Remove the Noise: A Web Analytics Approach to Segmentation- Part 1

Segmentation can be used to analyze site visitors in a multiple of ways to compare different types of behavior and identify new insights. Another method of segmentation that can be used is to eliminate visitors by removing the noise of the un-targeted traffic that is not intended for your website.

For example, hopefully you currently exclude Internal IP addresses so that your employees’ activity on the website is excluded from reports. However, if your site only sells products or services in the U.S. and you do not provide services in another country; then you might say that your analysis may be a better representation of your site visitors or intended audience if you filter our traffic from other countries.

Some may argue that having that data is valuable as it may provide insight to the demand of your product or service in another region. This is true and thus should be the reason why you always have a profile that collects all web data to your site. It’s a lot easier to segment out the data you need to do an analysis than it is to add it back in (if that is even an option).

So what are some other ways you would find value in segmenting out types of behavior to better understand your target audience?