NEXT-LEVEL
SEGMENTATION
The leading interactive internet marketing agency
Michael Wiegand
@mwiegand

| 28
portent.co/nl-segments

2 | 28
Smith Tower
“Smith Tower is a skyscraper in Pioneer Square in
Seattle, Washington. Completed in 1914, the 38-story,

Summa...
Smith Tower
o  Neighborhood – Pioneer Square
o  City – Seattle

Summary
of Needs

o  State – Washington
o  Country – USA
o...
Dimensions
Describe Data

5 | 28
Dimensions
o  Neighborhood – Pioneer Square
o  City – Seattle
o  State – Washington
o  Country – USA
o  Age – 100 Years (1...
Metrics
Measure Data

7 | 28
Metrics
o  Neighborhood – Pioneer Square
o  City – Seattle
o  State – Washington
o  Country – USA
o  Age – 100 Years (1914...
Today We’ll Cover
Segmentation Tools……………………………………………………………
Mobile……………………………………………………………………………
Remarketing………………………………………...
Segmentation Tools
The trade is slicing and dicing.

10 | 28
Data Sources
o  Google Analytics
o  Google Analytics API
o  Google AdWords
o  Adobe Analytics (née Omniture SiteCatalyst)
...
Google Analytics

12 | 28
Google Analytics API

13 | 28
Google AdWords

14 | 28
Adobe Analytics

15 | 28
Spreadsheet Applications
o  Google Spreadsheets
o  Microsoft Excel

16 | 28
Google Spreadsheets

17 | 28
Microsoft Excel

18 | 28
Mobile
Solving the problem of 2009.

19 | 28
Mobile
How does this growing segment perform?

20 | 28
Mobile
What devices and screen resolutions?

21 | 28
Mobile

22 | 28
Remarketing
Creepy ads that follow people around.

23 | 28
Remarketing
What products are your loyal customers buying?

24 | 28
Remarketing
Which products do I remarket?

25 | 28
Remarketing

26 | 28
Content
The self-proclaimed king.

27 | 28
Content
What channels are consuming deeper content?

28 | 28
Content
Who can I outreach to with future content?

29 | 28
Content

30 | 28
Keywords
(not provided), unless you pay for it.

31 | 28
Keywords
How do I get keyword context for organic?

32 | 28
Keywords

33 | 28
Social
#selfie

34 | 28
Social
Does social curating and interaction pay off?

35 | 28
Social
What content do social visitors return to?

36 | 28
Social

37 | 28
portent.co/nl-segments

38 | 28
Thank YOU.
Any questions? #PortentU

@mwiegand

39 | 28
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Portent Webinar: Next-Level Segmentation

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Michael Wiegand goes over harnessing the power of segmentation to address key internet marketing questions.

Published in: Technology

Portent Webinar: Next-Level Segmentation

  1. NEXT-LEVEL SEGMENTATION The leading interactive internet marketing agency Michael Wiegand @mwiegand | 28
  2. portent.co/nl-segments 2 | 28
  3. Smith Tower “Smith Tower is a skyscraper in Pioneer Square in Seattle, Washington. Completed in 1914, the 38-story, Summary of Needs 489’ tower is the oldest skyscraper in the city and was the tallest office building west of the Mississippi River until the Kansas City Power & Light Building was built in 1931. It remained the tallest building on the West Coast until the Space Needle overtook it in 1962.” Source: http://en.wikipedia.org/wiki/Smith_Tower 3 | 28
  4. Smith Tower o  Neighborhood – Pioneer Square o  City – Seattle Summary of Needs o  State – Washington o  Country – USA o  Age – 100 Years (1914) o  Stories – 38 o  Height – 489’ o  Region – West of the Mississippi o  Sub-Region – West Coast o  Region Record – 17 Years (1931) o  Sub-Region Record – 48 Years (1962) 4 | 28
  5. Dimensions Describe Data 5 | 28
  6. Dimensions o  Neighborhood – Pioneer Square o  City – Seattle o  State – Washington o  Country – USA o  Age – 100 Years (1914) o  Stories – 38 “A dimension is a descriptive attribute or E-mail characteristic of an object that can be given different values.” o  Height – 489’ o  Region – West of the Mississippi o  Sub-Region – West Coast o  Region Record – 17 Years (1931) o  Sub-Region Record – 48 Years (1962) 6 | 28
  7. Metrics Measure Data 7 | 28
  8. Metrics o  Neighborhood – Pioneer Square o  City – Seattle o  State – Washington o  Country – USA o  Age – 100 Years (1914) “Metrics are individual elements of a dimension E-mail that can be measured as a sum or a ratio.” o  Stories – 38 o  Height – 489’ o  Region – West of the Mississippi o  Sub-Region – West Coast o  Region Record – 17 Years (1931) o  Sub-Region Record – 48 Years (1962) 8 | 28
  9. Today We’ll Cover Segmentation Tools…………………………………………………………… Mobile…………………………………………………………………………… Remarketing………………………………………………………………….. Content…………………………………………………………………………. Keywords……………………………................................................. Social……………………………………………………………………………. 9 | 28
  10. Segmentation Tools The trade is slicing and dicing. 10 | 28
  11. Data Sources o  Google Analytics o  Google Analytics API o  Google AdWords o  Adobe Analytics (née Omniture SiteCatalyst) 11 | 28
  12. Google Analytics 12 | 28
  13. Google Analytics API 13 | 28
  14. Google AdWords 14 | 28
  15. Adobe Analytics 15 | 28
  16. Spreadsheet Applications o  Google Spreadsheets o  Microsoft Excel 16 | 28
  17. Google Spreadsheets 17 | 28
  18. Microsoft Excel 18 | 28
  19. Mobile Solving the problem of 2009. 19 | 28
  20. Mobile How does this growing segment perform? 20 | 28
  21. Mobile What devices and screen resolutions? 21 | 28
  22. Mobile 22 | 28
  23. Remarketing Creepy ads that follow people around. 23 | 28
  24. Remarketing What products are your loyal customers buying? 24 | 28
  25. Remarketing Which products do I remarket? 25 | 28
  26. Remarketing 26 | 28
  27. Content The self-proclaimed king. 27 | 28
  28. Content What channels are consuming deeper content? 28 | 28
  29. Content Who can I outreach to with future content? 29 | 28
  30. Content 30 | 28
  31. Keywords (not provided), unless you pay for it. 31 | 28
  32. Keywords How do I get keyword context for organic? 32 | 28
  33. Keywords 33 | 28
  34. Social #selfie 34 | 28
  35. Social Does social curating and interaction pay off? 35 | 28
  36. Social What content do social visitors return to? 36 | 28
  37. Social 37 | 28
  38. portent.co/nl-segments 38 | 28
  39. Thank YOU. Any questions? #PortentU @mwiegand 39 | 28

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