The Differences are Night and Day
The word segment is the bread and butter for the marketing department. They breathe and live on segmentations, be it market segments or customer segments. And if one is to provide them with ready-to-use such segments, then it's like Christmas came early for them.
All jokes apart, everyone knows how hard these segment analyses can become. With considering each new factor, the complexity of such a process can increase exponentially. This is why Facebook ad and Google Ad has become so popular and are dominating at the moment. They provide the medium to reach audiences and provide custom simple yet effective segments as the target audience.
Google Analytics Segments
Google ad has become one of the major dominant players in the online ad industry. One advantage of Google Ads is that they benefit from the google ecosystem of services. For instance, you can use google analytics segmentation as the target audience for google ads campaigns. Since you are already using Google Tag Manager to analyze your website, data might as well use the free segmentations as well.
You can see how google analytics has created many segments from your website data, and to some extent, this can save up a lot of manual work. To give credit where it’s due, I have to say the concept is really enticing. You can see how you can use these segments for certain purposes.
For e-commerce companies, the most important factor is to drive up sales using paid ad campaigns. For such purpose, one can use a few of the segments that google analytics provides. The performances of such segments are pretty decent, to be honest. However, there is one major issue with these segments.
Simplicity is Not Always the Best
Simplicity is a two-edged sword, and if not dealt with care, then it might make you bleed indeed. Unlike any other aspect, human behavior is anything but simple.
A visitor leaves behind an abundant amount of behavioral data. To simply segment them according to their gender, location, new users, returning users, or used devices is far too simple and can not be any further from the real situation.
Don’t get me wrong; these are very useful for certain purposes. Take, for instance, you want to increase the website traffic, then you can choose Mobile Users who Performed Site Searches and rest easy. However, increasing e-commerce sales using ad campaigns is much harder. You could create some attractive ads for traffic generation and get excellent results. Still, conversion requires the best of the target audience selection.
In other words, selecting the target audience is one of the, if not the most important factor for conversion ad campaigns. These target audiences can not be simply segmented into such simplistic segment rules. It would be best if you much had much more sophisticated segments. How do you get such segments? More importantly, how do you get such a ready-to-use segment?
Some Behaviors are not that Simple
When a visitor comes to your e-commerce website, the chances that they will buy something is on average 1%. It’s a shame that the rate is that low, but that’s what we have to work with. However, whether they buy something or not, every visitor leaves behind their behavioral data. This data is very, very precious for the marketing department. Chances are you are already collecting it using Google Tag Manager (GTM) and might as well use it to your advantage. The kind of behaviors that are hidden in these data are:
- How long have they been on your website?
- How long did the visitor been viewing what products from what category?
- How many categories and how many products did they view?
- What device is the visitor using?
- The location of the visitor?
- Did the visitor click on the special offers, discount coupons, comment section, product descriptions, etc.?
- When was the last time they visited your website, and what particular products?
These are just a few behaviors; there are countless more that can be extracted from such data. But How?
Data science is not new anymore; everyone knows this, everyone does this, and the rest of them want it. Yes, you can apply data science here too and achieve something spectacular like the picture below.
The picture above is an example of Enhencer Segment. What is that, you ask; Enhencer extracts sophisticated behaviors from the website visitors’ data and segments the visitors. If you notice, the segment insight is not simple like the google analytics segments.
Where you used to get segments of either mobile users or tables users, now you are getting visitors who viewed more than 15 listing pages, used either mobile or tablet and listed products from catalog search category of price less than 862$ and viewed more than 1 product from furniture category. This kind of segment is anything but simple. It takes a wide range of behaviors and segments them accordingly.
Sophistication Without Compromise
So now that you are familiar with Enhencer Segment, let me properly introduce it to you. Enhencer is an online tool that helps e-commerce companies utilize their website visitors’ data to obtain the best target audience for their online ads. This is how they do it:
- Enhencer will automatically collect all the visitors’ data for few days using GTM integration.
- Automatically create the feature like the ones I listed above from the data.
- Automatically Apply AI-Algorithms and model the visitors’ behavior.
- Predict which visitors have a higher probability of buying what products.
- Segment all these visitors based on their behavior and the propensity to buy something.
In other words, Enhencer collects and analyzes your website visitors’ data for you. The whole process is seamless and snappy. Once you have selected a few segments to your liking, you can send these target audiences to Google Ads and Facebook Ads with a mere one click, and your target audience will update on those online ad platforms. Each week Enhencer updates the segments to adjust and take the new visitors and their behaviors into account as well. Therefore, you always have the most updated and relevant target audience for your website and products.
