Integration and Segmentation
This paper
will discuss segmentation techniques for a marketing plan for new flavored
peanuts to the CEO of a school. Segmentation will focus on information based by
location, behavior and actions taken by the visitor. Briefly, we will discuss
about Click-Path-Analysis and the importance about
the relationship between page views on the website based by design and
functionality. Lastly, we will answer specific questions about Analytical
Report Finder and narration on how to navigate through the website.
Literature Review
Segmentation
of data is the process of filtering data by metrics and dimensions for
analyzing visitors for the company’s website. Segmentation of the visitors
based by a few variations such as user traits. User traits is also known as
personas of a description of a typical user on the site. This example would be:
students who love baseball who buy peanuts regularly. Another example of
segmentation of visitors on the website is by demographics and behaviors; the
visitor is from New York, and they got on the website by organic search from a
browser (Beasley, 2013). Acquisition reports shows how a visitor arrived to your
site, which would explain showing if they were either from a referral or direct
traffic. These reports also help with marketing campaigns to attract these
visitors such as traffic source dimensions. One great example is a source from
each referral to a website has an origin, such as students that are friends on
Facebook.com, which is a referral site, that they are sharing links and
information about the school’s new peanut flavor. Conversions are
actions taken by visitors on a website and the marketing prospective understanding
of their interest of the company’s products and service. Learning about
visitors to a company’s website is understanding their behaviors. Conversion
and Behavior Reports are really about learning about your visitors and the
activities on the website based by their behaviors. Again, some students that
are interested in sports and activities enjoy fun times with their friends and
eating snacks. This type of promotion for the school can be a great marketing
campaign on the visualization of supporting students who love sports; while
watching the baseball game with friends enjoying the schools’ new flavor peanut
snacks. Lastly, these two considerations are important for the company to
consider:
1) What
does the school want the users to do on the website? (The connection of business goals and users goals)
2)
What measures of behaviors do the school want the
students to take action from viewing the website? (Intensions of performed actions)
These
questions are important because it sets the goals of the school (students purchasing the new flavor peanuts)
and the actual actions of (students
buying the new flavored peanuts).
Click-Path-Analysis
Click-Path-Analysis
is the design and understanding on the path on which visitors will “click”
through the website. When building a website there is the idea or design on the
flow of the website and the information that is included within. There is more
of an importance then just color and looks; there is also a need of
functionality based by how the user will interact within the website and also
“click on pages” (Beasley,
2013). The real focus is the relationship between
pages in concerning the needs of the visitor for what is offered on the
website. In this paper we will focus on the ability of action for customers to
click through pages of the website in purchasing flavored peanuts for the
school.
Analytics Goals: Integration and Segmentation Techniques
In recommending tools and
techniques for the CEO of the school, to use the Unified App + Web development
from Google Analytics, based by Google Analytics 360 (GA 360). These techniques
covers; Exploration, User
explorer, Funnel analysis, Path analysis, and Segment overlap.
·
Exploration Reports uses customization in individual
analysis of comparing reports to the custom reports from universal Analytics,
the App + Web exploration technique of two areas of depth and usability. The dimensions and metrics in this reports can
display up to five dimensions in a row of a table with more than 20 options to
individualize and refine this technique.
·
User Explorer are for customizing metrics in
reports with segmentation and filters. Within the App + Web version there is
the abilities to remove metrics, segments, and filters with drag-and-drop
functions. The User Explore feature can be great for tracking movements of
individual customers by; adding value along with troubleshooting events.
·
Funnel Analysis containing up to 10 steps of
sequence that is adjusted in time. This technique can also be open or closed;
example of the insights into chronological sequence, and understand customer
journey of certain segment and optimization.
Funnel analyses can either be open
or closed which is optional or obligatory. This is to get an insight into the
chronological sequence; time spans between the steps can be visualized. This is
very beneficial for the CEO to comprehend the customer journey of segmentation and
optimization.
·
Path Analysis focus on user flows, with applying
segments and changing dimensions. Within App + Web is different because of data
modeling of tracking by events, which allows the organization to gain less
user-based than event-base on insights.
Segment Overlap is beneficial of using up to three segments for
redefining of filters and breakdowns. This portion of the system uses an
interactive diagram that provides information between correlated segments (Ramm, 2020).
Recommendations to the CEO of the
school, there would some considerations to think about when marketing the new
flavored peanuts and focusing on some topics to consider. Segmentation helps filter data by metrics and dimensions
for analyzing visitors of your website based by variations of user traits, is
by demographics and behaviors. Next, considering acquisition reports will show what visitors arriving to site, which is
either from a referral or direct traffic. These reports also help with
marketing campaigns to attract these visitors such as traffic source
dimensions. Conversion and Behavior Reports to focus on learning
visitors’ activities on the website based by their behaviors. As demonstrated
in the beginning a great marketing plan for the school is to promote to students who love baseball who buy peanuts regularly;
based by their location from New York. The focus would ideally be sports
related and how students can use Facebook.com to share their fun time and
stories about the school’s new peanut. Based
by the question in the table here are a few things to consider in the marketing
plan, such as 320 session were used by mobile, and tablet users on the landing
pages. Location of students whom you could target is Illinois, being the second
largest state with number of 38 sessions, and there is a 13.22% of returning
visitors based by sessions. Concluding with this information would be great in
understanding the geographic location of visitors, and the percentage of return
visitors that would come back to the schools’ website.
Marketing Plan for New Flavored Peanut Snack
Below shows a relationship diagram
on how this marketing campaign for the new flavored peanut could be market to
students, either watching or playing in a sport activity and having fun with
friends while snaking on the new flavor peanut. Lastly, this story can be
shared on Facebook.com through a story with photos, caption, and hashtags.
Conclusions
Focusing on integration and segmentation; includes the
connection of business goals in marketing a campaign
for the school’s new flavored peanuts and about
learning visitor’s behaviors on the school’s website.
References
Beasley, M. (2013).
Practical web analytics for user experience: How analytics can help you
understand your users. Boston: Morgan
Kaufmann imprint of Elsevier.
Ramm, H., (2020)
Explore Depths of Your Data in App + Web’s Analysis Tools. Google Analytics. https://www.bounteous.com/insights/2020/04/23/app-web-properties-analysis-tools/
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