SEGMENTATION IS SEXY!

MARCH 8TH & 9TH, 2012SAN FRANCISCO, CA

Kayden KellyFounder, Managing Directorwww.blastam.com

2

1) Why Use Segments

2) How to Create Segments3) Applying Segments

OBJECTIVESOBJECTIVES

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1) Why Use Segments 2) How to Create Segments3) Applying Segments

OBJECTIVESOBJECTIVES

4Loads of Utility

5Yeah, it’s kinda like that...

+ Segmentation

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worthless

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Sexy!!

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Aggregates & Averages

Over

all B

ounc

e Ra

teOve

rall P

age V

iews

Overall Visits

Overall Average Pages/Visit

New Client Scenario 1

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Aggregates Suck!

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visits 400,000

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OUTSIDE STATE

visits 400,000392,000

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400,000

8,000392,000INSIDE STATE

visits

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New Client Scenario 2

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Aggregates Suck!

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75%bounce rate

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75%95%OUTSIDE

STATE

bounce rate

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75%95%22%INSIDE

STATE

bounce rate

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DATA LIES!

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SEGMENTOR DIE!

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Acquisition Behavior Outcomes

What makes for a good segment?

• Referrer / Traffic source• Email, Social, etc• Branded vs Non-Branded

• Visitor Type• New vs Return

• Demographics• Location / Geography• Technology platform• Landing Page

• Goal Completion• Leads• Registrations• Misc

• Ecommerce• Transactions• Customer vs Non-

Customer• Value

• Activity Level• Engagement

• Frequency• Sharing• Subscription• Loyalty

• Member vs Non-Member• Content Viewed• Test Variation Viewed

It depends...all sites UNIQUE!

Why Use Segments

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Any Questions?

?

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1) Why Use Segments

2) How to Create Segments3) Applying Segments

OBJECTIVESOBJECTIVES

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Admin

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Add New Segment

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Name

Visitors that Searched

Dimensions vs Metrics

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Categories vs Statistics

Landing PageTraffic SourceCustom VariableVisitor TypeBrowserKeywordDate

BouncesPageviewsAverage TOSExitsVisitsRevenueGoals

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Visitors that Searched Segment

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Verify

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Add Segments On the Fly (within Reports)

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Default Segments

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Custom Segments

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New Custom Segment

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Name Custom Segment

Inside USA

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Scroll to Find

Inside USA

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Type to Filter List

Inside USA

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Match Type

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Test Segment

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Save Segment

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Copy Segment

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Rename & Switch to Exclude

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Share Segment

https://www.google.com/analytics/web/permalink?type=advanced_segment&uid=j7nzMDUtSnKxNXch2u57dw

Regular Expressions Cheat SheetNeed a little Rocket Fuel?

41Regular Expressions - Credit Jay Taylor

http://www.cheatography.com/jay-taylor/cheat-sheets/google-analytics-regular-expressions/

How to Create Segments

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Any Questions?

?

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1) Why Use Segments 2) How to Create Segments

3) Applying Segments

OBJECTIVESOBJECTIVES

Filter on the Fly

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Apply Default & Custom Segments

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Side by Side Comparisons

Sorting by Segment

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Segment Sort

Order {

Sort by 1x Buyer Segment

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Sorted by 1x Buyer

Change Segment Sort Order

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Drag 0x Buyer to top

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Sorted by 0x Buyer

Sort by 0x Buyer Segment

What do converters share

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30% buyers viewed top sellers

100% buyers did not view privacy page

Segments for Test Analysis

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Test Original (A)

DON’T TRUST THE TESTING TOOL REPORTS!

Segments for Test Analysis

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Test Variation 1 (B1)

Segments for Test Analysis

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Test Variation 2 (B2)

Segments for Test Analysis

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How did each version perform?

Testing Tools Don’t Always Give you the Winner!

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Branded KW Segmentation Example

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Non-Branded KW Segmentation Example

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Branded KW Segmentation Analysis

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Stockton|Lathrop|Lodi|Manteca|Ripon|Tracy|Escalon|August|Country Club|Farmington|French Camp|Garden Acres|Kennedy|Lincoln Village|Linden|Lockeford|Morada|North Woodbridge|South Woodbridge|Taft Mosswood|Acampo|Atlanta|Banta|Goodmans Corner|Mormon|Mountain House|New Jerusalem|Thornton|Vernalis|Victor|Modesto|Ceres|Hughson|Newman|Oakdale|Patterson|Riverbank|Turlock|Waterford|Airport|Bret Harte|Bystrom|Cowan|Crows Landing|Del Rio|Denair|Diablo Grande|East Oakdale|Empire|Grayson|Hickman|Keyes|...

Outside Region Segmentation Example

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Inside Region Segmentation Example

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Geography Segmentation Analysis

Applying Segments

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Any Questions?

?

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Why no segmentation on some reports?

Due to way data is computed or aggregated for certain reports, it isn't possible to provide visit-level segmentation into the data exposed by those reports.

Not currently available for:• Absolute Unique Visitors• Keyword Positions• Goal Flow• Funnel Visualization reports

BONUS64

65yelp|citysearch|maps|local|insiderpages|zagat|yellowpages|superpages|mapquest|...

Local Search Segmentation Example

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Webmail Segmentation Example

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prnewswire.com|news|prweb|prlog|press|businesswire|press-release|pressrelease|...

PR Traffic Segmentation Example

68^\s*[^\s]+(\s+[^\s]+){1}\s*$

SEO Word Length Segmentation Example

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Event (Promo) Segmentation Example

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Sharing Segmentation Example

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Subscription Segmentation Example

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High Activity Segmentation Example

Activity is not Engagement

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Low Activity Segmentation Example

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Video Viewed Segmentation Example

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Job Seekers/Search Segmentation Example

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Content Viewed Segmentation Example

Key Takeaways

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• Aggregates & Averages Lie• Segment or Die

Thank you!