Mindset Segmentation

Organizations need tools for listening. #Mindset personas bring customers to life and enable employees to anticipate customers’ emotional needs.

While marketing segmentation distinguishes people according to their buying behaviors, mindset segmentation identifies people based on their emotional desires and expectations. These psychological personas or archetypes reveal how customers perceive a company’s brand; whether their values are reflected in the company’s values; and how the company’s products fulfill their personal needs for self-esteem or security. 

#Mindset segmentation illuminates the heart and mind of a customer. Communicators then craft messages that are rooted in understanding, as if derived from a personal conversation. It is a process of building rapport, which begins with listening; it is not a process of telling or showing.

Benefits of migrating and fully adopting Universal Analytics

Google has been rolling out Universal Analytics steadily since its launch in 2012 and this year, it announced that the transfer of properties from Classic to Universal Analytics was complete.

But with Google announcing that the next stage would be its retiring of classic GA, if your sites and apps are still using old and outdated tracking codes and libraries (ga.js), you’re going to be missing out on a whole host of features and developments that are only compatible with Universal Analytics.

Highlight of Universal Analytics –

•     The  analytics.jscode snippet is used to collect data from your website. This biggest advantage of JavaScript is that it is more flexible than its predecessor—Google Analytics ga.js JavaScript.
•      The tracking code offered allows you to collect data using any digital device. Taking this further –
•     Track websites – analytics.js JavaScript library
•     Track Mobile Apps – Google Analytics SDKs (v2.x or higher)
•     Track other digital devices such as game consoles & information kiosks – the Measurement Protocol
•     Easy to set up and customize tracking code which assists in cross domain tracking in the most accurate manner.
•     Through the account Admin page, you can control organic search parameters, referral exclusions and even search time exclusions.

Other advanced features include:

User IDs
These allow you to associate multiple sessions (including any activity within those sessions) with the same user by a unique ID

CRM data and Measurement Protocol
Universal Analytics allows for GA Measurement Protocol on external digital devices, such as game consoles and point of sale terminals. Which means developers can send raw user interaction data directly to Google Analytics servers, enabling brands to link and analyse both online and offline behaviour.

Search Term Exclusions
Any traffic that uses pre-defined excluded search terms will be classified as direct traffic, and not organic search traffic. This can be used to block branded or irrelevant keywords from being attributed to organic search channels, resulting in more accurate search engine metrics.

Google Drops Change Location Search Filter From Search Results

Google has quietly dropped the ability to filter your search results by changing your location. In the past, you would be able to click on the “Search Tools” option and set a location. This would give you search results as if you were in that location.