Waw Segmentation & Profiling

Practical Segmentation

Basic ideas with great results !
door Steve De Veirman, Web Analytics Consultant bSeen

info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009

Agenda
 Situation : Web Analytics a necessity for SEM agencies

 Actionable Analytics : why segmentation ?

 Business objective & Key Business Questions

 Google Analytics Advanced Segmentation Béta

 2 Practical cases

 Q&R


Agenda




 Q&R


How it was …
 focus on the services : SEO and SEA

 panoramic vision missing

 KPI’s on target not on business level

 score reporting / position reports


How it is …
 a new product for all our customers

 from SEM agency to internet marketing partner

 products & services in action plan

 WA geegs  SPOC, projectmanager, business partner


How WA bSeen works …
WA for all customers, but different levels :

SEO, SEA reporting

Basic Analytics = CONCLUSION

Advanced Analytics = OPTIMISATION

Trendmeasurement, Business Intelligence, UGC, Campaign attribution
monitoring, KPI intake & setup , Corporate dashboarding (balanced
scorecard), Segmentation & profiling
And many more …


Agenda



 Q&R


Customer Segmentation
Business Objective:

Any idea ?
To have effective segmentation & profiling of customers to enable
business get maximize customer value and satisfaction, by
offering relevant products and services.


Key Business Questions:
 What are different customer segments, relevant to business?

 How each of these customer segments drives my Strategic objectives?

 Which customer segments are more important for me and will give me higher return
for my investments?

 What actions I have to do for each customer segment to improve their satisfaction OR
value?

 How to achieve customer segmentation?

 Which of my customers have affinity to which of my product groups?


The Kaushik way of living :

 Join PALM (People Against Lonely Metrics)

 Give your data context

 Segmentation Rocks !

 Enter the matrix … it’s a multi-Dimensional world

 Think loooooooooooooooooooong tail

 Web Analytics = testing


Only for the big businesses ?

 On every site you can find segmentation possibilities

 It’s about thinking more offline online …

 Trust your partners, share ideas

 Think small - ACT BIG

 If you have the tools … we have ! GA


Agenda



 Q&R


Google Analytics Advanced Segmentation Béta


Agenda




 Q&R


2 examples


Step 1 New KPI intake meeting beginning 2009

Step 2 data collection to improve site navigation for new website

Business Question : is there a need to segment our products ?

Step 3 Defining the online segments & implementing in GA

Step 4 Segmented modifications on the website : added call to action to
increase segment conversion

Step 5 MVT Testing all improvements and re-evaluation in Q1 report end of
March 2009


In GA :

Long clickpaths

Disturbed paterns (not targeted)

Many returning navigation

High exit percentages on product pages

Targetgroups not alligned with products


Think offline  2 TOP segments :

IT pro > Server Hosting

IT starter < Domain hosting

How do these target groups act online ?


Segment ‘COMBELL > IT starter’


Segment ‘COMBELL > IT pro’


Conclusions :

 Segments indeed lead to the targeted content

 Even the campaign sources/media can be segmented

 Possibility to start copywriting the product descriptions into understandable
information

 Better product knowledge

 Spectacular CTR improvements


The result (in sneak preview …)


Step 1 Web Analytics audit 2008, presented on January 7th 2009
 showing polluted navigation through undefined product inventory

Step 2 KPI Setup : re-defining the online KPI’s based on offline marketing approach.

Step 3 Testing & proving that offline segments also are clearly searching the
site. Defining the ideal navigational behavior of the different segments
online.

Step 4 Segmented modifications on the website : added call to action to increase
segment conversion

Step 5 MVT Testing all improvements and re-evaluation in Q1 report end of
March 2009


Clickpath analytics

Technical
product
+ knowledge

construction
renovation


voor uw nieuwbouw voor uw renovatie

construction


renovation


 Call to action ?

 most interesting product under the fold

 segment identification = missing

 cross sell / upsell ?


splash

Toepassingen voor Toepassingen voor
Nieuwbouw Renovatie

Waarom isoleren ?

Energiepremies voor Energiepremies voor
Nieuwbouw Renovatie

Onbeperkte toepassingen


Onbeperkte toepassingen voor uw nieuwbouw

Maar ook voor Kruipkelders, Muren en spouwen, Industriële gebouwen, en vele andere …

And what about the results ?


Analytics offering behavioural insights

 order site navigation clickpath based

 define your most valuable segments and give them
their own environment online

 track segments with GA setvar (custom segmentation)
or event tracking

 these doorway pages offer SEO opportunities
As KW repetion and density


Q&A


More information?

Steve De Veirman
Web Analytics Consultant

Phone: 09 331 55 50
Mobile: 0495 36 36 31
E-mail: stevedv@bseen.be


Waw Segmentation & Profiling

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