REPORT ON DATA

Using Demographics & Segments

In CXL INSTITUTE we went back into the Google Merchandise Store just because they got a lot more data back there to play with so it makes it a little more fun. So we're going to go back and, Audience, and Demographics. Now again, if you don't have data you just have to hook it up. Assuming that you do, you then have data. Here's what's kind of cool about this. This by in large probably isn't all that interesting other than saying if I was, let's say my business, let's say this was my business and I was looking at it and I was targeting older females, right? If I was targeting older females and I saw this is my demographic data, something's up, my traffic is right or wrong, I've got affiliate that might be sending me some poor quality traffic because clearly from targeting older females I'm not hitting that market right now, the majority of our users are younger and then male in this case. Now that makes sense for the Google Merchandise Store because I'm sure that's probably what is represented mostly at Google. But, here's what's also kind of cool. This new segment, these segments here, right? These are not new, they've been out for a while, but segments, super interesting. So I can come through here and I can learn more information by segmenting these reports that are down here. And I'm going to show you this and we'll see segments over and over and over again in this training so don't worry if this is the first time you ever even thought about segments. But look what's down here, I can say segments Who Made A Purchase, let's just see people who made a purchase. So I can click on Apply, and what I'm going to do is I'm going to remove this All Users one here, so I'm just going to click right here and click Remove, so I'm just looking at Users Who Made a Purchase now. And let's expand it out a little bit because it doesn't say we have enough data, right, so we're just going to expand it out and say, okay, that's fine, take a look at a larger data sample set, and show me the demographics of my buyers. And that's where this report gets pretty interesting, because now I'm in the Audiences section, and look, I'm about 50-50 male-female. Whereas before I was mostly male, but now I know, from a purchase perspective dead set in this 25-34it looks like, and then 50-50 male-female and I can do other segments and you'll see examples of this as we go on and on, so feel free to play with those. But the idea of being able to see, okay, what did I already learn about my users, I already know just very quickly, I know about the demographics, generally speaking, that this is our primary target, I know that they're mostly male coming to the site, but that when it comes to buyers, male-female, right? About 50-50 so far, so that's some pretty interesting stuff that I've learned just with the demographics report.Again, all about who are my users, which is what the Audience is there to actually answer. So Demographics super cool report to jump into. The other one that I think is pretty interesting

Using Interests in Audience Reports

is Interests. So now you can come down here and go into the Interests section. In here this is Google Analytics. What I'm going to do is I'm going to remove this we get our All Users back, we take a look at everybody. All right, we see that there. So I can come into here and I can go look at a couple of different categories. One that I think, there are two primaries that we're going to talk about here, one is Affinity. So what Affinity is basically saying people who like your stuff also like other stuff like this. That's all it is, they have an affinity for, they like this other stuff too. So why is this useful? Because this can actually help you cross-promote.So in this case, Google Merchandise Store users, people that are generating revenue transactions, right? I've got a bunch of them who are also shoppers, value shoppers. It kind of makes sense for any commerce site. But, media and entertainment didn't realize that, that they had to be a bunch of movie lovers. So maybe I can go to other sites, maybe other blogs or something like that that focus on movie reviews and things like that and I can get them to send me traffic if I'm the Google Merchandise Store. Maybe I can go buy ads on their sites because I know that because of Google Analytics telling me what I'm learning about who my users are, I'm learning that they are also movie lovers and they're also technophiles, of course, it makes sense, that they're also music lovers, so I can go to these entertainment-oriented sites and maybe find information on purchasing ads, things like that to target them because I understand that they're actually not only are there a lot of them coming through that like these but they're also producing results, so people that do this are producing more results. Versus you know, I can see this assorted, but I can come down here and see there are 117 others, let's just sort by results here get another way to see the reports, how do you use them, so I'm just sorting top-down now, now I click this again and it's going to sort it reverse, so these are all the zeroes. So do I want to go after cat lovers? I still have a bunch of traffic from there that are users but really they're not really causing results. Here are electronic dance music fans, a little more specific, which I think is kind of interesting, right, so, a little more specific, but don't really result in sales. And you got jazz and folk, not really reducing, so now it becomes what types of music lovers are actually producing sales, you dig down and you can really learn about your audience and again, understand who your users are. So that's Affinity categories. In-Market is even more interesting because this is saying, this isn't just about the topics they like, this is other things they are looking to buy. So now I've got Google Merchandise Store again which all the Google swag that they got on there, but there're also those same people who are buying that stuff also buy this stuff. They buy business and productivity software, they are looking for jobs, you know, kind of worry me if I'm working at Google, but hey, looking for jobs. Consumer electronics, looking for mobile phones, looking for travel, these are things that are actually doing and purchasing online. So they are currently in the market for these things in addition to yours. Again, this gives you an opportunity for cross-promotion, at the very very least it allows you to understand who these people are so you can kind of build more than a demographic, which is again male, female, age, okay, somewhat useful, especially when you segment it becomes more useful, but what's, even more, useful is the psychographics, really understanding the users and again you can think about segments, I can create a segment of buyers of just my buyers, people who just pay me money or a segment of people who become leads or achieve a certain goal, or whatever the site is, and then really understand those people versus maybe somebody else. People who don't become leads, right? Maybe people who become leads or purchase are into something that they're currently looking for that the others aren't. Again, that helps me understand my psychographics and really understanding who my users are. And the list goes on and on and on when it comes to these Audience Reports.