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Advanced Segmentation is a type of segmentation that allows to operate dynamic data over specific periods of time using granularity and aggregation.
These features are especially important when you process large data sets, such as purchases and users' behavior on the website and in the mobile app. We recommend installing a Web Tracking module on your website and in the mobile app, as well as setting up the integration for transferring online and offline purchase data, goods from catalogs, etc. This way you will be able to make the most of Advanced Segmentation.
Distinctive Features of Advanced Segmentation
We use four data processing approaches that distinguish Advanced Segmentation from Basic Segmentation:
Real-time data processing. This feature simplifies the segmentation of large contact bases, which otherwise may take hours and become irrelevant by the end of the formation.
Using Advanced Segmentation, eSputnik puts all the data directly into the service's memory. Therefore, you can instantly build the segment based on any criterion. This allows you to send messages that will be triggered by the user's migration between segments — from prospects to customers, for instance.
Deep data granularity. Granularity applies to both type and time of the action. For example, user’s activity in a campaign for the last six days, visiting the product category page during the day, clicking the link in the triggered email during the last hour — you can segment using one - or a number of these criteria.
Data aggregation. As a condition for segmentation, you can choose not only a single event or action but also their total number over a particular period. For example, create a separate segment only for users who have made $1000 purchases over the last 3 months. Every time a customer makes a $1,000 purchase over the last 3 months, they automatically get in the segment.
Profile unification. Since the eSputnik system provides several marketing strategies, it can collect data from any communication channel: Email, Web Notifications and Mobile Push Notifications, Viber and SMS. It happens even if a user has not logged in. After that, the system matches the email address and phone number, cookies, web subscription tokens, and mobile app tokens, and collects all this data in the contact's profile. Then, for instance, you can create a segment of users who have subscribed to web push notifications from your website but did not give email addresses, and send them a notification with an offer to subscribe to your emails in exchange for some reward.
See all the features of Advanced Segmentation in the table below.
Levels of Data and Its Segmentation in eCommerce
1. Basic data from the contact list: name, gender, location.
2. ESP data based on the customer's activity in mailings: number of opens and click-through rates for a certain period, the subscriber’s preferred types of emails.
3. CRM data on sales, product categories, average order value, average revenue per user (ARPU), goods remaining in the warehouse and in the catalog.
4. External data on the website and mobile app visitors’ behavior: visited pages, viewed products and product categories, last visit time.
Advanced Segmentation operates data from the same levels as Basic Segmentation. But you get the opportunity to see it in dynamics and with reference to the relevant events.
With Basic Segmentation, you can operate only static facts: the opening of the last email, the purchase, user’s inactivity for some time.
With Advanced Segmentation, you will find out which type of the email has been opened — a promo email or a triggered email.
With Basic Segmentation, you know that the last email was opened yesterday, and before that, the users had read thousands of emails. Therefore, you conclude that you are dealing with loyal subscribers.
Advanced Segmentation will show that the users read thousands of emails a year ago — it means that they are actually inactive, and you should communicate with them in a completely different way.
The ability to create microsegments is one of the results of applying the principles of Advanced Segmentation. The contact list constantly changes depending on the compliance or non-compliance with the specified conditions. The simplest example of a microsegment that does not require advanced features to create is: a “Birthday Tomorrow” segment.
Its members automatically change every day. You can use such microsegments for automation: matching user's characteristics with preset conditions creates a trigger event for sending messages.
An example of an advanced segment is active users who are interested in or use Apple products.
Task: sell accessories for iPhone owners.
Parameters for building a segment:
- User has been reading emails for 3 months (source — email)
- User viewed products from the iPhone category on the website (source — website),
- User uses a mobile app on an iOS device (the source - a mobile SDK),
- User has subscribed to web push notifications from iOS device (source — web SDK)].
Action: You can send a promo email with accessories for iPhone or set up a triggered message for all new contacts who will get to this segment.
Optimal Messaging Frequency Strategy
Different stages of the customer's lifecycle require different messaging frequency. Advanced Segmentation allows you to create a strategy for any segment so that the frequency and time of messaging could automatically match the parameters you have chosen. Contacts from the segment will receive a pre-set number of messages of a certain type. You can even choose the preferred time of the day for messaging.
Segment Exploration and Monitoring
Advanced Segmentation is not just a tool for mailings. Each segment is a portrait of one of your client types, a contact mirror. Therefore, you can analyze your audience and optimize marketing campaigns based on the data in your segments. Reports on the dynamics of user activity, cohort analysis, RFM analysis and many other forms of analytics for each segment are at your disposal in your account.
You can set up alerts that will appear in the system if the activity in a particular segment is too high or too low. This will help react in time to failures in some messaging settings and other possible problems.
Segments become a really effective tool when you automate their work. And this concerns not only the setting of the triggers. You can automatically substitute personalized content for different segments in eSputnik.
Advanced segmentation means unlimited possibilities for personalizing communication with your customers!