Finding Insights Needles in the Data Hay Stacks

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All aggregate data is crap, as Avinash Kaushik says. That's why Google Analytics advanced segments are so handy. This presentation covers profound new GA segmentation features and capabilities that unlock a world of new insights and opportunities.

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  • Hey Josh-

    Thanks so much for this presentation at SES! For some reason, when I'm apply first or any interaction, I am getting the exact same numbers for each medium/ source I try. Any advice?

    Thanks
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Finding Insights Needles in the Data Hay Stacks

  1. 1. Finding Insights Needles in the Data Hay Stacks Succeeding with the New Google Analytics Advanced Segmentation Tools Josh Braaten Collegis Education Director of Inbound Marketing Chicago • November 4–7, 2013 • #SESCHI @SESConf
  2. 2. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf Josh Braaten Director of Inbound Marketing, CollegisEducation.edu 2013 US Search Awards Winner, Best In-House Search Team Rasmussen College @JLBraaten Google.com/+JoshBraaten ContentScientists.com @twitterhandle
  3. 3. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf “All data in aggregate is crap.” -@Avinash @twitterhandle Image source: Kaushik.net
  4. 4. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf “Looking for big insights in Google Analytics without segments is like looking for a needle in a haystack.” - @JLBraaten @twitterhandle
  5. 5. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf GA advanced segments is like having a magnet for big insights. @twitterhandle
  6. 6. @JLBraaten And now, segmentation just received its most powerful upgrade ever. Chicago | November 4–7, 2013 | #SESCHI | @SESConf @twitterhandle Image source: intmensorg.com
  7. 7. @JLBraaten And now, segmentation just received its most powerful upgrade ever. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Spiraled coils from the core of the 45 Tesla Hybrid Magnet, one of the most powerful magnets in the world. @twitterhandle Image source: intmensorg.com
  8. 8. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf What to Expect: - History of Segmentation - GA Segment Changes - 10 Segments You Can Use @twitterhandle
  9. 9. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf A Brief History of Google Analytics Segments @twitterhandle
  10. 10. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf Perfect segments: Hits, sessions & users Visit 1 Visit 2 Visit 3 @twitterhandle
  11. 11. Chicago | November 4–7, 2013 | #SESCHI | @SESConf @JLBraaten Hit-level data includes page-specific data Visit 1 Visit 2 Visit 3 Hits Metric Examples: Bounce rate, time on page, event label, @twitterhandle page value, clicks, custom variables, etc.
  12. 12. Chicago | November 4–7, 2013 | #SESCHI | @SESConf @JLBraaten Session-level data includes visit-level info Visit 1 Visit 2 Visit 3 Sessions Metric Examples: Landing page, campaign source, goal @twitterhandle value, conversion rate, time on site, etc.
  13. 13. Chicago | November 4–7, 2013 | #SESCHI | @SESConf @JLBraaten User segments show multi-visit info Visit 1 Visit 2 Visit 3 Users Metric Examples: Lifetime value, source of first visit, source @twitterhandle of conversion visit, days to purchase, etc.
  14. 14. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf Perfect segments: Hits, sessions & users Visit 1 Visit 2 Visit 3 @twitterhandle
  15. 15. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf GA Segments Before: No Users Visit 1 Visit 2 Visit 3 @twitterhandle
  16. 16. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf GA Segments After: Users & More! Visit 1 Visit 2 Visit 3 @twitterhandle
  17. 17. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf The New Google Analytics Advanced Segments Features @twitterhandle
  18. 18. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf New segment searching menu @twitterhandle
  19. 19. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf The New Google Analytics Advanced Segments Interface Powerful new segment builder with sequences and more @twitterhandle
  20. 20. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf Intuitive segment summary shows complex progressions @twitterhandle
  21. 21. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf Epic new segmenting feature: cohorts @twitterhandle
  22. 22. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf 10 New Google Analytics Segments You Can Use @twitterhandle
  23. 23. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf 1. First Interaction = Organic Link - http://bit.ly/organic-1st Use: Demonstrate organic search’s ability to introduce new visitors to your brand/funnel @twitterhandle
  24. 24. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf 2. Any Interaction = Organic Link - http://bit.ly/organic-any Use: Demonstrate organic search’s ability to influence users throughout the funnel @twitterhandle
  25. 25. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf 3. First Interaction = Social Link - http://bit.ly/social-1st Use: Demonstrate social media’s ability to introduce new visitors to your brand/funnel @twitterhandle
  26. 26. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf 4. Any Interaction = Social Link - http://bit.ly/social-any Use: Demonstrate social media’s ability to influence users throughout the funnel @twitterhandle
  27. 27. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf 5. First Interaction = Blog Link - http://bit.ly/blog-1st Use: Demonstrate content marketing’s ability to introduce new visitors to your brand/funnel @twitterhandle
  28. 28. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf 6. Converters that have been to the blog Link - http://bit.ly/blog-converters Use: Demonstrate content marketing’s ability to assist conversions on your website @twitterhandle
  29. 29. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf 6. Converters that have been to the blog Link - http://bit.ly/blog-converters Use: Demonstrate content marketing’s ability to assist conversions on your website @twitterhandle
  30. 30. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf 7. Visited via Both Organic & Paid Search Link - http://bit.ly/both-searches Use: Demonstrate the interplay between organic and paid search @twitterhandle
  31. 31. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf 8. eBook Downloaders Link - http://bit.ly/both-searches Use: Demonstrate the effect micro conversions have on macro conversions @twitterhandle
  32. 32. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf 9. Converters – 1st Touch = Organic Link - http://bit.ly/organic-1st-touch-conv Use: Demonstrate organic search’s ability to assist conversions on your website @twitterhandle
  33. 33. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf 10. Conversion Cohorts (1, 2-3, 4+ visits) Link - http://bit.ly/conversion-cohorts Use: Separate user behavior at different points along the same journey for maximum insights @twitterhandle
  34. 34. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf 10. Conversion Cohorts (1, 2-3, 4+ visits) Link - http://bit.ly/conversion-cohorts Use: Separate user behavior at different points along the same journey for maximum insights @twitterhandle
  35. 35. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf 10. Conversion Cohorts (1, 2-3, 4+ visits) Link - http://bit.ly/conversion-cohorts Use: Separate user behavior at different points along the same journey for maximum insights @twitterhandle
  36. 36. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf 10. Conversion Cohorts (1, 2-3, 4+ visits) Link - http://bit.ly/conversion-cohorts @twitterhandle
  37. 37. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf Your Turn to Find Some Needles @twitterhandle
  38. 38. @JLBraaten Chicago | November 4–7, 2013 | #SESCHI | @SESConf Thank You Director of Inbound Marketing, CollegisEducation.com 2013 US Search Awards Winner, Best In-House Search Team Rasmussen College @JLBraaten Google.com/+JoshBraaten ContentScientists.com @twitterhandle

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