Internet Marketing Digital_marketing_for_dummies | Page 312

Segmenting Your Audience with Google
Analytics
The previous sections of this chapter give you the bare-bones knowledge you need to
properly track success and determine what channels are driving that success, but how do
you put all this knowledge to work? The answer is that you segment your audience, which
we also discuss in Chapters 4 and 10. The powerful information you’ve gained from UTM
parameters and creating goals in Google Analytics enables you to break down your
audience into segments based on the following:
Channel
Traffic source
Completed actions
Conversions
In the context of analytics, a segment represents groups of visitors with shared
characteristics or behaviors. Segmenting your audience in Google Analytics allows you to
Figure out who finds your message appealing so that you can send more of this
audience to this particular offer.
Craft customized messaging to enhance ad copy and shape follow-up campaigns.
Segmenting might sound simple, but it provides one of the best ways to make the most of
your budget, or to know where you should spend your time and energy to drive new
customers. By segmenting your audience, you gain a better understanding of what’s
working and what’s not so that you can plan accordingly. In the following section, we
cover how to create useful segments, as well as how to drill down into these segments to
better understand the people who are taking the actions you’re looking for.
Creating audience segments
Using audience segments as a strategy shows you how to focus on the most valuable,
highest-converting audiences. This allows you to figure o