Since the beginning the Marketing studies involve in a proper analysis of the consumer’s behaviour.

in order to release the perfect product or service, able to effectively satisfy the consumer’s expectations it’s so important anticipate their needs. Understanding the seasonalty or the baseline of a purchase pattern, or rating the performance of the perfomance developing a benchmark analysis help the marketer to figure out what effectively consumer needs, but they don’t know already!

There are two core analysis techiques :


  1. The Segmentation
  2. The Contest

The Segmentation


Observing the aggregated data helps you to understand how the general behaviour trends change overtime (e.g. purchase pattern) in order to identify the reason why behind.

Segmentation proceeds the opposite, segmentation allows the isolation and consequently the subset analysis of the data.

It’s pretty common developing a data segmentation by marketing channel for recognizing the profictability of the investments executed in each marketing channel.

The most important data segments to consider are:


  1. By date –>Baseline
  2. By Device
  3. By Marketing Channel
  4. By Geography


Google Analytics allows to create and to customize all the data segments you consider important for your website.

You can choose between predefined segments ( e.g. direct traffic, paid search traffic, ecc) or create your relevant data segment.

According to view the predefined segments you have to click on the traffic overview in the Audience report section.


Screenshot 2014-04-06 14.17.27


The default segment showed by Google Analytics is “All visits”, but the user are able to insert other kind of segments in this section, therefore it can suddenly see how the behaviour of a certain segment of users is acting.

Screenshot 2014-04-06 14.17.53


As showed in the picture aside “All visits” there’s an arrow, click on it in order to choose or create a new user segment.




The Contest

Looking only at the users behaviour doesn’t tell all the necessary informations in order to figure out how we are doing our job.

It ‘s so usefull wondering about: Is there someone else working better than me? Why am I performing lower than the previous year ?

The contest or the Benchmark analysis brings the answers we are looking for because they compare our performance in the time and with the competitor.

The contest can be:


  1. Externally
  2. Internally


Externally contest helps you to understand how you perform relative to the other businesses similar to yours.

Internally contest allows you to set expectations based on your hystorical perfomance.