In the Web Analytics article I looked at in my last post I focued on Unique Visitors. Now I’ll focus on Segmentation, Geographical Differences and GeoDemographics
…the more online and offline information that can be combined into the same database the better.
That’s the challange, but I’ve been able to overcome it, somewhat, with some my clients, like The House Designers; I’ve been able to make a lot of progress with metrics tracking, channel tracking, demographics tracking, and ultimately conversion tracking.
Geography:
….A more sophisticated site may be able to target advertising geographically by IP address location. Take, for example, the Iowa bank that wants to advertise its state government employee services on Yahoo! but doesn’t want to advertise worldwide. As an example: by targeting a particular proxy server (a gateway to the Internet combining many computer users to appear as one), in this case the state government’s proxy server, the bank can reach its intended target. Thus, the bank’s Yahoo! ads are only served to the government workers within the state, ignoring others coming to Yahoo!
We’ve done this with another client of mine, Acisco, who has an extensive Geo-Targeted AdWords campaign that I set up and administer. Acisco only wanted to reach customers in specific areas they could order fullfill to…showing up nationally does not help them if they can’t order fullfil there (and their order fullfillment is more of the nature of office remodeling and structual work - something that can’t be done remotely or just shipped).
GeoDemographic Segments:
Instead of counting age, gender, race, etc., as is the case in demographics, psychographics measures one’s frame of mind or mental attitude. This type of information is often a key in the positioning of a product. For instance, knowing that someone is a young Hispanic male can dovetail with a marketing campaign for an Hispanic magazine, but knowing that the person is family-oriented and uses technology a lot at home is another bit of information that delivers a very specific - and valuable - target.
Forrester Research offers a glimpse of how Internet users can be grouped based on psychographics. It measures consumer and business attitudes toward technology with its Consumer Technographics panel. Forrester developed 10 different categories based on attitudes and beliefs:
-Fast forwards - Upscale, heavy users of software and technology.
-Technostrivers - Young and upward moving.
-Handshakers - Not into technology for business usage.
-New age nurturers - Upscale heavy users of technology, family oriented.
-Digital hopefuls - Retirees, not using technology for business.
-Traditionalists - Family oriented, slow to adopt new technology.
-Mouse potatoes - Moderately upscale, heavy use of technology.
-Gadget grabbers - Young, buy low-cost technology.
-Media junkies - Heavy TV users, Internet bloggers.
- Sidelined citizens - Not online.
There are many Cluster Segmentation Systems; I’m using the MOSAIC system which is used for MSN Ad Center Lifestyle segmentation. Readers of this blog should be familar with some of my work on Keyword Segmentation via GeoDemographic Cluster Segments; here they are if you haven’t read them yet:
MSN AdCenter - Finding the Audiences for a Keyword Phrase
Do searchers over 50 years old buy Tattoos online?
Finding the best Geo-Demographic for a Keyword Phase I consider this to be my most groundbraking chart yet - I took keyword research and Ad Center about 2 years ahead of where it is right now.
Targeting Search Ads by Demographics and Behavior - part 1 My coverage of Semographics and Behavior from SESNY06.
Targeting Search Ads by Demographics and Behavior - Part 2
How to Reach American Millionaires Online I used MSN Ad Center to target the rich; this was an ad hoc attempt to do the same Targeting the Rich - AdHoc
I hope everyone enjoys reading these posts and please drop me a line at now.seo@gmail.com if you’ve got questions or comments on them.
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