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Star Trek Death Rates, Alien Women, and Segmenting Analytics Data with Matt Bailey (4:05)

In this fascinating and hilarious video interview, Matt Bailey explains how segmenting web analytics data before analysis can help a marketer figure out what is really going on with the various types of customers who visit a website. As an analogy, he observes that 'red shirts are always the first ones to die.' Then presents data to prove that deaths are attributable to both beaming down to the planet as well as whether or not Captain Kirk meets an alien woman.