[This post is the second post of the Web analytics in practice series - practical posts on various topics based on my own daily experience – as a practitioner. It aims at providing tips, advices and examples that – I hope – may inspire and help you – whether you are a beginner or more experienced Web analyst]
While there are several “common” ways in segmenting online data – true segmentation requires putting in the effort to have a good understanding of your business (what does matter, key goals...) and to find your own meaningful segments. Such exercise will help you sharpen your business expertise - always a good thing.
In this post, I propose a step-by-step simple example (based on my own experience) to illustrate how to apply “standard” and context-related segments, to drive insights and the resulting actions.
The case: analysing the performance of a key landing page
(Disclaimer: for confidentiality purpose, actual figures and results have been modified but I have kept the general order of magnitude and the resulting learnings are true ones)