– Donald Norman (author of “The Design of Everyday Things” – excellent read! I’ll never look at doors the same way again.)
Donald nailed it when it comes to customer segments. Your customers are all unique. They all have their own interests and motivations for looking at your product and service offerings. You (hopefully) use your analytics data to gain insights for improving marketing initiatives. So why wouldn’t you arrange your data in a manner that captures these differences in motivation and behavior? Analysis of all-encompassing data can yield some interesting sticking points, however it can just as easily mislead you with regards to customer behavior.
As marketing professionals and analysts, it is our duty to get to the information that leads to more effective campaigns. So if you haven’t considered segmenting your data, here are four steps to take to get it done in your web analytics tools.
As modern day analysts and marketers, most of us do our best not to think in silos. This mentality should translate over when it comes to data analysis. Though some questions may warrant looking at high-level, all-encompassing data, the best insights will come from segmentation. Adapting these tips to your own process should help you discover hidden gems for converting more customers.