Segmenting and grouping site visitors together for analysis is now more granular in Google Analytics, and there's been a flurry of updates to the popular system this week.
Advanced Segmentation is itself a popular tool inside of Google Analytics, and its been upgraded with more granular controls as to how visitors can be grouped. It used to be based on visits, and now all visits of users who fit the segment criteria like demographics or behaviors will be selected.
That way, when looking at groups like paid traffic, for example, those segments can be applied to historical data and even side by side.
Within the segment template, there's a label below its name showing the kind of segment being built. When using the advanced conditions or sequences segment builder, segments for visits or users or a combination of them can be built.
Furthermore, cohort analysis has been enabled, and this allows for looking at long term benefits off specific groups of customers.
Sequence segments and segment templates have been added as well, and sequence segments allow for segmenting users based on a series of on site behaviors.
Segments can be built from scratch, but templates are included such as Demographics, Technology, Behavior, Date of First Visit, Traffic Sources and Ecommerce. These can even be combined to form a segment.
The segment card has been rebooted, and the design now allows for filtering and searching segments in grid and list view.
Customer Journey Impacts of Data Driven Attribution
It's all well and good to see where traffic is coming from and understanding the demographics involved, but knowing exactly what led those visitors to the site is also a needed component of digital marketing. For Google Analytics Premium customers, there's now a tool called Data Driven Attribution, and it includes algorithmic models and added reports to help give a more solid footing to the tricky process of attribution.
The tool looks at the customer journey and generates values to each marketing touchpoint whether search, display or social among others. It compares conversion path structures and the related chance that one touchpoint might convert to form the channel weights.
The better a channel performs, the higher it will be weighted in the attribution model. It's meant to be able to predict conversion better than last click methodology, Bill Kee, product manager for attribution, and Jody Shapiro, product manager for Google Analytics Premium wrote in a recent blog post.
If it really can outperform other attribution models, the way organizations drive traffic could be greatly enhanced, and more marketing campaigns could gain pinpoint precision. This is really advanced marketing we're talking about, and since it's only for GA Premium users, that means the power users will benefit the most. However, since those are the kinds of people who likely are already using attribution modeling in some form, they will at least be able to test the results against their existing tools.
Google actually recommends this, and once a baseline is established, optimization of marketing campaigns can then begin in earnest.
Update: Google hasn't yet enabled the updates uniformly, and it may not be live just yet for many users. The goal seems to be to have 100% coverage within two months, Pawel Matkowski, a Google spokesperson said in the Google Analytics blogpost comments.