Segmentation and targeting is what web analytics is all about. Use it to gain insights into your customers, assess the effectiveness of your online properties, and target your customers with the right messages and offers.
Segmentation takes the noise out of web analytics data, breaking it down into meaningful chunks that you can analyse more effectively. Two common ways to segment are by method of arrival and audience type.
From here, you can analyse such things as: frequency of visit; tasks undertaken; tesponse to promotions; or search engine keywords used.
Segmentation leads into targeted marketing – whereby you have conveniently grouped your customers so that you can tailor your marketing message to appeal to these different groups in different ways.
Posted on July 19th, 2006
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Web analytics is becoming more sophisticated. This year, participants at our one-day Web Analytics Workshops knew significantly more about web analytics than last year’s. Yet while many were conversant with at least one tool, nearly all of them were frustrated by the struggle to gain actionable insights from web analytics data. What was missing was data segmentation. read more
Posted on July 14th, 2004
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Web analytics is about understanding how well your website is fulfilling its objectives and meeting the needs of its targeted audiences. It reveals the aspects of your website that be enhanced to deliver better customer experience.
A good approach to go about spotting areas that can benefit from optimization is identifying and studying the users that have unsuccessful, unsatisfying experiences on your website.
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