The 4% Rule: The Easy Answer to “How Much Do I Need for Retirement?”
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My love for segmentation knows no bounds. Whether you do online, offline or nonline analysis, or just like to randomly play with data, insights arrive faster with segmentation. That's certainly a bit melodramatic, but beyond the most bare bones "ahh, I see something is happening," you can't get anywhere with aggregate data. To assist your quest for faster, smarter insights, I've defined the Segmentation Selector Framework Acquisition, Behavior, Outcomesshared downloadable versions of my favorite segments, Non-Flirts, Social, Long Tailand recommended the mating of custom reports with advanced segments downloads provided there too!
We are going to continue our quest today. This post covers an important evolution in Google Analytics' segmentation power. You are going to love analytics and analysis so much more by the time you are done with this post! One of the key things we are going to learn today is to align our metrics and dimensions optimally to ensure we report good, clean, sensible data.
Before we jump into that exciting adventure, I want you to checking a recent post that covered the importance of aligning hit-level metrics with hit-level dimensions and session-level metrics with session-level dimensions.
Align Hits, Sessions, Metrics, Dimensions! I highly recommend reading the post to familiarize yourself with this critical concept. Your effort will make this post x more valuable. If you read that post, and ignore this one, you will still be much smarter because you don't know this but half of your current custom reports are likely imprecise. Binary option breakthrough strategy explained see what happened to a 30 day old account read the post and fix them; automatic promotion to the next level in the organization!
Don't worry, this post will be waiting to further awesomize your life. Read the above post. New Segmentation User Experience. Recently, the team at Google released an updated binary option breakthrough strategy explained see what happened to a 30 day old account much improved version of the segmentation UI. Rather than boring stuff we saw in the past, now you see lovely filled out circles on top for each segment they give you at-a-glance understanding of the size of the segment.
In the small chance you don't see this segmentation in your own account, Zach Shearer has shared this tip in his comment: Click on the down arrow just below your report title and just to the left of the default "All Visits" segment. I've applied two segments, Mobile Traffic and Multi-visit Users, to my binary option breakthrough strategy explained see what happened to a 30 day old account content efficiency analysis custom report a must have for any site that has content, click here to download ….
The Multi-visit User part holds a clue to the new amazing power in Google Analytics. You can now segment people and not just their visits. When you go into various sections of the new advanced segmentation builder, you will discover that you can now focus on users a capacity not available in so many web analytics tools, or only unlocked for you in a data warehouse version of the solution or substantial hacking of code and daily prayer to the Sun God.
The first answer is 14,; the second is 5, There are also new possibilities, such as sequence segments, that allow you to answer questions such as: What is the difference in conversion rates for people who went to the Product X page from a promo on the home page, compared to people whose first page in the visit was the Product X page?
You'll use part three of the picture immediately above to do this type of analysis. It is very useful in site design, improving internal site search, and getting insights from people who abandon checkout when they go through steps a, b, c vs. Another really powerful new capacity is to do cohort analysis. We will discuss this with an example at the end of this post.
Visitor, Visit, and Hit Level Segmentation: Kim visits your website. She visits four times. On some visits she buys. On other visits she researches or watches your enticing how to perfectly cuddle a baby videos.
Thus far in Google Analytics you could analyze Kim's engagement with your website, but only as disconnected pieces. You could analyze the content she consumed, but only in the context of each visit hence for example you could never realize your baby cuddling videos drove a conversion 2 days later.
Both of these problems go away now with visitor-based segmentation. Google Analytics will string together all behavior by a person, and then you can do some cool stuff. To best understand how the three core elements work, I created this simple visual aid for the Market Motive segmentation videos.
Four different people exhibiting very different behavior: Using the first party cookies, Google Analytics will now string together all the behavior by Mr. The green boxes represent sessions, and you can still analyze them with the segmentation feature exactly as you were able to in the past. And you can analyze the hits in each session either individually only visits with page x or in groups visits with page x and page y but not page z.
Let us deeply understand the impact of choosing User, Session or Hit now. It will change the answer you get dramatically. In the segment below I'm interested in analyzing people across all their visits to my site currently limited to last 90 days in GA. And I want to capture my high spenders, binary option breakthrough strategy explained see what happened to a 30 day old account if that spending happens across multiple visits.
In the E-commerce section of advanced segmentation, I choose per user, and then type in the amount I want. Looking back at our graphic, this segment will give me Mr. Green, but not Ms.
This is the power of user segmentation. Something simple, and so insightful. Can you believe that you were not able to do this in Google Analytics until recently? Well, now you can! Google Analytics will select two visits by Mr. Green and one visit by Ms. Blue for inclusion in this segment. I can now go and apply this segment to my Traffic Sources report and identify the owned, earned and paid sources that are driving conversions slightly higher than my average order value.
Or I can apply the segment to my content reports including the downloadable custom report included above and identify the valuable pieces of content I should produce more of and take to the slaughterhouse content not adding value to my business or my customers.
The last option I have is called per hit. You might only do this on rare occasions in the E-commerce context, but let's stick to that binary option breakthrough strategy explained see what happened to a 30 day old account for the sake of understanding. Green, and nothing else.
I've demonstrated user, session, and hit level segmentation using the E-commerce section. In GA, and perhaps your digital analytics tool, you are able to do user or session level segmentation pretty much any where in the advanced segmentation builder and across a whole host of dimensions.
Hence it is very important to understand this concept and pay close attention to the level you are choosing. This tiny little choice has the ability to convert your golden segment into high quality garbage. As I hinted above, one of the cool new capabilities in GA is the ability to do cohort analysis. The simplest way to understand this analysis is that it is the ability to create a unique group of customers that share a commonality. Let me demonstrate this using the commonality of source what action by us brought people to our site and a specific time period.
I am going to analyze all users who first visited my website between Feb 1 and Feb 28, and that visit was because of a paid search campaign.
I love to use the Test button when I'm creating segments. Clicking it returns the size of the segment as defined by the number of users and sessions.
This helps me understand if I've created the right segment or made a mistake. I can now analyze the behavior of this group of people and understand what content they consumed across visitswhat products they might have purchased, how much more social amplification they created compared to a cohort of users whose first visit to the site was in Feb via organic search! For example, in my case I've switched agencies at the end binary option breakthrough strategy explained see what happened to a 30 day old account Feb and now I have the capacity to better understand the performance of the paid search traffic driven by the new agency with its highfalutin' promises!
Or perhaps I've significantly changed my paid search strategy during this time period because I went to the amazing Search Engine Strategies conference and learned a lot. I just create a segment like the one above and see if my new-found smartness is actually delivering smarter results.
In the above scenario I was attempting to increase loyalty of the paid search traffic. In Feb you can see a sharp drop-off. We got more traffic initially, less as we spent less money, and they all go away at the end of March.
Just getting temporary loyalty. So we change what we do, for March we got a little bit less traffic, but they were more loyal during the monthly and stayed slightly longer after the month ended. Now off to do more of those things!
You can create a cohort for any random 31 day time period, and since this is user analysis you can apply it over any 90 day time period. You can see me applying it over a 60 day time period above.
User behavior is getting increasingly complex. Hence the addition of user segmentation allows us to focus on people. For these exact reasons multi-channel funnels analysis and attribution modeling are so important!
At the moment in web analytics solutions, people are defined by the first party cookie stored on their browser. Less than ideal, but x better then what we had previously. Over-time as we all expand to Universal Analytics perhaps we will have more options to track the same person, after explicitly asking for permission, across browsers, channels and devices.
My recommendation is that going forward all your segments should focus on users first and sessions second. Because if you focus on a relationship, rather than a connection, you will get better business results. You will of course create many session and hit level segments.
They are also useful from a binary option breakthrough strategy explained see what happened to a 30 day old account perspective. Are you as pumped about your ability to analyze people as I am?