finding insights needles in the data hay stacks
DESCRIPTION
All aggregate data is crap, as Avinash Kaushik says. That's why Google Analytics advanced segments are so handy. This presentation covers profound new GA segmentation features and capabilities that unlock a world of new insights and opportunities.TRANSCRIPT
Chicago • November 4–7, 2013 • #SESCHI @SESConf
Finding Insights Needles in the Data Hay StacksSucceeding with the New Google Analytics Advanced Segmentation Tools
Josh BraatenCollegis EducationDirector of Inbound Marketing
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
Josh Braaten
@JLBraaten
Director of Inbound Marketing,CollegisEducation.edu
2013 US Search Awards Winner,Best In-House Search TeamRasmussen College
@JLBraatenGoogle.com/+JoshBraatenContentScientists.com
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
“All data in aggregate is crap.”-@Avinash
@JLBraaten
Image source: Kaushik.net
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
“Looking for big insights in Google Analytics without segments is like looking for a needle in a haystack.”- @JLBraaten
@JLBraaten
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
GA advanced segments is like having a magnet for big insights.
@JLBraaten
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
@JLBraaten
And now, segmentation just received its most powerful upgrade ever.
Image source: intmensorg.com
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
@JLBraaten
Spiraled coils from the core of the 45 Tesla Hybrid Magnet, one of the most powerful magnets in the world.
Image source: intmensorg.com
And now, segmentation just received its most powerful upgrade ever.
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
What to Expect:
- History of Segmentation - GA Segment Changes - 10 Segments You Can Use
@JLBraaten
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
@JLBraaten
A Brief History of Google Analytics Segments
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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@JLBraaten
Visit 1 Visit 2 Visit 3
Perfect segments: Hits, sessions & users
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
@JLBraaten
Visit 1 Visit 2 Visit 3
Hit-level data includes page-specific data
Hits
Metric Examples:Bounce rate, time on page, event label, page value, clicks, custom variables, etc.
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
@JLBraaten
Visit 1 Visit 2 Visit 3
Session-level data includes visit-level info
Sessions
Metric Examples:Landing page, campaign source, goal value, conversion rate, time on site, etc.
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
@JLBraaten
Visit 1 Visit 2 Visit 3
User segments show multi-visit info
Users
Metric Examples:Lifetime value, source of first visit, source of conversion visit, days to purchase, etc.
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
@JLBraaten
Visit 1 Visit 2 Visit 3
Perfect segments: Hits, sessions & users
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
@JLBraaten
Visit 1 Visit 2 Visit 3
GA Segments Before: No Users
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
@JLBraaten
Visit 1 Visit 2 Visit 3
GA Segments After: Users & More!
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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The New Google Analytics Advanced Segments Features
@JLBraaten
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
@JLBraaten
New segment searching menu
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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The New Google Analytics Advanced Segments Interface
@JLBraaten
Powerful new segment builder with sequences and more
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
@JLBraaten
Intuitive segment summary shows complex progressions
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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@JLBraaten
Epic new segmenting feature: cohorts
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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10 New Google Analytics Segments You Can Use
@JLBraaten
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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1. First Interaction = OrganicLink - http://bit.ly/organic-1st
@JLBraaten
Use: Demonstrate organic search’s ability to introduce new visitors to your brand/funnel
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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2. Any Interaction = OrganicLink - http://bit.ly/organic-any
@JLBraaten
Use: Demonstrate organic search’s ability to influence users throughout the funnel
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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3. First Interaction = SocialLink - http://bit.ly/social-1st
@JLBraaten
Use: Demonstrate social media’s ability to introduce new visitors to your brand/funnel
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
4. Any Interaction = SocialLink - http://bit.ly/social-any
@JLBraaten
Use: Demonstrate social media’s ability to influence users throughout the funnel
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
5. First Interaction = BlogLink - http://bit.ly/blog-1st
@JLBraaten
Use: Demonstrate content marketing’s ability to introduce new visitors to your brand/funnel
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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6. Converters that have been to the blogLink - http://bit.ly/blog-converters
@JLBraaten
Use: Demonstrate content marketing’s ability to assist conversions on your website
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
6. Converters that have been to the blogLink - http://bit.ly/blog-converters
@JLBraaten
Use: Demonstrate content marketing’s ability to assist conversions on your website
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
7. Visited via Both Organic & Paid SearchLink - http://bit.ly/both-searches
@JLBraaten
Use: Demonstrate the interplay between organic and paid search
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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8. eBook DownloadersLink - http://bit.ly/both-searches
@JLBraaten
Use: Demonstrate the effect micro conversions have on macro conversions
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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9. Converters – 1st Touch = OrganicLink - http://bit.ly/organic-1st-touch-conv
@JLBraaten
Use: Demonstrate organic search’s ability to assist conversions on your website
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
10. Conversion Cohorts (1, 2-3, 4+ visits)Link - http://bit.ly/conversion-cohorts
@JLBraaten
Use: Separate user behavior at different points along the same journey for maximum insights
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
10. Conversion Cohorts (1, 2-3, 4+ visits)Link - http://bit.ly/conversion-cohorts
@JLBraaten
Use: Separate user behavior at different points along the same journey for maximum insights
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
10. Conversion Cohorts (1, 2-3, 4+ visits)Link - http://bit.ly/conversion-cohorts
@JLBraaten
Use: Separate user behavior at different points along the same journey for maximum insights
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
10. Conversion Cohorts (1, 2-3, 4+ visits)Link - http://bit.ly/conversion-cohorts
@JLBraaten
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
Your Turn to Find Some Needles
@JLBraaten
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
Thank You
@JLBraaten
Director of Inbound Marketing,CollegisEducation.com
2013 US Search Awards Winner,Best In-House Search TeamRasmussen College
@JLBraatenGoogle.com/+JoshBraatenContentScientists.com