segmentation & cohorts - user & partner conference 2013

Online Intelligence Solutions


VISITOR SEGMENTATION & COHORT ANALYSIS IN THE

ANALYZER

User & Partner Conference


AGENDA

ONLINE INTELLIGENCE SOLUTIONS© COPYRIGHT 2012

VISITOR SEGMENTATION & COHORTS What is the difference between visit and visitor?

Visitor-centered view

Challenges

AT Internet Visitor Concept

Visitor Segmentation and cohorts

o Difference between visit and visitor segmentation

o Use Cases and Examples

o How to define cohorts within Analyzer

AGENDA


DIFFERENCE BETWEEN VISIT AND VISITOR Visit: is defined as a session of a website and is ended after 30

minutes of inactivity

Visitor: is one device / browser and has never been a person

A visitor can do several visits over a period of time


VISITOR SEGMENTATION & COHORTS The visitor is still the visitor. Nothing has changed. Nothing is

new about it.

REMEMBER BASICS FIRST


VISITOR SEGMENTATION & COHORTS To be taken into consideration during the data collection and in

the analysis:

o The visitor is technically nothing else but an ID.

o To enable this view it is necessary to mark users as long as

possible. Therefore usually cookies are used.

o The ID in the cookie will always be read and compared with

the existing data in order to establish whether it is a recurring

visitor.

o If the user deletes cookies, he/she can not be recognized

again.

THE VISITOR-CENTERED/-ORIENTED VIEW


VISITOR SEGMENTATION & COHORTSCHALLENGES

Aspects to be taken into account in the evaluation:

o Cookie domain (third-or first-party) for cookie rejection rates

o Device use by several people (i.e. One family computer)

o Multi-device use


VISITOR-TRACKING AND ANALYSISAT INTERNET CONCEPT

User is recognized via ATI Cookie or fingerprint

Capturing of the registered users as identified visitors with a

certain Visitor ID

Every time the user logs in again, the same Visitor ID will be set

o In this way, multi-device tracking is possible


VISITOR SEGMENTATION & COHORTS AT Internet provides two different types of segmentation:

o Segmentation with visit range

Work on a set of visits which correspond to predefined criteria for a given

period

o Segmentation with visitor range

This type of segmentation is based on the notion of cohorts: working with

a set of visits (over time) from visitors who share the same visit

experience for a given period of time.

TWO TYPES OF SEGMENTATION


VISIT SEGMENTATION

11

All visits(on a level 1 or

level 2 site)

Visit segment(on a level 1 or

level 2 site)

For example: each visit which has started on the home page

Visits which have started on the home page and which then become part of a perimeter which the majority of the interface’s analyses can be applied to.

General analyses:

• Sources• Sales• Navigation• Etc.

Segmented analyses:

• Sources• Sales• Navigation• Etc.

PERIOD N


VISIT SEGMENTATION

Visit segmentation responds to the following questions:

o Which pages have been viewed the most for visits that started on

sponsored links campaigns?

o Are visits which contain error pages more frequent on a specific

browser?

o Is the conversion rate better for visits which use a site’s internal

search engine?

o Do visits from European countries, other than Germany, come from

particular sources that I can take advantage of?

o Etc.

EXAMPLES OF USE


VISITOR SEGMENTATION & COHORTS The visitor segmentation is based on “cohort” approach

A cohort is a set of visitors who share the same visit experience

within a specific period

The visitor segments / cohorts are based on « cookie » (visitors)

OR « identified visitors » (xtan)

The request gives always back all the visits of a defined cohort

The main goal is to understand the behavior of the visitors all

along a period.

DEFINITON


VISITOR SEGMENTATIONPERIOD N

N-2 N-1 N N+1 N+2

The cohort is defined for a period, let’s call it period N. The cohort is made up of all visitors who have shared the same visit experience at least once during the period N.

What has the behaviour of these visitors

been over time?

(before/during/after period N)


VISITOR SEGMENTATION

The granularity of the analysis remains the visit:

o A segment will always produce all visits from a visitor who matches the

expected behaviour in one of their visits.

o Visitors who meet criteria through a “combination” of visits will not be

considered in the cohort.


VISITOR SEGMENTATIONEXAMPLE

Create a visitor cohort for visitors who generated more than €100 in March

o Visitor A makes 2 visits, one with a conversion > €100

o Visitor B makes 3 visits and spends €40 in each visit (a total of €120 for the

month)

visitor A will be included in the cohort

visitor B will not be included in the cohort



To identify all of the visits made by a visitor we can use:

o The visitor’s cookie ID

OR

o The identified visitor ID

It is not possible to mix visitors and identified visitors

A cohort is defined for a maximum period of 31 consecutive or

non-consecutive days


VISITOR SEGMENTATIONEXAMPLE – VISITS FOR THE MONTH OF MARCH

Visit A Visit B Visit C Visit D Visit E

Source: Email campaign

Entry page: Contact

Conversion: No

Source: Referrer site

Entry page: Store

Conversion: Yes

Visitor: xkvn234Identified visitor: 12345

Visitor: twyu768Identified visitor: 19834


Entry page: Home

Conversion: No

Source: Direct access

Entry page: Home

Conversion: Yes


Entry page: Catalogue

Conversion: Yes


Visitor: twyu768Identified visitor: -

Visitor: unvb21Identified visitor: 03481

Segmentation criteria: source “referrer site”

Visit segmentation: analysis for the month of March with visits A & E





Entry page: Contact

Conversion: No


Entry page: Store

Conversion: Yes




Entry page: Home

Conversion: No


Entry page: Home

Conversion: Yes



Conversion: Yes






Visitor segmentation: o Cohort defined for March: visitors xkvn234 et twyu768o Analysis for the month of March with visits A, B, D & E





Entry page: Contact

Conversion: No


Entry page: Store

Conversion: Yes




Entry page: Home

Conversion: No


Entry page: Home

Conversion: Yes



Conversion: Yes






Visitor segmentation: o Cohort defined for March: visitors xkvn234 et twyu768o Analysis for the month of March with visits A, B, D & E

Identified visitor segmentation: o Cohort defined for March: visitors 12345 & 19834o Analysis for the month of March with visits A, D & E



Visitor segmentation responds to the following questions:

o Do Internet users, who access a site via a “promo” newsletter,

come back to the site over the following weeks?

o What was the behaviour of the best purchasers during the sales

period weeks prior to sales?

o Which access source is the most successful at keeping Internet

users interested in coming back to a site over time?

o Do visitors, who have viewed a particular video, come back to the

site to view other videos? If so, which videos do they view?

o Etc.

EXAMPLES OF USE


SIMILARITIES AND DIFFERENCES The 2 types of segmentation are independent from one another and

cannot be applied to the same analysis at the same time.

The following applies to both types of segmentation:

o By default, a segment is applied for a maximum period of 45 days

(once it has been activated in DataExplorer)

o The segmentable analyses are identical

o A segment can be applied to both a level 1 site and a level 2 site

Visit segmentation can be used for a period in real-time, however,

this is not the case for visitor-based segmentation.


INTERFACE


OPTIMIZE YOU ECOMMERCE WEBSITEMEASURE THE VISITS BEFORE AND AFTER A CONVERSION

30/03/2013Sources : Display

Entry Page : Catalog

20/05/2013Sources : Search

Keyword : Samsung LEDPage View : TV HOME

25/05/2013Sources : Direct Access

Page view : TV Best Offer

27/05/2013Sources : Affiliation

Cart : Samsung TV 55" Conversion : No

28/05/2013Sources : Affiliation

Cart : Samsung TV 55" Conversion : Yes

29/05/2013Sources : Emailing

Page view : Customer account

01/06/2013Sources : Direct Access

Page view : Customer account - Delivery

20/06/2013Sources : Emailing

Page view : Accessories - 3D Glasses

The visit N°5 is the reference one (conversion) It enables us to target the visitors who have bought on the site


TRAFFIC SOURCES AFTER PURCHASE ACTIONHIGHLIGHT THE BEHAVIOR OF THE VISITORS WHO HAVE ALREADY BOUGHT

The behavior of the visitors who have bought last month is different from the global behavior

Visitors who have bought last month All the visitors


THANK YOU


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segmentation & cohorts - user & partner conference 2013

Technology

visitor visit

visitor cohort

visitor segmentation

persona visitor

recurring visitor

o visitors

visit segmentation period

month visitor b