As marketers, it is important to
know what groups of consumers you are targeting and how best to reach them. The
way to measure and analyse this type of information is through segmentation
metrics.
What are Segmentation Metrics?
What are Segmentation Metrics?
Segmentation metrics are numbers used for evaluation or assessment of business success within given segments.
In regards to
marketing on the web, there are three primary forms of segmentation:
1.
Page-based
information
2.
Visit-based
information
3.
Visitor-based
information
Page-Base
Information:
Using page-based information is usually the easiest method of
collecting metrics. It is a way of grouping similar pages together into
categories and sub-categories to better understand web-site performance. For
example, a website may cover several different topics. Using page-based
information can inform the marketer or company what pages and topics are
performing up to their standards, and which pages are not.
Visit-Based Information:
Visit-based information refers to the data collected
concerning things such as how many individuals visited the site, saw specific
content, or purchased a certain product. This information can be valuable in
many different ways. Most importantly, it allows the marketer to adjust the website navigation to
accommodate their specific goals.
Visitor-based Information:
Visitor-based information is widely regarded as the most
important form of web-based segmentation metrics. The better a company
understands its online users, the more prepared it will be to gain their
business and earn customer loyalty. These segments help marketers better
understand what types of individuals are visiting their sites and what their
needs are. This information is usually broken down into typical demographic
segments such as age, gender, occupation, and geographic location.
There are
web services available which can implement performance reports on things such
as site traffic, web page performance, and various other segmentation metrics.
Below are links to a few examples of these services:
• http://statcounter.com/Posted by: Arthur Cobham #000284171
