Website: www.sunient.com Portfolio: www.sunient.com/portfolio.php Blog: www.sunient.com/blog.php Email: Sales@Sunient.com The key to managing large and complex programs is to break them down into manageable parts. You would then perform data analysis on each part like you always do, then compare the results of different metrics with each other. Through comparisons, you will likely uncover patterns and trends that provide incredible insights on strategy related to digital, revenue, etc. Sunient is an advertising agency based in Toronto, Canada. We are a new breed agency that combines economic and data strategy with creative design, human psychology, and web technology. We translate traffic data into business tactics, then tactics into tangible results. Our creative services include branding, graphic design, web design and development, and strategic consulting for executing our solutions. Website: www.sunient.com Portfolio: www.sunient.com/portfolio.php Blog: www.sunient.com/blog.php Email: Sales@Sunient.com

1. SUNIENT
Digital Strategy: Data Segmentation
Sunient is an advertising agency based in Toronto, Canada. We are a new breed agency that combines
economic and data strategy with creative design, human psychology, and web technology. We
translate tra�fic data into business tactics, then tactics into tangible results. Our creative services
include branding, graphic design, web design and development, and strategic consulting for
executing our solutions.
O�ten when clients request agencies into improve upon their current digital strategy, there isn't a clear
starting point. Unlike several years ago, digital strategies are now complex and integrated programs that
cover several digital channels and tactics. The key to tackling the large issues at hand would be through
segmentation.
Data Segmentation: Every program can be segmented by their channels, and by features of each
channel. Channel segmentation would be separating data by category of Facebook, Google, SEO, Email,
etc. Feature segmentation would be separating data by Facebook Page, Facebook Ads, Google Organic
Search, Google Paid Search, etc. The purpose of segmentation is to break down an issue into
manageable elements. Data analysis and search for insights will be performed on each of these
elements.
SUNIENT
Sunient Inc.
www.sunient.com
Linkedin: goo.gl/uhTsUc
sales@sunient.com
+1 647 785 1607
www.sunient.com sales@sunient.com +1 647 785 1607
Facebook
Google
SEO
Twitter
Email
Note: Segment digital strategy into individual channels and features.Cross reference data points
and metrics to generate actionable insights.

2. Percentage Change: Performance data by metrics only present the data at face value. It is important to
see how they are changing on a percentage basis. For example, is your Facebook Page audience
increasing by 6%. or 5%, or 4%? While your audience is increasing, it's possible to be increasing at a
decreasing rate. This raises questions such as:
1. Are you approaching the maximum market area?
2. Is your audience developing banner blindness to your ads?
Cross-referencing: This process involves comparing the data of di�ferent channels and elements to each
other. For example, how are Facebook Ads compared to Google Adwords? How is your conversion rate
compared to Google Adwords performance. While it is an educated trial and error process, it could
generate incredible insights. For example, Facebook Ads performance is decreasing and Linkedin
performance is increasing. This could be a coincidence due to other factors, but it could very well
indicate that a clients’ audiences are shi�ting network preferences.
Conclusion: The key to managing large and complex programs is to break them down into manageable
parts. You would then perform data analysis on each part like you always do, then compare the results of
di�ferent metrics with each other. Through comparisons, you will likely uncover patterns and trends that
provide incredible insights on strategy related to digital, revenue, etc.
SUNIENT
SUNIENT
Sunient Inc.
www.sunient.com
Linkedin: goo.gl/uhTsUc
sales@sunient.com
+1 647 785 1607
www.sunient.com sales@sunient.com +1 647 785 1607
See www.sunient.com/blog.php for more articles.
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