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Languages
Pages
Legal
Anonymity of Clickstream data
Traffic from different countries
People with different intent
– Buyers
– Browsers
– Competitors
– Visitors with no apparent reason
– Students
– Information seekers
– Potential employees
– (employees, crawlers, machine traffic)
One of the reasons why senior management don’t trust the data
Solution?
SEGMENTATION!
Benefits
Data that pertains to your target audience
Take action
Different strategies for different segments
Triggers for successful behavior
Market intelligence
Segmentation
Segment based on what?
– Geography, Time, Referrer, Campaign, Content, Behavior, Success Visitors, Paid traffic, Natural SEO traffic.
What metrics to look at?
What possible actions to take?
How this is done?
1. Geography
Metrics
Visits / Visitors
Top content
Top Products
Key phrases
Internal search phrase
Orders
Scenario
IT company focused on certain countries
– Eliminate data from other regions
• All metrics would be more accurate with narrower data
• Less skew (example: career traffic)
Scenario
Services company looking at new regions– Search key phrase – know what people are looking at
– Internal search phrase – know what people are looking specifically from the company
– Top Downloads / Pages – Which service is relevant
– Top supporting pages – What supporting information are they looking for?
All this can go as market intelligence to the sales/marketing team
Scenario
Product company delivering in multiple countries
– Traffic source pie – decide where the marketing dollars should be spent
– Top Viewed services – inputs to sales
– Search terms – customer intent
– Top viewed supporting pages – inputs to sales / marketing
– Visits to non-English sites – decide to start / sustain / shut-down.
– Download data – decision on which collaterals to print
2. Time / Day / Date
Metrics
% Visits / Visitors
Top products viewed
Top products ordered
Orders for previous year / month / day
Email: Open ratio / CTR / Conversions
Conversion ratio for messages (internal ads)
Scenario
E-commerce site
– Message conversion ratio
• What offers and where
– Top products viewed / ordered:
• Timing for running PPC ads
• Product display on key landing pages
• Stock
– Email metrics: When to send and what to talk about
3. Referrer
Metrics
Visits / visitors (share, trend)
Conversion (orders / subscriptions / leads)
Top landing pages
Top content consumed
Geography
Scenario
News website
– Engagement: Understand which referrer is better
– Content consumed: Useful to know what kind of traffic is of interest
– Geography data: Relevant referrers for specific regions
– Visit trend: Predict when the traffic is going to happen (cricket)
Scenario
B2B Website / Content Website
– Region data: Useful to evaluate PR effectiveness
– Engagement metrics: Identify high-value referrers and pursue relationship with them
– Content consumed: links from the landing pages
4. Success Visitors
Success Visitors:
– Ordered
– Subscribed
– Inquired
– Looked at x number of pages
– Looked at key pages
– Used a particular key phrase to reach
Very powerful segment to help initiate action
Scenario
E-commerce Website
– Product ordered-Key phrase matrix: Useful for choosing products / key phrases for PPC
– Geography – product ordered: Choosing regions for PPC
– Supporting pages viewed: Push pages
– Campaign: Looking at where to spend money
– Paid key phrases: Which terms to bid
– Products ordered: Figuring out related products to push (through email, landing pages, etc)
– Offers: Know what to push and where
Scenario
Lead generation website
– Content consumed: knowing which pages influenced
– Trigger page: For cross-linking
– Search engine key phrases: action point for SEO
– Geography: Knowing where the customer is
– Search Engine date: Choosing key phrase – engine combination
Tools
Tools
To Conclude
Segmentation options for your tool
Start looking / reporting segmented data
Segmenting based on geography / referrer / success visitors – easy to start
Consider Clicktracks (for analysis and not reporting)
Explore multiple profiles and custom variables for GA
Questions
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If you have questions, please post a comment and I will try to answer them.
Seby Kallarakkal
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