Cancer.org boosts donations with help from Google Analytics
This was pulled from the Google Partners Community - North America
Author: Malik Velani
The American Cancer Society wanted a way to identify the different customer segments visiting their website, and help those customers achieve their goals. Partnering with Search Discovery, a Google Analytics certified partner, the Society analyzed website user segments and created personas to represent them. Using segmentation and custom metrics, they were able to score each group based on how it was using the website.