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Outlier of the Week: Outlier Finds a Broken Relationship Between Segments

Do you track customers by segments? Do you like to see how your prospective or customer segments engage with your website? We do too!   Today’s story shows you how Outlier identified two customer segments’ web usage behavior created an outlier.

We track several marketing metrics using the Outlier product, including web analytics, email marketing efforts and ad campaigns. We’re a small marketing shop, but we believe data is key to optimizing program spend and identifying new campaigns to start. We dig data. On October 6th, we updated our website and brand. Since then we’ve been paying more attention to the prospective segments who visit our site.

For the last few months, there have been a few interesting relationship stories. Today, we wanted to share a relationship story between two prospective customer segments, Beauty & Wellness and Media & Entertainment personas.

Outlier finds a broken relationship between segments
Outlier finds a broken relationship between segments

How Outlier Finds a Broken Relationship Between Segments

Since July, the Beauty & Wellness and Media & Entertainment segments have been behaving similarly on both Page View and Unique User metrics. You can see before the change the traffic is in a consistent range. What this communicates to us is before September 27th, if we wanted to target both these segments, we could expect similar Page View and Unique User metrics to drive traffic to

On September 27th, something changed for the amount of Unique Users visiting our site from the Media & Entertainment segment. We believe the pattern change has a lot to do with new eyeballs on the site leading up to and after the recent migration effort. The Outlier story shows the Media & Entertainment segment has more Unique Users viewing the site, which impacts 27.5% of our traffic. This increase in Unique Users breaks the relationship with the Beauty & Wellness segment.   Outlier tracked this relationship automatically without input from us, so we would not have seen this relationship just using the Google Analytics web analytics tool.

Our plan is to continue monitoring the relationship with these and other segments to see if our new messaging is resonating more strongly with certain personas. We’d like to start marketing to “similarly behaving” segments to optimize our  efforts.

You can identify meaningful trends in your data with Outlier. Without Outlier, these kinds of insights would require hours, days, weeks or months of analysis. Outlier empowers businesses to take a deeper look at their data and uncover unexpected trends that can lead to revenue increases. Sign up for a custom demo to hear how Outlier finds a broken relationship between segments.