You can create behavioral segments to understand better and target specific shopper behaviors, delivering more personalized and effective marketing campaigns that increase customer engagement and sales.
1. Create a new segment
Go to Data > Segments.
Select CREATE SEGMENT.
For Select the type of segment you want to create, select Behavioral.
Select CREATE SEGMENT.
2. Add segment rules
Rules define the specific criteria or conditions that shoppers must meet to be included in the segment.
There are three condition categories that you can build rules from: Person, Person history, and Location.
Category | Condition | Targets: |
Person | Person Field | Specific custom person field data stored in visitor profiles. |
| Has Viewed | Views of specified SmartBlocks or Slots within a given time frame. |
| Lapsed Buyer | Non-purchasers within a specified time frame. |
| New Buyer | First-time purchasers. |
| Explicit Permission | Shoppers who have explicitly granted marketing permission. |
| On Experience | Shoppers who are part of a specific Experience, such as a promotion or campaign. Learn more in Introduction to Experiences. |
| Disengaged | Shoppers who have not engaged with the website or marketing content within a specified time frame. |
| Top Buyer | High-frequency or high-value purchasers who contribute significantly to revenue. |
| Member of a Segment | Shoppers who are part of another defined segment. |
| Purchase Price Prediction | Shoppers based on their predicted future purchase price. |
Person History | Has Browsed | Shoppers who have browsed specific products or product categories within a given time frame. |
| Custom Signal | Shoppers who have triggered a custom signal. |
| First Visit Within | First-time website visitors within a specified time frame. |
| Recent Purchase Value | Shoppers based on the value of their recent purchases. |
| Has Purchased | Purchases of specific products or product categories within a given time frame. |
| Has Carted | Specific products or product categories added to cart within a given time frame. |
| Session Count | A specified number of browsing sessions within a specified time frame. |
Location | Country | Country of residence or the country associated with their IP address. |
| Location Known | Identified geographic locations, allowing for location-based personalization. |
To add rules to your segment:
Select the Add rules tab.
Expand the condition category you want to build rules from.
Drag a condition into the segment canvas on the right side.
Configure your rule on configuration tab.
Target data with conditions
To match ANY value from a list, you can use multiple values within one condition. For example, to target visitors who have browsed computers OR the brand: Roxy in the last 30 days, use the rule any product with the tag or tag value and enter both values in the tag input field.
To match ALL values you specify, use multiple separate rules. For example, to target visitors who have browsed computers AND brand: Roxy in the last 30 days, create one rule for Has browsed any product with the tag or tag value computers and another for Has browsed any product with the tag or tag value brand: Roxy, and drag both onto the rule tree.
To exclude values, use exclusion condition options. For example, to target visitors who have browsed computers but haven’t made a purchase in the last 30 days, create one rule for Has browsed any product with the tag or tag value computers and another for Has purchased no products in the last 30 days, and drag both onto the rule tree.
3. Configure segment options
Select the Options tab.
Configure your segment.
The available options:
Option | Description |
Segment Name | The name of the segment, which should be easily identifiable. |
Include Unidentified Person Records | Option to include unidentified records. Useful for targeting shoppers with a field other than email. |
Include Person Records with Marketing Permission | Option to include only shoppers with marketing permission. Relevant if permission is stored in Fresh Relevance. |
Include Field Names in Segment File | Option to include field names in the segment file. |
Regenerate Segment Every | Schedule for regenerating the segment on a recurring basis, specified in hours or days. |
4. Set post-build actions
On the Post-Build tab, specify actions to take after your segment is generated.
Actions available are:
Post-built action | Description |
Upload to this Channel | Option to select a channel for uploading the segment data. |
Field Mapping for Upload | Option to select the fields to be included in the uploaded data. |
Send Email After Segment Build | Option to send an email with the results of the segment build to an admin. |
Send Email After Segment Upload | Option to send an email when the segment has been uploaded. |
Send Email When Segment Expires | Option to send an email when the segment expires. |
If Checked, Send Email To: | Specify the email address(es) to receive notifications about the segment. |
Generate custom signals | Generates a signal for every shopper included in the segment to activate the Trigger. Required to make this segment available to custom Triggers. Enter a unique name for this signal. |
5. Save and generate
Once the segment is configured, select SAVE. Then select GENERATE SEGMENT.