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Aggregates & Average Data Lies. Learn how to Segment and get more meaningful insights. This Segmentation is SEXY! presentation from the SF GAUGE conference will cover specific Google Analytics Segmentation Tips. Specifically, these three objectives are covered: 1) Why to use advanced segments 2) How to create segments 3) Examples of Applying Segments BONUS: Segment Setup Examples
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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
3
1) Why Use Segments 2) How to Create Segments3) Applying Segments
OBJECTIVESOBJECTIVES
4Loads of Utility
5Yeah, it’s kinda like that...
+ Segmentation
6
worthless
7
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
9
Aggregates Suck!
10
visits 400,000
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OUTSIDE STATE
visits 400,000392,000
12
400,000
8,000392,000INSIDE STATE
visits
13
New Client Scenario 2
9
Aggregates Suck!
14
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!
19
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
20
Any Questions?
?
21
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
28
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
40
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
42
Any Questions?
?
43
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?
?
63
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
66
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
69
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
73
Low Activity Segmentation Example
74
Video Viewed Segmentation Example
75
Job Seekers/Search Segmentation Example
76
Content Viewed Segmentation Example
Key Takeaways
77
• Aggregates & Averages Lie• Segment or Die
Thank you!