What's all that data in your analytics tool mean, and how can you put the information to good use? One word: Segmentation. Avinash Kaushik and John Marshall take you on a tour of one tool, Google Analytics, to illustrate the process of building and applying segments to your available data. Once you understand the difference between metrics, dimensions, and segments, you'll be able to make informed data-driven marketing decisions.

Length: 54 min.

You will learn:

• The difference between metrics and dimensions
• The basics of segmentation
• How to create and analyze segments
• Why it's important to analyze segments in context
• How to define a segment by metrics
• How to apply a segment to a report
• How to create a segment based on brand terms
• How to use segmentation to help define KPIs
• Why "Share of Search" can be (but may not be) a valid metric
• How to segment by "Task Completion Rate"
• Why there simply can't be a "recommended set of KPIs"
• Some of Avinash's favorite custom segments