Effective Customer Segmentation

One creative agency proudly presented a campaign for T-Mobile whose only goal was to overtake Vodafone in the number of likes. Pavel Jašek, who moved to Tipsport after years at the agency Dobrý web, sees it as a typical problem of online marketing. Marketers report visits, bounce rates and likes, while the company asks how many customers came in and how much it earned from them.

You'll learn how to use the book Lean Analytics to pick the one metric that really matters to a company, how to calculate retention and customer lifetime value, and why a customer with a good first purchase may not be worth much in the long run. Pavel shows how to tag customers with custom dimensions and metrics in Universal Analytics, how to send profit from the server so competitors can't see it, and how to find the most valuable customers with cohorts and segments.