The Power of Segmentation in Web Analytics (MeasureFest 2013)
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The document discusses the importance of data segmentation in digital marketing, emphasizing that aggregated data is often unhelpful. It highlights various segmentation strategies, such as demographic and behavioral data, to personalize marketing efforts and improve engagement. Additionally, it encourages marketers to focus on analysis over mere KPI tracking to derive actionable insights.
The Power of Segmentation in Web Analytics (MeasureFest 2013)
- 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!
- 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
- 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
- 16. GOOGLE ANALYTICS
- 18. EXAMPLE SEGMENTS
- 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