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Analytics Workshop: Beyond the Basics

Analytics Workshop: Beyond the Basics. Making the Most of Segmentation. Today’s Session. Purpose : To provide strategies for identifying key visitor groups, monitoring patterns, and making informed business decisions. Objectives: At the end of this module participants will be able to:

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Analytics Workshop: Beyond the Basics

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  1. Analytics Workshop: Beyond the Basics Making the Most of Segmentation

  2. Today’s Session • Purpose: To provide strategies for identifying key visitor groups, monitoring patterns, and making informed business decisions. • Objectives: At the end of this module participants will be able to: • Develop and incorporate visitor segments for use in segmentation plans • Analyze high-value and highly engaged visitor groups using LIVE profile activity • Leverage segmentation tools within Analytics

  3. Discussion Activity

  4. Segmenting allows you to quickly hone in on critical pieces of data where you can dive deeper to find the key insights that will induce real and meaningful action! - AvinashKaushik, Author Web Analytics: An Hour a Day

  5. Lesson 1: Understanding Segmentation

  6. Lesson 1: Objectives • At the end of this lesson participants will be able to: • Understand the concept of segmentation • Recognize key objectives of segmentation • Implement a segmentation strategy

  7. Segmentation • Overview: Method of grouping visitors with particular characteristics and/or behaviors. • Benefits: • Recognize opportunities • Identify qualified traffic • Optimize content • Streamline processes • Increase conversion rates • Enhance lifetime value

  8. LIVE Profiles • Overview: Provide a record of all individual visitor behaviors on the website as they occur over time. • Value: • Trend behaviors of visitor segments • Identify interests that influence conversion • Incorporate offline sources • Obtain granular data for targeting Name: Jane Smith Location: Austin, TX Age: 30; Gender: Female Average Session Length: 9:32 Lifetime Visits: 55 Last Visit: 02/10/2010

  9. Key Business Questions Which visitors responded? Was the offer successful? Who do we target? When do we target? Where do we target? What is the offer?

  10. Segmentation Steps

  11. Lesson 2: Isolating Segments

  12. Lesson 2: Objectives • At the end of this lesson participants will be able to: • Identify key visitor groups • Define segment behaviors • Utilize best practice use cases and segments

  13. Isolate • Overview: Define valuable segments based on your business questions and goals. • Characteristics of Valuable Segments: • Identifiable • Reachable • Actionable • Measurable

  14. Common Segments New Visitors vs. Repeat Loyal Visitors Frequency Based Registrants vs. Non-Registrants Content Affinities Programs Email Googlers vs. Yahoo Searchers Conversion By Channel Search Terms On-site Engagement Page Views Reviewers Site Tool Interaction Referral Sources Content Affinities Visitor Types Big Spenders Price Points Abandoners Items Abandoned Trendsetters New Product Purchases Products

  15. Lesson 2 Wrap-Up: Let’s Brainstorm Which segments are valuable to you?

  16. Lesson 3: Tracking Segments

  17. Lesson 3: Objectives • Objectives: At the end of this lesson participants will be able to: • Utilize tools within Analytics to create segments • Analyze and compare visitor behaviors and patterns across time periods

  18. Tracking Patterns • Overview: Monitor and trend key visitor behaviors and patterns. • Examples: • Analyze bounce rates from marketing sources • Gauge average order value of new visitors • Monitor top entry pages for high value visitors • View products abandoned by repeat visitors

  19. Report Segments • Overview: Utilize visitor or session records to unveil visitor patterns in top level reports. • Examples of Usage: • View details about groups of individuals with common behaviors • Evaluate historical behaviors of segments • Compare two groups side by side

  20. Profile Segments • Overview: Define a segment of visitors based on precise criteria and view a report regarding those visitors. • Examples of Usage: • Specify a segment based on recency, frequency, and monetary value • View cross-session behavior

  21. Report vs. Profile Segments

  22. Lesson 4: Tracking Segments

  23. Lesson 4: Objectives • Objectives: At the end of this lesson participants will be able to: • Analyze targeted segments in Analytics • Recognize Coremetrics tools and applications to reach segments

  24. Target • Overview: Provide offers and recommendations in order to achieve specific business goals. • Examples of Usage: • Customize site content to enhance visitor experience • Create personalized emails to re-engage abandoners • Provide product recommendations to increase cross-sold items • Develop personalized display ads to lure visitors to the site

  25. Analytics • Overview: Enhance website performance and optimize marketing campaigns through pre-defined reports.. • Examples of Usage: • Compare Marketing Channel performance • Analyze engagement with Site Promotions • View the Content Reports to track the outcome of customized site content

  26. Explore • Overview: Enhance website performance and optimize marketing campaigns through customized reports. • Examples of Usage: • Utilize segments for all report types • View interaction with pages, events, and elements for a segment in one report • Compare up to 10 segments side by side

  27. Export • Overview: Collect behavioral data and target visitors with relevant communications and offers. • Examples of Usage: • Utilize segmentation capabilities within Analytics • Use data to create new offers and fine-tune buyer recommendations • Combine data with offline CRM systems and loyalty databases

  28. LIVEmail • Overview: Create targeted customer lists and data exports for use in email campaigns. • Examples of Usage: • Target visitors who expressed interest in products but did not convert • Re-market to visitors who did not purchase

  29. Intelligent Offer • Overview: Automatically create and deliver relevant personalized product offers and recommendations. • Examples of Usage: • Provide recommendations based on history, actions and interests • Place recommendations on product, category, search results, and cart pages

  30. AdTarget • Overview: Leverage visitor activities to enable delivery of relevant display ads. • Examples of Usage: • Develop specific audience segments using a rich set of visitor activity metrics • Analyze performance of display ad campaigns

  31. SESSION REVIEW

  32. Session Recap • In this session we discussed: • The steps to create a successful Segmentation Plan • How to define segments for session behaviors and profiles • How to utilize the Segmentation Tools to create segments

  33. Next Steps • Isolate segments based on business goals • Review the criteria available for building segments • Build a Profile Segment Report

  34. Post-Class Support • Webinars: • Segmentation Workbench • Webinar: You’ve Got the Power • Documentation: • Profile Mining User Guide • Key Segments – Use Cases & Best Practices • Guide Me • Participant Guide • Expert Analysts: • Submit a ticket or chat live for assistance

  35. Thank You For Attending

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