This is a discussion, please read the below post and provide a response with a good source(s).

There are three key elements to be considered in any web analytics study like the kind MCS is doing for CompanyOne. These elements are (1) behavior, (2) outcomes, and (3) user experience. A powerful technique to gauge user behavior is segmentation. Explain the concept of segmentation in relation to web analytics. Some common ways of segmenting your site visitors are by new users, returning users, paid search traffic, nonpaid search traffic, direct traffic, referral source, landing page, browser, and mobile traffic, among hundreds of possible options.

Discussion Post:

Segmentation is a very important piece of web analytics. Segmentation helps characterize groups of users and analyze the metrics that each group brings to the websites (Segmentation in Web Analytics, n.d) Segmentation will help CompanyOne better understand their visitors and find data from the web analytics that will help improve a website or mobile app. "Looking at the most engaged users' behavior flow, you are bound to obtain actionable insights into what content plays the most vital role in the sales process - you will be able to improve user flow across your website. You will learn more about your customers and, as a result, you will be able to update your customer personas." (Urszula Kotowska, 2017) Segmentation will influence results of your website.

I recommend that CompanyOne use paid search traffic, referral source, geographical location, landing page, and new users. Paid search traffic will be a great way to optimize segmentation. This allows CompanyOne to gain more exposure and attract more web traffic. Advertisement will be placed on different platforms and draw in customers. Referral source refers to how users arrive at the website whether it is by URL directly or by search engine. Referral source will also improve brand exposure and increase traffic to the site. Geographical location is segmenting based on the user's location. This will help CompanyOne get a better view of where the users are. This can allow for ComanyOne to provide special messages to the targeted areas to draw in users. They can provide special promotions offers or different language options. Users will feel more comfortable seeing that they have the option to browse in their native language. Landing page refers to users who may enter the website from different page. CompanyOne must optimize the experience on each page of their website, so that users browse other pages on the site.Focusing on the landing page will help analyze what users are and are not looking at.New users are important as well. You will focus on what the first time users are looking at when first visiting and analyzing how they are maneuvering through the website.