This document contains a presentation by Vinoaj Vijeyakumaar on building customer profiles using Google Analytics demographic reports. The presentation discusses how to use demographic reports to gain insights into customers' gender, age, interests and behaviors in order to better target and engage valuable customer segments. It provides steps to identify differences in customer patterns, drill down into customer interests, segment customers, and retarget valuable segments through various online and offline channels.
2. 3 Rules for a Great Presentation
Don’t be that speaker after lunch
Don’t be that speaker before drinks
Don’t be that speaker any time after
Avinash
@vinoaj www.sparkline.com
3. 3 Rules for a Great Presentation
Don’t be that ✗ speaker after lunch
✓Don’t be that speaker before drinks
Don’t be that speaker any time after
✗ Avinash
@vinoaj www.sparkline.com
25. Step 2: Identify differences in patterns of
behaviour
There are
more female
visitors than
males
@vinoaj www.sparkline.com
Females are more
engaged than males
26. Step 2: Identify differences in patterns of
behaviour
@vinoaj www.sparkline.com
Females convert
at a rate
significantly less
than males
Males generate higher
value metrics
27. What next?
• Cater research & packages to female audiences
@vinoaj www.sparkline.com
28. What next?
• Optimize the booking flow for impatient males
@vinoaj www.sparkline.com
29. Step 3: What interests my customers?
@vinoaj www.sparkline.com
35. What action do we take?
Interests
• Technophiles
• Shutter Bugs
• Pop Music
In the market for
• Apparel
• Tech
Accessories
A few suggestions
• Put the camera front & center. Highlight
the camera’s features.
• Put front & center speaker quality.
• How many HD photos can the device
store?
• How many songs can the device hold?
• How much playtime can I get on a full
battery?
@vinoaj www.sparkline.com
36. Step 4: Don’t be afraid to drill down
@vinoaj www.sparkline.com
★
★
★
39. Segment’s Intent
Our valuable segment of users are
interested in Android phones – primarily
those made by Xiaomi, HTC, or
Samsung
@vinoaj www.sparkline.com
40. Step 6: Retarget to Your Valuable Segments
@vinoaj www.sparkline.com
51. 5 things to do tonight
1Implement display advertising support in Google Analytics
2Build a picture of your customers
3Identify your most valuable customer types
4Engage them
5Think advanced … Social Logins, Surveys, etc…
@vinoaj www.sparkline.com
52. Put a Face to Your Clicks!
vinny@sparkline.com