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• Custom Segmentation Guide : How it Works & Segments to Test

  13 novembre 2023, par Erin — Analytics Tips, Uncategorized

  Struggling to get the insights you’re looking for with premade reports and audience segments in your analytics ?

  Custom segmentation can help you better understand your customers, app users or website visitors, but only if you know what you’re doing.

  You can derive false insights with the wrong segments, leading your marketing campaigns or product development in the wrong direction.

  In this article, we’ll break down what custom segmentation is, useful custom segments to consider, how new privacy laws affect segmentation options and how to create these segments in an analytics platform.

  What is custom segmentation ?

  Custom segmentation is when you divide your audience (customers, users, website visitors) into bespoke segments of your own design, not premade segments designed by the analytics or marketing platform provider.

  To do this, you single out “custom segment input” — data points you will use to pinpoint certain users. For example, it could be everyone who has visited a certain page on your site.

  

  Segmentation isn’t just useful for targeting marketing campaigns and also for analysing your customer data. Creating segments is a great way to dive deeper into your data beyond surface-level insights.

  You can explore how various factors impact engagement, conversion rates, and customer lifetime value. These insights can help guide your higher-level strategy, not just campaigns.

  How custom segments can help your business

  As the global business world clamours to become more “data-driven,” even smaller companies collect all sorts of data on visitors, users, and customers.

  However, inexperienced organisations often become “data hoarders” without meaningful insights. They have in-house servers full of data or gigabytes stored by Google Analytics and other third-party providers.

  

  One way to leverage this data is with standard customer segmentation models. This can help you get insights into your most valuable customer groups and other standard segments.

  Custom segments, in turn, can help you dive deeper. They help you unlock insights into the “why” of certain behaviours. They can help you segment customers and your audience to figure out :

  • Why and how someone became a loyal customer
  • How high-order-value customers interact with your site before purchases
  • Which behaviours indicate audience members are likely to convert
  • Which traffic sources drive the most valuable customers

  This specific insight’s power led Gartner to predict that 70% of companies will shift focus from “big data” to “small and wide” by 2025. The lateral detail is what helps inform your marketing strategy. 

  You don’t need the same volume of data if you’re analysing and segmenting it effectively.

  Custom segment inputs : 6 data points you can use to create valuable custom segments 

  To help you get started, here are six useful data points you can use as a basis to create segments — AKA customer segment inputs :

  

  Visits to certain pages

  A basic data point that’s great for custom segments is visits to certain pages. Create segments for popular middle-of-funnel pages and compare their engagement and conversion rates. 

  For example, if a user visits a case study page, you can compare their likelihood to convert vs. other visitors.

  This is a type of behavioural segmentation, but it is the easiest custom segment to set up in terms of analysis and marketing efforts.

  Visitors who perform certain actions

  The other important type of behavioural segment is visitors or users who take certain actions. Think of things like downloading a file, clicking a link, playing a video or scrolling a certain amount.

  For instance, you can create a segment of all visitors who have downloaded a white paper. This can help you explore, for example, what drives someone to download a white paper. You can look at the typical user journey and make it easier for them to access the white paper — especially if your sales reps indicate many inbound leads mention it as a key driver of their interest.

  User devices

  Device-based segmentation lets you compare engagement and conversion rates on mobile, desktop and tablets. You can also get insights into their usage patterns and potential issues with certain mobile elements.

  

  This is one aspect of technographic segmentation, where you segment based on users’ hardware or software. You can also create segments based on browser software or even specific versions.

  Loyal or high-value customers

  The best way to get more loyal or high-value customers is to explore their journey in more detail. These types of segments can help you better understand your ideal customers and how they act on your site.

  You can then use this insight to alter your campaigns or how you communicate with your target audience.

  For example, you might notice that high-value customers tend to come from a certain source. You can then focus your marketing efforts on this source to reach more of your ideal customers.

  Visitor or customer source

  You need to track the results if you’re investing in marketing (like an influencer campaign or a sponsored post) outside platforms with their own analytics.

  

  Before you can create a reliable segment, you need to make sure that you use campaign tracking parameters to reliably track the source. You can use our free campaign tracking URL builder for that.

  Demographic segments — location (country, state) and more

  Web analytics tools, such as Matomo, use visitors’ IP addresses to pinpoint their location more accurately by cross-referencing with a database of known and estimated IP locations. In addition, these tools can detect a visitor’s location through the language settings in their browser. 

  This can help create segments based on location or language. By exploring these trends, you can identify patterns in behaviour, tailor your content to specific audiences, and adapt your overall strategy to better meet the preferences and needs of your diverse visitor base.

  How new privacy laws affect segmentation options

  Over the past few years, new legislation regarding privacy and customer data has been passed globally. The most notable privacy laws are the GDPR in the EU, the CCPA in California and the VCDPA in Virginia.

  

  For most companies, it can save a lot of work and future headaches to choose a GDPR-compliant web analytics solution not only streamlines operations, saving considerable effort and preventing future headaches, but also ensures peace of mind by guaranteeing the collection of compliant and accurate data. This approach allows companies to maintain compliance with privacy regulations while remaining firmly committed to a data-driven strategy.

  Create your very own custom segments in Matomo (while ensuring compliance and data accuracy)

  Crafting precise marketing messages and optimising ROI is crucial, but it becomes challenging without the right tools, especially when it comes to maintaining accurate data.

  That’s where Matomo comes in. Our privacy-friendly web analytics platform is GDPR-compliant and ensures accurate data, empowering you to effortlessly create and analyse precise custom segments.

  If you want to improve your marketing campaigns while remaining GDPR-compliant, start your 21-day free trial of Matomo. No credit card required.

• 9 Ways to Customise Your Matomo Like a Pro

  5 octobre 2022, par Erin

  Matomo is a feature-rich web analytics platform. As such, it has many layers of depth — core features, extra plug-ins, custom dimensions, reports, extensions and integrations. 

  Most of the product elements you see can be personalised and customised to your needs with minimal restrictions. However, this breadth of choice can be overlooked by new users. 

  In this post, we explain how to get the most out of Matomo with custom reports, dashboards, dimensions and even app design. 

  How to customise your Matomo web analytics

  To make major changes to Matomo (e.g., create custom dashboards or install new plugins), you’ll have to be a Matomo Super User (a.k.a. The Admin). Super Users can also grant administrator permissions to others so that more people could customise your Matomo deployment. 

  Most feature-related customisations (e.g. configuring a custom report, adding custom goal tracking, etc.) can be done by all users. 

  With the above in mind, here’s how you can tweak Matomo to better serve your website analytics needs : 

  1. Custom dashboards

  

  Dashboards provide a panorama view of all the collected website statistics. We display different categories of stats and KPIs as separate widgets — a standalone module you can also customise. 

  On your dashboard, you can change the type, position and number of widgets on display. This is an easy way to create separate dashboard views for different projects, clients or team members. Rather than a one-size-fits-all dashboard, a custom dashboard designed for a specific role or business unit will increase data-driven decision-making and efficiency across the business.

  You can create a new dashboard view in a few clicks. Then select a preferred layout — a split-page view or multi columns. Next, populate the new dashboard area with preferred widgets showing :

  • SEO website rankings 
  • Visits, conversions and revenue 
  • Custom reports 

  Or code a custom widget area to pull specific website stats or other reporting data you need. Once you are done, arrange everything with our drag-and-drop functionality. 

  

  Popular feature use cases

  • Personalised website statistics layout for convenient viewing 
  • Simplified analytics dashboards for the line of business leaders/stakeholders 
  • Project- or client-specific dashboards for easy report sharing 

  Read more about customising Matomo dashboards and widget areas. 

  2. Custom reports

  

  As the name implies, Custom Reports widget allows you to mesh any of the dimensions and metrics collected by Matomo into a custom website traffic analysis. Custom reports save users time by providing specific data needed in one view so there is no need to jump back and forth between multiple reports or toggle through a report to find data.

  For each custom report, you can select up to three dimensions and then apply additional quantitative measurements (metrics) to drill down into the data.

  For example, if you want to closely observe mobile conversion rates in one market, you can create the following custom report :

  • Dimensions : User Type (registered), Device type (mobile), Location (France)
  • Metrics : Visits, Conversion Rate, Revenue, Avg. Generation Time.

  Custom Report widget is available within Matomo Cloud and as a plugin for Matomo On-Premise.

  &lt;script type=&quot;text/javascript&quot;&gt;<br />
       if ('function' === typeof window.playMatomoVideo){<br />
       window.playMatomoVideo(&quot;custom_reports&quot;, &quot;#custom_reports&quot;)<br />
       } else {<br />
       document.addEventListener(&quot;DOMContentLoaded&quot;, function() { window.playMatomoVideo(&quot;custom_reports&quot;, &quot;#custom_reports&quot;); });<br />
       }<br />
  &lt;/script&gt;

  Popular feature use cases

  • Campaign-specific reporting to better understand the impact of different promo strategies 
  • Advanced event tracking for conversion optimization 
  • Market segmentation reports to analyse different audience cohorts 

  Read more about creating and analysing Custom Reports.

  3. Custom widgets

  

  We realise that our users have different degrees of analytics knowledge. Some love in-depth reporting dimensions and multi-row reporting tables. Others just want to see essential stats. 

  To delight both the pros and the novice users, we’ve created widgets — reporting sub-modules you can add, delete or rearrange in a few clicks. Essentially, a widget is a slice of a dashboard area you can populate with extra information. 

  You can add pre-made custom widgets to Matomo or develop your own widget to display custom reports or even external data (e.g., offline sales volume). At the same time, you can also embed Matomo widgets into other applications (e.g., a website CMS or corporate portal).

  Popular feature use cases

  • Display main goals (e.g., new trial sign-ups) on the main dashboard for greater visibility 
  • Highlight cost-per-conversion reporting by combining goals and conversion data to keep your budgets in check 
  • Run omnichannel eCommerce analytics (with embedded offline sales data) to get a 360-degree view into your operations 

  Read more about creating widgets in Matomo (beginner’s guide). 

  4. Custom dimensions 

  

  Dimensions describe the characteristics of reported data. Think of them as “filters” — a means to organise website analytics data by a certain parameter such as “Browser”, “Country”, “Device Type”, “User Type” and many more. 

  Custom Dimensions come in handy for all sorts of segmentation reports. For example, comparing conversion rates between registered and guest users. Or tracking revenue by device type and location. 

  For convenience, we’ve grouped Custom Dimensions in two categories :

  Visit dimensions. These associate metadata about a user with Visitor profiles — a summary of different knowledge you have about your audience. Reports for Visit scoped custom dimensions are available in the Visitors section of your dashboard. 

  Action dimensions. These segment users by specific actions tracked by Matomo such as pageviews, events completion, downloads, form clicks, etc. When configuring Custom Dimensions, you can select among pre-defined action types or code extra action dimensions. Action scoped custom dimensions are available in the Behaviours section of Matomo. 

  Depending on your Matomo version, you can apply 5 – 15 custom dimensions to reports. 

  Important : Since you can’t delete dimensions (only deactivate them), think about your use case first. Custom Dimensions each have their own dedicated reports page on your Matomo dashboard. 

  Popular custom dimension use cases among users :

  • Segmenting reports by users’ screen resolution size to understand how your website performs on different devices
  • Monitor conversion rates for different page types to determine your best-performing assets 

  Read more about creating, tracking and managing Custom Dimensions. 

  5. Custom scheduled reports

  Manually sending reports can be time consuming, especially if you have multiple clients or provide reports to numerous stakeholders. Custom scheduled reports remove this manual process to improve efficiency and ensure timely distribution of data to relevant users.

  Any report in Matomo (default or custom) can be shared with others by email as a PDF file, HTML content or as an attached CSV document. 

  You can customise which data you want to send to different people — your colleagues, upper management, clients or other company divisions. Then set up the frequency of email dispatches and Matomo will do the rest. 

  Auto-scheduling an email report is easy. Name your report, select a Segment (aka custom or standard report), pick time, file format and sender. 

  

  You can also share links to Matomo reports as text messages, if you are using ASPSMS or Clockwork SMS. 

  Popular feature use cases

  • Convenient stakeholder reporting on key website KPIs 
  • Automated client updates to keep clients informed and reduce workload 
  • Easy data downloads for doing custom analysis with business intelligence tools 

  Read more about email reporting features in Matomo. 

  6. Custom alerts

  

  Custom Alerts is a Matomo plugin for keeping you updated on the most important analytics events. Unlike Custom Reports, which provide a complete or segmented analytics snapshot, alerts are better suited for tracking individual events. For example, significant traffic increases from a specific channel, new 404 pages or major goal achievement (e.g., hitting 1,000 sales in a week). 

  Custom Alerts are a convenient way to keep your finger on the pulse of your site so you can quickly remedy an issue or get updated on reaching a crucial KPI promptly. You can receive custom alerts via email or text message in a matter of minutes.

  To avoid flooding your inbox with alerts, we recommend reserving Custom Alerts for a select few use cases (3 to 5) and schedule custom Email Reports to receive general web page analytics. 

  Popular custom alerts use cases among users :

  • Monitor sudden drops in revenue to investigate the cause behind them and solve any issues promptly 
  • Get notified of traffic spikes or sudden dips to better manage your website’s technical performance 

  Read more about creating and managing Custom Alerts. 

  7. Goals

  

  Goals feature helps you better understand how your website performs on certain business objectives such as lead generation, online sales or content discovery. A goal is a quantifiable action you want to measure (e.g., a specific page visit, form submission or a file download). 

  When combined together, Goals make up your sales funnel — a series of specific actions you expect users to complete in order to convert. 

  Goals-setting and Funnel Analytics are a powerful, customisable combo for understanding how people navigate your website ; what makes them take action or, on the contrary, lose interest and bounce off. 

  On Matomo, you can simultaneously track multiple goals, monitor multiple conversions per one visit (e.g., when one user requests two content downloads) and assign revenue targets to specific goals.

  &lt;script type=&quot;text/javascript&quot;&gt;<br />
       if ('function' === typeof window.playMatomoVideo){<br />
       window.playMatomoVideo(&quot;goals&quot;, &quot;#goals&quot;)<br />
       } else {<br />
       document.addEventListener(&quot;DOMContentLoaded&quot;, function() { window.playMatomoVideo(&quot;goals&quot;, &quot;#goals&quot;); });<br />
       }<br />
  &lt;/script&gt;

  Separately, Matomo Cloud users also get access to a premium Funnels feature and Multi Channel Conversion Attribution. On-Premises Matomo users can get both as paid plugins via our Marketplace.

  Popular goal tracking use cases among users :

  • Tracking newsletter subscription to maximise subscriber growth 
  • Conversion tracking for gated content (e.g., eBooks) to understand how each asset performs 
  • Analysing the volume of job applications per post to better interpret your HR marketing performance 

  Read more about creating and managing Goals in Matomo.

  8. Themes

  

  Want to give your Matomo app a distinctive visual flair ? Pick a new free theme for your On-Premises installation. Minimalistic, dark or classic — our community created six different looks that other Matomo users can download and install in a few clicks. 

  If you have some HTML/CSS/JS knowledge, you can also design your own Matomo theme. Since Matomo is an open-source project, we don’t restrict interface customisation and always welcome creativity from our users.

  Read more about designing your own Matomo theme (developer documentation).

  9. White labelling

  

  Matomo is one of the few website analytics tools to support white labelling. White labelling means that you can distribute our product to others under your brand. 

  For example, as a web design agency, you can delight customers with pre-installed GDPR-friendly website analytics. Marketing services providers, in turn, can present their clients with embedded reporting widgets, robust funnel analytics and 100% unsampled data. 

  Apart from selecting a custom theme, you can also align Matomo with your brand by :

  • Customising product name
  • Using custom header/font colours 
  • Change your tracking endpoint
  • Remove links to Matomo.org

  To streamline Matomo customisation and set-up, we developed a White Label plug-in. It provides a convenient set of controls for changing your Matomo deployment and distributing access rights to other users or sharing embedded Matomo widgets). 

  Read more about white labelling Matomo. 

  Learning more about Matomo 

  Matomo has an ever-growing list of features, ranging from standard website tracking controls to unique conversion rate optimisation tools (heatmaps, media analytics, user cohorts and more).

  To learn more about Matomo features you can check our free video web analytics training series where we cover the basics. For feature-specific tips, tricks and configurations, browse our video content or written guides. 

  21 day free trial. No credit card required.

• Understanding The Dreamcast GD-ROM Layout

  24 mars 2022, par Multimedia Mike — Sega Dreamcast

  I’m finally completing something I set out to comprehend over a decade ago. I wanted to understand how data is actually laid out on a Sega Dreamcast GD-ROM drive. I’m trying to remember why I even still care. There was something about how I wanted to make sure the contents of a set of Dreamcast demo discs was archived for study.

  
  
  

  I eventually figured it out. Read on, if you are interested in the technical details. Or, if you would like to examine the fruits of this effort, check out the Dreamcast demo discs that I took apart and uploaded to the Internet Archive.

  If you care to read some geeky technical details of some of the artifacts on these sampler discs, check out this followup post on Dreamcast Finds.

  Motivation
  Why do I still care about this ? Well, see the original charter of this blog above. It’s mostly about studying multimedia formats, as well as the general operation of games and their non-multimedia data formats. It’s also something that has nagged at me ever since I extracted a bunch of Dreamcast discs years ago and tried to understand why the tracks were arranged the way they were, and how I could systematically split the files out of the filesystem. This turns out not to be as easy as it might sound, even if you can get past the obstacle of getting at the raw data.
  

  CD/CD-ROM Refresher
  As I laid out in my Grand Unified Theory of Compact Disc, every compact disc can be viewed conceptually as a string of sectors, where each sector is 2352 bytes long. The difference among the various CD types (audio CDs, various CD-ROM types) boils down to the format of contents of the 2352-byte sectors. For an audio CD, every sector’s 2352 bytes represents 1/75 of a second of CD-quality audio samples.

  Meanwhile, there are various sector layouts for different CD-ROM modes, useful for storing computer data. This post is most interested in “mode 1/form 1”, which uses 2048 of the 2352 bytes for data, while using the remaining bytes for error detection and correction codes. A filesystem (usually ISO-9660) is overlaid on these 2048-byte sectors in order to create data structures for organizing strings of sectors into files.

  A CD has between 1 and 99 tracks. A pure CD-ROM will have a single data track. Pure audio CDs tend to have numerous audio tracks, usually 1 per song. Mixed CDs are common. For software, this usually manifests as the first track being data and containing an ISO-9660 filesystem, followed by a series of audio tracks, sometimes for in-game music. For audio CDs, there is occasionally a data track at the end of the disc with some extra media types.

  GD-ROM Refresher
  The Dreamcast used optical discs called GD-ROMs, where the GD stands for “gigadisc”. These discs were designed to hold about 1 gigabyte of data, vs. the usual 650-700MB offered by standard CD solutions, while using the same laser unit as is used for CDs. I’m not sure how it achieved this exactly. I always assumed it was some sort of “double density” sector scheme. According to Wikipedia, the drive read the disc at a slower rate which allowed it to read more data (presumably the “pits” vs. “lands” which comprise the surface of an optical disc). This might be equivalent to my theory.

  The GD-ROM discs cannot be read in a standard optical drive. It is necessary to get custom software onto the Dreamcast which will ask the optical hardware to extract the sectors and exfiltrate them off of the unit somehow. There are numerous methods for this. Alternatively, just find rips that are increasingly plentiful around the internet. However, just because you might be able to find the data for a given disc does not mean that you can easily explore the contents.

  Typical Layout Patterns
  Going back to my study of the GD-ROM track layouts, 2 clear patterns emerge :

  All of the game data is packed into track 3 :

  
  
  

  Track 3 has data, the last track has data, and the tracks in between contain standard CD audio :

  
  
  

  Also, the disc is always, always 100% utilized.

  Track 1 always contains an ISO-9660 filesystem and can be read by any standard CD-ROM drive. And it usually has nothing interesting. Track 3 also contains what appears to be an ISO-9660 filesystem. However, if you have a rip of the track and try to mount the image with standard tools, it will not work. In the second layout, the data follows no obvious format.

  Cracking The Filesystem Code
  I figured out quite a few years ago that in the case of the consolidated data track 3, that’s simply a standard ISO-9660 filesystem that would work fine with standard ISO-9660 reading software… if the data track were located beginning at sector 45000. The filesystem data structures contain references to absolute sector numbers. Thus, if it were possible to modify some ISO-9660 software to assume the first sector is 45000, it ought to have no trouble interpreting the data.

  
  
  

  How about the split data track format ? Actually, it works the same way. If all the data were sitting on its original disc, track 3 would have data structures pointing to strings of contiguous sectors (extents) in the final track, and those are the files.

  To express more succinctly : track 3 contains the filesystem root structure and the directory structures, while the final track contains the actual file data. How is the filesystem always 100% full ? Track 3 gets padded out with 0-sectors until the beginning of any audio sectors.

  
  
  

  Why Lay Things Out Like This ?
  Why push the data as far out on the disc as possible ? A reasonable explanation for this would be for read performance. Compact discs operate on Constant Linear Velocity (CLV), vs. Constant Angular Velocity (CAV). The implication of this is that data on the outside of the disc is read faster than data on the inside. I once profiled this characteristic in order to prove it to myself, using both PC CD drives as well as a Dreamcast. By pushing the data to the outer sectors, graphical data gets loaded into RAM faster, and full motion videos, which require a certain minimum bitrate for a good experience, have a better guarantee that playback will be smooth.

  Implications For Repacking
  Once people figured out how to boot burned CDs in the Dreamcast, they had a new problem : Squeeze as much as 1 gigabyte down to around 650 megabytes at the most. It looks like the most straightforward strategy was to simply rework the filesystem to remove the often enormous amount of empty space in track 3.

  My understanding is that another major strategy is to re-encode certain large assets. Full motion video (FMV) assets are a good target here since the prevailing FMV middleware format used on Sega Dreamcast games was Sofdec, which is basically just MPEG-1 video. There is ample opportunity to transcode these files to lower bitrate settings to squeeze some bits (and a lot of visual quality) out of them.

  Further, if you don’t really care about the audio tracks, you could just replace them with brief spurts of silence.

  Making A Tool
  So I could make a tool that would process these collections of files representing a disc. I could also adapt it for various forms that a Dreamcast rip might take (I have found at least 3 so far). I could eventually expand it to handle lots of other disc formats (you know, something like Aaru does these days). And that would have been my modus operandi perhaps 10 or more years ago. And of course, the ambitious tool would have never seen daylight as I got distracted by other ideas.

  I wanted to get a solution up and running as quickly as possible this time. Here was my initial brainstorm : assemble all the tracks into a single, large disc while pretending the audio tracks consist of 2048-byte sectors. In doing so, I ought to be able to use fuseiso to mount the giant image, with a modification to look for the starting sector at a somewhat nonstandard location.

  To achieve the first part I wrote a quick Python script that processed the contents of a GDI file, which was stored alongside the ISO (data) and RAW (audio) track track rips from when I extracted the disc. The GDI is a very matter-of-fact listing of the tracks and their properties, e.g. :

  5
  1 0 4 2048 track01.iso 0
  2 721 0 2352 track02.raw 0
  3 45000 4 2048 track03.iso 0
  4 338449 0 2352 track04.raw 0
  5 349096 4 2048 track05.iso 0
  

  track number / starting sector / track type (4=data, 0=audio) / bytes per sector / filename / ??

  The script skips the first 2 filenames, instead writing 45000 zero sectors in order to simulate the CD-compatible area. Then, for each file, if it’s an ISO, append the data to the final data file ; if it’s audio, compute the number of sectors occupied, and then append that number of 2048-byte zero sectors to the final data file.

  Finally, to interpret the filesystem, I used an old tool that I’ve relied upon for a long time– fuseiso. This is a program that leverages Filesystem in Userspace (FUSE) to mount ISO-9660 filesystems as part of the local filesystem, without needing root privileges. The original source hasn’t been updated for 15 years, but I found a repo that attempts to modernize it slightly. I forked a version which fixes a few build issues.

  Anyway, I just had to update a table to ask it to start looking for the root ISO-9660 filesystem at a different location than normal. Suddenly, after so many years, I was able to freely browse a GD-ROM filesystem directly under Linux !

  Conclusion And Next Steps
  I had to hack the fuseiso3 tool a bit in order to make this work. I don’t think it’s especially valuable to make sure anyone can run with the same modifications since the tool assumes that a GD-ROM rip has been processed through the exact pipeline I described above.

  I have uploaded all of the North American Dreamcast demo discs to archive.org. See this post for a more granular breakdown of what this entails. In the course of this exercise, I also found some European demo discs that could use the same extraction.

  What else ? Should I perform the same extraction experiment for all known Dreamcast games ? Would anyone care ? Maybe if there’s a demand for it.

  Here is a followup on the interesting and weird things I have found on these discs so far.

  The post Understanding The Dreamcast GD-ROM Layout first appeared on Breaking Eggs And Making Omelettes.