The Importance of Segmenting Blog Post Data

by Quietly Team

The Importance of Segmenting Blog Post Data

Segmentation is one of the most important concepts in marketing, especially in digital marketing. In fact, the ability to segment your data is one of the biggest advantages digital marketing channels have over traditional ones. While most digital marketers use this to their advantage by segmenting users to understand who’s visiting their sites, many miss the opportunity to segment their blog traffic to understand performance. When done right, the latter can paint a clearer picture of your content marketing performance.

What is Segmentation?

Let’s start with the basics: segmentation is the practice of dividing your data into smaller, more specific chunks. In the context of web analytics data, like data gathered by Google Analytics or Quietly Insights, these chunks of data are often divided by types of visitors (new vs returning), demographic (male vs female) or behaviour (those who made a purchase vs those who did not). By creating these smaller chunks of data, marketers can compare each subset of their visitors to gain a better understanding of the nuances and preferences of each type.

For example, let’s say we have two segments: one for visitors from a desktop computer and one for visitors from a mobile device. We might notice that the average session duration is higher and bounce rate is lower for desktop visitors rather than mobile visitors. This could mean that our website could be better mobile optimized.

Similarly, segmenting your data to only look at blog post performance is one way to gain a better understanding of how visitors interact with your blog.

Why Segment Blog Post Data?

The main benefit of segmenting data for your blog posts before conducting your analysis is for better accuracy. By looking only at your blog posts and not other non-blog post pages (like your homepage, About, or product pages), you cut out a lot of information that’s not relevant for understanding your blog’s performance.

For example, let’s say you have three pages on your site: two blog posts and a homepage. If your visitors to your blog posts spend an average of three and four minutes on each post, while visitors to your homepage only stay for 30 seconds on average, the average value for the average time on page metric for this dataset is 1:30.

Blog post 1 Blog post 2 Homepage Average
3:00 4:00 0:30 1:30

 

You’ll notice that 1:30 isn’t representative of your blog posts—the low average makes it seem like your posts aren’t interesting readers as much as they actually are. If we take the homepage out of the equation, the numbers look a lot more representative.

Blog post 1 Blog post 2 Homepage Average
3:00 4:00 3:30

As you can see, creating a segment in this scenario significantly improves the accuracy of your reporting.

This example is simplified—in this scenario, you could simply look at both of the blog posts to approximate the true average session duration. However, once you start looking at more posts, or start analyzing other key metrics (like average read percentage, completion rate or conversion rate), segments become essential to getting a clear understanding of just how your blog is contributing to your overall marketing efforts.

Need help setting up segments? Check out our guide on segmenting your Google Analytics data for content marketing, or get help from the pros at Quietly.

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