The Basics of Segmentation

Segmenting your Audience… When segmenting your audience it is important to note where they happen to fit in relation to the customer’s needs and also the customer’s persona. Let’s take for instance Panera Bread: it is part of the ‘fast-casual’ dining craze, yet it doesn’t really appear as ‘fast-food’ due to the healthy options they […]

Google Optimize and A/B Testing

Creating our Hypothesis… One of the best things about Google Optimize and its many tools is the functionality testing that allows marketers to experiment and hypothesize different ways to tweak their websites in order get the best performance from content, drive engagement, or simply to test visual layouts of their site. Here’s my hypothesis: “Enlargement […]

Creating a Multi-channel Campaign

Channel Hierarchy… Setting up a multi-channel campaign can seem like a somewhat daunting task; but luckily with the help of Google Analytics – the stressful becomes exciting. Google even allows for you to break up your approach in different categories and sections, with the hierarchy as follows: channels, sources, and mediums. This helps especially when […]

Curating the Proper Audience

Selecting Custom Customers… Personally, I am blown away by how much help Google Analytics can provide to you right out of the box – and one of these fantastic features is custom affinity audiences. An affinity audience is essentially a group of people that share similar passions, lifestyles, habits, or behaviors; and these are often […]