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Google Analytics Tips
Illustration by Richard Downs

Google Analytics Tips

with Corey Koberg

Video: Creating an industry vertical

- I was recently asked an interesting question, "I cover the academic and education "industry vertical for my company. "How can I create a segment or view that will "show me what my customers are doing?" Great question and one that is most relevant when you are specifically targeting businesses in a B to B scenario. Or those businesses belong to a particular vertical. Most of the segments we've talked about so far have been either behavioral segments or campaign based segments. In other words, either you were included in the segment because you displayed some behavior such as you added items to a cart, or you bounced on a landing page, maybe you stayed on the site for over five minutes, that kind of thing, or you came in on a certain source or medium, such as paid traffic from Google or organic traffic from Bing or email and so on.
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  1. 4m 40s
    1. Creating an industry vertical NEW
      4m 40s
  2. 54s
    1. Welcome to the series
      54s
  3. 17m 8s
    1. How Google Analytics accounts, properties, and views are structured
      6m 36s
    2. User management: 2013 update
      6m 19s
    3. Best practices for user management
      4m 13s
  4. 20m 49s
    1. Installing Google Analytics on WordPress
      8m 28s
    2. Google Analytics debugging and troubleshooting: The basics
      6m 10s
    3. Google Analytics debugging and troubleshooting: With a tag management system (TMS)
      6m 11s
  5. 23m 58s
    1. Demographics
      6m 45s
    2. Interest categories
      5m 26s
    3. Enabling Audience reports and understanding where the data comes from
      11m 47s
  6. 26m 37s
    1. Intro and built-in segments
      14m 57s
    2. Custom segments via the Segment Builder
      11m 40s
  7. 12m 25s
    1. User Segments: A huge improvement
      6m 23s
    2. Advanced Topic: Sequenced Segments
      6m 2s
  8. 27m 8s
    1. Cohort analysis now built into Google Analytics
      8m 22s
    2. Permanent filters and removing internal traffic
      8m 19s
    3. Filters everyone should use to get clean data
      10m 27s
  9. 13m 25s
    1. Using an advanced filter to get accurate information on subdomains
      7m 20s
    2. When to use a segment vs. a filter
      6m 5s
  10. 18m 0s
    1. Finding my most valuable customers
      9m 54s
    2. Making Adwords work smarter and more profitably
      8m 6s
  11. 15m 20s
    1. What is Google’s Universal Analytics?
      7m 7s
    2. Upgrading from Classic to Universal Analytics
      8m 13s
  12. 7m 11s
    1. Test driving the API in 5 minutes
      7m 11s
  13. 14m 16s
    1. Migrating Custom Variables to Custom Dimensions
      14m 16s
  14. 4m 5s
    1. Creating a Custom Report in 30 seconds
      4m 5s
  15. 5m 41s
    1. Five Time zone tips to save your data
      5m 41s
  16. 9m 56s
    1. Importing data with Custom Data Import
      9m 56s
  17. 6m 29s
    1. Query string parameters
      6m 29s
  18. 17m 17s
    1. YouTube videos
      9m 3s
    2. Local visitor time zones
      8m 14s
  19. 7m 18s
    1. R Programming and Google Analytics
      7m 18s
  20. 24m 39s
    1. Part one: Why nearly everyone gets segmentation wrong
      10m 59s
    2. Part two: Why nearly everyone gets segmentation wrong
      8m 17s
    3. Part three: Why nearly everyone gets segmentation wrong
      5m 23s

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Google Analytics Tips
4h 37m Intermediate Dec 04, 2013 Updated Oct 08, 2014

Viewers: in countries Watching now:

Get a new Google Analytics tip every other week from online marketing expert Corey Koberg. Most users unlock just a fraction of the power that Google Analytics offers, so in this course Corey exposes tips and tricks to unlock insights into one of the most sophisticated tools in the marketer or site owner's arsenal. He offers peeks into the latest power features, advice for deeply mining your digital data, and actions you can take to optimize your site for both traffic and conversions. Corey answers common questions about online marketing and web analytics, including installation, tag management, reporting, custom variables/dimensions, attribution modeling, segmentation, multichannel funnels, data accuracy, visualizations, Universal Analytics, and more. What's more, Corey welcomes your questions and will shape future videos based on member requests, so send them to us at feedback@lynda.com.

Subjects:
Marketing Analytics
Software:
Google Analytics
Author:
Corey Koberg

Creating an industry vertical

- I was recently asked an interesting question, "I cover the academic and education "industry vertical for my company. "How can I create a segment or view that will "show me what my customers are doing?" Great question and one that is most relevant when you are specifically targeting businesses in a B to B scenario. Or those businesses belong to a particular vertical. Most of the segments we've talked about so far have been either behavioral segments or campaign based segments. In other words, either you were included in the segment because you displayed some behavior such as you added items to a cart, or you bounced on a landing page, maybe you stayed on the site for over five minutes, that kind of thing, or you came in on a certain source or medium, such as paid traffic from Google or organic traffic from Bing or email and so on.

We have talked about a few segments that were more around the attributes of the visitor such as what type of device they were on, an iPhone or a tablet. Now in this case, we want to look at the institution they're associated with which is going to take a little bit of work. Now, there are ways to do this that are more complete and more sophisticated. If you have, say a person who's logged in and you've integrated Google Analytic's with your CRM, but let's assume in this case you have none of those things. You're just trying to get the best you can with anonymous visitors and no real integrations to speak of. Just the base Google Analytic's.

Now, if any of you have seen the Google Analytic's Essentials videos, you may remember I'm not much of a fan of the Network Service Provider's report in Google Analytic's because it's not terrible useful in most cases. Most of the time it's because your IP is not owned by you but rather your ISP. But this is one of those cases where we're going to maximize it's value and it actually can be really useful. Let's go ahead and take a look at that. Come down here in the audience section to Technology and the Network Report. Now here in the Service Providers we are going to see mostly Internet Service Providers, telecom companies, cable companies, that kind of thing, but we will often see larger organizations such as academic institutions that will show up here on their own.

For example, if we come up here and do a quick filter by university, we're going to see plenty of these that show up. You've got University of Missouri, University of Illinois, in fact, we've got 404 Universities here that show up just on that key word alone. So we want to do is create a segment that will capture as many of these organizations as possible. Let's do that. Let's come up here, you're going to add a segment, new segment, let's call this one "academia", we're going to come down here to conditions and we're specifically looking here for that service provider.

Now we've already done this one that contains university, let's also say, for example, plural, and we want to capture as many of these as we can. So, college might be another one. Institute, academy, maybe even ones like seminary. You can also do school. And school, I will say, tends to get more primary and secondaries, so if you're specifically looking at higher education, then school is one you may not want to include, but in this case we'll cast a wide net.

Now, obviously we're not going to capture every single one through here, what we're looking for really is this representative sample. It's going to capture as many as we can with our, kind of, quick and dirty approach here. We should do a quick test and make sure that we're actually capturing here. So 2.3% of users. So we're not looking at a huge percentage of user's here, but this is a reasonable slice. And in most B to B scenarios, you are going to be looking for relatively small segments. You're looking for pretty specific ones here and I'm actually surprised we have as many as two percent in this case. So, let's go ahead and save this one. Do a little quality assurance, a little QA checking here.

We want to come down here and look at our host name, so and what I want to do here, I've already still got my University match on. I'm going to go ahead and take that off and make sure that as I look through this list I'm not seeing anything that surprises me. And yes I am seeing here that most of these are going to be Universities, Colleges, Institutes, Academies, that kind of thing. So we're satisfied with what we've got here from the network provider and now what we're going to do is just take a look at all the other reports that are interesting to us. So I come down here, for example, if I look at my content ones, I look at all the different pages that were viewed as part of these sessions.

What we're going to have here are pages that are from sessions that are only from the organizations that have these academic related names. So everything we look at, the landing pages they came in on, the pages they visited here, the goals that they convert on, everything is going to be only for the industry that I care about which is my academic vertical. So this is a pretty neat trick and it's one that shows the versatility of Advanced Segments and how useful they can be if you get creative about exactly what you want to find.

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