Last year, we covered Google Analytics’ launch of Google Analytics Intelligence, an engine that helps the analyst by applying data mining and other techniques.
Today, Google Analytics announced a major upgrade to the intelligence engine through a feature called “Major Contributors.”
From the Google Analytics blog post:
“When Google Analytics detects causes to a major change in traffic, this section will display up to 5 segments that have contributed to that particular change.”
What is very interesting about this launch is that you can now create custom alerts to be sent to you by email or SMS alerts. So if you get, for example, a significant increase in conversions from a specific US state, you might act immediately to customize the website to appeal even more to this particular segment of visitors. This is very similar to what Dan Siroker did while optimizing Obama’s presidential campaign website. He had real time measurement and reactions to what happened in different campaigns.