Finding Insights Needles in the Data Hay Stacks

Finding Insights Needles in
the Data Hay Stacks
Succeeding with the New Google Analytics
Advanced Segmentation Tools
Josh Braaten
Collegis Education
Director of Inbound Marketing

Chicago • November 4–7, 2013 • #SESCHI @SESConf

@JLBraaten

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Josh Braaten
Director of Inbound Marketing,
CollegisEducation.edu
2013 US Search Awards Winner,
Best In-House Search Team
Rasmussen College

@JLBraaten
Google.com/+JoshBraaten
ContentScientists.com
@twitterhandle

@JLBraaten


“All data in aggregate is crap.”
-@Avinash
@twitterhandle

Image source: Kaushik.net

@JLBraaten


“Looking for big
insights in Google
Analytics without
segments is like
looking for a needle
in a haystack.”
- @JLBraaten
@twitterhandle

@JLBraaten


GA advanced
segments is like
having a magnet
for big insights.
@twitterhandle

@JLBraaten

And now,
segmentation
just received its
most powerful
upgrade ever.


@twitterhandle

Image source: intmensorg.com

@JLBraaten

And now,
segmentation
just received its
most powerful
upgrade ever.


Spiraled coils from the core of
the 45 Tesla Hybrid Magnet, one
of the most powerful magnets in
the world.

@twitterhandle

Image source: intmensorg.com

@JLBraaten


What to Expect:
- History of Segmentation
- GA Segment Changes
- 10 Segments You Can Use
@twitterhandle

@JLBraaten


A Brief History of Google
Analytics Segments

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@JLBraaten


Perfect segments: Hits, sessions & users
Visit 1

Visit 2

Visit 3

@twitterhandle


@JLBraaten

Hit-level data includes page-specific data
Visit 1

Visit 2

Visit 3

Hits
Metric Examples:
Bounce rate, time on page, event label,
@twitterhandle
page value, clicks, custom variables, etc.


@JLBraaten

Session-level data includes visit-level info
Visit 1

Visit 2

Visit 3

Sessions
Metric Examples:
Landing page, campaign source, goal
@twitterhandle
value, conversion rate, time on site, etc.


@JLBraaten

User segments show multi-visit info
Visit 1

Visit 2

Visit 3

Users
Metric Examples:
Lifetime value, source of first visit, source
@twitterhandle
of conversion visit, days to purchase, etc.

@JLBraaten


GA Segments Before: No Users
Visit 1

Visit 2

Visit 3

@twitterhandle

@JLBraaten


GA Segments After: Users & More!
Visit 1

Visit 2

Visit 3

@twitterhandle

@JLBraaten


The New Google Analytics
Advanced Segments Features
@twitterhandle

@JLBraaten


New segment searching menu

@twitterhandle

@JLBraaten


The New Google Analytics
Advanced Segments Interface
Powerful new segment builder
with sequences and more
@twitterhandle

@JLBraaten


Intuitive segment summary
shows complex progressions

@twitterhandle

@JLBraaten


Epic new segmenting
feature: cohorts

@twitterhandle

@JLBraaten


10 New Google Analytics
Segments You Can Use
@twitterhandle

@JLBraaten


1. First Interaction = Organic
Link - http://bit.ly/organic-1st

Use: Demonstrate organic search’s ability to
introduce new visitors to your brand/funnel

@twitterhandle

@JLBraaten


2. Any Interaction = Organic
Link - http://bit.ly/organic-any

influence users throughout the funnel

@twitterhandle

@JLBraaten


3. First Interaction = Social
Link - http://bit.ly/social-1st

Use: Demonstrate social media’s ability to

@twitterhandle

@JLBraaten


4. Any Interaction = Social
Link - http://bit.ly/social-any

Use: Demonstrate social media’s ability to
influence users throughout the funnel

@twitterhandle

@JLBraaten


5. First Interaction = Blog
Link - http://bit.ly/blog-1st

Use: Demonstrate content marketing’s ability to
@twitterhandle

@JLBraaten


6. Converters that have been to the blog
Link - http://bit.ly/blog-converters

Use: Demonstrate content marketing’s ability to
assist conversions on your website
@twitterhandle

@JLBraaten


7. Visited via Both Organic & Paid Search
Link - http://bit.ly/both-searches

Use: Demonstrate the interplay between
organic and paid search

@twitterhandle

@JLBraaten


8. eBook Downloaders
Link - http://bit.ly/both-searches

Use: Demonstrate the effect micro conversions
have on macro conversions
@twitterhandle

@JLBraaten


9. Converters – 1st Touch = Organic
Link - http://bit.ly/organic-1st-touch-conv

assist conversions on your website

@twitterhandle

@JLBraaten


10. Conversion Cohorts (1, 2-3, 4+ visits)
Link - http://bit.ly/conversion-cohorts

Use: Separate user behavior at different points
along the same journey for maximum insights
@twitterhandle

@JLBraaten


10. Conversion Cohorts (1, 2-3, 4+ visits)
Link - http://bit.ly/conversion-cohorts

@twitterhandle

@JLBraaten


Your Turn to Find Some Needles

@twitterhandle

@JLBraaten


Thank You
Director of Inbound Marketing,
CollegisEducation.com
2013 US Search Awards Winner,
Best In-House Search Team
Rasmussen College

@JLBraaten
Google.com/+JoshBraaten
ContentScientists.com
@twitterhandle

Finding Insights Needles in the Data Hay Stacks

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