Harvard University And A Geo Analytics App

Monday, October 18, 2010 | 9:52 AM

The Advanced Segment builder in Google Analytics allow you to create expressions only in the following form:

(City A OR City B) AND (Region X OR Region Y)

But what Cesar really needed was to build an Advanced Segment of the form:

(City A AND Region X) OR (City B AND Region Y)

One option is to create individual segments through the interface, export to CSV then open all the CSV files, and merge the data into a single file. Lots of work. The other option is more elegant and powerful: automate the task with the API.

Business Impact
What’s really interesting is how analysts are using this tool to get better insight into the geo-breakdown of their marketing campaigns.

One geo-information user is Perry Hewitt, Director of Digital Communications and Communications Services at Harvard University. One of Perry’s goals is to increase non-branded search referrals to Harvard’s website. Specifically when senior university leaders and faculty speak at events, Perry can start to measure which new keywords people use to learn more about the topics and speakers.

Perry says, “At Harvard University, analytics have become an essential part of our digital communications strategy. Services like the Target Towns report help us understand what resonates where — and are an interesting new complement to the Google Analytics capabilities we already use.”

We’re thrilled to see developers overcoming challenges and solving business problems with the API. If you have done some exciting work with the Google Analytics platform, lets us know in the comments. We love to hear your stories.