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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
@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
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
@twitterhandle
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
@twitterhandle
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
@twitterhandle
@JLBraaten
Epic new segmenting feature: cohorts
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
10 New Google Analytics Segments You Can Use
@JLBraaten
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@twitterhandle
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
@twitterhandle
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
@twitterhandle
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
@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
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
@twitterhandle
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
@twitterhandle
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