What is segmentation targeting?
To create a segment, you need to specify a set of rules that a profile needs to comply with. The segmentation targeting offers an interface to create a segment based on the set of rules that you want.
What does it look like, and how does it work?
When clicking on the ‘Create segment’ button in the audience section, a pop-up appears containing the grouped conditions. There are nine groups and over 50 conditions you can select to specify your audience segments.
After clicking the option ‘Profile Data’, the page displayed on the screenshot above opens up. First, you can give the segment a name. On the left side, you can select the condition. Depending on the condition or rule you selected, you can choose an attribute, select a modifier and submit a value to the targeting. On the top right of the condition, you can choose to remove or change the condition with the three vertical dots.
On the right, you can select the retention days. These are the number of days to keep profiles in this segment. The maximum number of days is 180, and the retention only applies to unknown users. Known will always stay in the segment until they are not compliant anymore. Every time a profile is updated and the condition is still valid, the number of days is set to zero.
Below on the right, you can sync the profiles in this segment to different external integrations like Google Ads, Facebook Ads, and MailUp, to name a few.
Most used conditions
Here you can find some of the most prominent conditions. To get some inspiration, we recommend that you also look at the other rules in the segmentation targeting.
Profile field - Profile Data
When you want to target profiles based on specific attributes of their profiles, you can select this rule. You can target attributes like name, country, and source. You can also target attributes like gender, phone, or marketing permissions depending on the synced data.
Custom variable - Profile Data
When you send custom data to our tracking script, the data will be stored in the profile. Using this rule, you can create targeting based on the values that have been sent towards Datatrics.
Tips: read this article to learn how to send custom data to Datatrics, and this article for inspiration for use cases.
Buying phase - Predictive
This condition is meant to target a profile based on a buying phase. A popular one to target is the decision phase to persuade profiles to order a product.
Number of conversions - Conversion
This condition is used to segment profiles based on the number of conversions they made. You can add a lot of extra requirements like the period, the order value, and the items included in the conversion.
Number of items in shopping cart
This condition is similar to the conversion condition. Here you can segment profiles based on their shopping carts. Make sure the shopping carts are recorded correctly before using this condition.
All Historical Events - Onsite Behaviour
You can use this condition when you want to target profiles based on visited URLs, viewed items, shopping carts, or any other event. It is used to segment profiles based on their interests, like specific brands or categories.
Prominent features
Let’s take a moment to talk about the most prominent features in segmentation targeting.
Grouping and adding extra rules
You can create groups of conditions to create more complex targeted segments in the targeting.
By adding a group, an extra group of profiles will be added to the current audience segment. Those profiles that meet the set criteria will be added. These requirements are not related to those within other condition groups.
By adding an additional rule, a profile needs to meet an additional requirement to become part of the audience segment.
Period
You have the ability to set a period to check, for example, the period of some of the available conditions. For example, you can choose between a dynamic period like the last six months or a static date range from January 1 until December 31. The dynamic period checker contains a useful date picker to prevent mistakes in date formats.
Multipliers
When setting up criteria that depend on the visitor doing something (for example: viewing a specific touchpoint), you can set up how many times this has to happen before the profile becomes part of the segment.
Content ruling
This allows you to specify further which content needs to be included in the conversion to accept a profile to a segment. In the example below, we want to add profiles to a segment that bought an iPhone or a Samsung phone.