Post on 01-Sep-2014
description
SEGMENTATION IS SEXY!
MARCH 8TH & 9TH, 2012SAN FRANCISCO, CA
Kayden KellyFounder, Managing Directorwww.blastam.com
2
1) Why Use Segments
2) How to Create Segments3) Applying Segments
OBJECTIVESOBJECTIVES
3
1) Why Use Segments 2) How to Create Segments3) Applying Segments
OBJECTIVESOBJECTIVES
4Loads of Utility
5Yeah, it’s kinda like that...
+ Segmentation
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worthless
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Sexy!!
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Aggregates & Averages
Over
all B
ounc
e Ra
teOve
rall P
age V
iews
Overall Visits
Overall Average Pages/Visit
New Client Scenario 1
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Aggregates Suck!
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visits 400,000
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OUTSIDE STATE
visits 400,000392,000
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400,000
8,000392,000INSIDE STATE
visits
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New Client Scenario 2
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Aggregates Suck!
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75%bounce rate
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75%95%OUTSIDE
STATE
bounce rate
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75%95%22%INSIDE
STATE
bounce rate
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DATA LIES!
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SEGMENTOR DIE!
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Acquisition Behavior Outcomes
What makes for a good segment?
• Referrer / Traffic source• Email, Social, etc• Branded vs Non-Branded
• Visitor Type• New vs Return
• Demographics• Location / Geography• Technology platform• Landing Page
• Goal Completion• Leads• Registrations• Misc
• Ecommerce• Transactions• Customer vs Non-
Customer• Value
• Activity Level• Engagement
• Frequency• Sharing• Subscription• Loyalty
• Member vs Non-Member• Content Viewed• Test Variation Viewed
It depends...all sites UNIQUE!
Why Use Segments
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Any Questions?
?
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1) Why Use Segments
2) How to Create Segments3) Applying Segments
OBJECTIVESOBJECTIVES
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Admin
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Add New Segment
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Name
Visitors that Searched
Dimensions vs Metrics
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Categories vs Statistics
Landing PageTraffic SourceCustom VariableVisitor TypeBrowserKeywordDate
BouncesPageviewsAverage TOSExitsVisitsRevenueGoals
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Visitors that Searched Segment
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Verify
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Add Segments On the Fly (within Reports)
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Default Segments
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Custom Segments
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New Custom Segment
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Name Custom Segment
Inside USA
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Scroll to Find
Inside USA
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Type to Filter List
Inside USA
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Match Type
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Test Segment
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Save Segment
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Copy Segment
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Rename & Switch to Exclude
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Share Segment
https://www.google.com/analytics/web/permalink?type=advanced_segment&uid=j7nzMDUtSnKxNXch2u57dw
Regular Expressions Cheat SheetNeed a little Rocket Fuel?
41Regular Expressions - Credit Jay Taylor
http://www.cheatography.com/jay-taylor/cheat-sheets/google-analytics-regular-expressions/
How to Create Segments
42
Any Questions?
?
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1) Why Use Segments 2) How to Create Segments
3) Applying Segments
OBJECTIVESOBJECTIVES
Filter on the Fly
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Apply Default & Custom Segments
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Side by Side Comparisons
Sorting by Segment
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Segment Sort
Order {
Sort by 1x Buyer Segment
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Sorted by 1x Buyer
Change Segment Sort Order
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Drag 0x Buyer to top
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Sorted by 0x Buyer
Sort by 0x Buyer Segment
What do converters share
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30% buyers viewed top sellers
100% buyers did not view privacy page
Segments for Test Analysis
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Test Original (A)
DON’T TRUST THE TESTING TOOL REPORTS!
Segments for Test Analysis
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Test Variation 1 (B1)
Segments for Test Analysis
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Test Variation 2 (B2)
Segments for Test Analysis
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How did each version perform?
Testing Tools Don’t Always Give you the Winner!
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Branded KW Segmentation Example
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Non-Branded KW Segmentation Example
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Branded KW Segmentation Analysis
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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|...
Outside Region Segmentation Example
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Inside Region Segmentation Example
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Geography Segmentation Analysis
Applying Segments
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Any Questions?
?
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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
BONUS64
65yelp|citysearch|maps|local|insiderpages|zagat|yellowpages|superpages|mapquest|...
Local Search Segmentation Example
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Webmail Segmentation Example
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prnewswire.com|news|prweb|prlog|press|businesswire|press-release|pressrelease|...
PR Traffic Segmentation Example
68^\s*[^\s]+(\s+[^\s]+){1}\s*$
SEO Word Length Segmentation Example
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Event (Promo) Segmentation Example
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Sharing Segmentation Example
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Subscription Segmentation Example
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High Activity Segmentation Example
Activity is not Engagement
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Low Activity Segmentation Example
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Video Viewed Segmentation Example
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Job Seekers/Search Segmentation Example
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Content Viewed Segmentation Example
Key Takeaways
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• Aggregates & Averages Lie• Segment or Die
Thank you!