Anna Lewis examines the reasons behind segmenting in web analytics, with a dedicated look at how it can be done effectively in Google Analytics. Including advice on the best types of segments to use and how to analyse your data. For more information visit http://kooz.ai/measurefest

1. THE POWER OF
SEGMENTATION
MEASUREFEST
Anna Lewis
@Koozai_Anna

2. TODAY’S TAKEAWAYS
 Why segment data?
 Google Analytics segments
 Analysing the data
 Crack on!

3. WHY USE
SEGMENTS?

5. “All data in aggregate
is crap.”
Avinash Kaushik
Digital Marketing Evangelist, Google

6. “LESS THAN
DID YOU
KNOW?
20%
OF COMPANIES
MAKE
EFFECTIVE USE
OF THE DATA
THEY COLLECT”
Source: Nesta

7. WHY SEGMENT DATA?
Analysis
Personalisation

8. Andy
Ali
Graeme
Lenka

9. High
Value
Loyal
New
Lead

10. Invest
Share
Register
Buy

11. DID YOU
KNOW?
52%
OF DIGITAL MARKETERS
AGREE THAT
“THE ABILITY TO
PERSONALISE WEB
CONTENT IS
FUNDAMENTAL TO
THEIR ONLINE
STRATEGY”
Source: Econsultancy

12. SEGMENT EXAMPLES
Demographics
User type / Persona
Conversion Data
Content Viewed
Visiting Patterns
Interest Level
Changing Activity
Platform / Device
Abandonment
Industry
Traffic Source
Day and Time

13. SEGMENTING
BASED ON USERS
Personalise email campaigns based on user type
Provide vouchers to user types who have
low conversion rates
Personalise on-site content based
on user activity
Identify customer profiles with high lifetime value,
target marketing to this profile
Identify and tap into trends

15. BUILDING
SEGMENTS

16. GOOGLE ANALYTICS

17. BUILT-IN SEGMENTS

18. EXAMPLE SEGMENTS

19. CREATING
A SEGMENT

20. GOOGLE GOT
SMARTER

21. USER (OR VISIT)
DATA

22. IMPORT
FROM GALLERY
http://kooz.ai/gasolutionsgallery

23. ANALYSING
DATA

24. COMPARE DATA

25. COMPARE SEGMENTS

26. COMBINE SEGMENTS

27. ANALYSE TRENDS

28. IMPORTANT CAVEAT

29. GET THE
MOST FROM
YOUR DATA

30. How To
Implement
Collect
Segment
Use
Aim for:
20% set up,
80% analysis
Review

31. KPI VS. BUSINESS
Instead of looking at KPIs ask real business questions.
What don’t you know about your business yet?
How can you use this to make improvements?
Which segments can you tap into?

32. IMAGE SOURCES
 Slide 2, Chips: http://en.fotolia.com/Content/Comp/46892888
 Slide 4: By Eva.Pébar
http://www.flickr.com/photos/evaysucamara/5502580378/sizes/l/in/photostr
eam/
 Slide 5:
https://plus.google.com/u/0/photos/105279625231358353479/albums/profile
 Slides 9-11: By 401(k) 2012
http://www.flickr.com/photos/68751915@N05/6848823919/
 Slide 15: http://en.fotolia.com/id/44446797

33. HAPPY TRACKING!
anna.lewis@koozai.com
0845 4531234
@Koozai_Anna