Segmentations

Segmentations are an important component of your profile table. They indeed let you record the affiliation of a profile to a group of profiles on the basis of a common characteristic.

These groups are a preferred tool to let you send the right message to the right person (for example, via a segmentation according to the consumer type: Gold, Silver or Bronze) and at the right time (for example via a segmentation based on purchase frequency).

There are two kinds of segmentations:

  • Exclusive segmentation: it allows you to group profiles sharing common characteristics in a segmentation containing several segments. The affiliation of a profile to one of these segments is characterized by its tier, by reaching a threshold.

Example: RFM segmentation: Gold, Silver and Bronze. Online activity segmentation: Very active, Active, At risk, Inactive. Prospect, Client and Former client segmentation.

  • Simple segmentation: it allows you to groups profiles sharing common characteristics in a segmentation containing a single segment. The affiliation of a profile is characterized by true or false: either he is a member, either he is not.

Example: 'field of interest' segmentation: Sport, 'meat eater' segmentation, 'discount lover' segmentation.

Creating a segmentation is done via the 'Manage DB structure' application (Catalog > Profiles > Manage DB structure) .

images/download/thumbnails/615294070/image2019-4-30_14-30-28.png This application is where you will be able to:

  • Create a segmentation

  • Segment profiles in a one-off way

  • Delete segmentations

  • Edit the name of a segmentation

  • View the distribution of your segments

Setting up automated segmentation rules is done via the 'Segment profiles' application (Catalog > Automation > Segment profiles) .

images/download/thumbnails/615294070/image2019-4-30_14-38-34.png

This application is where you will be able to:

  • Create a segmentation rule

  • View the definition of existing rules

  • Copy a rule

  • Stop a rule

  • Delete a rule