Segmentation

Segmentation is crucial in order to understand the visitors of a website and how to serve them better. Website visitors have different tastes, needs and levels of maturity, and they should be analyzed taking that into account. Among segmentation techniques two are especially important: data-driven analysis and Personas segmentation. Segmentation is a required step for the Behavioral Targeting process.

  • Maximize Life Time Value - Not Conversions [video]

    Maximize Life Time Value - Not Conversions

    Today's metrics are generally flawed. Even conversion is a flawed metric, because anyone can increase conversions simply by offering significant discounts. ROI is a better metric, but it too misses the lifetime value of a customer. This video discusses the need to look beyond the 'one-night-stand' metrics into the overall value of a customer.

    Online Behavior - May 10, 2012
    Read More
  • Understand Google Analytics Advanced Segments [video]

    Google Analytics Advanced Segments

    Nick Iyengar shows several examples of advanced segmentation using Google Analytics, including how to segment by number of keywords in an AdWords phrase, AdWords position, engaged readers, and more. In this video, Iyengar shows how advanced segmentation and deeper drilldown into the analytics can help a business focus its efforts best.

    Online Behavior - May 8, 2012
    Read More
  • Data Segmentation with Google Analytics [video]

    Nick Iyengar on Segmenting Analytics

    Nick Iyengar, a senior consultant at Cardinal Path, discusses data segmentation in analytics, particularly its uses in Google Analytics. He says that unsegmented analytics quite often do not pass the most important test of value – the "so-what?" test. That is, much of analytics does not provide information that an organization can act upon. Segmenting the data, which is easy in Google Analytics, can help produce information which leads to action items.

    Online Behavior - April 2, 2012
    Read More
  • KFC: Katz's Framework For Conversion Rates

    Framework For Conversion Rates

    Why are insights so difficult to find in our web analytics charts and reports! Why don't they jump out of the charts unless something's off the charts! In this article, Brian Katz proposes a framework based on a Visits Analysis Framework that will help improving websites' conversion rates.

    Brian Katz - March 21, 2012
    Read More
  • 3 Segmentation Strategies: Intent, GEO & Conversions

    Segmentation Strategies: Intent, GEO & Conversions

    Jim Eustace walks us through three main types of segmentation strategies (driven by a slightly larger number of targeting techniques) and describes the different scenarios that can be used to succeed with each of the strategies.

    Jim Eustace - February 22, 2012
    Read More
  • Multi-Channel & Attribution Analysis by Justin Cutroni Part I [video]

    Multi-Channel & Attribution Analysis by Justin Cutroni

    In this presentation, Justin Cutroni, Analytics Advocate at Google, talks about techniques on how to do attribution modeling in order to have a full understanding of Marketing campaigns ROI. He goes over Google Analytics Multi-Channel Funnels and talks about what it can do.

    Online Behavior - February 17, 2012
    Read More
  • Caleb Whitmore - Google Analytics Tips [interview]

    Caleb Whitmore Interview - Google Analytics Tips

    Caleb Whitmore, Founder of Analytics Pros and of the GAUGE conference, talks to Daniel Waisberg about Google Analytics latest developments and best practices when it comes implementing Google Analytics. He also provides tips & tricks for newbies and advanced users.

    Online Behavior - February 5, 2012
    Read More
  • Creating Effective Data Visualization

    Data Visualization

    There has been a growing trend of releasing infographics. Some of them are fantastic pieces of design, illustrating complex relationships between data. Most of them are not. In this post, Kent Clark discusses how to create effective visualizations, and explore the difference between good and bad data presentation.

    Kent Clark - February 2, 2012
    Read More
  • Advertising And User Experience: Hand In Hand?

    Advertising And User Experience

    The idea of advertising interacting with its consumers is not new. But where does online advertising sit in this context? How does it add to the online community? Advertising sets the stage to take control and incentivize what experiences take place, analytics allows us to measure them. If we play it right and measure the right information, it grants us the ability to take action, and enables a better experience.

    Jose Uzcategui - January 18, 2012
    Read More
  • Social Media Measurement with Google Analytics [video] - Part II

    Social Media Measurement with Google Analytics

    In Part II of Social Media Measurement with Google Analytics, Corey Koberg discusses campaign tracking using Google Analytics and its importance for marketers and analysts. He also goes over mobile tracking techniques.

    Online Behavior - January 9, 2012
    Read More
Online Behavior © 2012