GOOGLE ANALYTICS 101: HOW TO USE SEGMENTATION FOR BETTER RESULTS

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What is segmentation?

Segmentation is the very first key to having a deeper analysis of your data. Having a lake of data to take note of, it is very important to segment them. This is the opportunity given by Google Analytics. With segmentation, you can isolate and analyze subsets of your analytics data.  You can apply segment to your reports and dashboards so that you can see whether or not your data match with your filter. Segment is defined as a series of individual filter that creates a well-defined slice of all your data. With slices of data at hand, you can respond to the component trends of your business. For example, for all the users or visitors to your site, you can see one segment from another country or city. Another segment may also tell you the language used.

 

 

What are the possible solutions through segmentation? 

Segments give you hints on what to do with your business. For example, if you find that from a certain country, the average number your visitors is declining every day. You can the try to examinE what your competing business is offering. It could be that they have freebies or they are offering their products at a lower price. It this is true, you need to think of some ways how to combat this competition. You could respond by offering loyalty discounts like 20 % off in the second purchase or any kinds of perks. The better understanding you have with respect to a particular group, the better and more effective your response will be.

There is more about segmentation. Once you have already analyzed a certain segment, you can decide what specific advertising campaign  to use.  You can devise the form of media that can best impact  to your visitos or clients. You can also figure out what message which will best resonate to reach your desired goal – which could be an increase in awareness or in sales. In other words, you will be given a great opportunity to master you art since you are now to focus on certain issues. For instance, if you sell health products, you may want to consider age brackets. You may want to consider location. Each segment will require unique messaging as well as distinctive marketing channels where they will find you.

 

Basic Segments

Here are the top 5 basic segments that can really help you how to get started:
  1. Behavior: determine how your visitors engage with your brand. Are they new, returning, registered or non-registered, as well as other types.
  2. Demographics: acquire a deeper understanding of how your target group is interacting with your site.
  3. Location/geography: observe your visitors’ characteristics and see how your performance varies within your target locations.
  4. Technology : determine visitor-device characteristics – such as browser type, screen resolution, and mobile apps – which will enable you to make effective design and technology improvements.
  5. Audience: identify the number of users who interact with your site such as active users, cohort, and user explorer.