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February 2018 Recap – Segmentation with CBUSWAW

For February we did something a little different. No speakers, but instead a bit of group introspection… in the form of Dave Culbertson asking questions and the audience going into different corners of the room depending on their answers. No dunce hats, not even for those who are clearly using the wrong type of phone while eating the wrong type of candy. It was a fun time, we swear!

But first, a quick run-down of upcoming analytics events:

We’ve done this kind of segmentation report before, back in May of 2014, so we decided to ask the same questions again and see how things have changed. Turns out it’s a pretty hard thing to keep asking the exact same questions the same way each time (props to Gallup, asking the same questions in the same way for over 80 years), but we did our best.

Some interesting findings:

  • Analysts continue to come from a pretty mixed background! “None of the above” remained our top first career job (chart #1 below).
  • We were split 50%/50% on iPhone vs. Android, whereas last time we were significantly more iPhone, 65%/33% (#4).
  • LinkedIn is where it’s at for professional social networking, at 92%! (#6).
  • For tools – our percentage of Google Analytics users was down, but “Other” was way up. This “Other” includes people who considered analysis tools like Tableau or R to be their primary rather than a traditional web analytics data platform like GA (#8).
  • A “What’s the deal with Nutella…?” bit is part of Dave’s standup routine he’s currently workshopping (#18).
  • Email reigns supreme for our desert island marketing channel (#17). Not sure how we’ll be receiving that email on that desert island, but we’re working on it (literal mail chimps?).
  • The distribution of our birthdays (#15) show either analysts tend to be Geminis at very high rates — or possibly one needs to be careful about drawing too many conclusions from small sample sizes.

So without further ado, let the data puking commence!

2018 vs 2014 CBUSWAW Audience Segmentation

 

See everyone next time, when Facebook’s Monish Datta returns to town to talk about how Facebook is exploring offline signals that consumers generate.