Filtering and Segmenting Marketing Data

Filtering and Segmenting Marketing Data
December 29, 2016 Joe Vernon

Performing analysis on marketing data can be complicated and time-consuming. But learning a few basic techniques can make even the most novice marketers seem like a pro. For example, a simple filter of your data.

What is Filtering

Filtering puts a rule in place that removes the information that doesn’t match that rule and only shows the information that matches the rule. This allows you to only view information that is important to you and your team at that time.

For example, let’s say you have four buckets each with three balls. One bucket holds red balls, one holds green balls, one hold orange balls, and one bucket holds one ball of each color.  A filter is applied, “Buckets of Red Balls”. The filter would remove all buckets that do not contain red balls and you would have only one bucket to view with three red balls.

This is extremely valuable when performing an analysis on large websites where you are only wanting to view data for a certain section of the site.

For an easy way to filter your marketing data, read more about clusters.

Another great and simple trick is segmentation.

What is Segmentation

Segmentation is a lot like filtering in the sense that you are reducing the data for simplified analysis. But segmenting puts a rule in place and checks to see if that rule is satisfied for the conditions of the segment, and all rows are returned filled with the data or characteristics that satisfy the rule.

Continuing with the bucket example but this time segmenting “Buckets of Red Balls”. The segment would return two buckets. One bucket of three red balls and one bucket with one red ball.

How Should I Use Filters and Segments?

Frequently and effectively. There isn’t one way to use filters and segments. You can get as creative as you need to, as long as your filtering and segmenting answer a question.

Many tools have made it easy to apply filters and segments such as Google Analytics with Content Grouping. Content grouping is essentially saving a filter for your marketing data so you can quickly perform an analysis without having to recreate the filter each time. However, content grouping can only be used inside of analytics and not through their dashboard.

Content Clusters allow you to save these filters and view them in a visually engaging design that even users who are not familiar with marketing data and dashboards can understand. You are also able to navigate through pre-built segments of each cluster to perform further analysis.

These are designed for an analyst to use as a way to perform analysis, or for a manager to walk their boss or client through to provide a clear understanding of marketing performance.


Sometimes you will need to filter your marketing data, sometimes you will need to segment it. Sometimes you will need to do both. However, when you do it, make sure you know which is the right to apply and do it in a way that is easy and convenient for you and your audience.