Podcast 16: How to Create Killer, Profit-Maximizing Segments in Google Analytics

Three metrics that will show you who your best customers are, where they are coming from, and ultimately how to grow your top and bottom line. Recency, frequency, monetary — RFM


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In this episode, I talk through how conduct some essential segmentation using Google Analytics.

I say essential because this is it — RFM — the mack-daddy of database marketing that dates back to the early catalog age. These three metrics will show you who your best customers are, where they are coming from, and ultimately how to grow your top and bottom line.

RFM and GA – Learn It, Embrace It, Profit From It.

Screencast

 

Highlights

00:29 – Intro to Google Analytics segments – Why Drew uses them, and why you should too
00:54 – “Whale segments”
01:31 – RFM – A key trio of metrics that will help you discover your best customers
02:36 – Setting an RFM threshold that’s specific to your business
02:48 – What an RFM segment looks like in Google Analytics
04:32 – How to create a new segment
04:46 – The metrics that are most predictive of future value
06:05 – Working with segment in Google Analytics after you’ve created it
06:30 – How to see what % of total revenue was generated by your segment
07:06 – What to do with this information – actionable insights

Links / Resources

Transcript

Prefer to read rather than listen to the podcast episode? No problem, you’ll find a text transcribe below, and you can also download it for later.

Read the Transcript

Leave a Comment:

Justin Miramontes says

Haha! Jaw dropping sound effects 100% justified. Dang. Wow. RFM. Working on my segments today.

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tahir khan says

Good Article love it 🙂

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