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What Is Advanced Segmentation?
from:Deb St. George, Publisher, GettingToSuccess.com
So your company wants to slice and dice its web analytics like a tomato? Your meetings are indicating that executive management wants to see the inside of what makes up that tomato. They want to see numbers; they want to see the pulp of it and the seeds that go into producing the next plant, or the next move in business strategy. Advanced segmentation can cut that tomato for you so you can show those that make the decisions what really going on.
As a tool, advanced segmentation can show you the inside of that tomato. It can show your management team what types of visitors are best to target which then opens the door for your company to present the most applicable campaigns. For those in control of moving your company forward, being able to zero in on a specific group of people is one very powerful money making tool because they can tailor ad campaigns to meet a specific need. And when a company meets a specific need they make money from a dedicated customer base.
The greatest thing about advanced segmentation is that you can cut that tomato anyway you want to or need to. Advanced segmentation allows you to filter any marketing analysis the way you command it to analyze information, but if you’re not sure you can always use the default settings. Regardless, you’ll be able to see what makes your visitors respond to your specific changes within a particular campaign. Your company will therefore be able to project and react to key trends and common reactions to any campaign.
How Does Advanced Segmentation Help You?
It used to be that companies, wanting to gather specific information about the visitors entering their web sites, had to set up filters and profiles themselves to get the information they were interested in analyzing. There was a time consuming process involved in doing this, especially considering that these profiles had to be set up separately and if there were a large amount of them this could literally take hours which in turn cost companies money in additional wages. Advanced segmentation however eliminates the need to create additional profiles and marketing information can be gathered very quickly with just a few clicks of the user’s mouse. In this sense Advanced Segmentation saves companies a great deal of time and money.
Another advantage of Advanced Segmentation is its ability to help companies test for potential goals and/or marketing campaigns. For example, a user can set up a funnel page on the website that filters specific information to a goal page. On the goal page certain parameters have been established. The parameters are basically the goals that were decided upon in the business meeting. Users can then periodically check the goal page, let’s say right before a business meeting, and analyze the progress being made toward a specific goal. This is invaluable information for decision makers. It easily answers strategic marketing questions. This again saves companies money because they can quickly modify website pages to meet goals more effectively.
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