Using the example of an online retailer, this lesson shows how demographic segmentation can be used to plan future advertising or content development.
- [Teacher] Using demographic segmentation can help us to match the most appropriate users with the right products and content, and will promote insights that could help us with many other decisions. Let's use the case example of an online retailer who sells the health product, and this is more popular with female users than with male users. So as you can see here from the snapshot, the analytics indicate that more than 70% of the users for the magazine content are females.
So the marketing manager has a hypothesis that the advertising spent should mirror the organic visitor profile so that we can provide a better goal completion rate. So, since 70% of the visitors are females, we want for 70% of the budget to be spent on attracting more female visitors, and then only 30% of the budget on male visitors. So we're going to use a three step process in order to implement this.
First the marketing campaign specialist will make the changes in our advertising account, and then secondly, after running the campaign for an agreed testing period, we're going to review the results for each segment and then test if the marketing campaign manager was indeed correct in their hypothesis. So the final step then will be to make an informed decision on our future advertising campaigns based on the test results. So my aim now will be to talk you through step number two so that you know how to use Google Analytics in order to test the segment.
So firstly, what we need to do is to confirm the sizes for each segment, and so we set up a date range for quite a while. Let's make it at least a year or even two years so that we can give Google enough data to work through. And so for this, then we head into Audience, and we've set it on Audience, and now when we scroll down to Audience, we can select on Demographics and we can click on Overview. And so at this point in time, it provides us with just a broad overview to confirm all of the data that we've got.
And it's confirming the size then of each of the segments. Now imagine we ran some ad words or bin campaigns for a while, and we now need to measure the effect of this retroactively. So under Demographics we click on Gender, and here we can see the data quite clearly segmented. So now we're going to scroll up to our Segments, and we're going to click on Add Segment, and Google actually has a segment called Advertising and if you haven't got it you can import it from their library.
So, I'm going to select that Segment called Advertising, and if we scroll down and we click on Apply, now that is being applied to the data. So if we scroll down, and when we hover over the traffic graph here, as we do that, we can see how the advertising affected each of the different gender segments, and this is precisely what we need to do to test the actions that we took. So now if this was a new client account, and you want to get a snapshot of how search engines continue to contribute towards the segment, then, of course, you can click on Remove the Segment.
So I would go back to the segment there, I would just remove that. And then we can open up a secondary dimension. So I will scroll down, and under Dimensions here, I would open up the secondary dimension and head towards Acquisition, and then on Acquisition, you can just click on Source. And of course this will now be a useful way to explore the broader traffic segments that are contributing.
- The difference between planned and retroactive segmentation
- Setting up segments for testing in Google Analytics
- Using demographic segmentation to plan future advertising
- Testing the popularity of website content with behavioral segmentation
- How analytics reveal social segments
- Testing segment conversion rate and performance
- Achieving segmentation with conversion segments within multichannel funnels
- The differences between multivariate and A/B testing
- Creating a digital marketing report