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22 AUGUST 2013

Re-imagining segmentation in Google Analytics

"One of the most popular and powerful features in Google Analytics is Advanced Segmentation. It lets you isolate and analyze subsets of your traffic. You can select from predefined segments such as 'Paid Traffic' and 'Visits with Conversions' or create your own segments with a flexible, easy–to–use segment builder. Then, you can apply one or more of these segments to current or historical data, and even compare segment performance side by side in reports.

We've recently re–imagined segmentation to make it even easier for new Analytics users, yet also more powerful for seasoned analysts and marketers."

(Google Inc)

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TAGS

2013analysing dataanalysis dataanalyticsanimated explainer video • cohort analysis • cohort segmentation • cohort studies • compare segment performance • customersdata gathering instrumentsdemographics • Google Analytics • Google Inchistorical datamarket segmentationmetricsmetrics toolsreports • segment builder • segmentation • site behaviours • sub-segment • subset • traffic analysistransaction datatrend analysisuser behavioursuser demographicsuser groupsuser segmentationwebsite traffic statistics

CONTRIBUTOR

Simon Perkins
27 APRIL 2011

User-Centred Design: Personas

"Personas are 'hypothetical archetypes' of actual users. They are not real people, but they represent real people during the design process. A persona is a fictional characterization of a user.

The purpose of personas is to make the users seem more real, to help designers keep realistic ideas of users throughout the design process. Personas have proper names (that are often catchy and related to their user group name, for example, Hanna Reed–Smith, Human Resources Specialist) and are represented with pictures. Designers and evaluators refer to personas when considering design specifics; for example, 'Would Hanna know to click on that button to add a new employee?' Personas put a name, face, and characteristics on users to keep the users in the forefront of design decisions."

(Shawn Lawton Henry)

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TAGS

accessibility • analysis phase • archetypal charactersarchetype • brand loyalty • catchy names • characteristicsdemographics • design hypotheticals • design methoddesign processdesign techniquedisability • experience levels • fictional account • fictional characterisation • fictional scenarioshuman factorshuman-centred design • hypothetical archetypes • market segmentation • marketing personas • marketing teammotivational needs • personal details • personas (UCD)product developmenttarget audiencethinking tooluser analysisuser attitudesuser behavioursuser demographics • user goals • user group name • user groupsuser motivationsuser perspective • user profile • User-Centred Design (UCD)

CONTRIBUTOR

Simon Perkins
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