SEGMENTATION ISSEXY!                             MARCH 8TH & 9TH, 2012                                 SAN FRANCISCO, CAKa...
OBJECTIVES1) Why Use Segments2) How to Create Segments3) Applying Segments                            2
OBJECTIVES1) Why Use Segments2) How to Create Segments3) Applying Segments                            3
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 ...
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 sourc...
Why Use SegmentsAny Questions?                 ?                     20
OBJECTIVES1) Why Use Segments2) How to Create Segments3) Applying Segments                            21
Admin        22
Add New Segment                  23
NameVisitors that Searched                                24
Dimensions vs MetricsCategories vs Statistics                           Landing Page      Bounces                         ...
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              ...
Need a little Rocket Fuel?Regular Expressions Cheat Sheet                                                                 ...
How to Create SegmentsAny Questions?                 ?                         42
OBJECTIVES1) Why Use Segments2) How to Create Segments3) Applying Segments                            43
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                                ...
Segments for Test AnalysisDON’T TRUST THE TESTING TOOL REPORTS!            Test Original (A)                              ...
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!            ...
Branded KW Segmentation Example                                  56
Non-Branded KW Segmentation Example                                  57
Branded KW Segmentation Analysis                                   58
Outside Region Segmentation ExampleStockton|Lathrop|Lodi|Manteca|Ripon|Tracy|Escalon|August|Country Club|Farmington|French...
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 prov...
BONUS    64
Local Search Segmentation Exampleyelp|citysearch|maps|local|insiderpages|zagat|yellowpages|superpages|mapquest|...        ...
Webmail Segmentation Example                               66
PR Traffic Segmentation Exampleprnewswire.com|news|prweb|prlog|press|businesswire|press-release|pressrelease|...           ...
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!
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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.

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

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

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