The Power of Segmentation

Purpose of segmentation

Specific engagement targeting  

Segmentation is used for targeting specific demographics with highly tailored engagements designed just for them. The targeted demographic is called the Audience.

Demographic analysis

Segmentation is also used to create a demographic of users and to observe their behavior in aggregate. You can see when they access the site, how many pages they view and more.  

Creating a segment

View this guided tour on creating a user segment.

Create a segment by clicking on the INTELLIGENCE drop-down at the top and then select CREATE A SEGMENT.

Name your segment, then add filters to define this segment. For example, you could make a segment for infrequent users who work at Acme, Inc. Then the segment would be “User Attribute: Email contains Acmeinc,” and “Login Activity: Users who have logged in less than 5 times since May 31.” Select the appropriate filters on the left, then edit them for your needs.

Remove a filter by clicking on the X on the top right corner of the filter.

Engagement targeting

Using it in campaign creation

When creating a campaign, you must select an audience. The audience of an engagement can be customized to be everyone or even a specific person. Audience filtering is identical to segmentation except that audience also allows for A/Not A and random selection of the previously determined audience.

Segments vs Audience

Segments are ideal for demographics or user groups that are used or examined frequently and are frequently the target of engagements.  

Audiences are ideal for target segments that require only minor customization, such as the time of day that an engagement might appear for a segment, or a random selection from the target audience segment. Segments can be the target audience of an engagement, so it can be easier to create a commonly used segment as the target audience.

Demographic Analysis

What you see in the Segment Detail

For more information on Segment Detail pages, please visit our article on: Segment Detail (Dashboard Guide)