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, 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

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

Dimensions Describe Data 5 |
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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

Metrics Measure Data 7 |
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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

Today We’ll Cover Segmentation Tools……………………………………………………………
Mobile…………………………………………………………………………… Remarketing………………………………………………………………….. Content…………………………………………………………………………. Keywords……………………………................................................. Social……………………………………………………………………………. 9 | 28

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) 11 | 28

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
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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
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Thank YOU. Any questions? #PortentU
@mwiegand 39 | 28