Know more about your customersViktor Tarnavsky

Users? What’s that about

│Sessions are assumptions

│Users are real

Why you should think about users

▌ Users interact with your website more than once

▌ Same user, different devices are normal in modern world

▌ New users and loyal users are totally different

│Example 1: core audience

Ecommerce: sessions per user

Ecommerce: sessions per converted user

│Example 2: cross-device

Online clothes store

▌ Desktop users conversion: 4%

▌ Mobile users conversion: 0.9%

Online clothes store

▌ Desktop users conversion: 4%

▌ Mobile users conversion: 0.9%

▌ Desktop + mobile users conversion: 15%

User-centric Yandex.Metrica

Attribution models

▌ First; Last; Last non-direct attribution models

▌ Available in any Traffic Source report and for segmentation

▌ Works with any metric, not only conversions

▌ Customize report with any dimensions or metrics

Ad Search Direct

1 2 3

User-centric segmentation

▌ All-in-one segmentation by events, sessions or users

▌ Do not require PhD in Analytics

▌ Save your segments, use them anywhere. Including Webvisor!

User-centric segmentation▌ Dig your data and find your answers!

▌ Save your segments and come back later to continue analysis

User parameters

▌ Mark users with your own data

▌ Analyze their behavior difference in Yandex.Metrica

▌ Both online and offline scheme

Your CRM system – a treasure chest

SpendDemographics

Interests

Language

Devices & Browsers

Geo Children

Year of Birth

Car

Status

Yandex.Metrica CRM system

Case studies & examples

Case 1. Ad campaign effect analysis

You had ad campaign running for over a week and now you want to check results.

› What users did you get?› How many additional conversions did you get from this

traffic?› What’s their retention?

Campaign period: Nov 23 – Nov 29Campaign UTM tag: tags with yandex_brand

Number of sessions per user

New users from campaign: sessions

New users from campaign: conversions

Case 2. RFM▌ Recency - Frequency -

Monetary

RFM is powerful way of scoring your customers by most valuable parameters.

Low RFM score: churned or one-time buyers

High RFM score: recent buyers, core customers

0-10 11-20 20-301000 202% 100% 60%2000 190% 100% 80%3000 100% 180% 120%

MON

ETAR

Y VA

LUE

RECENCY

FREQUENCY

How does it work?

Client ID

1

2

User ID

Add user parameters from your backend system

3

User ID or Client ID + user parameters› Add CSV/TSV file to the Data Import section in

Settings› Send via API

Use your custom segments in Yandex.Metrica

› RFM segments available through Metrica segmentation interface

› See the difference between their behaviour› Make better offers with retargeting

Case 3. Attribution modelling

› Check all the customer’s story› Use model which fits best for your needs

Ad Search Direct

1 2 3

Case 3. The ”real” traffic source for direct

Case 3. Attribution models

│Be user-centric