measurecamp london #9 - web analytics & unified segmentation

Web Analytics & Unified Segmentation for Business

AUTHOR:DATE: TO:

Marc-Anton Clavel 06.02.2016MeasureCamp London #9

@W0nvel

Key Take Away

1 WHAT are the definitions of Segments

2 HOW to use Web Analytics Segments in business

3 WHY to use Unified Segmentation

4 Let’s discuss it

WHAT is a Segment

The Good

Meaningful for the business

Friendly names & definitions for the

business

Intensively used in Web Analytics

The Bad

Multiple definitions in the business

Qualitative? Quantitative? A mix of

both?

Good segmentation is hard

The Ugly

Overlapping segments

Wrong/Obscure rules

Nested segments

Profitable niche segments are hard to

find

WHAT is a Segment – in Web Analytics

● Segments are custom subsets of data or data filtered by rules that you create.

● Segments are a combination of Traits & Signals

WHAT is a Segment – in Web Analytics

● There is often a gap between the business and Web Analytics Segments.

Signals

• Visitor clicked on a CTA button

• Visitor comes from a social campaign

• Visitor Viewed 100% of a video

Traits

• Visitor is Logged in• Visitor is Female• Visitor is using an

iPhone• Visit is made from

Spain

Segments

• Soccer Fan with regular purchases who visits the website on mobile more than 3 times a week

• Single Mum mostly using discounts deals with high social engagement and newsletter opening rate

HOW to use web analytics segments in business

Consolidate Data

Strengthen

Identify Niches

HOW – Consolidate Data

● Web Analytics data needs to be put side-to-side with relevant business data from other sources (CRM, Email marketing…).

Solutions:

Marketing Cloud Integration Solution

Custom API integration model

Centralized Reporting model

HOW – Strengthen

● Web Analytics data is here to support business data & business decision making. Approved business segments can be strengthen with qualitative and quantitative data from Web Analytics.

Example:

Marketing Segments Web Analytics Strengthened

Metal-based humanoid robot producing sound that is understood only by its close friend.Is displaying a strong behavior and sense of loyalty.

Last Visit: 2014Referrer: ChevroletForm Submitted: Yes

Last Visit: 2008Referrer: Axiom Form Submitted: NoForm Abandoned: Yes

Last Visit: 2015Referrer: RebellionForm submitted: No

HOW – Identify Niches

● Web Analytics data can enable marketers and business to identify new niches.

Example on Adobe Analytics with Segment IQ:

HOW to use web analytics segments in business

1. Spread the word

2. Gather requirement

s

3. Look at the details

4. Analyse & Repeat

WHY to use Unified Segmentation

● Unifying segments under one platform enables to consolidate the data.

● A unique segment repository enables to detect anomalies.● Unique segmentation definitions & rules can be setup.● Profile merge rules can be defined.● Segments can then be shared and distributed across channels.

WHY to use Unified Segmentation

● Understanding trends.● Optimizing personalisation.● Aligning communication across channels.● Improving customers targeting.

CRM Systems

Real time notification

systemsTarget

Data Content

Campaign 1

Media Optimizer

ExperienceManager

Analytics @Audience Manager

www

Let’s discuss it!

Questions?

marcanton.clavel@netcentric.bizhttp://www.netcentric.biz @W0nvel