Segmentation, Part 1: Introduction & Segment Types Tutorial

1.2 Introduction

Hi everyone, my name is Avinash. I am the cofounder for Market Motive, and the faculty for Web Analytics. In this series of three videos, we're going to touch on a topic that is perhaps of the highest possible importance when it comes to finding actionability in your web analytics data. It is the difference between just staring at data and perhaps puking it out into all our organization, versus sending the succinct amount of information that will cause action to be taken in the organization and I am of course referring to segmentation. We're going to look at this in three parts. Part one focuses on the introduction of segmentation and the types of segmentation that are options available to you in your Web Analytics tool.

1.3 Why Segment?

So why is it that segmentation is so critical in our ability to take advantage of data we have access to? It's quite simple, really. Take this report in the Yahoo Web Analytics tool as an example. We're looking at visits, we're looking at visitors page views, things that we would normally look at at any company in any Web analytics tool. But you'll notice that as you look at this 12 month trend, it is very difficult to understand. What do we do with this data? So things went up a little bit, and they went down a little bit. Then they went up again a little bit, and now they are flat. Well, what do we do? We can drill down into the data and say let me see there the popular pages. Well that's not really telling me what to do. Well why don't I look at the key phrases that are used on search engines? Hm, that seems to be pretty much what I expect to see. What do I do? Or let's look at the categories of people, types of people, and their interests when it comes to my website. That's not really helping me, either. And typically what happens when we deal with web analytics is that we do all of this amazing amounts of work and analysis, but in the end it really isn't analysis. It's just looking at data in a collection that really doesn't lead to any insights for us.

1.4 Commonalities

And the reason is quite simple. When we look at all of the people who come to our site as a collection, it is very difficult to understand what brought them to our site that was different. What are the characteristics of the invitation models that were different? What about their behavior on our web site, etc. So my recommendation is to step away from aggregated data. In fact, I would say most aggregated data, if not all of it is completely useless. Only data that is segmented is of value. Because it helps us understand different pools of people by a commonality that they share. So all of these people in the blue perhaps came from Google.com. Well, that's something in common. They were proactive. They had a certain intent. And they came from a particular search engine. We can even look at the keywords. All right, that's great analysis we can do for a particular pool of people that share a commonality. Or all of these people in the purple actually are a group of people who have been to our site five times already this month. Wow! That seems amazing. Why is that? And we can put them into a pool and analyze that differently. Or the people in the grey shade are perhaps people who have already purchased. People in the green are all people who abandoned cards. People in these orange buckets are people who visited our non-profit. And downloaded a set of materials to come to a protest we're having next Sunday. So, you see that by finding commonality between these peoples, we get a hint of the purpose or their intentions or their invitation models or their engagement points or other things that then allow us to give a focus to our analysis that will really help us find insights that we can take action on. And that is why segmentation is important. Rather than looking at this data in aggregate as you see here. Again, in our Yahoo Web Analytics example, we can actually drill down and say now here is traffic from Google. So at least I understand how I have been doing, in terms of search engine optimization and paid search efforts that I have been executing on behalf of my country. I can actually drill down and say. And what about people who came more than once during this time period? There you go, that's a very, very small bar. So most of the traffic, your client never came back to your website after the very first visit. And so you want to figure out how to really be loving and give lots of hugs to the people who are in the orange and figure out what is wrong with your efforts for the people who are represented by the blue line because they just come once and never again and if you realize that's the majority of your traffic, you're not going to be successful as a business. That's the power of segmentation.

1.5 Segmentation Example

Here's another wonderful example you can think about. Rather than looking at your data in aggregate, here's data in aggregate that shows visits from the entire world and as you can see, basically there are visits from all over the world come to this particular website. But we can drill down and say we're actually located in Texas, and we're located in this particular area in Texas. And now we can understand how strong we are in terms of the people who come into Texas, and there we immediately segmented the data and focused on one particular area. We can even drill down and say, now let's actually focus on people who come from Texas, because we're located there and now we can understand what sources of traffic are driving there. What about our social media efforts? What about our Google efforts? What about our Bing efforts that we're undertaking? And by the way, it is really cool, not only to look at all the people who come to our web site, but we can even drill down and say but what about their conversion rates? Is there a difference between the conversion rates? And immediately, you can see that social media traffic, here's Twitter converts at 5%, and Google converts at 16%, direct converts at 22%. And the per visit goal value for direct is the highest in the entire category. And you can see that now you begin to understand a little bit more in depth what is happening in your immediate geographic data by pulling the data out in a segment and focusing on that in your analytics efforts. That's the real power of analytics. So when you go in and start to answer questions that your business users are asking, the entirety of your attention should be on what can I segment? What kind of commonality I can find in people's visits to my site, in their behavior on my site, and what we accomplish together that I can understand from which I can extract the insights that we can action.

1.6 1. Drill Down into Standard Reports

So how do you actually do segmentation? It's a very important question. First, it's very important to understand that while segmentation is a very powerful word, and in this set of videos we're going to look at some incredible techniques for segmentation, you can actually segment without segmenting. Here's a good example of using standard reports. When we started with our example of all traffic from all around the world, and we drilled down to Texas, and we looked at our performance for this particular category, we were actually segmenting data. So, when you look at this top area here, you can see that we've created a segment simply by drilling down into the data. Rather than looking at all sources of traffic in the standard report, we drill down and look only at Google. That's another segment. So you can see that sometimes, in order for you to segment your data, it's not a lot of work because you can just drill down into the data, and the commonality you found here was the traffic that comes from Google. And now we can look at the visits, we can look at the conversion rates, and we can look at their behavior, we can look at bounce rates. We can compare to everything that's happening on the website, and he helps us understand what the performance is. Using standard reports is a very easy way to use segmentation.

1.7 2. Use Standard Segments

The second option we have is to use the built-in segments that have been created into our web analytics tools. So when you go into a tool like Google Analytics, which is what we're looking at here, you can click on add segments, it opens the segmentation area for you, so you can see that all of these are standard segments that are available to you in Google Analytics. And so, a simple strategy you could do is pick up the segment, Visits with Conversion, and you could drag it right next to the top, in the boxes you see, and now you have applied a segment called Visits with Conversion to your all visits aggregated view of the data. Once you click on apply, you are going to see this particular view. It's wonderful, right? So on the very top, in the blue line, you're able to see everybody who came to the site. And in the orange line you're looking at all the visits with conversions during the visit and you can see how many new and returning visitors they were and you can see the page views that they saw. You can see the pages per visit. You can see other key metrics like duration and bounce rates. That's very simple. Rather than looking at 100% of the data from all visits, you're able to look at the 13.61% of the people who converted. And you're able to compare the behavior by looking at the key performance indicators that you might have valued for your business which in this particular case are the number of unique visitors that came to the website and their performance. And then you're able to look at various drill downs available to you when it comes to new and returning visitors in this case and the conversions that they're able to establish. Now in this case it's sliced down half when it comes to visits with conversions. But you're able to see data with a completely different light than you were a few minutes ago. And all you did was use the standard segment that was already built into Google Analytics. You can do even more cool stuff. So, in this case, we are saying, we would like to look at all visits to our website and we would like to look at the mobile traffic to the site. So, you can look at the little percentage number underneath there and you can see over all of the of all visits that we have, 7.8% of the visits are actually from mobile platform, so tablets and mobile phones in this case. Although you can also segment them further and separate them, but in this case, it's tablets and mobile phones. And at this point, when you look at the orange line and the blue line, it should give you pause. You're hearing all this amazing hype about mobile all around you, by the way, a lot of it justified, but in your specific scenario, it's 7.87% of the traffic is coming from mobile: that's the orange line you see. Should you really invest millions upon millions of dollars and make mobile you number one priority, and perhaps not, right, because there might be other higher hanging fruit you could attack before you go after mobile strategy. Which is not to say that mobiles aren't important, it's just if this is what our numbers look like over this time period, we might actually choose to see if there are other bigger priorities that will lead to neutral impact on our business. Now by simply applying the mobile segment to this, it helps me make my case as to why segmentation is such a powerful technique in analytics because you can see that when it comes to all visits coming to my website, the profile of where people come from looks really, really different, while when you look at the profile of the people who come from mobile, it looks really, really different. 50% direct traffic on mobile versus 22% for all visits. And while 51% of my traffic is from search, in this case only 18% of the traffic for my mobile platform is from search. It begins to give you a really strong understanding of where your priorities should be in terms of acquiring traffic if this is the profile of your website. Because if you apply the same strategy in terms of your campaigns and SEO and PPC and display, when it comes to all visits to mobile, it might not actually be as effective and that's the power of segmentation. Is it helps you clean out these insides that are allow you to create amazing strategies that are targeted to maximizing the value of that segments. Really, really powerful way for you to analyze data, and by the way all I'm doing here is looking at a standard segment already available in Google Analytics and a standard report already available in Google Analytics. So you shouldn't be scared of the big word segmentation. You shouldn't be really scared because you can accomplish a lot by using just a standard segment. And of course, that's just the tip of the iceberg because then we can scroll down and understand what are the difference in keywords that drive traffic and you can see that for the keyword avinash kaushik, a higher percentage of traffic actually comes from mobile than from the people who come from search, who are in the all visits category, so that's a really, really interesting insight. While, for click fraud, it is actually much more important on the desktop side of things and not that important in the mobile side of things. So not only can you understand the difference in aggregate up here, between all that it's in mobile but then for mobile, for this 19% of search you can actually drill down and understand and have a completely different strategy for paid search and organic when it comes to mobile and that really is a power of segmentation and in this case we applied it using a standard segment that is already built into Google Analytics. We have converting segments, we have non-paid search segments, we have bounced visits. We have mobile and tablet, which we just used a second ago. We have multi-visit users, really cool people who come to your site more than once. Those are some of my favorite segments when it comes to the standard portfolio that is offered by Google Analytics. So don't be afraid. Just to use the standard segments if you're beginning to get started.

1.8 3. Create Custom Segments

The cool part of course is your ability to create custom segments optimized for your business, and that's what we're going to look in this particular section. It is so exciting, and most of it because it will mean the difference between your ability to do some really incredibly cool things versus your ability to simply be yet another analyst who is in the business of simply regurgitating data that doesn't drive action. You can see that I'm really excited about this particular part. It is quite easy to create an advance segment that is customized to your needs in Google analytics. In order to ensure that we have a focus in our efforts, and understand the features much better, I'm going to cluster custom segmentation into three important packets that will be relevant to your efforts, regardless of if you are a B to B website, B to C website, e-commerce, non e-commerce site or a blog, it doesn't really matter. All custom segments fall into three important buckets.

1.9 Category 1: Acquisition

The first packet is acquisition. All segments in this packet share a commonality. My definition of that is all activity that you undertake as a business in order to get people to come to your website, so everything you do prior to somebody landing on your website. This could be your own efforts, like blogging. It could be your earned efforts, like your social media activity. It could be your paid efforts, like display ads or paid search ads, etc. So everything you do in order to get people to come to your website is your acquisition effort and they have several amazing custom segments we can create for our acquisition strategy. The very first one we're going to create, after clicking our create new segment button, is to focus on the location of the person, as we did in the first case earlier in this video. All you have to do is choose demographics as your subsection and then click on the empty box that you see for location. When you click on that empty box, all the countries from which you get traffic will pop up automatically. In this case, we are going to choose India. And when you choose India, click on the button called preview. This is a very helpful button, because what it allows you to do is whatever report you're on, where you're creating the segment, it will apply that segment to that report and help you visualize traffic. So in this case at the top you can see that we have our segment created properly and we are able to see that about nine percent of users and around the same percent of visits come from India. And in the graph below we are able to see the two trend lines for all visits as well as people who come from India. But we don't have to stop there. We can apply these segments and segments created like this anywhere we like. In this case, I have created two segments that you see at the top. I've created a segment for visits from India and I've created a segment for visits from Canada. At the very top, next to the circles, you can see two valuable numbers. The numbers show you the percentage of people who are in those segments who share that commonality. In this case, it's nine percent of people people from India, and about five percent of people from Canada. That's great. And now we are just comparing those two segments. There's no all visits here, we can see those two segments. And we can see the trend lines between the traffic we get from those two countries. Then underneath it, we're able to understand the distribution of traffic that will help us create better acquisition strategies. So you can see that search is much more important for visitors who come from India rather then visitors who come from Canada. But it's just 50% compared to 64% for India. We can see the difference is in the direct traffic we have a lot more direct traffic, a lot more loyal visitors coming more repeatedly directly to the site from Canada than we do from India. So we again, by applying two simple segments we're able to understand these two large sources of traffic to us a lot better, but we can do even better rather than just focus on traffic, we can say is this valuable traffic? So at the top rather than look at visits in our graph, we switch the metric to goal conversion rate. So the graph, normally by default, is visits, but now we're looking at goal conversion rate. And underneath it, we can see how the goal conversion rate goes up and down. There are periods of time where the conversion rate for Canada is just the same as the higher conversion rate for India, but you can see that there are wide disparities there. The traffic from India and Canada has a level of consistency as we saw in the earlier graph, but conversion rate as you can see goes all over the place. But we can dive deeper and try and understand why that is the case. So we have our key metrics here and we can see the differences between the two countries and from bounce rate to visits, pages per visit and etc. But we can also dive a little deeper there as an example in this case. From this particular referral source, we get more sources of traffic from India, but then we can see that the problem may be that from Canada when we get the traffic, it has almost ten points higher conversion rate, close to 80%, compared to close to 69% for the visits from India. And it gives us a clue about our landing pages and we can dive deeper over there. We can go even little more deeper and try and understand what is the goal value. Again, I switched the metric in the graph, the goal value rather than all visits or conversion rate and see how the trend of work, I can look at the key performance that is happening, everything from goal value, which is $86,000 from Canada versus $152,000 from India. So you can see that actually we get more visits from India, but the goal value is actually substantially higher there from India, as you can see there. And I can also find anomalies in the data source, so in this case you can see that we get more people who subscribe from Canada for that my crew conversion, rather than people who subscribe from India, which is 93 versus 114, which means that I have a clue that when people come from Canada, they are more likely to subscribe to the blog and then come back under direct traffic as we saw a few minutes ago. This allows me to create better landing pages, and then for people who come from India, I know that I need to do something different about my landing pages or strategy. So I can increase this micro conversion along with the other macro conversion that I have, because this is one of the most important micro conversion I have and I'm not performing well. So you can see how these two segments we can use to dive deeper and find specific actions to take.

1.10 Additional Acquisition Examples

That is a good example of an acquisition segment that you can create. But you can also create acquisition segments from these other examples. People who come from a particular search engine Bing, or Baidu or Google or others. You can create an acquisition segment that is only focused on your paid search strategy or only your SEO strategy. So that's also an acquisition segment. Another acquisition segment you could create is for people who come from referral websites or specific referrals that come in. As an example, people who come from only social media sites. Versus people who come from one particular article that was written about you in Fast Company or somewhere else. Or people who you have targeted to have relationship with, where there are links exchanged, etc. Let's say, affiliate links, or otherwise. And you can focus on the performance of that. And that is an acquisition segment. Of course, campaigns are an acquisition segment, where we are spending money acquiring traffic to our display social and email affiliate traffic that we are paying for that is coming. You can analyze it in aggregate or at a campaign level, or you can analyze it in deep detail along those sub segments that you see. People who come from conference presentations that your company might be engaged in, where you flash a little URL. You can add tracking parameters to that URL that allows you to then segment that traffic so you can say that when I speak at this conference, I get this much traffic, and when I speak at this conference, I get this much traffic. Or when I have a booth at this trade show, I get this much traffic. When I have a booth in this trade show, I get that much traffic. And so you can have offline acquisition segments be created in SiteCatalyst, Web Trends, Google Analytics and etc. And of course the billboards, tv and radio. You can also track those as long as you're using either vanity URLs or you're using tracking parameters. Both of those things allow you to track people who are coming from your acquisition segments that are offline, so online or off. But it's very important to analyze these strategies to understand how you can improve the way that you are spending your efforts to attract people to come to your website.

1.11 Category 2: Behavior

The second segment type of our custom segments is behavior. This is everything that happens after people land on your website. As soon as they land on your website, acquisition is over, and now we are in the world of behavior. And, it's important to analyze behavior because it gives us a clues about what customers are doing that is working, what they are doing that is not working, etc., etc., etc. So let's look at a simple behavior segment that I've created here to illustrate the example. We are going to look at really engaged traffic. Really engaged traffic. We are looking at a filter that we're applying in the conditions area inside Google Analytics. There we are looking at page depth is greater than four pages, so we're looking at people who spend more than four pages seen on our website. And that they have spent more than 180 seconds on our website. So this is really applying a very high bar for engaged traffic. Then we can go and apply it to any report that we're interested in. In this case, we have applied it to our conversion report, land we're seeing whether the all visits traffic to our websites. Everybody converts at a higher rate or a lower rate, or engaged traffic, which is about 40% of the traffic that comes to our site is engaged traffic, so we can look at the two graphs here. As you can see very clearly, and we can see that we make about $140,000 from engaged traffic. About half of our revenue comes from engaged traffic. Even though that is only 40% of our site traffic. And you can see the conversion rate is 200%. And it's very important to understand that in this case the conversion rate is more than 100% because we are looking at macro and micro conversions in one place. What this indicates is that we're having more then one goal met during the session. If you only look at e-commerce conversion rate that can never be over 100%, so in this case we are looking at macro plus micro because there are multiple goals that could happen. We are able to see that there is multiple amounts of conversion rate that is happening in this scenario. We can dive even deeper and say, well if there are really engaged people coming to our website. What are they engaging on? What is it that they are doing on our website? And so in this case you can see that we have people who are reading these posts more than those posts. So we can do a percentage difference between the two traffic sources. We can look at bounce rates. We can look at page value, etc, etc in order to truly understand what content is more valuable to people who are engaging more or less. Using, in this case, a custom report that we have created in order to analyze content a lot better. Then we can dive even deeper in our segmentation and understand what keywords bring us people who engage more or less on our website. So, we can look at the time periods. We can look at what the keywords are, what percentage of traffic for each keyword is made up of engaged sites. And so, here are sort of two great examples that you can go deeper beyond just looking at the aggregated view that you see on the top, which is okay, so pages per visit for all visits is 1.53 on average. And we are getting 9.67 for really engaged traffic, so that's really great. So my benchmark of four pages are much lower in this case. But what is more important is to dive deeper and contrast things so, in this case, you might say, well, working for Google is our fourth most popular keyword driving traffic to our site, but as you can see, that 0% of people who come from that keyword actually really engage with our site, so should we really be focusing on optimizing for that keyword. You just throw that traffic away because it's really not doing much for our website. And then underneath it you can see that for click fraud, it's 13 versus 371. So you can actually look through each of these and actually pick key words for optimization. But whether it's paid or organic, they are really sending traffic that is delivering value to you rather than just obsessing about keywords that are just in the top 10 but may not be actually engaging with your website content and delivering conversion rates for you. So that's very, very important to look at. I also wanted to sort of close this part with a really cool tip for you. Because one of the reasons that a lot of site traffic could engage with you is going to have to do with your technical performance of your website so in this case we're looking in the page speed report. That is a standard report inside Google Analytics. And you can see that without exception, all of the pages that load for really engaged traffic load really, really fast so you can see that for all visits for this particular page, the load time is 16 seconds, but for people who really engage it's 9 seconds. In this case it's 20 seconds for everybody versus 7 seconds for really engaged traffic. And so literally you can use this report to go and talk to the people in your technical infrastructure team and say, I've analyzed a segment of people who really engage. And if pages load really fast, it causes people to have a deeper engagement with us than we normally see. And boom, you have given them a very good reason to implement in the technical infrastructure of the website. In order to improve the experience, which will yield great results for you, so, not only can you apply segmentation for your business analysis but you can apply it to your technical analysis as well.

1.12 Additional Behavior Examples

Other examples of behavior segments are bounced visits versus non-bounced visits. It's a great behavior segment. Or people who watch one or more videos during their visit versus people who might not be watching videos during their visit. Or people who visit more than x number of times, so let's analyze people who visit our site once versus people who visit more than ten times just as an example. Or people who use internal site search versus people who don't use internal site search. And then what internal site search key words are they searching on would make for a very good point. Then visits with abandoned carts and checkout process versus visits that don't abandon carts or checkout process. Great, great incites from this segment. So those are examples of behavior segments that you can create and analyze to find even deeper insights from your Google Analytics, Site Catalyst, Web trends, and other analytics tools.

1.13 Category 3: Outcomes

The third cluster of segments I like analyzing, and I recommend that you do as well, are outcome segments. And so, what do I mean by that? Outcomes are activities that happen on your website that add value to your business or non-profit. For a pure e-commerce website, it might just be conversion rate. But increasingly because our websites try to accomplish more than one call, it is actually things that we can do beyond just conversion rate. So this could be your micro conversions that I am such a big fan of. People who request catalogs. People who watch videos. People who submit shop requests. People who give you their email address. People who join your community. People who sign up to be notified when a product is in stock. All micro-conversions. And all of those fall in the outcomes bucket. So let's look at one segment in the outcomes bucket. In this case, for e-commerce website, one of the segments I'm very fond of creating is to look at the average order value that I can see in my standard report. In this case it's $150 per order and try and identify people who buy products and services at a rate higher than what is average because I call these people my bff's. They're the whales, the people I love. Of more because they buy higher than average order value. And so this segment is easy to create in Google and Illutex. You just go on the e-commerce section of the options that you have on the left nav. And you can click on Revenue box that is available to you and say I would like to create a segment where in a session I had greater than $175.00 worth of revenue created for my website. And so as you can see $175 is higher than 150 which is our average. And so you simply hit test to actually see how many people fall in that criteria and also it is a good way to know that I have created a segment properly. So I click test button, I can see those numbers show up and it helps be understand that I have created a segment properly. And there are people in that segment. And then I simply go and apply that segment to my report. In this case I've applied it to my geo report. And it helps me understand where my people who have greater than 175 dollar average order value comes from. And I can scroll down in this report and find the specific states, specific cities, specific DMAs where I can target my campaigns to find these high-value customers. Or I can simply apply them to my keyword reports. In this case, you can see I have an average order value of greater than 175, and I'm applying it to my keyword report and understanding which keywords are actually creating more number of visits, more duration, lower bounce rates for where I am getting an order of $175. It's a really, really great way to identify key words that you should target for your paid and organic search optimization. And of course, you can apply this to any report that you have inside Google Analytics, apply this higher than rich order value to all of these reports and try to understand what content you should be creating, what acquisition sources you should be focusing on. What micro conversion are you getting, etc., etc., etc., from this valuable outcome segments.

1.14 Additional Outcome Examples

There are other examples of outcome segments that you can create as well. For example, people who make purchases, macro conversion. People who complete goals, micro conversions. Or one particular micro conversion rather than all micro conversions. People who buy more or less, quantity, revenue. Goal values. There's many different ways to classify people who buy more or less than average. People who buy a specific product or a specific goal. For example, we only care about people who buy strollers on our website, or people who buy only shirts. Or people, God forbid, who only buy guns, etcetera etcetera. Or people who only give us an email address or only request a catalog. And lastly of course, people who convert multiple times. One of the cool things about the new segmentation in Google Analytics is not only can you focus on visits, but you can also focus on a user. So you can actually create a segment that says in this time period I would like to have a segment for people who buy more then one time during the month. Or more then ten times during the month. And we're going to cover this in part two of the video. But I wanted to give you a clue right here that you can actually do that as well quite easily.

1.15 Applying the Three Categories to Standard Segments

So there are three different areas that we will focus on for advance segments. Acquisition, behavior, and outcomes. And of course this mental model of acquisition, behavior, and outcomes can also be applied to standard segments. So earlier on in the video we saw all our standard segments. So which one of these fall in our three criteria that we care about? So New users, Paid Search Traffic, Search Traffic, Referral Traffic, Non-Paid Search Traffic, and Direct, they're all acquisition segments. Bounced visits, Non-Bounced Visits, Performed Site search, Single Visit Users, Returning Users, Multi-visit Users, are all examples of behavior segments, because all of this happens after people land on your websites. Make a Purchase, Visits with Conversions, Visits with Transactions, Non-Converters, Converters, are all examples of outcome segments. And all of these are created by standard. They're available to all analytics users. But then comes some segments that are very odd. Where would you put a mobile and tablet segment, or mobile traffic, or tablet and desktop traffic or tablet traffic? Where would you put these segments? It's actually not very cut and dry. If you are exclusively focusing all your AdWords and Bing campaigns on the mobile segment and targeting for mobile apps, then these segments could be called as acquisition segments. If you're not doing that but rather you have a unique mobile side and a unique desktop website and a unique tablet site, which is increasingly the case, then these segments could be behavior segments, because you want to understand how people consume content and behave differently between these two platforms. So sometimes in life things are not cut and dry. Mobile and tablet is an acquisition segment in some scenarios if you have a deliberate and specific marketing strategy. And it could be a behavior segment if you're simply have two different sites and you want to analyze your behavior. So I would anoint these as A B, for falling in either A or falling in B. A or B segments. But this gives you a very good view of how to apply our acquisition behavior and outcomes mental model to our standard segments in addition to creating custom segments with it.

1.16 ABO & Web Analytics Measurement Model

Another way to remember that these acquisition behavior outcomes is important is in the context of our Web Analytics Measurement Model, which is the single greatest thing you could ever create off import to any kind of business. If you don't have a measurement model clearly defined. You are going to fail. Well if you're not going to fail you're not going to succeed as much as you want to. So, it's very important to get acquisition behave outcomes in this content as well. And as you know, the Web Analytics Measurement Model has five components. Your business objectives, then your acquisition behavior outcomes, which is create awareness. Generate leads. And events in this scenario. Then identifying the goals of your website which fall into those criteria. Identifying the key performance indicators clearly that help you understand how those goals are going to be accomplished. Creating targets for those KPIs so you know what success, good or bad looks like and then the key most important component that's going to take you from data puking to data action which is to look at the segments for each of the sources so you can understand why segmentation is so, so, so important to understanding how to go from data to action.

1.17 Thank You

So that's our video on segmentation, and how custom segmentation, standard segmentation, or drill down in the reports will revolutionize your ability to understand and analyze data, and understand the performance of your website, and find things that you can action on your website.

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