Segment or Die - Nikki Rae
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Transcript of Segment or Die - Nikki Rae
SEGMENT OR DIE THE UNDERUSED CLICHÉ
cc: Alan O'Rourke - https://www.flickr.com/photos/33524159@N00
Nikki Rae
Managing Director
Google Analytics Specialists
Future Insight Analytics Ltd
Lewes, UK
@analyticsgirl
@futureinsightuk
Going to give you a simple set of rules to follow when thinking about segmentation
SEGMENT OR DIE Philosophy - Segment to Survive
cc: Alan O'Rourke - https://www.flickr.com/photos/33524159@N00
SEGMENTATION
cc: Hindrik S - https://www.flickr.com/photos/63991153@N00
Segmenting your Audience
cc: yukop - https://www.flickr.com/photos/22322135@N00
What Marketers want to know…
Get your House in Order
Rule #1
cc: Alan O'Rourke - https://www.flickr.com/photos/33524159@N00
First things First: Audit your Account
• At the very least… – Check all pages are tagged e.g. Tag Inspector, Screaming Frog – Remove self-referrals – Admin – Remove bots/spiders – Admin and exclude referral spam filters – Setup Internal Search – Ensure there are no instances of tracking the same page in 2 or more
places e.g. remove unneeded query parameters, use search and replace and lower/uppercase filters to tidy up
– Link Adwords, Search Console and enable demographic reports – Remove non-customer traffic (Office IP/Network filter) – Ensure all traffic channels are correctly attributed (GA campaign tracking
parameters) – Use filters to maintain correct hostname – Use views to segment content if you have sampling issues – If you have a login area, track members vs. non-members (custom
dimensions)
• http://www.slideshare.net/analyticstraining/nikki-rae-ga-audit-brighton-seo
Know how tools collect data
Rule #2
cc: Alan O'Rourke - https://www.flickr.com/photos/33524159@N00
Technology sharing data with Technology
• Majority of standard GA reports are built from data taken from one technology passed to another
• GA turns that data into information and presents it to us in a GUI for easy consumption
Audience Report: Reliable Data…
• Technology – Browser and OS
• Browser
• Browser Version
• Operating System
• Screen Resolution
• Screen Colours
• Flash Version
– Network • Service Provider
• Hostname
• Mobile – Devices
Use your Intuition
RULE #3
cc: Alan O'Rourke - https://www.flickr.com/photos/33524159@N00
Language Report
• Most obvious B/Sh*t report in Google Analytics
Location Report
• Much more reliable than language but… – Based on ISP location serving a Users IP
– Not granular enough
WHAT IS THE MOST IMPORTANT SEGMENT?
cc: William Brawley - https://www.flickr.com/photos/93841400@N00
New Users
Returning Users
New and Returning Users
WE LOVE OUR DEVICES
cc: adactio - https://www.flickr.com/photos/74105777@N00
ANALYTICS TOOLS LOVE TO USE COOKIES
cc: andres.moreno - https://www.flickr.com/photos/16995443@N03
COOKIE DATA CAN'T BE SHARED ACROSS DEVICES / BROWSERS
cc: Funchye - https://www.flickr.com/photos/78597264@N00
6 New USERS? Actually 1 New session and 5 Returning
cc: adactio - https://www.flickr.com/photos/74105777@N00
Challenge your Data
Rule #4
cc: Alan O'Rourke - https://www.flickr.com/photos/33524159@N00
Online Pharmacy
Other
Potential Patient
Potential Pharmacist
Existing Patient
Existing Pharmacist
Defining User Types
Segments
Visitor logs into secure patient area = Existing Patient
Visitor logs into secure pharmacist area = Existing Pharmacist
How Can we Usefully Segment these Users?
Existing Pharmacist
New Visitor
Paid Search
Brand Generic
Organic Search
Brand Generic (not provided)
Returning Visitor
Paid Search
Brand Generic
Organic Search
Brand Generic (not provided)
Existing Patient
New Visitor
Paid Search
Brand Generic
Organic Search
Brand Generic (not provided)
Returning Visitor
Paid Search
Brand Generic
Organic Search
Brand Generic (not provided)
Existing Patient Dimension
• If an existing pharmacist or patient logs into the site, they must have registered at a previous time
• Therefore, a logged in session can never be a from a new visitor
• All existing patients and pharmacists must be returning visitors even if Google Analytics suggests that they are new visitors
Get your Users to Label themselves
Rule #5
cc: Alan O'Rourke - https://www.flickr.com/photos/33524159@N00
RECOGNISE CURRENT USERS BY USING USER ID
cc: Allspire - https://www.flickr.com/photos/81132162@N03
BENEFITS • More accurate user count • Analyse signed in user
experience • Connect data from multiple
sessions to see conversion process from start to finish
cc: stuandgravy - https://www.flickr.com/photos/35237090315@N01
Acquisition Device
Device Overlap
Device Paths
User ID Setup Resources
• https://support.google.com/analytics/answer/3123666?hl=en
• https://www.distilled.net/resources/universal-analytics-user-id-setup-guide/
Custom Dimensions
• Configure dimensions in GA Admin area
• Add code on page or within in GTM
GTM Example
Preview Mode, then Publish
Reporting
The Philosophy and The Rules
• Segment to Survive
–Get your house in order
–Know how tools collect data
–Use your intuition
–Challenge your data
–Get your Users to label themselves
Thanks