How this is different from returning visitors paths

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Reference no: EM133508869

Question: Most social platforms provide huge amounts of data; however, in the aggregate, which is not very useful. Accordingly, it is not advised that CompanyOne analyze its traffic in aggregate. Web analytics guru Avinash Kaushik argued that "data in the aggregate is useless;" companies should segment or die! (Hemann & Burbary, 2018, p. 13).

Explain six of the segmenting strategies that CompanyOne may pursue when using Google Analytics (GA), and the pros and cons of each of them.

Google Analytics (GA) is a tool that offers plenty of benefits and is a great tool for business growth. Since it was released over 20 years ago and since then, the data they provide has been a cornerstone for measuring success. All companies thrive on data as it guides them on the direction to take, where to pivot, successes and failures, and guides all strategies. Google analytics data is able to tell a more tangible story, build a greater level of trust and relationships with clients. With the new GA4, everything is customizable (May, 2023). This gives the user the ability to use the data collected in whatever way works for them by looking at the insights, reports, events etc. On the other hand, although this may be great for those who want to see everything, it will be a headache for those who are accustomed and only want to see a set of data points.

The advantages of GA are that it is free, easy to set up, has five reporting options, helps improve website usability, identifies all devices used to access websites, helps optimize online campaigns, helps the company understand its target audience, has a campaign tracking feature, and is easily integrated with other Google products. Google Analytics collects various segments such as (UMGC, 2023) :

Geographical location - customizing the experience for users in different geographical locations. Website visitors from China, Saudi Arabia, and the US may want different experiences. There are also stricter internet laws in the European system than other locations that may affect the user experience.
Referral source- This is an indication of users who arrive at the site via search engines, those who type in the URL directly, and those who link from an online news article will behave differently. Figuring out a way to improve their experience once they get to the page and how to entice them to stay longer.
Landing Pages - Users who enter the website and land on a specific page can act very differently.
Connection speed, browser, operating system - Visitors who are familiar with open-source technology may expect something different from the site than a regular user would. A high bounce rate may be an indicator that the site is taking too long to load. Different browsers may show pages differently - and how this could affect the user's ability to enjoy the experience and how long they stay on the site.
First time visitors - What do they view first and for how long? How this is different from returning visitors paths.
Demographics - knowing the age, sex, gender for individual consumers or business size, sector, or role for business users is important.
Engagement - knowing the page's most time is spent on, how much time, and if they return to those pages.

Reference no: EM133508869

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