With Datatrics’ Audience section, you can create segments to use for your advertising campaigns or your remarketing strategy.

With segments based on content interaction, you can group users based on their interest in your website’s content.

Keep in mind: If you want to create a segment that groups users who follow all the rules you set, you have to click on “all the rules”.

If you select “one or more rule,” the segment will be populated with users that meet at least one rule but not always both.

[Multi brand e-commerce] Visitors interested in a specific brand

If you are multi-brand e-commerce, you create different segments with all the users interested in a specific brand.

You can then use this segment to send ad hoc email only to users who interact with that brand (promoting new products for that specific brand or dedicated discounts), or you can sync it with your Advertising tool to create relevant and personalized ad campaigns.

How to create the segment: Create a new segment → Add rule → Behaviour → Content interaction → “Profile who viewed items where URL contains [name of brand]

Examples:

  • Create a segment that includes people who viewed a new shoe brand

[Single brand & Multi brand] Visitors interested in a specific category

Create a segment for users interested in a specific category of your catalog; for example, for fashion, it could be streetwear or nights out. You can use this segment to send a relevant newsletter.

You can define the interest of your users via the following metrics:

  • Users who viewed a specific category page

  • Users who clicked on a product that is part of a particular category

How to create the segment: Create a new segment → Add rule → Behaviour → Content interaction → “Profile who viewed items where URL contains [name of category]

Options for more advanced targeting:

  • Timeframe: in which period they interacted with that category (example: people who viewed that page in the last 30 days)

  • Frequency: how many times they interacted with the category (example: people who viewed a category page at least twice)

  • Conversion: if they have already converted or not (example: people who viewed the category but still haven’t converted)

Visitors who bought a specific brand in the last 180 days

If you have customers who purchased a specific brand in the past 180 days, you can reach out to them again; for example, if there is a new collection, you could notify them about it. You can do that by sending them an email or specific Ads.

How to create the segment:

Target profiles that meet (all rules)

Create a new segment → Add rule → Conversions → Number of conversions → “is greater than or equals to” (1) conversion → content items that match (all rules) “(brand) is exactly” Choose brand → set timeframe (180) days

Visitors with no conversions in the last 30 days who interacted with a specific brand

If you are multi-brand e-commerce, you create different segments with users interested in a specific brand with no conversions in the past (30) days.

Suppose you would like to email customers or make ad campaigns based on customers who interacted with a particular brand and did not convert in the last (30) days. In that case, you can use this segment to persuade them to purchase a product related to that brand.

How to create the segment:

Target profiles that meet (one or more rules)

Create a new segment → Add rule → Behaviour → Content interaction → “Profile who viewed items where Brand/category contains [name of brand] → set timeframe 30 days

Segments based on interactions with product collections

You can create a segment based on product collection interaction. That means that if you introduce, for example, a winter collection, you can segment users who interact with those said products.

Interaction metrics can be:

  • Users who bought products from a past collection

  • Users who viewed products from a collection but didn’t convert

To create these segments, you need to add the attribute [collection] to your feed with [new] or [winter 2021] as value.

Users who bought products from a past collection

You can use this segment to send a dedicated newsletter to users who bought a past collection and might be interested in purchasing the new one. In this way, you can personalize the email because those customers already bought a previous collection and you can create a personalized message only for them.

How to create the segment: Add rule → Behaviour → Content interaction → “Profile who bought items where itemid is exactly [name of collection]

Options for more advanced targeting:

  • Timeframe: the period in which they bought the product collection (based on the product's timeframe can be different; for example, with fashion, it could be four times a year, but for electronics, it could be once or twice).

Users who viewed those products but didn’t convert

You can use this segment to create ad campaigns with your other advertising tool and push those products to lead customers to complete the purchase.

How to create the segment: Add rule → Behaviour → Content interaction → “Profile who viewed items where itemid is exactly [name of collection] AND Add rule → Conversion → Number of conversion → is equal to 0

You have to select “all rules”.

Options for more advanced targeting:

  • Timeframe: the period in which they interacted with the product collection (users who viewed the article in the past 30 days)

Examples:

  • Send a newsletter to people who bought the previous year phone, recommending the new version

  • Send a newsletter to people who viewed a new clothing collection but didn’t convert

  • Create an adv campaign for people who bought a summer collection and then recommend the new collection during the winter

ADDITIONAL RESOURCES:

As you can read in this article, there are many different possibilities to create relevant segments in Datatrics. Hopefully, you've been inspired to get started segmenting your targeting groups! Do you have any questions, or do you have ideas for interesting segments? Go to the Datatrics Community and share it!

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