Slicing the data too thin

Simpler segmentation is best, says Jane Kell, Manager, Web Analytics, Delta Air Lines  "It can be communicated more easily; it's more intuitive ... It's important that we can communicate what we need to do to executives." Further, she adds, "And if we get too specific the results aren't there."

Never segment for segmentation's sake, says Judah Phillips, Senior Director, Global Site Analytics, Monster Worldwide. "The key is understanding how the segments fit together," he says and in using them for deeper dives.

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