(a) Create a segment for “visitors from the Town/City called Belfast who also use the Internet Explorer browser”.
The screen shot below shows the first segment I created relating to “website visitors located in Belfast who accessed the site using the Internet Explorer Browser”. The name given to this segment was “Dooey-G: Belfast Internet Explorer Users”.
Once the segment was designed it was tested which can be seen in the screen shot below. According to Google Analytics, 122 visits to the TRAIL website originated from Belfast and 428 visits involved the use of Internet Explorer between 15 June 2010 and 15 November 2010. However, only 58 visits to the site both originated in Belfast and involved the use of Internet Explorer.
The graph below represents the total number of visits to the site compared to the total number of visits from Belfast using Internet Explorer between the 15 June 2010 and 15 November 2010. The graph clearly shows that the number of visits from Belfast using Internet Explorer only accounts for a small percentage of the overall visits.
(b) The second segment that you design is left to yourself. You can pick any variable combination, but you have to provide some explanation justifying your choice.
Mobile technologies have made significant advancements over the past decade. It has become increasingly common for people to access the internet through mobile devices such as; personal digital assistants (PDAs) and iPhones (Tanenbaum.A, 2003). There is a rising demand for organisations especially e-businesses to make their websites compatible with mobile devices. This is why I chose to relate my second segment to “visitors who have returned to the TRAIL website using a mobile device”. The name given to this segment was “Dooey-G: Returning mobile users”.
Once the segment was designed it was tested which can be seen in the screen shot below. According to Google Analytics, there were 174 returning visits and 11 mobile visits to the site between 15 June 2010 and 15 November 2010. Out of a total of 11 mobile visits there was only one mobile device used more than once to access the site.
The graph below shows the total number of visits to the website. It also compares the total number of returning visits and the total number of returning mobile visits between the 15 June 2010 and 15 November 2010. There was only one returning mobile visit out of 174 returning visits. As mobile devices become increasingly popular, it would be worthwhile to make the website more compatible with mobile devices.
Tanenbaum, A (2003). Computer Networks. 4th ed. New Jersey 07458: Pearson Education LTD. p9 -10.
Google Analytics: TRAIL Living Lab. Available: http://www.google.com/analytics/. Last accessed 28/11/10.