Download - 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

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Josh Braaten

@JLBraaten

Director of Inbound Marketing,CollegisEducation.edu

2013 US Search Awards Winner,Best In-House Search TeamRasmussen College

@JLBraatenGoogle.com/+JoshBraatenContentScientists.com


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

@JLBraaten

Image source: Kaushik.net


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

@JLBraaten


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

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@JLBraaten

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

Image source: intmensorg.com


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@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.


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What to Expect:

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

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A Brief History of Google Analytics Segments


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Visit 1 Visit 2 Visit 3

Perfect segments: Hits, sessions & users


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Hit-level data includes page-specific data

Hits

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


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@JLBraaten


Session-level data includes visit-level info

Sessions

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


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@JLBraaten


User segments show multi-visit info

Users

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


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Perfect segments: Hits, sessions & users


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GA Segments Before: No Users


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GA Segments After: Users & More!


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The New Google Analytics Advanced Segments Features

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New segment searching menu


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The New Google Analytics Advanced Segments Interface

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Powerful new segment builder with sequences and more


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Intuitive segment summary shows complex progressions


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Epic new segmenting feature: cohorts


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10 New Google Analytics Segments You Can Use

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1. First Interaction = OrganicLink - http://bit.ly/organic-1st

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Use: Demonstrate organic search’s ability to introduce new visitors to your brand/funnel


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

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


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3. First Interaction = SocialLink - http://bit.ly/social-1st

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Use: Demonstrate social media’s ability to introduce new visitors to your brand/funnel


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

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


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5. First Interaction = BlogLink - http://bit.ly/blog-1st

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Use: Demonstrate content marketing’s ability to introduce new visitors to your brand/funnel


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6. Converters that have been to the blogLink - http://bit.ly/blog-converters

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Use: Demonstrate content marketing’s ability to assist conversions on your website


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

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Use: Demonstrate the interplay between organic and paid search


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

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Use: Demonstrate the effect micro conversions have on macro conversions


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9. Converters – 1st Touch = OrganicLink - http://bit.ly/organic-1st-touch-conv

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Use: Demonstrate organic search’s ability to assist conversions on your website


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

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Use: Separate user behavior at different points along the same journey for maximum insights


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

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Your Turn to Find Some Needles

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Thank You

@JLBraaten

Director of Inbound Marketing,CollegisEducation.com

2013 US Search Awards Winner,Best In-House Search TeamRasmussen College

@JLBraatenGoogle.com/+JoshBraatenContentScientists.com