Waw Segmentation & Profiling

Practical Segmentation

Basic ideas with great results !

door Steve De Veirman, Web Analytics Consultant bSeen

Agenda

Situation : Web Analytics a necessity for SEM agencies

Actionable Analytics : why segmentation ?

Business objective & Key Business Questions

Google Analytics Advanced Segmentation Béta

2 Practical cases

Agenda

2 Practical cases

How it was …

focus on the services : SEO and SEA

panoramic vision missing

KPI’s on target not on business level

score reporting / position reports

How it is …

a new product for all our customers

from SEM agency to internet marketing partner

products & services in action plan

WA geegs SPOC, projectmanager, business partner

How WA bSeen works …

WA for all customers, but different levels :

SEO, SEA reporting

Basic Analytics = CONCLUSION

Advanced Analytics = OPTIMISATION

Trendmeasurement, Business Intelligence, UGC, Campaign attribution monitoring, KPI intake & setup , Corporate dashboarding (balanced scorecard), Segmentation & profilingAnd many more …

Agenda

2 Practical cases

Customer Segmentation Business Objective:

Any idea ?To have effective segmentation & profiling of customers to enable

business get maximize customer value and satisfaction, by offering relevant products and services.

Key Business Questions: What are different customer segments, relevant to business?

How each of these customer segments drives my Strategic objectives?

Which customer segments are more important for me and will give me higher return for my investments?

What actions I have to do for each customer segment to improve their satisfaction OR value?

How to achieve customer segmentation?

Which of my customers have affinity to which of my product groups?

The Kaushik way of living :

Join PALM (People Against Lonely Metrics)

Give your data context

Segmentation Rocks !

Enter the matrix … it’s a multi-Dimensional world

Think loooooooooooooooooooong tail

Web Analytics = testing

Only for the big businesses ?

On every site you can find segmentation possibilities

It’s about thinking more offline online …

Trust your partners, share ideas

Think small - ACT BIG

If you have the tools … we have ! GA

Agenda

2 Practical cases

Agenda

2 Practical cases

2 examples

Step 1 New KPI intake meeting beginning 2009

Step 2 data collection to improve site navigation for new website

Business Question : is there a need to segment our products ?

Step 3 Defining the online segments & implementing in GA

Step 4 Segmented modifications on the website : added call to action to increase segment conversion

Step 5 MVT Testing all improvements and re-evaluation in Q1 report end of March 2009

In GA :

Long clickpaths

Disturbed paterns (not targeted)

Many returning navigation

High exit percentages on product pages

Targetgroups not alligned with products

Think offline 2 TOP segments :

IT pro > Server Hosting

IT starter < Domain hosting

How do these target groups act online ?

Segment ‘COMBELL > IT starter’

Segment ‘COMBELL > IT pro’

Conclusions :

Segments indeed lead to the targeted content

Even the campaign sources/media can be segmented

Possibility to start copywriting the product descriptions into understandable information

Better product knowledge

Spectacular CTR improvements

The result (in sneak preview …)

Step 1 Web Analytics audit 2008, presented on January 7th 2009 showing polluted navigation through undefined product inventory

Step 2 KPI Setup : re-defining the online KPI’s based on offline marketing approach.

Step 3 Testing & proving that offline segments also are clearly searching the site. Defining the ideal navigational behavior of the different segments online.

Step 4 Segmented modifications on the website : added call to action to increase segment conversion

Step 5 MVT Testing all improvements and re-evaluation in Q1 report end of March 2009

+Technical product

knowledge

Clickpath analytics

construction

renovation

voor uw nieuwbouw voor uw renovatie

construction

renovation

Call to action ?

most interesting product under the fold

segment identification = missing

cross sell / upsell ?

splash

Waarom isoleren ?

Onbeperkte toepassingen

Toepassingen voor Nieuwbouw

Toepassingen voor Renovatie

Energiepremies voor Nieuwbouw

Energiepremies voor Renovatie

Maar ook voor Kruipkelders, Muren en spouwen, Industriële gebouwen, en vele andere …

Onbeperkte toepassingen voor uw nieuwbouw

And what about the results ?

Analytics offering behavioural insights

order site navigation clickpath based

define your most valuable segments and give them their own environment online

track segments with GA setvar (custom segmentation)or event tracking

these doorway pages offer SEO opportunitiesAs KW repetion and density

Steve De VeirmanWeb Analytics Consultant

Phone: 09 331 55 50Mobile: 0495 36 36 31E-mail: stevedv@bseen.be

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