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Google Confidential and Proprietary 1
The Power of Segmentation Truly understand your visitors
Barbara Pezzi Director Web Marketing Fairmont Raffles Hotels International
Google Analytics Master Class 2010 #gamc 2
The Power of Segmentation
"Analyzing data in aggregate is a crime against humanity."
Avinash Kaushik
Google Analytics Master Class 2010 #gamc 3
The Power of Segmentation
Aggregate data works on the assumption that all site visitors are identical
Google Analytics Master Class 2010 #gamc 4
The Power of Segmentation
The reality is: • Every site visitor is unique, each with their own behaviour, intent and
requirements.
• Aggregate data cannot be actioned. Data without action is a pointless exercise.
• Numbers need context to tell a story.
Google Analytics Master Class 2010 #gamc 5
The Power of Segmentation
Segments are a subset of your data generally referring to groups of visitors whose behaviour you would like to see and analyze.
Simple Examples: • Paid vs Organic Traffic:
How do these 2 groups differ?
Do your paid visitors favour different products?
What keywords are they using?
Use the data to optimise both your PPC campaigns (landing pages, keyword selection) and your SEO efforts (are there paid keywords which should be implemented in your SEO strategy?).
Google Analytics Master Class 2010 #gamc 6
The Power of Segmentation
Segments are a subset of your data generally referring to groups of visitors whose behaviour you would like to see and analyze.
Simple Examples: • Convert vs Did not Convert
Compare traffic sources, landing pages, keyword used and conversion funnel.
How was their site experience different?
Where did you lose them?
Google Analytics Master Class 2010 #gamc 7
The Power of Segmentation
Segments are a subset of your data generally referring to groups of visitors whose behaviour you would like to see and analyze.
Simple Examples: • Bounce vs Non-Bounce: they came, they saw, they left. Why?
Compare traffic sources, keywords used, landing pages.
Look at the geo report. Is it possibly a language issue?
Google Analytics Master Class 2010 #gamc 8
The Power of Segmentation
Segments are a subset of your data generally referring to groups of visitors whose behaviour you would like to see and analyze.
More Creative Examples: • Viewed 5 pages but did not buy. These visitors were engaged with your
content, but not enough to convert. What were they looking for (keywords)?
Where did they leave (exit pages?).
How did they find the site (traffic sources?).
Is one of your referrers sending you the wrong traffic or is your content not good enough to convert?
Google Analytics Master Class 2010 #gamc 9
The Power of Segmentation
Segments are a subset of your data generally referring to groups of visitors whose behaviour you would like to see and analyze.
More Creative Examples: • Posted a comment (for blogs or sites which allow user interaction).
If your goal is to increase your User Generated Content (UGC), then these are your star visitors.
Where are they?
How are they getting to the site (PPC, Organic, Affiliates..)?
What can you do to get more?
Google Analytics Master Class 2010 #gamc 10
The Power of Segmentation
Segments are a subset of your data generally referring to groups of visitors whose behaviour you would like to see and analyze.
More Creative Examples: • Stayed less than 20 seconds.
Sometimes a single page visit is not an issue (ex: blogs, contact details page, map page). In these cases, it might be better to segment by time on site to determine how many visitors really did not interact with the site. 20 -30 seconds is generally a safe bet.
Alternatively, segment by pages/per visit: ex 2 pages or less
Google Analytics Master Class 2010 #gamc 11
The Power of Segmentation
Tools available in Google Analytics for Segmentation • Advanced Segments
• Custom Variables
Google Analytics Master Class 2010 #gamc 12
The Power of Segmentation
DEFAULT SEGMENTS CUSTOM SEGMENTS
Google Analytics Master Class 2010 #gamc 13
The Power of Segmentation
Google Analytics Master Class 2010 #gamc 14
Advanced Segments Applied
Goal: run a PPC campaign for the Swissotel Stamford, Singapore
Google Analytics Master Class 2010 #gamc 15
Advanced Segments Applied
Goal: run a PPC campaign for the Swissotel Stamford, Singapore • Step 1: Analyse traffic pre-campaign: who is booking us? Choose countries
for campaign
Google Analytics Master Class 2010 #gamc 16
Advanced Segments Applied
1st Month Review • Step 2: Create Campaign segment
Google Analytics Master Class 2010 #gamc 17
Advanced Segments Applied
1st Month Review • Step 2: Compare conversion to all visits, by country
Google Analytics Master Class 2010 #gamc
1st Month Review • Step 2: Review individually
18
Advanced Segments Applied
We want more Brits!
Google Analytics Master Class 2010 #gamc
1st Month Review • Step 3: Dig deeper with individual campaign. What are the Brits looking at?
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Advanced Segments Applied
Google Analytics Master Class 2010 #gamc
1st Month Review • Compare and optimise by individual campaign:
Landing pages
Content viewed
Keywords used
Time partying (when did they buy the most?)
Ad position
Ad text
20
Advanced Segments Applied
Google Analytics Master Class 2010 #gamc
After 6 months of continued reviews and optimization..
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Advanced Segments Applied
Google Analytics Master Class 2010 #gamc
After 6 months of continued reviews and optimization..
22
Advanced Segments Applied
67.78% increase in revenue
21.78% decrease in costs
100% increase in ROI
Google Analytics Master Class 2010 #gamc 23
Advanced Segments Applied; Non Ecommerce
Goal: increase membership to our loyalty programme, Club Swiss Gold
Google Analytics Master Class 2010 #gamc 24
Advanced Segments Applied; Non Ecommerce
Goal: increase membership to our loyalty programme, Club Swiss Gold • Step 1: create advanced segment
Google Analytics Master Class 2010 #gamc 25
Advanced Segments Applied; Non Ecommerce
Goal: increase membership to our loyalty programme, Club Swiss Gold • Step 2: analyse traffic sources, landing pages, keywords, countries of
origin… and optimise accordingly
Google Analytics Master Class 2010 #gamc 26
Advanced Segments Applied; Social Media
Goal: analyse our Facebook vs Twitter visitors to optimize our social media activities
Google Analytics Master Class 2010 #gamc 27
Advanced Segments Applied; Social Media
Goal: analyse our Facebook vs Twitter visitors to optimize our social media activities • Step 1: create advanced segment
Google Analytics Master Class 2010 #gamc 28
Advanced Segments Applied; Social Media
Goal: analyse our Facebook vs Twitter visitors to optimize our social media activities
Google Analytics Master Class 2010 #gamc 29
Advanced Segments Applied; Social Media
Goal: analyse our Facebook vs Twitter visitors to optimize our social media activities
Google Analytics Master Class 2010 #gamc 30
Advanced Segments Applied; Social Media
Goal: analyse our Facebook vs Twitter visitors to optimize our social media activities. Next steps:
• Adjust our posts/tweets to the audience in each channel
• Add campaign tracking codes to main offers/promotions posted
• Set dedicated goals
Come back to next year’s GA event to see the outcomes..
?
Google Analytics Master Class 2010 #gamc 31
Advanced Segments Applied; Social Media
Bonus Segment: Social media traffic
http://bit.ly/Social_Media_Traffic
Google Analytics Master Class 2010 #gamc 32
Advanced Segments – In summary
• Extremely flexible: you can create countless variations tailored to your own business goals
• Can be utilized for ad-hoc on the fly analysis without any re-tagging required (unlike many other tools)
• Can be applied retroactively and tested on the spot
• You can share your segments
Additional information:
http://cse-sea.blogspot.com/2010/02/my-favourite-google-analytics-advanced.html
Google Analytics Master Class 2010 #gamc 33
Custom Variables
Custom Variables provide you with the power and flexibility to customize Google Analytics and collect the unique site usage data most important to your business.
• Members vs non-members
• Content categorization: site sections
• New customers vs repeat customers
• Landing page
Google Analytics Master Class 2010 #gamc 34
Custom Variables
Dedicated Custom Variables report in the Visitors section
Google Analytics Master Class 2010 #gamc 35
Custom Variables Applied
Goal: Measure how the various languages are performing on the site or sections of the site (ex a specific hotel page)
Google Analytics Master Class 2010 #gamc 36
Custom Variables Applied
Create your own segment
Google Analytics Master Class 2010 #gamc 37
Custom Variables Applied
Analyse site metrics for your custom variable
Google Analytics Master Class 2010 #gamc 38
Custom Variables Applied
Create your own custom report
Google Analytics Master Class 2010 #gamc 39
Custom Variables – In summary
• Very powerful: you can now define and track visitors according to visitor attributes (ex. member vs. non-member), session attributes (ex. logged-in or not), and by page-level attributes (ex. viewed Jobs section).
• Can be used in advanced segments and custom reports
• Does require tagging so plan carefully
Google Analytics Master Class 2010 #gamc 40
Final Takeaways:
• Set your segments based on goals: return visits vs short visit, transactions, members..
• Apply different segment based on the goals of each section on the site: product pages, “about us” section, help pages, etc..
• Try different segments: location based, campaign type, traffic source, online behaviour, keyword used, etc..
• Don’t go too specific to start with. Take a couple of main segments and then dig deeper.
The Power of Segmentation
Google Analytics Master Class 2010 #gamc 41
“If you cannot measure it, you cannot improve it”
(Lord Kelvin)
The Power of Segmentation
Google Confidential and Proprietary
Thank You!
http://www.swissotel.com http://uk.linkedin.com/in/barbarapezzi
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