Slides from the #WeLoveData Fasterclass on February 11th. How to use Custom Segments to better understand and retarget to your audience, plus some useful Custom Segments to try out.

1. Audience Segmentation
Unlocking Insights with Google Analytics Custom Segments
@FasterclassTips | www.fasterclass.co | questions@greatmarketingworks.co.uk

2. Who Am I?
 B2B Digital Marketer
 5 Years of Google Analytics
 Marketing Trainer
 Google Squared Graduate

3. Google Analytics Custom Segments

4. Let’s Be Honest…

5. You Already Have
Great Data
You just need to ask the right
questions.

6. This Data Can Help:
• Drive Business Decisions
• Improve Conversion Rates

7. What are Custom Segments?

8. Custom Segments (& Custom Audiences)
Pick a condition, and see it’s data throughout Google Analytics

9. Why Segment?

10. Monitoring Mobile
 Mobile Users – what is popular?
 (Devices – Mobile & Tablet)

11. Finding Your ‘Whales’
 Filter conditions by revenue – what drove their decisions?
 (Revenue – Per Session – Greater Than – X)

12. Organic Image Search
 Is Google Images driving traffic to an image-heavy site?
 (Referral Path - Matches Regex – images|mrges|imagedetail)

13. Really Engaged Traffic
 Non-purchasers, but heavily engaged in your site
 Can you convince them to come back?
 (Goal Completions = 0, Transactions = 0, Pageviews > X)

14. Other Examples
 Customers converting more than once
 (Goal Completions >1)
 Conversion rates inside/outside of business hours
 (Hour > 8 – Hour <19)
 Analyse visitors who reached certain blog posts or pages
 (Condition – Page = X) or (Condition – Page ‘Starts With’ - /something)
 Visitors using certain device types (e.g. screens under 60px wide)
 (Screen resolution – Matching Regex - (^[1-5]?[0-9]?[0-9])x([1-5]?[0-9]?[0-9]$)

15. Remarketing Audiences
Turning Custom Segments into Marketing Assets

16. Create Remarketing Lists
 Requires a slight tweak to your tracking code

17. Ask The Right Questions…
Get to know your audience and connect on a deeper level

18. Next Segment: Q&A
@FasterclassTips | www.fasterclass.co