In a guest post at the Solutions for Southeast Asia blog, Barbara Pezzi of Swissotel explains how the introduction of advanced segmentation in Google Analytics enables her to group website visitors into highly specialized segments. "We are no longer limited to tracking paid vs organic traffic," she says, "but can now create our own segments, relevant to our business needs, in just a few clicks."

Pezzi is able to identify:

• Visitors who stayed less than 10 seconds
• Visitors who booked more than once
• Visitors from a specific Google AdWords campaign
• Visitors from a specific country or city

To explain how she leverages this refined data, she reports what she learned about online traffic for the Swissotel Merchant Court in Singapore. Among her findings:

• 50 percent of the visitors are located in Singapore
• 90 percent of those who visit the hotel's restaurant page are located in Singapore

"Based on the data," she notes, "I can now add more relevant content, choose the right search engine and keywords when I run specific PPC [pay-per-click] campaigns for Singapore, and create additional packages which will appeal to the market, even for off-line sales."

The Po!nt: Advanced segmentation creates a win-win situation. With its insight, you can create a more enjoyable experience for visitors, which can translate into higher conversion rates.

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