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[Rakhirandiseo]

Cohort analysis shows how much money a company's customers bring in over their lifetime.

In Callibri you can see the types of requests

Callibri hit table
Analysis of requests in Callibri provides answers to questions about clients:

— Calls or application forms are filled out more often
— How many primary and repeat leads
— From which regions there are more applications, and therefore where to redirect the budget
— From which landing pages there are more requests, and from which there is a high percentage of refusals
— By what request they go to the site and leave an application
— From which advertising campaigns they go to the site: Search, YAN, Retargeting or Master Campaigns
— Etc.

Segmentation in Digital. Problems
Without pretending to provide a complete description of possible problems, we will limit ourselves to a few examples:

Keys with errors collected
Non-target region selected
Creativity doesn't catch on and blends in with others
The bright creative caught my attention, but the website is off-putting
They order the wrong thing

Some want to find an SEO specialist, others want the God of Thunder

How to freeze 100,000₽ in Yandex mom phone number data to save 1,200,000₽
Filtering the target audience in contextual advertising
We filter the target audience in contextual advertising using:

Advertising settings and display conditions
Creatives: text for ads and banners
Site
Let's consider each point in detail.

Segmentation via advertising settings and display conditions
In the Yandex Direct advertising account, it is possible to segment the audience based on display conditions and advertising settings.

Show conditions:
1.1 Key phrases


Commercial prefixes in keywords to find hot audience
Examples of key phrases with commercial prefixes are shown in the screenshot above. When selecting keys, it is important to consider that a representative of each segment can write not only his own, but also a general request without commercial prefixes or common words:

Buy
Price
Price
Order
Etc.
1.2. Interests


Breakdown into B2B and B2C segments using interests and habits in Yandex Direct
1.3. Yandex Metrica Segments

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