Incrementally adding segmentation criteria to a data set

1. A computer-implemented method for incrementally adding segmentation criteria to a data set, the method comprising:

receiving an indication of initial segmentation criteria to specify website visitation data to include in one or more initial reports;

retrieving a first data set comprising website visitation data according to the indicated initial segmentation criteria, the visitation data usable to generate the one or more initial reports;

displaying the one or more initial reports, including at least part of the website visitation data;

receiving user inputs indicating respective adjustments to respective ones of the initial segmentation criteria;

in response to receiving each user input, determining whether the respective adjustment broadens or narrows the respective one of the initial segmentation criteria; and

responsive to determining that a received user input broadens the respective one of the segmentation criteria, retrieving a second data set comprising website visitation data, the second data set conforming to the broadened respective one of the segmentation criteria and to one or more others of the initial segmentation criteria; and

responsive to retrieving the second data set: displaying one or more adjusted reports, including the second data set;

responsive to determining that a received user input narrows the respective one of the segmentation criteria, determining one or more elements of the first data set that do not conform to the narrowed segmentation criterion; and

responsive to determining one or more elements of the first data set that do not conform to the narrowed segmentation criterion: displaying a graphical representation of the first data set excluding the one or more determined elements.

2. The method of claim 1 , further comprising receiving a user request to add a new segmentation criterion and in response, determining one or more elements of the second data set that do not conform to the added segmentation criteria, and displaying a graphical representation of the second data set excluding the one or more determined elements, wherein said determining and displaying do no include retrieving additional data.

3. The method of claim 1 , further comprising receiving a user request to remove one of the segmentation criteria and in response, retrieving another data set of website visitation data, wherein the another data set does not conform to the removed one of the initial segmentation criteria but does conform to one or more others of the initial segmentation criteria.

4. The method of claim 1 , wherein the adjusted one of the initial segmentation criteria comprises a date range.

5. The method of claim 1 , wherein the adjusted one of the initial segmentation criteria comprises a browser type.

6. The method of claim 1 , wherein the user input is provided using a contextual menu of segmentation criteria options.

7. The method of claim 1 , wherein the first data set is sorted by one or more default metrics.

8. The method of claim 7 , further comprising receiving user input to adjust the one or more default metrics.

9. The method of claim 1 , further comprising associating the adjusted one of the initial segmentation criteria with the initial report.

10. The method of claim 1 , wherein the initial report is a preset report and the initial segmentation criteria comprise a set of predefined segmentation criteria.

11. The method of claim 1 , wherein the initial report comprises a user-customized report built during a current session.

12. The method of claim 1 , wherein the initial report comprises a previously customized report retrieved from storage.

13. The method of claim 1 , wherein the initial report comprises a fall-out report.

14. The method of claim 1 , wherein retrieving the first data set further comprises:

sending, over a network, one or more report queries including the initial segmentation criteria; and

receiving, over the network, report data corresponding to the one or more report queries.

15. The method of claim 14 , further comprising in response to receiving report data comprising website visitation data, interpreting the data using a look up table.

16. A system for incrementally adding segmentation criteria to a data set, the system comprising:

a processor;

a memory coupled to the processor and storing program instructions executable to implement:

an input module configured for receiving an indication of initial segmentation criteria to specify website visitation data to include in one or more initial reports;

a query module coupled to the input module, the query module configured for retrieving a first data set comprising website visitation data according to the indicated initial segmentation criteria, the visitation data usable to generate the one or more initial reports;

an output module configured for displaying the one or more initial reports, including at least part of the website visitation data;

the input module further configured for:

receiving user inputs indicating respective adjustments to respective ones of the initial segmentation criteria;

in response to receiving each user input, determining whether the respective adjustment broadens or narrows the respective one of the initial segmentation criteria;

the query module further configured for:

responsive to the input module determining that a received user input broadens the respective one of the segmentation criteria, retrieving a second data set comprising website visitation data, the second data set conforming to the broadened respective one of the segmentation criteria and to one or more others of the initial segmentation criteria;

responsive to the input module determining that a received user input narrows the respective one of the segmentation criteria: determining one or more elements of the first data set that do not conform to the narrowed segmentation criterion; and

the output module further configured for:

responsive to the query module retrieving the second data set: displaying one or more adjusted reports, including the second data set;

responsive to the query module determining one or more elements of the first data set that do not conform to the narrowed segmentation criterion: displaying a graphical representation of the first data set excluding the one or more determined elements.

17. The system of claim 16 , wherein retrieving the first data set comprises sending one or more report queries to a network and receiving report data from the network corresponding to the one or more report queries.

18. The system of claim 17 , further comprising an interpret module for, in response to receiving data from the network, interpreting the data.

19. The system of claim 16 , wherein the first data set is sorted by one or more default metrics.

20. The system of claim 19 , wherein the input module is further configured for receiving user input to adjust the one or more default metrics.

21. The system of claim 16 , wherein the query module is further configured for associating the adjusted segmentation criterion with the one or more initial reports.

22. The system of claim 16 , wherein the input module is further configured for receiving input for adjusting various aspects of the displayed data.

23. The system of claim 16 , wherein:

the input module is further configured to receive a user input indicating adjustment to another of the initial segmentation criteria and to determine that the adjustment to the another of the initial segmentation criteria narrows the another of the initial segmentation criteria; and

the output module filtering the second data set according to the narrowed segmentation criterion and displaying one or more adjusted reports that do not include a filtered portion of the filtered second data set;

wherein said determining, filtering, and displaying are performed without retrieving additional data from over the network.