Define Common Characteristics
Simple Function in Analytics for Targeting Prospects
Imagine a baseball manager unaware of his players’ batting averages. How would he compose a winning lineup?
Okay, so he might know the team’s overall run production, but without breaking down component parts, optimization is impossible, under-achievement unavoidable. Fans would be furious.
Comical to consider such dereliction of duty, and yet, on the ball diamond of the world wide web many of us trot out some PPC, social media links, blog posts, and an assortment of stratagem with little idea of which is a heavy hitter, who’s producing revenue, and what lightweight deserves to get benched.
Time for your marketing department to get into the game!
Visitors and page views, won’t do – heck, everybody knows the final score. The “players” in website analytics are termed segments which amount to the clumping together of data by common characteristics.
Who’s on first?
The criteria of segment formation should be whatever serves a useful marketing purpose, such as the following:
- Newsletter subscribers
- Social media referrals
- Demographic groupings
- Device type visitors
- Downloads of white paper
- People who made a purchase
- Visitors who played videos
- Commentors on a blog post
- People who visited a specified number of pages or stayed on the site for a minimum time period
- Visitors to a specific page, such as “about” or “contact”
- Those who started a shopping cart but never purchased
- Visits generated by a specific referral source, possibly an email blast
- People who searched a specific term
- PPC respondents
Setting Up Segments
In Google Analytics, advanced segments are constructed in the “Audience Overview” section of the “Reporting” menu. The new segment command guides you through criterion options, including selections of demographics, operating system, date of first visit, sources and behavior characteristics. Advanced options lets you set conditions or specify a URL trail.
‘All the slicing and dicing is aimed at detecting what works, and how well it produces revenue compared to other initiatives, fostering.’
There is no one-size-fits-all; segmentation is an art dependent upon marketing mastery. In Google Analytics, every report heading has a segment-adding option (“+add segment”). Here’s a scenario:
- Geographic location. Especially for a local business, this can be critical. Set this segment in: audience > geo > location.
- Technology. Knowing on which type of device your site is viewed is important both for design elements as well as expected behavior, such as smartphone users are more likely to call, while computer users can see a broader display and are probably seated in a comfortable location more likely to invest time in what they’re viewing. Set this segment in acquisition > all traffic.
- Content. What’s attracting visitors? content > all pages is the segment to set.
- Goal conversion. Probably your most important segment. Set at conversions > goals > overview.
- Referral source.
You’ll later access these from the segments screen – be sure to click “apply.” You can view up to four segments at a time. (Remember, we told you Google is tedious!)
All Roads Lead To Conversion
What’s the DNA of those most likely to perform an action that produces revenue? All the slicing and dicing is aimed at detecting what works, and how well it produces revenue compared to other initiatives, fostering the effective allocation of budgets and sweat equity. Should you invest in SEO, PPC, social media, blog posting, produce videos, blast email, or capitalize on any myriad of opportunities? The answer is in your well-designed data compilation, delivered through the construction of advanced segments.
A website, remember, works best when it’s designed to meet specific objectives. Masterful marketers want to know what prompts traffic, how content incentivizes behavior, and an estimate of direct and indirect revenue produced.