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The Power of Segmentation
Truly understand your visitors
 Barbara Pezzi
 Director Web Marketing
 Fairmont Raffles Hotels I...
The Power of Segmentation




   "Analyzing data in aggregate is a crime against humanity."

                             ...
The Power of Segmentation




Aggregate data works on the assumption that all site visitors are identical




   Google An...
The Power of Segmentation

The reality is:
•  Every site visitor is unique, each with their own behaviour, intent and
   r...
The Power of Segmentation

Segments are a subset of your data generally referring to groups of
visitors whose behaviour yo...
The Power of Segmentation

Segments are a subset of your data generally referring to groups of
visitors whose behaviour yo...
The Power of Segmentation

Segments are a subset of your data generally referring to groups of
visitors whose behaviour yo...
The Power of Segmentation

Segments are a subset of your data generally referring to groups of
visitors whose behaviour yo...
The Power of Segmentation

Segments are a subset of your data generally referring to groups of
visitors whose behaviour yo...
The Power of Segmentation

Segments are a subset of your data generally referring to groups of
visitors whose behaviour yo...
The Power of Segmentation

Tools available in Google Analytics for Segmentation
•  Advanced Segments
•  Custom Variables

...
The Power of Segmentation




                                        DEFAULT SEGMENTS   CUSTOM SEGMENTS




   Google Ana...
The Power of Segmentation




   Google Analytics Master Class 2010   #gamc   13
Advanced Segments Applied

Goal: run a PPC campaign for the Swissotel Stamford, Singapore




   Google Analytics Master C...
Advanced Segments Applied

Goal: run a PPC campaign for the Swissotel Stamford, Singapore
•  Step 1: Analyse traffic pre-c...
Advanced Segments Applied

1st Month Review
•  Step 2: Create Campaign segment




   Google Analytics Master Class 2010  ...
Advanced Segments Applied

1st Month Review
•  Step 2: Compare conversion to all visits, by country




   Google Analytic...
Advanced Segments Applied

1st Month Review
•  Step 2: Review individually




                                        We ...
Advanced Segments Applied

1st Month Review
•  Step 3: Dig deeper with individual campaign. What are the Brits looking at?...
Advanced Segments Applied

1st Month Review
•  Compare and optimise by individual campaign:
      Landing pages
      Co...
Advanced Segments Applied

After 6 months of continued reviews and optimization..




   Google Analytics Master Class 201...
Advanced Segments Applied

After 6 months of continued reviews and optimization..




            67.78% increase in reven...
Advanced Segments Applied; Non Ecommerce

Goal: increase membership to our loyalty programme, Club Swiss Gold




   Googl...
Advanced Segments Applied; Non Ecommerce

Goal: increase membership to our loyalty programme, Club Swiss Gold
•  Step 1: c...
Advanced Segments Applied; Non Ecommerce
Goal: increase membership to our loyalty programme, Club Swiss Gold
•  Step 2: an...
Advanced Segments Applied; Social Media

Goal: analyse our Facebook vs Twitter visitors to optimize our social
media activ...
Advanced Segments Applied; Social Media
Goal: analyse our Facebook vs Twitter visitors to optimize our social
media activi...
Advanced Segments Applied; Social Media
Goal: analyse our Facebook vs Twitter visitors to optimize our social
media activi...
Advanced Segments Applied; Social Media
Goal: analyse our Facebook vs Twitter visitors to optimize our social
media activi...
Advanced Segments Applied; Social Media
Goal: analyse our Facebook vs Twitter visitors to optimize our social
media activi...
Advanced Segments Applied; Social Media
Bonus Segment: Social media traffic




http://bit.ly/Social_Media_Traffic



    ...
Advanced Segments – In summary
•  Extremely flexible: you can create countless variations tailored to your own
   business...
Custom Variables
Custom Variables provide you with the power and flexibility to
customize Google Analytics and collect the...
Custom Variables
Dedicated Custom Variables report in the Visitors section




   Google Analytics Master Class 2010      ...
Custom Variables Applied
Goal: Measure how the various languages are performing on the site
or sections of the site (ex a ...
Custom Variables Applied
Create your own segment




   Google Analytics Master Class 2010   #gamc   36
Custom Variables Applied
Analyse site metrics for your custom variable




   Google Analytics Master Class 2010          ...
Custom Variables Applied
Create your own custom report




   Google Analytics Master Class 2010   #gamc   38
Custom Variables – In summary


•  Very powerful: you can now define and track visitors according to visitor
   attributes...
The Power of Segmentation
Final Takeaways:


•  Set your segments based on goals: return visits vs short visit, transactio...
The Power of Segmentation




        “If you cannot measure it, you cannot improve it”

                                 ...
Thank You!
http://www.swissotel.com
http://uk.linkedin.com/in/barbarapezzi




                                         Go...
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Gamc2010 01 - the power of segmentation - barbara pezzi - swissotel

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Transcript of "Gamc2010 01 - the power of segmentation - barbara pezzi - swissotel"

  1. 1. The Power of Segmentation Truly understand your visitors Barbara Pezzi Director Web Marketing Fairmont Raffles Hotels International Google Confidential and Proprietary 1
  2. 2. The Power of Segmentation "Analyzing data in aggregate is a crime against humanity." Avinash Kaushik Google Analytics Master Class 2010 #gamc 2
  3. 3. The Power of Segmentation Aggregate data works on the assumption that all site visitors are identical Google Analytics Master Class 2010 #gamc 3
  4. 4. The Power of Segmentation The reality is: •  Every site visitor is unique, each with their own behaviour, intent and requirements. •  Aggregate data cannot be actioned. Data without action is a pointless exercise. •  Numbers need context to tell a story. Google Analytics Master Class 2010 #gamc 4
  5. 5. The Power of Segmentation Segments are a subset of your data generally referring to groups of visitors whose behaviour you would like to see and analyze. Simple Examples: •  Paid vs Organic Traffic:   How do these 2 groups differ?   Do your paid visitors favour different products?   What keywords are they using?   Use the data to optimise both your PPC campaigns (landing pages, keyword selection) and your SEO efforts (are there paid keywords which should be implemented in your SEO strategy?). Google Analytics Master Class 2010 #gamc 5
  6. 6. The Power of Segmentation Segments are a subset of your data generally referring to groups of visitors whose behaviour you would like to see and analyze. Simple Examples: •  Convert vs Did not Convert   Compare traffic sources, landing pages, keyword used and conversion funnel.   How was their site experience different?   Where did you lose them? Google Analytics Master Class 2010 #gamc 6
  7. 7. The Power of Segmentation Segments are a subset of your data generally referring to groups of visitors whose behaviour you would like to see and analyze. Simple Examples: •  Bounce vs Non-Bounce: they came, they saw, they left. Why?   Compare traffic sources, keywords used, landing pages.   Look at the geo report. Is it possibly a language issue? Google Analytics Master Class 2010 #gamc 7
  8. 8. The Power of Segmentation Segments are a subset of your data generally referring to groups of visitors whose behaviour you would like to see and analyze. More Creative Examples: •  Viewed 5 pages but did not buy. These visitors were engaged with your content, but not enough to convert.   What were they looking for (keywords)?   Where did they leave (exit pages?).   How did they find the site (traffic sources?).   Is one of your referrers sending you the wrong traffic or is your content not good enough to convert? Google Analytics Master Class 2010 #gamc 8
  9. 9. The Power of Segmentation Segments are a subset of your data generally referring to groups of visitors whose behaviour you would like to see and analyze. More Creative Examples: •  Posted a comment (for blogs or sites which allow user interaction).   If your goal is to increase your User Generated Content (UGC), then these are your star visitors.   Where are they?   How are they getting to the site (PPC, Organic, Affiliates..)?   What can you do to get more? Google Analytics Master Class 2010 #gamc 9
  10. 10. The Power of Segmentation Segments are a subset of your data generally referring to groups of visitors whose behaviour you would like to see and analyze. More Creative Examples: •  Stayed less than 20 seconds.   Sometimes a single page visit is not an issue (ex: blogs, contact details page, map page). In these cases, it might be better to segment by time on site to determine how many visitors really did not interact with the site. 20 -30 seconds is generally a safe bet.   Alternatively, segment by pages/per visit: ex 2 pages or less Google Analytics Master Class 2010 #gamc 10
  11. 11. The Power of Segmentation Tools available in Google Analytics for Segmentation •  Advanced Segments •  Custom Variables Google Analytics Master Class 2010 #gamc 11
  12. 12. The Power of Segmentation DEFAULT SEGMENTS CUSTOM SEGMENTS Google Analytics Master Class 2010 #gamc 12
  13. 13. The Power of Segmentation Google Analytics Master Class 2010 #gamc 13
  14. 14. Advanced Segments Applied Goal: run a PPC campaign for the Swissotel Stamford, Singapore Google Analytics Master Class 2010 #gamc 14
  15. 15. Advanced Segments Applied Goal: run a PPC campaign for the Swissotel Stamford, Singapore •  Step 1: Analyse traffic pre-campaign: who is booking us? Choose countries for campaign Google Analytics Master Class 2010 #gamc 15
  16. 16. Advanced Segments Applied 1st Month Review •  Step 2: Create Campaign segment Google Analytics Master Class 2010 #gamc 16
  17. 17. Advanced Segments Applied 1st Month Review •  Step 2: Compare conversion to all visits, by country Google Analytics Master Class 2010 #gamc 17
  18. 18. Advanced Segments Applied 1st Month Review •  Step 2: Review individually We want more Brits! Google Analytics Master Class 2010 #gamc 18
  19. 19. Advanced Segments Applied 1st Month Review •  Step 3: Dig deeper with individual campaign. What are the Brits looking at? Google Analytics Master Class 2010 #gamc 19
  20. 20. Advanced Segments Applied 1st Month Review •  Compare and optimise by individual campaign:   Landing pages   Content viewed   Keywords used   Time partying (when did they buy the most?)   Ad position   Ad text Google Analytics Master Class 2010 #gamc 20
  21. 21. Advanced Segments Applied After 6 months of continued reviews and optimization.. Google Analytics Master Class 2010 #gamc 21
  22. 22. Advanced Segments Applied After 6 months of continued reviews and optimization.. 67.78% increase in revenue 21.78% decrease in costs 100% increase in ROI Google Analytics Master Class 2010 #gamc 22
  23. 23. Advanced Segments Applied; Non Ecommerce Goal: increase membership to our loyalty programme, Club Swiss Gold Google Analytics Master Class 2010 #gamc 23
  24. 24. Advanced Segments Applied; Non Ecommerce Goal: increase membership to our loyalty programme, Club Swiss Gold •  Step 1: create advanced segment Google Analytics Master Class 2010 #gamc 24
  25. 25. Advanced Segments Applied; Non Ecommerce Goal: increase membership to our loyalty programme, Club Swiss Gold •  Step 2: analyse traffic sources, landing pages, keywords, countries of origin… and optimise accordingly Google Analytics Master Class 2010 #gamc 25
  26. 26. Advanced Segments Applied; Social Media Goal: analyse our Facebook vs Twitter visitors to optimize our social media activities Google Analytics Master Class 2010 #gamc 26
  27. 27. Advanced Segments Applied; Social Media Goal: analyse our Facebook vs Twitter visitors to optimize our social media activities •  Step 1: create advanced segment Google Analytics Master Class 2010 #gamc 27
  28. 28. Advanced Segments Applied; Social Media Goal: analyse our Facebook vs Twitter visitors to optimize our social media activities Google Analytics Master Class 2010 #gamc 28
  29. 29. Advanced Segments Applied; Social Media Goal: analyse our Facebook vs Twitter visitors to optimize our social media activities Google Analytics Master Class 2010 #gamc 29
  30. 30. Advanced Segments Applied; Social Media Goal: analyse our Facebook vs Twitter visitors to optimize our social media activities. Next steps: •  Adjust our posts/tweets to the audience in each channel •  Add campaign tracking codes to main offers/promotions posted •  Set dedicated goals ? Come back to next year’s GA event to see the outcomes.. Google Analytics Master Class 2010 #gamc 30
  31. 31. Advanced Segments Applied; Social Media Bonus Segment: Social media traffic http://bit.ly/Social_Media_Traffic Google Analytics Master Class 2010 #gamc 31
  32. 32. Advanced Segments – In summary •  Extremely flexible: you can create countless variations tailored to your own business goals •  Can be utilized for ad-hoc on the fly analysis without any re-tagging required (unlike many other tools) •  Can be applied retroactively and tested on the spot •  You can share your segments Additional information: http://cse-sea.blogspot.com/2010/02/my-favourite-google-analytics- advanced.html Google Analytics Master Class 2010 #gamc 32
  33. 33. Custom Variables Custom Variables provide you with the power and flexibility to customize Google Analytics and collect the unique site usage data most important to your business. •  Members vs non-members •  Content categorization: site sections •  New customers vs repeat customers •  Landing page Google Analytics Master Class 2010 #gamc 33
  34. 34. Custom Variables Dedicated Custom Variables report in the Visitors section Google Analytics Master Class 2010 #gamc 34
  35. 35. Custom Variables Applied Goal: Measure how the various languages are performing on the site or sections of the site (ex a specific hotel page) Google Analytics Master Class 2010 #gamc 35
  36. 36. Custom Variables Applied Create your own segment Google Analytics Master Class 2010 #gamc 36
  37. 37. Custom Variables Applied Analyse site metrics for your custom variable Google Analytics Master Class 2010 #gamc 37
  38. 38. Custom Variables Applied Create your own custom report Google Analytics Master Class 2010 #gamc 38
  39. 39. Custom Variables – In summary •  Very powerful: you can now define and track visitors according to visitor attributes (ex. member vs. non-member), session attributes (ex. logged-in or not), and by page-level attributes (ex. viewed Jobs section). •  Can be used in advanced segments and custom reports •  Does require tagging so plan carefully Google Analytics Master Class 2010 #gamc 39
  40. 40. The Power of Segmentation Final Takeaways: •  Set your segments based on goals: return visits vs short visit, transactions, members.. •  Apply different segment based on the goals of each section on the site: product pages, “about us” section, help pages, etc.. •  Try different segments: location based, campaign type, traffic source, online behaviour, keyword used, etc.. •  Don’t go too specific to start with. Take a couple of main segments and then dig deeper. Google Analytics Master Class 2010 #gamc 40
  41. 41. The Power of Segmentation “If you cannot measure it, you cannot improve it” (Lord Kelvin) Google Analytics Master Class 2010 #gamc 41
  42. 42. Thank You! http://www.swissotel.com http://uk.linkedin.com/in/barbarapezzi Google Confidential and Proprietary 42
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