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




                                         Google Confidential and Proprietary   1
The Power of Segmentation




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

                                           Avinash Kaushik




   Google Analytics Master Class 2010                        #gamc   2
The Power of Segmentation




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




   Google Analytics Master Class 2010                              #gamc   3
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
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
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
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
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
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
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
The Power of Segmentation

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




   Google Analytics Master Class 2010                  #gamc   11
The Power of Segmentation




                                        DEFAULT SEGMENTS   CUSTOM SEGMENTS




   Google Analytics Master Class 2010                                        #gamc   12
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 Class 2010                            #gamc   14
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
Advanced Segments Applied

1st Month Review
•  Step 2: Create Campaign segment




   Google Analytics Master Class 2010   #gamc   16
Advanced Segments Applied

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




   Google Analytics Master Class 2010                     #gamc   17
Advanced Segments Applied

1st Month Review
•  Step 2: Review individually




                                        We want more Brits!


   Google Analytics Master Class 2010                         #gamc   18
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
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
Advanced Segments Applied

After 6 months of continued reviews and optimization..




   Google Analytics Master Class 2010                    #gamc   21
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
Advanced Segments Applied; Non Ecommerce

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




   Google Analytics Master Class 2010                        #gamc    23
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
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
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
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
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
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
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
Advanced Segments Applied; Social Media
Bonus Segment: Social media traffic




http://bit.ly/Social_Media_Traffic



    Google Analytics Master Class 2010    #gamc   31
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
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
Custom Variables
Dedicated Custom Variables report in the Visitors section




   Google Analytics Master Class 2010                       #gamc   34
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
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           #gamc   37
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 (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
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
The Power of Segmentation




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

                                          (Lord Kelvin)




   Google Analytics Master Class 2010                       #gamc   41
Thank You!
http://www.swissotel.com
http://uk.linkedin.com/in/barbarapezzi




                                         Google Confidential and Proprietary   42

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

  • 1. The Power of Segmentation Truly understand your visitors Barbara Pezzi Director Web Marketing Fairmont Raffles Hotels International Google Confidential and Proprietary 1
  • 2. The Power of Segmentation "Analyzing data in aggregate is a crime against humanity." Avinash Kaushik Google Analytics Master Class 2010 #gamc 2
  • 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. 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. 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. 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. 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. 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. 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. 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. The Power of Segmentation Tools available in Google Analytics for Segmentation •  Advanced Segments •  Custom Variables Google Analytics Master Class 2010 #gamc 11
  • 12. The Power of Segmentation DEFAULT SEGMENTS CUSTOM SEGMENTS Google Analytics Master Class 2010 #gamc 12
  • 13. The Power of Segmentation Google Analytics Master Class 2010 #gamc 13
  • 14. Advanced Segments Applied Goal: run a PPC campaign for the Swissotel Stamford, Singapore Google Analytics Master Class 2010 #gamc 14
  • 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. Advanced Segments Applied 1st Month Review •  Step 2: Create Campaign segment Google Analytics Master Class 2010 #gamc 16
  • 17. Advanced Segments Applied 1st Month Review •  Step 2: Compare conversion to all visits, by country Google Analytics Master Class 2010 #gamc 17
  • 18. Advanced Segments Applied 1st Month Review •  Step 2: Review individually We want more Brits! Google Analytics Master Class 2010 #gamc 18
  • 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. 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. Advanced Segments Applied After 6 months of continued reviews and optimization.. Google Analytics Master Class 2010 #gamc 21
  • 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. Advanced Segments Applied; Non Ecommerce Goal: increase membership to our loyalty programme, Club Swiss Gold Google Analytics Master Class 2010 #gamc 23
  • 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. 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. 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. 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. 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. 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. 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. Advanced Segments Applied; Social Media Bonus Segment: Social media traffic http://bit.ly/Social_Media_Traffic Google Analytics Master Class 2010 #gamc 31
  • 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. 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. Custom Variables Dedicated Custom Variables report in the Visitors section Google Analytics Master Class 2010 #gamc 34
  • 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. Custom Variables Applied Create your own segment Google Analytics Master Class 2010 #gamc 36
  • 37. Custom Variables Applied Analyse site metrics for your custom variable Google Analytics Master Class 2010 #gamc 37
  • 38. Custom Variables Applied Create your own custom report Google Analytics Master Class 2010 #gamc 38
  • 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. 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. The Power of Segmentation “If you cannot measure it, you cannot improve it” (Lord Kelvin) Google Analytics Master Class 2010 #gamc 41