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Google Analytics Essential Training (2010)

Understanding the importance of segmentation in data analysis


From:

Google Analytics Essential Training (2010)

with Corey Koberg

Video: Understanding the importance of segmentation in data analysis

We said that the segmentation is the key in the first step to any analysis. Google Analytics is brimming with segmentation options for us to isolate certain groups our traffic. One that is the most common examples would be segmenting our visitors by region, and from here we can further segment our segments. So for example, we can isolate a single country, and perhaps we want to break that down into individual states. But we don't have to limit ourselves on how we drill down. For example, when we do advertising such as AdWords, we can target our campaigns by country, and so it be very common that we want to isolate traffic from particular country, such as US, and do analysis on just that country.
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  1. 6m 2s
    1. Welcome
      1m 13s
    2. How to get the most from this course
      3m 11s
    3. What's new in this update?
      1m 38s
  2. 5m 19s
    1. The pitfalls of hit counting and turning data into information
      3m 6s
    2. Web analytics: A tool and a process
      2m 13s
  3. 15m 30s
    1. Defining goals and conversions: Why do you have a web site?
      5m 40s
    2. Understanding data: Averages, segments, trends, and context
      1m 51s
    3. Introducing segments
      2m 38s
    4. Understanding trends and context
      5m 21s
  4. 11m 25s
    1. How does Google Analytics work?
      2m 18s
    2. Setting up an account
      2m 49s
    3. Installing tracking code on a site
      6m 18s
  5. 24m 20s
    1. Understanding accounts and profile administration
      6m 59s
    2. Navigating the reports and the Data Over Time chart
      4m 45s
    3. Selecting and comparing date ranges
      6m 50s
    4. Using annotations to make notes in data
      2m 30s
    5. Using the help tools
      3m 16s
  6. 24m 20s
    1. Viewing data in different formats (overview, tabular, pie, bar, compare to site)
      6m 10s
    2. Navigating data with site usage, goals, and e-commerce metrics
      9m 20s
    3. Sorting data with inline and advanced filters
      8m 50s
  7. 10m 26s
    1. Understanding the importance of segmentation in data analysis
      4m 40s
    2. Slicing data with dimensions
      5m 46s
  8. 7m 38s
    1. Why share data?
      1m 10s
    2. Managing user accounts and profiles
      4m 8s
    3. Emailing reports
      2m 20s
  9. 29m 12s
    1. Understanding who is visiting a site
      1m 20s
    2. Analyzing location data
      4m 52s
    3. Using language identification to segment users
      1m 35s
    4. Differentiating new users from returning users
      2m 1s
    5. Understanding visitor loyalty vs. recency
      4m 25s
    6. Comparing data according to visits, visitors, and page views
      2m 10s
    7. Sorting data by browser capabilities
      3m 56s
    8. Analyzing data from mobile browsers
      2m 34s
    9. Using flow visualization to see common paths
      6m 19s
  10. 23m 50s
    1. Linking an AdWords account to Google Analytics
      2m 46s
    2. Identifying campaigns and segmentation options
      5m 55s
    3. Using keyword reports
      1m 31s
    4. Fine-tuning your match type with the Matched Search Queries report
      3m 44s
    5. Optimizing traffic by time of day
      1m 37s
    6. Using the Destination URL report to identify landing pages
      1m 45s
    7. Identifying the best placement options for ads
      2m 0s
    8. Keyword positions
      4m 32s
  11. 40m 3s
    1. Understanding where site visitors come from
      2m 32s
    2. Analyzing the All Traffic Sources report
      2m 4s
    3. Identifying direct traffic
      2m 20s
    4. Identifying users who were referred to your site
      3m 9s
    5. Viewing search engine reports (overview, organic, and paid)
      4m 52s
    6. Introducing campaign tracking
      11m 17s
    7. Planning, creating, and logging a tracking strategy
      2m 58s
    8. Tracking offline campaigns
      7m 11s
    9. Finding data in a Campaign report
      3m 40s
  12. 36m 43s
    1. Analyzing top content by metrics and the navigation summary
      3m 29s
    2. Sorting top content according to page title
      3m 57s
    3. Understanding when to use content drilldown
      2m 25s
    4. Measuring the importance of top landing and top exit pages
      3m 41s
    5. Identifying slow-performing pages with the Site Speed report
      4m 6s
    6. Understanding the Site Search and Usage report
      3m 29s
    7. Analyzing the Search Terms and Search Term Refinement reports
      4m 12s
    8. Using the Site Search Pages report to understand how users search
      5m 19s
    9. Configuring Site Search
      6m 5s
  13. 33m 49s
    1. Understanding the Goal reports
      4m 24s
    2. Configuring goals
      9m 55s
    3. Understanding funnel visualization
      9m 48s
    4. Identifying value through E-commerce reports
      4m 35s
    5. Using goal flow to find detailed insights
      5m 7s
  14. 24m 25s
    1. Real-time data for time-sensitive analysis
      4m 21s
    2. Using intelligence alerts to flag important events
      8m 59s
    3. Creating custom intelligence alerts
      5m 48s
    4. Creating and customizing dashboards
      5m 17s
  15. 43s
    1. Goodbye
      43s

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Google Analytics Essential Training (2010)
4h 53m Beginner Oct 08, 2010 Updated Dec 20, 2011

Viewers: in countries Watching now:

In Google Analytics Essential Training, Corey Koberg shows how to use the Google web analytics platform to generate and evaluate information about the visitors to a web site, including data on site traffic, user behavior, and marketing effectiveness. This course covers the out-of-the-box functionality, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available.

Topics include:
  • Setting up an account
  • Installing tracking code on a site
  • Reading the dashboard and understanding high-level metrics
  • Understanding how visitors use and navigate web site content
  • Analyzing visitor and traffic source reports
  • Tracking AdWords and other marketing campaigns
  • Planning and configuring goals
  • Utilizing segmentation for deeper analysis
  • Understanding the raw data and how it's collected
  • Selecting and comparing date ranges
  • Using flow visualization to see how visitors navigate through a site
  • Identifying slow-performing pages
  • Performing real-time analysis
  • Using annotations and other best practices
  • Configuring and analyzing internal site search
  • Determining the best report view to use
  • Navigating reports with tabs
  • Cleaning up data with inline filters
  • Sharing data and reports
Subjects:
Business Online Marketing Web Data Analysis Web Analytics SEO
Software:
Google Analytics
Author:
Corey Koberg

Understanding the importance of segmentation in data analysis

We said that the segmentation is the key in the first step to any analysis. Google Analytics is brimming with segmentation options for us to isolate certain groups our traffic. One that is the most common examples would be segmenting our visitors by region, and from here we can further segment our segments. So for example, we can isolate a single country, and perhaps we want to break that down into individual states. But we don't have to limit ourselves on how we drill down. For example, when we do advertising such as AdWords, we can target our campaigns by country, and so it be very common that we want to isolate traffic from particular country, such as US, and do analysis on just that country.

Maybe looking at just the AdWords PPC traffic, so we can understand how those particular campaigns are performing, how we want to optimize them, all based on isolating only traffic from that country looking at AdWords. Or, maybe perhaps we want to see what web sites are popular for referring US visitors to our site. We can also look at a complete different way of segmenting, such as by search engine. We can isolate traffic from just one of those segments-- in this case the Ask.com traffic--look at different aspects of visitors from that one. Now when we think about search engines, what are the most important things when we think about that? Well, certainly one of those things might be the landing pages.

What pages are ranking on Ask.com for my site? Or maybe we want to think about the different keywords that people are typing into Ask.com that sends traffic to my site. Okay, looks good theoretically. How does this actually work on Google Analytics? Let's switch over to the account and take a look. We first talked about segmenting by region, so let's click on Map Overlay under the Visitors tab. You can see lots of information about how visitors from different countries interact with our site. From here, we can drill down to a different country either using the map or using the data table.

Here we can see all the traffic that's visiting the country, and we can see it broken down broken down by state, with more visits to the darker states, less visit to lighter states. We can also see the exact information down here in the data table, broken down by Visits, Pages Per Visit, Time On Site, % New Visit, Bounce Rate, et cetera. Now when evaluating traffic, don't forget to move over to the other tabs. Our Goals that we have set up, and if you have Ecommerce, that's certainly very valuable information to know. Again, we see this broken down by the individual states. Well, of course, initially it will be sorted by Visits as always, but we can decide to sort by Revenue or perhaps Average Value, and some things jump out at us.

Although California brought us the most revenue, it's interesting to see that North Carolina has a very high average value, as well as Mississippi and Washington DC. Now let's say we want to see something different. Let's say we want to see which city in California has our most loyal clientele-- in other words, the highest percentage of return visits. Let's drill down into California. Here we see the graphical representation of visits from different cities in California. You can see a high concentration around San Francisco Bay Area, Los Angeles area, as well as San Diego.

Now, we don't have a report that gives us a high percentage of return visits, but we do have the percentage of new visits, and we know that the opposite of that would be return visit. So we can sort by New Visits and we'll see all the people with the 100% New Visits, but we want the opposite; we want to get the low percentage of visits. Now I want to see cases that at least had a few. I'm looking for my loyal clientele. Let's go ahead and set an advanced filter to say cities that have at least 10 visits, say number 10 has to be greater than or equal to 10.

Apply the filter, and here you see a list of cities with a fairly low percentage of new visits, meaning that they have a high percentage of return visitors. In this case, Fairfax sends 60s visit, of which 95% were returning visitors. As you can see, we start to see some cities here that don't normally pop up if we were just doing things like sorting by Visits or sorting by Total Revenue. By adjusting our segments and adjusting our metrics, we can see some insights here that wouldn't otherwise necessarily pop up. Let's take a look at the different example with a different data set.

In the first part of this movie, we also discussed segmenting by source, specifically by search engines. So if we click on the Traffic Sources tab, we have an entire report dedicated to search engines. As we see here, far and away the most searches are derived from Google. Let's segment our reports further to view only the segment of traffic sourced from Google by clicking and drilling down into Google. Here we have further canned pre-segmentation options, such as right now we're seeing all of visits, but we know that search engines have both organic, or free, traffic, as well paid traffic, so let's go ahead and just look at the non-paid traffic, otherwise known as free, natural, or organic search results.

These are just a few of your segmentation and sub-segmentation options. These options are nearly endless and will depend greatly on what analysis you're performing and what questions you are trying to answer.

Find answers to the most frequently asked questions about Google Analytics Essential Training (2010).


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Q: The course was updated on 12/19/11. Can you tell me what's changed?
A: Many movies were updated to reflect the changes in the Google Analytics user interface and new movies were added to the course as well, with topics including using flow visualization to see common paths, identifying slow-performing pages with the Site Speed Report, using goal flow to find detailed insights on funnels and conversion paths, analyzing real-time data for time-sensitive analysis, and fine-tuning match types with the Matched Search Queries report.
Q: Where can I learn more about internet marketing?
A: Discover more on this topic by visiting internet marketing on lynda.com.
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