The document outlines a presentation about the importance of segmentation in data analysis, specifically in website analytics. It covers objectives such as why to use segments, how to create them, and their application, highlighting the drawbacks of using aggregates and averages. Key takeaways stress the necessity of segmenting data to gain more accurate insights and avoid misleading conclusions.

1. SEGMENTATION IS
SEXY!
MARCH 8TH & 9TH, 2012
SAN FRANCISCO, CA
Kayden Kelly
Founder, Managing Director
www.blastam.com

2. OBJECTIVES
1) Why Use Segments
2) How to Create Segments
3) Applying Segments
2

3. OBJECTIVES
1) Why Use Segments
2) How to Create Segments
3) Applying Segments
3

4. Loads of Utility 4

5. + Segmentation
Yeah, it’s kinda like that... 5

6. worth
less
6

7. Sexy
!!
7

8. 8
s
iew
eV
ag
e
Rat ll P a
ce er
oun Ov
ll B
era
Ov
Overall Visits
sit
/Vi
es
ag
eP
rag
ve
ll A
era
Ov
& Averages
Aggregates

9. Aggregates Suck!
New Client Scenario 1
9

10. visits 400,000
10

11. visits 400,000
OUTSIDE
STATE 392,000
11

12. visits 400,000
392,000
8,000
INSIDE
STATE
12

13. Aggregates Suck!
New Client Scenario 2
13
9

14. bounce rate 75%
14

15. bounce rate 75%
OUTSIDE
STATE 95%
15

16. bounce rate 75%
95%
22%
INSIDE
STATE
16

17. DATA LIES!
17

18. SEGMENT
OR DIE!
18

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. Why Use Segments
Any Questions?
?
20

21. OBJECTIVES
1) Why Use Segments
2) How to Create Segments
3) Applying Segments
21

22. Admin
22

23. Add New Segment
23

24. Name
Visitors that Searched
24

25. Dimensions vs Metrics
Categories vs Statistics
Landing Page Bounces
Traffic Source Pageviews
Custom Variable Average TOS
Visitor Type Exits
Browser Visits
Keyword Revenue
Date Goals
25

26. Visitors that Searched Segment
26

27. Verify
27

28. Add Segments On the Fly (within Reports)
28

29. Default Segments
29

30. Custom Segments
30

31. New Custom Segment
31

32. Name Custom Segment
Inside USA
32

33. Scroll to Find
Inside USA
33

34. Type to Filter List
Inside USA
34

35. Match Type
35

36. Test Segment
36

37. Save Segment
37

38. Copy Segment
38

39. Rename & Switch to Exclude
39

40. Share Segment
https://www.google.com/analytics/web/permalink?
type=advanced_segment&uid=j7nzMDUtSnKxNXch2u57dw
40

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. How to Create Segments
Any Questions?
?
42

43. OBJECTIVES
1) Why Use Segments
2) How to Create Segments
3) Applying Segments
43

44. Filter on the Fly
44

45. Apply Default & Custom Segments
45

46. Side by Side Comparisons
46

47. Sorting by Segment
Segment
Sort
Order {
47

48. Sort by 1x Buyer Segment
Sorted by
1x Buyer
48

49. Change Segment Sort Order
Drag
0x Buyer
to top
49

50. Sort by 0x Buyer Segment
Sorted by
0x Buyer
50

51. What do converters share
100% buyers did not view privacy page
30% buyers viewed top sellers
51

52. Segments for Test Analysis
DON’T TRUST THE TESTING TOOL REPORTS!
Test Original (A)
52

53. Segments for Test Analysis
Test Variation 1 (B1)
53

54. Segments for Test Analysis
Test Variation 2 (B2)
54

55. Segments for Test Analysis
How did each version perform?
Testing Tools Don’t Always Give you the Winner!
55

56. Branded KW Segmentation Example
56

57. Non-Branded KW Segmentation Example
57

58. Branded KW Segmentation Analysis
58

59. Outside Region Segmentation Example
Stockton|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|Del
Rio|Denair|Diablo Grande|East Oakdale|Empire|Grayson|Hickman|Keyes|...
59

60. Inside Region Segmentation Example
60

61. Geography Segmentation Analysis
61

62. Applying Segments
Any Questions?
?
62

63. Why no segmentation on some reports?
Due to way data is computed or aggregated for certain
reports, it isn't possible to provide visit-level segmentation
into the data exposed by those reports.
Not currently available for:
• Absolute Unique Visitors
• Keyword Positions
• Goal Flow
• Funnel Visualization reports
63

64. BONUS
64

65. Local Search Segmentation Example
yelp|citysearch|maps|local|insiderpages|zagat|yellowpages|superpages|mapquest|...
65

66. Webmail Segmentation Example
66

67. PR Traffic Segmentation Example
prnewswire.com|news|prweb|prlog|press|businesswire|press-release|
pressrelease|...
67

68. SEO Word Length Segmentation Example
^s*[^s]+(s+[^s]+){1}s*$ 68

69. Event (Promo) Segmentation Example
69

70. Sharing Segmentation Example
70

71. Subscription Segmentation Example
71

72. High Activity Segmentation Example
Activity is not Engagement 72

73. Low Activity Segmentation Example
73

74. Video Viewed Segmentation Example
74

75. Job Seekers/Search Segmentation Example
75

76. Content Viewed Segmentation Example
76

77. Key Takeaways
• Aggregates & Averages Lie
• Segment or Die
77

78. Thank you!