Deconstruct partner and competitor websites to benchmark industries, lines-of-business or specific products with full flexibility and accuracy. Isolate traffic and engagement metrics across sub-sections of the website to evaluate your performance relative to your competitors.

What is the Value?

Segment Analysis allows team members and managers to create customized segments with the highest level of granularity possible: users can create segments that are as granular as ~0.1% of their site traffic.

‘Category/Line-of-Business,’ ‘Brand,’ and ‘Conversion Goal’ are ideal for data analysts and BI specialists, marketing and sales managers within the following industries: Retail, CPG, Travel, Telecom, Financial Services, Agencies, Investors. The ‘Topic’ segment is specifically ideal for marketing and PR teams within Publishers and Media companies.

How to Use

Before getting started, go to the website you want to analyze to understand its folder structure. For example, boohoo.com/womens/dresses refer to the dresses folder for women, meaning dresses are within the ‘womens’ folder. And, ‘Evening Dresses’ are a subfolder within this folder: boohoo.com/womens/dresses/evening-dresses.

  1. Once you’ve analyzed the site’s URL structure, click + New Segment, and then enter the website you want to analyze, the segment type, and name.

    You will then be redirected to the Segment Rules page.

    Firstly, make sure to set the country filter according to the market you’re interested in. It automatically defaults on the United States, but we have data for several dozen countries worldwide.

  2. Click Set Up My Segment for the segment rules phase. You can include/exclude a string, custom string, or folder:

    • Contains at least one string: This allows you to add single or multiple strings based on your website's format. For example, if you want to see the scarves category on macys.com, you should add a rule to include URLs that contain 'scarves' or 'scarf.’ In this case, you would need to use the OR function to create a segment that includes both types of strings.

    • Does NOT contain any: Alternatively, if you want to look only at women's scarves, you could add strings that you want to exclude from your segment, for example, URLs that include 'men' or ‘kids’ within the scarves category.

    Note: Once you’ve saved your segment, you will be redirected to the Segment Analysis page. In the top right corner, you can define the country and timeframe.

For each segment, you can see:

  • Visits: Refers to any visit that passes at least one of the segment pages.

  • Pageviews: Total page views of the pages within the segment.

  • Pages Per Visit: Average number of segment pages viewed during a visit.

  • Visit Duration: Time that the user spent on segment-related pages during a visit.

  • Bounce Rate: Percentage of visits that included only one segment page. For more information, see Bounce Rate: Understanding, Measuring, and Tracking for Growth.

  • Segment Share: Percentage of visits to the segment from the total visits to the website. This helps you measure the actual size of your segment’s activity on your business.

Note: These metrics can be viewed on a weekly and monthly basis only.

The change within all these metrics is calculated based on the first and last month of the selected period. In the graph section, you can see the changes in visits to the segment over time (from 1 month up to 2 years).

Insight:

A lower bounce rate indicates that the segment/brand is performing better than the category/line of business.

Pro Tip:

Use this indicator to gauge how relevant your product is to audiences in your space. Toggle the blue 'Compare' button in the top-left of the graph to add up to an additional 10 segments to compare in the same view.

Use Case

Segment Analysis addresses four primary use cases:

  • Category/Line-of-business – Understand the performance of a specific category (e.g., beverages in tesco.com) or a line-of-business (e.g., flights) within OTAs, metasearch engines, and travel suppliers – this will help you obtain a true apples-to-apples benchmarking capability.

  • Brand – Reveal how well a brand is doing on a retail site (e.g., Dior in sephora.com), a travel agency (e.g., MGM Resorts in booking.com), or a telecom operator (e.g., Samsung in Verizon.com).

  • Topic – Uncover and assess the hype around a specific news topic, such as Trump, Coronavirus, or Trade War in cnn.com.

  • Conversion Goal – Determine key performance metrics, such as converted visits (e.g., visitors who arrived at the Thank You page) or visitors that started and completed the checkout process to get a comprehensive view of the sales funnel.

The performance metrics on the page allow you to extract further insights on changes in your segment and to understand what's working (and what's not).

For example, you can create a segment on Asos.com for “Missguided” (brand) + “dress” (category/line-of-business) + “satin” (product type).

FAQs

How can I use these insights in my daily work?

You can use Segment Analysis insights to:

  • Gain an accurate and comprehensive view of traffic to your category, line of business, or brand, as well as the conversion performance of an entire website.

  • Benchmark the performance of your products, category, or line-of-business across retailers or relative to the competition to identify areas of opportunity and improvement. You can do this by creating multiple segments and comparing your and your competitors’ key metrics regularly.

  • Quantify the impact and changes of certain marketing activities over time (e.g., promotions or shopping events), as well as trending topics to adjust content to your audiences’ changing behaviors.

How can I use API integration for Segment Analysis?

With the standard API endpoint, you can integrate traffic and engagement metrics from Segment Analysis into your reporting and analysis workflow. For example, display the data within data visualization tools like Google Data Studio and Tableau to seamlessly centralize data sources. For more information, see the technical documentation.

How do I share segments within my account?

Every time you create a new segment, it will automatically be saved within Shared Segments. This means anyone within your account can copy and edit saved segments, increasing collaboration across teams and saving you valuable time when building new segments.

When you Compare Segments, you can either choose My Segments or select from the list of Organization’s Segments (i.e., the saved segments within Shared Segments).

Can I analyze subdomains, such as play.google.com?

Yes! This is a huge opportunity for you to receive more granular data with segments along with more specific results!

Are visits to the main segment and pages within a segment (e.g., sub-folder) counted twice?

If the visitor visits at least one page in the segment, they are counted as one visitor to the segment. If the same user visits multiple pages within the segment, they will still count as one overall visit to the segment.

Is there a limit to the number of strings I can add?

There is no limit to the number of strings you can add, but keep in mind it should match the URL of the segment of the actual site you are trying to analyze, so you can get accurate data.

Feature Location

Market Research > Company Research > Segment Analysis

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