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.
April 2, 2012