segmentation above all
TRANSCRIPT
Google Confidential and Proprietary
SEGMENTATIONABOVE ALLDANIEL WAISBERG - ANALYTICS ADVOCATE
Google Confidential and Proprietary
LEGO BUILDINGCASE STUDIES
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
GOOGLE ANALYTICSSEGMENTATION
Google Confidential and Proprietary
TWO TYPES OF SEGMENTATION
MISSION-DRIVEN ON THE FLY
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MISSION-DRIVEN #1 - CREATING VIEWS (PROFILES)
Google Confidential and Proprietary
MISSION-DRIVEN #1 - CREATING VIEWS (PROFILES)
Google Confidential and Proprietary
MISSION-DRIVEN #1 - CREATING VIEWS
Google Confidential and Proprietary
MISSION-DRIVEN #1 - CREATING VIEWS
Google Confidential and Proprietary
MISSION-DRIVEN #1 - CREATING VIEWS
Google Confidential and Proprietary
MISSION-DRIVEN #2 - CUSTOM DIMENSIONS
DEFINE ADDITIONAL SEGMENTS TO YOUR VISITORS
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MISSION-DRIVEN #2 - CUSTOM DIMENSIONS
Personal identifiers: gender, eyes, color.
Daily identifiers: earrings, makeup, hairstyle.
Ambient identifiers: winter clothes, sun glasses, hats.
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MISSION-DRIVEN #2 - CUSTOM DIMENSIONS
Visitor Level: Distinguish visitors across multiple sessions
Visit Level: Distinguish visitor experiences on current session
Page Level: Distinguish page-level activities on current visit.
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MISSION-DRIVEN #2 - CUSTOM DIMENSIONS
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ON THE FLY - USER SEGMENTS
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ON THE FLY - USER SEGMENTS
- Retroactive- SOLUTION GALLERY
goo.gl/omzUs6
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CASE STUDY - SEGMENTING TEST RESULTS
CB EDA
CB EDA
USA UK JP
CB EDA
USA UK JP
NEW RETURNING
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CASE STUDY - SEGMENTING TEST RESULTS
NEW RETURNING
USA 13.5% 8.8%
UK 2.4% 6.0%
JP 4.6% 5.9%
Google Confidential and Proprietary
CASE STUDY - SEGMENTING TEST RESULTS
NEW RETURNING
USA E + B AUK B AJP B A
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TAKEAWAYS
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➡ PLAN FOR SEGMENTATION
TAKEAWAYS
Google Confidential and Proprietary
➡ PLAN FOR SEGMENTATION
➡ SEGMENT USING YOUR OWN DATA
TAKEAWAYS
Google Confidential and Proprietary
➡ PLAN FOR SEGMENTATION
➡ SEGMENT USING YOUR OWN DATA
➡ SEGMENT ON THE FLY
TAKEAWAYS
Google Confidential and Proprietary
+DANIEL WAISBERG
@DANIELWAISBERG
THANK YOU AND HAPPY ANALYZING!