We all know the worthlessness of the data puke. Our analytics tool can give us so much data. Then we realize that we have no idea what to do with it all.
Goals and key performance indicators (KPIs) are so important. What metrics should you use to see if your Web site is meeting its goals? Your Web site as a whole will have goals and KPIs, but your marketing efforts will (or should!) as well.
This is where segmentation comes in. Segmentation allows you to see past the overall averages/trends and focus on specific segments of your Web site and how your Web site performs for those particular segments.