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Please help me Understand In-Market Segmentation

     
7:18 pm on Aug 6, 2014 (gmt 0)

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WebmasterWorld Senior Member planet13 is a WebmasterWorld Top Contributor of All Time 5+ Year Member Top Contributors Of The Month

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Can someone explain to me in plain English what the In-Market Segmentation feature shows under demographics in google Analytics?

I see that there is a big spike in the graph from July 11th through July 20th, and then it drops off sharply. (This contradicts overall visitor data, which has seen week-over-week growth of nearly 5%)

1) What does this graph even represent?

2) If I look at the tabular data below the graph, I see lots of segments that seem nearly completely UNRELATED to my site (which is an ecommerce site). Is this normal?

Thanks in advance.