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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.

• Web Analytics Reports : 10 Key Types and How to Use Them

  29 janvier 2024, par Erin

  You can’t optimise your website to drive better results if you don’t know how visitors are engaging with your site.

  But how do you correctly analyse data and identify patterns ? With the right platform, you can use a wide range of web analytics reports to dive deep into the data.

  In this article, we’ll discuss what website analytics reports are, different types, why you need them, and how to use reports to find the insights you need.

  What is web analytics ?

  Website analytics is the process of gathering, processing, and analysing data that shows what users are doing when they visit your website. 

  You typically achieve this with web analytics tools by adding a tracking code that shares data with the analytics platform when someone visits the site.

  

  The visitors trigger the tracking code, which collects data on how they act while on your site and then sends that information to the analytics platform. You can then see the data in your analytics solution and create reports based on this data.

  While there are a lot of web analytics solutions available, this article will specifically demonstrate reports using Matomo.

  What are web analytics reports ?

  Web analytics reports are analyses that focus on specific data points within your analytics platform. 

  For example, this channel report in Matomo shows the top referring channels of a website.

  

  Your marketing team can use this report to determine which channels drive the best results. In the example above, organic search drives almost double the visits and actions of social campaigns. 

  If you’re investing the same amount of money, you’d want to move more of your budget from social to search.

  Why you need to get familiar with specific web analytics reports

  The default web analytics dashboard offers an overview of high-level trends in performance. However, it usually does not give you specific insights that can help you optimise your marketing campaigns.

  For example, you can see that your conversions are down month over month. But, at a glance, you do not understand why that is.

  To understand why, you need to go granular and wider — looking into qualifying data that separates different types of visitors from each other.

  Gartner predicts that 70% of organisations will focus on “small and wide” data by 2025 over “big data.” Most companies lack the data volume to simply let big data and algorithms handle the optimising.

  What you can do instead is dive deep into each visitor. Figure out how they engage with your site, and then you can adjust your campaigns and page content accordingly.

  Common types of web analytics reports

  There are dozens of different web analytics reports, but they usually fall into four separate categories :

  

  • Referral sources : These reports show where your visitors come from. They range from channel reports — search, social media — to specific campaigns and ads.
  • Engagement (on-site actions) : These reports dive into what visitors are doing on your site. They break down clicks, scrolling, completed conversion goals, and more.
  • E-commerce performance : These reports show the performance of your e-commerce store. They’ll help you dive into the sales of individual products, trends in cart abandonment and more.
  • Demographics : These reports help you understand more about your visitors — where they’re visiting from, their browser language, device, and more.

  You can even combine insights across all four using audience segmentation and custom reports. (We’ll cover this in more detail later.)

  How to use 10 important website analytics reports

  The first step is to install the website analytics code on your website. (We include more detailed information in our guide on how to track website visitors.)

  Then, you need to wait until you have a few days (or, if you have limited traffic, a few weeks) of data. Without sufficient website visitor data, none of the reports will be meaningful.

  Visitor Overview report

  First, let’s take a look at the Visitor Overview report. It’s a general report that breaks down the visits over a given time period.

  

  What this report shows :

  • Trends in unique visits month over month
  • Basic engagement trends like the average visit length and bounce rate
  • The number of actions taken per page

  In general, this report is more of a high-level indicator you can use to explore certain areas more thoroughly. For example, if most of your traffic comes from organic traffic or social media, you can dive deeper into those channels.

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  Location report

  Next up, we have the most basic type of demographic report — the Location report. It shows where your visitors tend to access your website from.

  

  What this report shows :

  • The country, state or city your visitors access your website from

  This report is most useful for identifying regional trends. You may notice that your site is growing in popularity in a country. You can take advantage of this by creating a regional campaign to double down on a high performing audience.

  Device report

  Next, we have the Device report, which breaks down your visitors’ devices.

  

  What this report shows :

  • Overall device types used by your visitors
  • Specific device models used

  Today, most websites are responsive or use mobile-first design. So, just seeing that many people access your site through smartphones probably isn’t all that surprising.

  But you should ensure your responsive design doesn’t break down on popular devices. The design may not work effectively because many phones have different screen resolutions. 

  Users Flow report

  The Users Flow report dives deeper into visitor engagement — how your visitors act on your site. It shows common landing pages — the first page visitors land on — and how they usually navigate your site from there.

  

  What this report shows :

  • Popular landing pages
  • How your visitors most commonly navigate your site

  You can use this report to determine which intermediary pages are crucial to keeping visitors engaged. For example, you can prioritise optimisation and rewriting for case study pages that don’t get a lot of direct search or campaign traffic.

  Improving this flow can improve conversion rates and the impact of your marketing efforts.

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  Exit Pages report

  The Exit Pages report complements the Users Flow report well. It highlights the most common pages visitors leave your website from.

  

  What this report shows :

  • The most common exit pages on your website
  • The exit rates of these pages

  Pages with high exit rates fall into two categories. The first are pages where it makes sense that visitors leave, like a post-purchase thank-you page. The second are pages where you’d want your visitors to stay and keep flowing down the funnel. When the rates are unusually high on product pages, category pages, or case study pages, you may have found a problem.

  By combining insights from the Users Flow and Exit Pages reports, you can find valuable candidates for optimisation. This is a key aspect of effective conversion rate optimisation.

  Traffic Acquisition Channel report

  The Acquisition Channels report highlights the channels that drive the most visitors to your site.

  

  What this report shows :

  • Top referring traffic sources by channel type
  • The average time on site, bounce rates, and actions taken by the source

  Because of increasingly privacy-sensitive browsers and apps, the best way to reliably track traffic sources is to use campaign tracking URL. Matomo offers an easy-to-use campaign tracking URL builder to simplify this process.

  Search Engines and Keywords report

  The Search Engines and Keywords report shows which keywords are driving the most organic search traffic and from what search engines.

  

  What this report shows :

  • Search engine keywords that drive traffic
  • The different search engines that refer visitors

  One of the best ways to use this report is to identify low-hanging fruit. You want to find keywords driving some traffic where your page isn’t ranked in the top three results. If the keyword has high traffic potential, you should then work to optimise that page to rank higher and get more traffic. This technique is an efficient way to improve your SEO performance.

  Ecommerce Products report

  If you sell products directly on your website, the Ecommerce Products report is a lifesaver. It shows you exactly how all your products are performing.

  

  What this report shows :

  • How your products are selling
  • The average sale price (with coupons) and quantity

  This report could help an online retailer identify top-selling items, adjust pricing based on average sale prices, and strategically allocate resources to promote or restock high-performing products for maximum profitability.

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  Ecommerce Log report

  If you want to explore every single ecommerce interaction, the Ecommerce Log report is for you. It breaks down the actions of visitors who add products to their cart in real time.

  

  What this report shows :

  • The full journey of completed purchases and abandoned carts
  • The exact actions your potential customers take and how long their journeys last

  If you suspect that the user experience of your online store isn’t perfect, this report helps you confirm or deny that suspicion. By closely examining individual interactions, you can identify common exit pages or other issues.

• OCPA, FDBR and TDPSA – What you need to know about the US’s new privacy laws

  22 juillet 2024, par Daniel Crough

  On July 1, 2024, new privacy laws took effect in Florida, Oregon, and Texas. People in these states now have more control over their personal data, signaling a shift in privacy policy in the United States. Here’s what you need to know about these laws and how privacy-focused analytics can help your business stay compliant.

  Consumer rights are front and centre across all three laws

  The Florida Digital Bill of Rights (FDBR), Oregon Consumer Privacy Act (OCPA), and Texas Data Privacy and Security Act (TDPSA) grant consumers similar rights.

  Access : Consumers can access their personal data held by businesses.

  Correction : Consumers can correct inaccurate data.

  Deletion : Consumers may request data deletion.

  Opt-Out : Consumers can opt-out of the sale of their personal data and targeted advertising.

  Oregon Consumer Privacy Act (OCPA)

  The Oregon Consumer Privacy Act (OCPA), signed into law on June 23, 2023, and effective as of July 1, 2024, grants Oregonians new rights regarding their personal data and imposes obligations on businesses. Starting July 1, 2025, authorities will enforce provisions that require data protection assessments, and businesses must recognize universal opt-out mechanisms by January 1, 2026. In Oregon, the OCPA applies to business that :

  • Either conduct business in Oregon or offer products and services to Oregon residents

  • Control or process the personal data of 100,000 consumers or more, or

  • Control or process the data of 25,000 or more consumers while receiving over 25% of their gross revenues from selling personal data.

  Exemptions include public bodies like state and local governments, financial institutions, and insurers that operate under specific financial regulations. The law also excludes protected health information covered by HIPAA and other specific federal regulations.

  Business obligations

  Data Protection Assessments : Businesses must conduct data protection assessments for high-risk processing activities, such as those involving sensitive data or targeting children.

  Consent for Sensitive Data : Businesses must secure explicit consent before collecting, processing, or selling sensitive personal data, such as racial or ethnic origin, religious beliefs, health information, biometric data, and geolocation.

  Universal Opt-out : Starting January 1, 2025, businesses must acknowledge universal opt-out mechanisms, like the Global Privacy Control, that allow consumers to opt out of data collection and processing activities.

  Enforcement

  The Oregon Attorney General can issue fines up to $7,500 per violation. There is no private right of action.

  Unique characteristics of the OCPA

  The OCPA differs from other state privacy laws by requiring affirmative opt-in consent for processing sensitive and children’s data, and by including nonprofit organisations under its scope. It also requires global browser opt-out mechanisms starting in 2026.

  Florida Digital Bill of Rights (FDBR)

  The Florida Digital Bill of Rights (FDBR) became law on June 6, 2023, and it came into effect on July 1, 2024. This law targets businesses with substantial operations or revenues tied to digital activities and seeks to protect the personal data of Florida residents by granting them greater control over their information and imposing stricter obligations on businesses. It applies to entities that :

  • Conduct business in Florida or provide products or services targeting Florida residents,

  • Have annual global gross revenues exceeding $1 billion,

  • Receive 50% or more of their revenues from digital advertising or operate significant digital platforms such as app stores or smart speakers with virtual assistants.

  Exemptions include governmental entities, nonprofits, financial institutions covered by the Gramm-Leach-Bliley Act, and entities covered by HIPAA.

  Business obligations

  Data Security Measures : Companies are required to implement reasonable data security measures to protect personal data from unauthorised access and breaches.

  Handling Sensitive Data : Explicit consent is required for processing sensitive data, which includes information like racial or ethnic origin, religious beliefs, and biometric data.

  Non-Discrimination : Entities must ensure they do not discriminate against consumers who exercise their privacy rights.

  Data Minimisation : Businesses must collect only necessary data.

  Vendor Management : Businesses must ensure that their processors and vendors also comply with the FDBR, regarding the secure handling and processing of personal data.

  Enforcement

  The Florida Attorney General can impose fines of up to $50,000 per violation, with higher penalties for intentional breaches.

  Unique characteristics of the FDBR

  Unlike broader privacy laws such as the California Consumer Privacy Act (CCPA), which apply to a wider range of businesses based on lower revenue thresholds and the volume of data processed, the FDBR distinguishes itself by targeting large-scale businesses with substantial revenues from digital advertising. The FDBR also emphasises specific consumer rights related to modern digital interactions, reflecting the evolving landscape of online privacy concerns.

  Texas Data Privacy and Security Act (TDPSA)

  The Texas Data Privacy and Security Act (TDPSA), signed into law on June 16, 2023, and effective as of July 1, 2024, enhances data protection for Texas residents. The TDPSA applies to entities that :

  • Conduct business in Texas or offer products or services to Texas residents.

  • Engage in processing or selling personal data.

  • Do not fall under the classification of small businesses according to the U.S. Small Business Administration’s criteria, which usually involve employee numbers or average annual receipts. 

  The law excludes state agencies, political subdivisions, financial institutions compliant with the Gramm-Leach-Bliley Act, and entities compliant with HIPAA.

  Business obligations

  Data Protection Assessments : Businesses must conduct data protection assessments for processing activities that pose a heightened risk of harm to consumers, such as processing for targeted advertising, selling personal data, or profiling.

  Consent for Sensitive Data : Businesses must get explicit consent before collecting, processing, or selling sensitive personal data, such as racial or ethnic origin, religious beliefs, health information, biometric data, and geolocation.

  Companies must have adequate data security practices based on the personal information they handle.

  Data Subject Access Requests (DSARs) : Businesses must respond to consumer requests regarding their personal data (e.g., access, correction, deletion) without undue delay, but no later than 45 days after receipt of the request.

  Sale of Data : If businesses sell personal data, they must disclose these practices to consumers and provide them with an option to opt out.

  Universal Opt-Out Compliance : Starting January 1, 2025, businesses must recognise universal opt-out mechanisms like the Global Privacy Control, enabling consumers to opt out of data collection and processing activities.

  Enforcement

  The Texas Attorney General can impose fines up to $25,000 per violation. There is no private right of action.

  Unique characteristics of the TDPSA

  The TDPSA stands out for its small business carve-out, lack of specific thresholds based on revenue or data volume, and requirements for recognising universal opt-out mechanisms starting in 2025. It also mandates consent for processing sensitive data and includes specific measures for data protection assessments and privacy notices.

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  Privacy notices across Florida, Oregon, and Texas

  All three laws include a mandate for privacy notices, though there are subtle variations in their specific requirements. Here’s a breakdown of these differences :

  FDBR privacy notice requirements

  Clarity : Privacy notices must clearly explain the collection and use of personal data.

  Disclosure : Notices must inform consumers about their rights, including the right to access, correct, delete their data, and opt-out of data sales and targeted advertising.

  Specificity : Businesses must disclose if they sell personal data or use it for targeted advertising.

  Security Practices : The notice should describe the data security measures in place.

  OCPA privacy notice requirements

  Comprehensive Information : Notices must provide information about the personal data collected, the purposes for processing, and any third parties that can access it.

  Consumer Rights : Must plainly outline consumers’ rights to access, correct, delete their data, and opt-out of data sales, targeted advertising, and profiling.

  Sensitive Data : To process sensitive data, businesses or entities must get explicit consent and communicate it.

  Universal Opt-Out : Starting January 1, 2026, businesses must recognise and honour universal opt-out mechanisms.

  TDPSA privacy notice requirements

  Detailed Notices : Must provide clear and detailed information about data collection practices, including the data collected and the purposes for its use.

  Consumer Rights : Must inform consumers of their rights to access, correct, delete their data, and opt-out of data sales and targeted advertising.

  High-Risk Processing : Notices should include information about any high-risk processing activities and the safeguards in place.

  Sensitive Data : To process sensitive data, entities and businesses must get explicit consent.

  What these laws mean for your businesses

  Businesses operating in Florida, Oregon, and Texas must now comply with these new data privacy laws. Here’s what you can do to avoid fines :

  1. Understand the Laws : Familiarise yourself with the specific requirements of the FDBR, OCPA, and TDPSA, including consumer rights and business obligations.

  2. Implement Data Protection Measures : Ensure you have robust data security measures in place. This includes conducting regular data protection assessments, especially for high-risk processing activities.

  3. Update Privacy Policies : Provide clear and comprehensive privacy notices that inform consumers about their rights and how their data is processed.

  4. Obtain Explicit Consent : For sensitive data, make sure you get explicit consent from consumers. This includes information like health, race, sexual orientation, and more.

  5. Manage Requests Efficiently : Be prepared to handle requests from consumers to access, correct, delete their data, and opt-out of data sales and targeted advertising within the stipulated timeframes.

  6. Recognise Opt-Out Mechanisms : For Oregon, businesses must be ready to implement and recognise universal opt-out mechanisms by January 1, 2026. In Texas, opt-out enforcement begins in 2026. In Florida, the specific opt-out provisions began on July 1, 2024.

  7. Stay Updated : Keep abreast of any changes or updates to these laws to ensure ongoing compliance. Keep an eye on the Matomo blog or sign up for our newsletter to stay in the know.

  Are we headed towards a more privacy-focused future in the United States ?

  Florida, Oregon, and Texas are joining states like California, Virginia, Colorado, Connecticut, Utah, Iowa, Indiana, Tennessee, and Montana in strengthening consumer privacy protections. This trend could signify a shift in US policy towards a more privacy-focused internet, underlining the importance of consumer data rights and transparent business practices. Even if these laws do not apply to your business, considering updates to your data and privacy policies is wise. Fortunately, there are tools and solutions designed for privacy and compliance to help you navigate these changes.

  Avoid fines and get better data with Matomo

  Most analytics tools don’t prioritize safeguarding user data. At Matomo, we believe everyone has the right to data sovereignty, privacy and amazing analytics. Matomo offers a solution that meets privacy regulations while delivering incredible insights. With Matomo, you get :

  100% Data Ownership : Keep full control over your data, ensuring it is used according to your privacy policies.

  Privacy Protection : Built with privacy in mind, Matomo helps businesses comply with privacy laws.

  Powerful Features : Gain insights with tools like heatmaps, session recordings, and A/B testing.

  Open Source : Matomo’s is open-source and committed to transparency and customisation.

  Flexibility : Choose to host Matomo on your servers or in the cloud for added security.

  No Data Sampling : Ensure accurate and complete insights without data sampling.

  Privacy Compliance : Easily meet GDPR and other requirements, with data stored securely and never sold or shared.

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  Disclaimer : This content is provided for informational purposes only and is not intended as legal advice. While we strive to ensure the accuracy and timeliness of the information provided, the laws and regulations surrounding privacy are complex and subject to change. We recommend consulting with a qualified legal professional to address specific legal issues related to your circumstances.