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

1. NEXT-LEVEL
SEGMENTATION
The leading interactive internet marketing agency
Michael Wiegand
@mwiegand
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2. portent.co/nl-segments
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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
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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)
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5. Dimensions
Describe Data
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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)
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7. Metrics
Measure Data
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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)
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9. Today We’ll Cover
Segmentation Tools……………………………………………………………
Mobile……………………………………………………………………………
Remarketing…………………………………………………………………..
Content………………………………………………………………………….
Keywords…………………………….................................................
Social…………………………………………………………………………….
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10. Segmentation Tools
The trade is slicing and dicing.
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11. Data Sources
o Google Analytics
o Google Analytics API
o Google AdWords
o Adobe Analytics (née Omniture SiteCatalyst)
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12. Google Analytics
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13. Google Analytics API
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14. Google AdWords
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15. Adobe Analytics
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16. Spreadsheet Applications
o Google Spreadsheets
o Microsoft Excel
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17. Google Spreadsheets
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18. Microsoft Excel
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19. Mobile
Solving the problem of 2009.
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20. Mobile
How does this growing segment perform?
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21. Mobile
What devices and screen resolutions?
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22. Mobile
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23. Remarketing
Creepy ads that follow people around.
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24. Remarketing
What products are your loyal customers buying?
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25. Remarketing
Which products do I remarket?
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26. Remarketing
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27. Content
The self-proclaimed king.
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28. Content
What channels are consuming deeper content?
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29. Content
Who can I outreach to with future content?
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30. Content
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31. Keywords
(not provided), unless you pay for it.
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32. Keywords
How do I get keyword context for organic?
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33. Keywords
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34. Social
#selfie
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35. Social
Does social curating and interaction pay off?
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36. Social
What content do social visitors return to?
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37. Social
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38. portent.co/nl-segments
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39. Thank YOU.
Any questions? #PortentU
@mwiegand
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