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

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. 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

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