Internet Marketing Digital_marketing_for_dummies | Page 318

purchasers.
Drilling into psychographics
The previous sections tell you how to dig into the cold, hard facts about your audience, and
you can use that information to shape the targeting of the campaign during your
optimization phase. But what about the messaging? What about your follow-up strategy?
To figure out your best tactics here, we turn to psychographic data.
Again, you’re going to create another custom report, this time looking at Affinity
Categories and In-Market Segments. Although Affinity Categories look more at your
users’ likes and interests, In-Market Segments indicate what this audience wants to
purchase (or may have just purchased). This process follows many of the same steps as
when you created your custom demographic report:
1. Go to Customization in Google Analytics and select + New Custom Report.
The Create Custom Report page opens.
2. In the Report Content section of the Create Custom Report page, create Report
Tabs: one for Affinity Categories and another for In-Market Segments.
You add a tab by clicking the + Add Report Tab button under the Report Content
section. Name one tab for your In-Market Segments and one for your Affinity
Categories.
3. On the same page, set the Metric Groups dimension to Users by clicking the + Add
Metric button and then selecting Users from the drop-down menu for every
Report Tab you create.
The word Users will now be displayed in the Metric Groups dimension. Users is the
constant among all your tabs.
4. On the same page, in the Dimension Drilldowns dimension, set the demographic for
each Report Tab you create by clicking the +Add Dimension button.
The Dimension Drilldowns that you select are Affinity Category and In-Market
Segment, respectively.
Figure 12-8 shows what the setup looks like for creating an In-Market Segment report.
5. Click the Save button when you’re done.