagement 72
  • 73. Low Activity Segmentation Example 73
  • 74. Video Viewed Segmentation Example 74
  • 75. Job Seekers/Search Segmentation Example 75
  • 76. Content Viewed Segmentation Example 76
  • 77. Key Takeaways • Aggregates & Averages Lie • Segment or Die 77
  • 78. Thank you!