Measurecamp London #9 - Web Analytics & Unified Segmentation for Business by Marc-Anton Clavel from Netcentric UK

1. Web Analytics & Unified
Segmentation for Business
AUTHOR:
DATE:
TO:
Marc-Anton Clavel
06.02.2016
MeasureCamp London #9
@W0nvel

2. Key Take Away
1 WHAT are the definitions of
Segments
2 HOW to use Web Analytics
Segments in business
3 WHY to use Unified
Segmentation
4 Let’s discuss it

3. WHAT is a Segment
The Good
Meaningful for the
business
Friendly names &
definitions for the
business
Intensively used in
Web Analytics
The Bad
Multiple definitions in
the business
Qualitative?
Quantitative? A mix
of both?
Good segmentation
is hard
The Ugly
Overlapping
segments
Wrong/Obscure rules
Nested segments
Profitable niche
segments are hard to
find

4. WHAT is a Segment – in Web Analytics
● Segments are custom subsets of data or data filtered by
rules that you create.
● Segments are a combination of Traits & Signals

5. WHAT is a Segment – in Web Analytics
● There is often a gap between the business and Web Analytics Segments.
Signals
• Visitor clicked on a
CTA button
• Visitor comes from a
social campaign
• Visitor Viewed 100%
of a video
Traits
• Visitor is Logged in
• Visitor is Female
• Visitor is using an
iPhone
• Visit is made from
Spain
Segments
• Soccer Fan with
regular purchases
who visits the website
on mobile more than
3 times a week
• Single Mum mostly
using discounts deals
with high social
engagement and
newsletter opening
rate

6. HOW to use web analytics segments in
business
Consolidate
Data
Strengthen
Identify
Niches

7. HOW – Consolidate Data
● Web Analytics data needs to be put side-to-side with relevant business data
from other sources (CRM, Email marketing…).
Solutions:
Marketing Cloud
Integration Solution
Custom API
integration model
Centralized Reporting
model

8. HOW – Strengthen
● Web Analytics data is here to support business data & business decision
making. Approved business segments can be strengthen with qualitative and
quantitative data from Web Analytics.
Example:
Marketing Segments Web Analytics Strengthened
Metal-based humanoid
robot producing sound that
is understood only by its
close friend.
Is displaying a strong
behavior and sense of
loyalty.
Last Visit: 2014
Referrer: Chevrolet
Form Submitted: Yes
Last Visit: 2008
Referrer: Axiom
Form Submitted: No
Form Abandoned: Yes
Last Visit: 2015
Referrer: Rebellion
Form submitted: No

9. HOW – Identify Niches
● Web Analytics data can enable marketers and business to identify new niches.
Example on Adobe Analytics with Segment IQ:

10. HOW to use web analytics segments in
business
1. Spread
the word
2. Gather
requirement
s
3. Look at
the details
4. Analyse &
Repeat

11. WHY to use Unified Segmentation
● Unifying segments under one platform enables to consolidate the data.
● A unique segment repository enables to detect anomalies.
● Unique segmentation definitions & rules can be setup.
● Profile merge rules can be defined.
● Segments can then be shared and distributed across channels.

12. WHY to use Unified Segmentation
● Understanding trends.
● Optimizing personalisation.
● Aligning communication across channels.
● Improving customers targeting.
CRM
Systems
Real time
notification
systems
Target
Data Content
Campaign 1
Media
Optimizer
Experience
Manager
Analytics
Audience
Manager
www

13. Let’s discuss it!
Questions?
marcanton.clavel@netcentric.biz
http://www.netcentric.biz
@W0nvel