SoFi

*Ways to Analyze data:
1/ Segmentation
2/ context

*Segmentation: why purchase trends change > to isolate and analyze subsets of data, what caused a change to your aggregated data
ex.
marketing channel > which channel increase your purchase?
traffic sources report > different channel bring the highest revenue?
visitor when visit your side within day of week?
what device of visitor using?
marketing channel?
by country?
customer characteristic? repeat or first time customer?
to understand what drives to become royal customer?

* Context: is my performance good or bad?
1/ Internal: understand your own history performance = KPI target benchmarks
2/ External: from industry benchmark data > compare you with your similar competitor > monthly site visit > if general growth or just specific to your business?