Information Technology Reference
In-Depth Information
Figure 8.12
Time Zones report filtered by United States visitors
But this is not where the power of demographics lies; the power is in using these
dimensions as part of other reports. these dimensions are particularly valuable when
used together with marketing reports. Using demographic dimensions is exceptionally
valuable when you try to optimize your marketing expense through paid search engines
and their geographic targeting options, or any other advertising platform that lets you
target specific demographics.
our next example shows how you can combine demographics reports with other
metrics. first, let's create a simple campaign summary report focused on one unique
channel—Banners—and a number of typical campaign metrics. see figure 8.13.
204
Figure 8.13
Custom campaign summary report
this report shows us that for the online marketing channel Banners, we spent
$60,998.60 and generated $701,265.32 in revenue, with an average cost per actual sale
(cpa) of $127.88.
However, there is additional value to be derived from this report by adding in
demographic dimensions. in figure 8.14 you can see how i expanded on the custom
report by adding in the demographic dimension city. You must determine which demo-
graphic dimension holds the most value for you.
