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Audience segmentation (analytics/SQL)

 

 

Overview

The primary objective of this project is to analyze visitors data (google analytics) of multiple media publishers with over 30 million monthly users and develop a methodology to segment these visitors. The segmentation aims to identify distinct  groups based on their behavior, preferences, and engagement levels. By understanding these segments, the project seeks to provide insights into the value each segment brings to the business, enabling the media publisher to tailor their strategies and improve user engagement, retention, and monetization.

 

Objectives

  1. Data Analysis and Segmentation:
    • Analyze the comprehensive visitor database to identify key behavioral patterns and attributes.
    • Develop a robust segmentation methodology that categorizes visitors into distinct groups based on their interaction with the platform.
  2. Value Assessment:
    • Evaluate the business value of each visitor segment by analyzing factors such as engagement levels, content preferences, conversion rates, and revenue contribution.
    • Create detailed profiles for each segment to understand their specific needs and preferences.
  3. Strategic Recommendations:
    • Provide actionable insights and strategic recommendations to optimize content delivery, advertising, and overall user experience based on the identified segments.
    • Develop targeted marketing and engagement strategies for each segment to maximize their value to the business.

Impact

  1. Enhanced User Engagement:
    • By understanding the distinct segments of their audience, the media publisher can tailor content and marketing efforts to better match user interests, leading to increased engagement and satisfaction.
  2. Improved Monetization:
    • Identifying high-value segments allows the media publisher to focus on users who contribute most significantly to revenue, whether through subscriptions, advertising, or other monetization strategies.
  3. Personalized User Experience:

    • Segmentation enables the delivery of personalized content and recommendations, enhancing the user experience and fostering loyalty and retention.By leveraging the power of data analysis and segmentation, this project aims to transform the media publisher’s approach to user engagement and business growth, driving long-term success and sustainability