A year ago Phil Mui at Google Analytics gave some hints to the audience at a conference about the direction of Google’s Analytics software.
He talked about the need to find the best customer. To go beyond conversion metrics and look at profitability and repeat purchases.
Mui said that the product calendar for Google Analytics would focus on features that help with behavioral segmentation, optimization of all customer touch points, and clarity of customer value.
Last week Google announced changes to the Advanced Segmentation that include these features.
The most important new ability in the announcement gives you the option to create User segments.
Previously, advanced segmentation was based on visits, not actual users. Now you can segment activity on your site based on individual people.
Let’s say 10 people visit on Day 1. You record the visits. Then on Day 2, you have 10 more visits. Were they they same people? Of the ones that were the same, what did they do on your site? Is there a common sequence they follow?
With the new Advanced Segmentation you can answer these questions.
Segmenting your visits lets you analyze acquisition methods, engagement, and goal conversions.
But if your customers have a long buying lifecycle and if multiple buyers participate in the purchase decision, then you’ll benefit from tracking the visit patterns of your buyers.
You can learn what content on your site influences people to return, either to learn more or to become a customer. You can then refine the content you provide different user profiles.
Justin Cutroni has written a good article that describes how Google Analytics segmentation has been updated for better analysis. And Thom Craver explains how Google Analytics has revolutionized advanced segments.