Finding Insights Needles in the Data Hay Stacks

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


@twitterhandle

“All data in aggregate is crap.”-@Avinash

@JLBraaten

Image source: Kaushik.net


@twitterhandle

“Looking for big insights in Google Analytics without segments is like looking for a needle in a haystack.”- @JLBraaten

@JLBraaten


@twitterhandle

GA advanced segments is like having a magnet for big insights.

@JLBraaten


@twitterhandle

@JLBraaten

And now, segmentation just received its most powerful upgrade ever.

Image source: intmensorg.com


@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.


@twitterhandle

What to Expect:

- History of Segmentation - GA Segment Changes - 10 Segments You Can Use

@JLBraaten


@twitterhandle

@JLBraaten

A Brief History of Google Analytics Segments


@twitterhandle

@JLBraaten

Visit 1 Visit 2 Visit 3

Perfect segments: Hits, sessions & users


@twitterhandle

@JLBraaten


Hit-level data includes page-specific data

Hits

Metric Examples:Bounce rate, time on page, event label, page value, clicks, custom variables, etc.


@twitterhandle

@JLBraaten


Session-level data includes visit-level info

Sessions

Metric Examples:Landing page, campaign source, goal value, conversion rate, time on site, etc.


@twitterhandle

@JLBraaten


User segments show multi-visit info

Users

Metric Examples:Lifetime value, source of first visit, source of conversion visit, days to purchase, etc.


@twitterhandle

@JLBraaten


Perfect segments: Hits, sessions & users


@twitterhandle

@JLBraaten


GA Segments Before: No Users


@twitterhandle

@JLBraaten


GA Segments After: Users & More!


@twitterhandle

The New Google Analytics Advanced Segments Features

@JLBraaten


@twitterhandle

@JLBraaten

New segment searching menu


@twitterhandle

The New Google Analytics Advanced Segments Interface

@JLBraaten

Powerful new segment builder with sequences and more


@twitterhandle

@JLBraaten

Intuitive segment summary shows complex progressions


@twitterhandle

@JLBraaten

Epic new segmenting feature: cohorts


@twitterhandle

10 New Google Analytics Segments You Can Use

@JLBraaten


@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


@twitterhandle

2. Any Interaction = OrganicLink - http://bit.ly/organic-any

@JLBraaten

Use: Demonstrate organic search’s ability to influence users throughout the funnel


@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


@twitterhandle

4. Any Interaction = SocialLink - http://bit.ly/social-any

@JLBraaten

Use: Demonstrate social media’s ability to influence users throughout the funnel


@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


@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


@twitterhandle

7. Visited via Both Organic & Paid SearchLink - http://bit.ly/both-searches

@JLBraaten

Use: Demonstrate the interplay between organic and paid search


@twitterhandle

8. eBook DownloadersLink - http://bit.ly/both-searches

@JLBraaten

Use: Demonstrate the effect micro conversions have on macro conversions


@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


@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


@twitterhandle

10. Conversion Cohorts (1, 2-3, 4+ visits)Link - http://bit.ly/conversion-cohorts

@JLBraaten


@twitterhandle

Your Turn to Find Some Needles

@JLBraaten


@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

Finding Insights Needles in the Data Hay Stacks

Business

Transcript of Finding Insights Needles in the Data Hay Stacks