Creating a marketing segment

A segmentA term for dividing recipients into relevant groups to send them appropriate content. Episerver Campaign uses Target Groups and Click Profiles for segmentation. is collection of user profiles that you can use to target website content and optimize your online campaigns. For example, you can create a segment for visitorsSomeone who visits a website using a web browser. In most cases, a visitor can use public functions and services but cannot create content and has limited access to community content. In an SEO context, visitor means the number of visits to a URL through channels (external referrers), direct arrivals, and internal links. (See also visitor groups.) that have previously responded to a campaignCommerce: a set of related components and activities used for promotions. A campaign organizes marketing activity and is associated with discounts (promotions), customer segments, and markets. and display a loyalty discountCommerce: A deduction applied to an online purchase, typically implemented as part of a marketing campaign. The discount might apply to items, shipping costs, total order amount and so on. code for only returning visitors; see personalizing content and using visitor groups.

Segments are dynamic. If you create a segment with the criteria visitors from Sweden, two visits within the last fortnight, the profiles change as new visitors view the site and previous visitors do not return.

The Segments view shows recently created segments, and segments labeled as your favorites. To designate a segment as a favorite, select the star icon Episerver image. You can search and filter segments.

Image: Episerver Insight Segments view

Creating a segment by filtering visitor profile data

You can create a segment by filtering visitor activity and historical data.

  1. In the Profiles view, select the filters you want from the Contact, Last Seen, and Country, and Visitor Group columns.

    Image: Columns in the Profiles view

  2. Click Save as segment.... The Create a Segment From Filter dialog box appears.

  3. Enter a name for the segment, or accept the filled-in value.
  4. Select Available in visitor groups if you want the segment to be used in visitor groupsSite visitors with something in common, such as age, geographic location, and so on. Used in the personalization feature of Episerver CMS. (See Personalizing Content.).
  5. Click Create. The new segment appears in the Segments view.

    Image: New segment in the Segments view

Creating a segment based on filter definition

Using filter definitions lets you create advanced segments based on visitor activity, historical data, and profile data. For example:

  • Visitors who have bought specific product during a specified time period
  • Users who have ever opened any campaign email
  • Visitors with abandoned carts today

Developers create filter definition templates to query and analyze event data. Marketers create segments based on reusable filter definitions and tracked statistics from visitor groups. The images in this section are examples. Your developers may create different filters (and the user interface will appear different to you).

  1. In Segments view, click Create a Segment. The Segment filters view appears. On the right side are categories (Behavior, Events, Transactional, Profiles) that you can expand to see the filters that your developers created.

    Image: Segment filters view

  2. Select a filter definition from one of the categories. Its parameters appear in the view.
  3. Fill in the parameters and click Preview to see which profiles the filter affects.

    Up to 1000 profiles that match the filter criteria are displayed in the Preview of profiles view.

    Image: Segment filters preview

  4. Give the new segment a name and description and click Save.

    Image: Name the filter

    The segment is saved and added to the Segments view.

    Image: Segment saved

    After you create a segment based on events data, a cache of matching profiles is built for the new segment. The cache for an event-based segment is refreshed daily.

    Image: Other recently changed segments view

Editing a segment

You can edit the attributes of a segment from its context menu in the Segments view. You can also click the individual segment to modify it attributes. Episerver Visitor Intelligence automatically saves actions you make. If you have pending changes in your draft, click Apply changes.

  • Title. Edit the title of the segment.
  • Description. Enter a description about the segment.

You can apply additional attributes through the Actions menu.

Image: Episerver Insight edit segment titles

  • Archive. Select this option to remove the segment from the Segments view. Refresh the screen to update the list. You can deselect this option in the Archive view to restore the segment to the Segments view.
  • Available in visitor groups. Use this segment in visitor groups.
  • Manager. Choose the person you want to be responsible for managing this segment.
  • Duplicate. Create a copy of the segment that you can modify to create a new segment.

Using a segment as a visitor group

When you create a segment, you can make it available to visitor groups in Episerver CMS. Once available there, you can set up a visitor group that uses this segment as a criterion and then personalize your website content for this visitor group specifically.

You need administration rights to set up new visitor groups.

For example, if you want to use the Black Friday traffic segment that you created in the previous example, follow these steps:

  1. Make sure that you set Available in visitor groups for the segment you want to use as a visitor group. This is so it shows up in the Member of Segment criteria.
  2. In the top menuGroup of options that appears in the uppermost part of the user interface when logged in. The global menu displays products and systems integrated with your website. It also displays links to the user guide and user settings, and to a global search. See the User interface topic for further information., go to CMS > Visitor groups and click Create to create a new visitor group.
  3. Drag the Member of Segment criterion from the Insight Criteria tab in the pane on the right and drop it into the Drop new criterion here.

    Image: Drag and drop new criterion

    1. Select the segment you want from the Segment Membership drop-down list.
    2. Name the visitor group and add other criteria if necessary, and then save the visitor group.
  4. Personalize the content as described in the CMS Visitor groups topic and select your new visitor group from the list. See also Personalization.

Using a segment as a target group in Episerver Campaign

If you have Episerver Campaign, you can use segments from Episerver Visitor Intelligence as target groups for your campaigns. See Creating and editing campaign and Smart Campaigns nodes for how to do this. You can also use segments to filter recipients in Marketing Automation.