Post on 23-Jan-2017
Why you should think about users
▌ Users interact with your website more than once
▌ Same user, different devices are normal in modern world
▌ New users and loyal users are totally different
Online clothes store
▌ Desktop users conversion: 4%
▌ Mobile users conversion: 0.9%
▌ Desktop + mobile users conversion: 15%
Attribution models
▌ First; Last; Last non-direct attribution models
▌ Available in any Traffic Source report and for segmentation
▌ Works with any metric, not only conversions
▌ Customize report with any dimensions or metrics
Ad Search Direct
1 2 3
User-centric segmentation
▌ All-in-one segmentation by events, sessions or users
▌ Do not require PhD in Analytics
▌ Save your segments, use them anywhere. Including Webvisor!
User-centric segmentation▌ Dig your data and find your answers!
▌ Save your segments and come back later to continue analysis
User parameters
▌ Mark users with your own data
▌ Analyze their behavior difference in Yandex.Metrica
▌ Both online and offline scheme
Your CRM system – a treasure chest
SpendDemographics
Interests
Language
Devices & Browsers
Geo Children
Year of Birth
Car
Status
Yandex.Metrica CRM system
Case 1. Ad campaign effect analysis
You had ad campaign running for over a week and now you want to check results.
› What users did you get?› How many additional conversions did you get from this
traffic?› What’s their retention?
Campaign period: Nov 23 – Nov 29Campaign UTM tag: tags with yandex_brand
Case 2. RFM▌ Recency - Frequency -
Monetary
RFM is powerful way of scoring your customers by most valuable parameters.
Low RFM score: churned or one-time buyers
High RFM score: recent buyers, core customers
0-10 11-20 20-301000 202% 100% 60%2000 190% 100% 80%3000 100% 180% 120%
MON
ETAR
Y VA
LUE
RECENCY
FREQUENCY
Add user parameters from your backend system
3
User ID or Client ID + user parameters› Add CSV/TSV file to the Data Import section in
Settings› Send via API
Use your custom segments in Yandex.Metrica
› RFM segments available through Metrica segmentation interface
› See the difference between their behaviour› Make better offers with retargeting
Case 3. Attribution modelling
› Check all the customer’s story› Use model which fits best for your needs
Ad Search Direct
1 2 3