Segmenting Traffic Based On User Intent: Using Google Analytics’ “Advanced Segmentation”

February 10, 2011 | By

Segmentation is a feature offered by many web analytics tools. It allows grouping of website visitors based on certain common characteristics. Some examples of segments are: Visitors coming from paid search campaigns Visitors spending more than ‘x’ minutes on the site Visitors who download a product brochure, etc. Segmentation leads to deeper insights about our web site visitors. In the words of Avinash Kaushik it helps us in becoming Analytics Ninjas! The Position² Analytics Team segmented website traffic for one of our clients based on certain pre-defined criteria. This client offers privacy and security certification and compliance services for websites. Here is what we found: Problem Statement The client’s website was receiving a very high number of visits but their conversion numbers were extremely low. Analysis We started by defining a conversion on the site. To count as a conversion (lead), a visitor needs to sign up to ‘know more’ about the services provided. Rather than just looking at the aggregate traffic we segmented it as follows: Visits by Source (Referring Sites were sending 81% of the traffic) Conversions by Source (Paid Search traffic was the major contributor with 95% conversions) We followed it up with a segmentation of visits …

Posted in Web Analytics

Best of the Week! – Feb 04 2011

February 4, 2011 | By

This week’s hot news, events and videos from the online marketing and social media world. Position² Blog: The Enterprise Social Media Command Center: Processes. Social Media 101: Lessons From Ford’s Brilliant Use of Social Media. New to Social Media: 5 Social Sites You May Not Have Heard About (Yet). Social Traffic: Social media drives 3% of traffic to e-commerce sites: survey. How to Go Social: Why Your B2B Website Needs Social Interaction. Correction: Google’s Scraper Algorithm Now Live, Not Content Farms. SEO Tips: 8 New LinkedIn Features Worth Exploration. Link Building Tips: 7 Alternatives To Link Exchange. Future Search: Is SEO really killing Google? Alert: New PageRank Formula May Change Your SEO Priorities. Video of the Week Bing Faces Off Against Google Over Search Results.Matt Cutts, Principal Engineer at Google, accuses Bing of using Google data to improve its search results. If you are reading this blog post via a RSS reader, please

The Enterprise Social Media Command Center: Processes

February 3, 2011 | By

A consistent, well-planned social media engagement strategy is no longer optional in today’s market, with hundreds of millions of people readily voicing their opinions for or against products and services. Organizations must take the lead in monitoring and engaging in social media, or face the consequences of nonexistent responses to the voices of their customers. Previously, we had detailed why an enterprise needs a Social Media Command Center. Now, we shall go further and talk about the processes an enterprise social media command center needs to have integrated. What are the processes in a Social Media Command Center? An enterprise Command Center needs to monitor social media in real time, and the staff in charge of the center must, in short, Listen to conversations, Discover analytics and Engage with social media users. These activities each have several components, they need to be fine-tuned and should scale with the growing requirements asked of them. View larger image This is a brief overview of the process Position2 uses for clients for the “Listen” and “Engage” components of our Social Media Monitoring engagements. Listen The “collection” and “assessment” of posts is what Listening is all about. Actionable posts- those that require a quick …

Posted in Brand Monitor | SMM

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