Segmentations allow you to group customers on the basis of their attributes and activities, and help you to understand how these groups differ from each other.
If you want to segment events, please look at our article about event segmentation.
You can watch this video to get an overview of the basic features in segmentations. Everything is covered in the textual guide too.
You should use segmentations whenever you want to group customers based on any metric. For example, on the revenue they generated, on their engagement, or their activity in your business. You can also group customers based on which funnels they have completed.
Apart from the visualization of segments, you can also see movements between segments in time, calculate aggregated data such as total revenue for different segments, or target customers through scenarios. You can also use every saved segmentation in other analyses, which is usually done to compare the performance of different groups, for example, in A/B testing.
a. Navigate to Analyses -> Segmentations.
b. Click on the
+ sign next to the
Segmentations item in the drop-down menu.
c. You will now see the edit window with a new, empty funnel step.
Analogous to a web browser, the Segmentation Editor consists of a bar with tabs at the top and their
Customer Filter contents below.
a. Create a new segment by clicking on the blue
+ sign next to the tabs.
b. Edit an existing segment by clicking on a tab.
c. Hover your mouse pointer over a tab to reveal a
copy sign and
d. Click on the
copy sign to duplicate the segment.
e. Click on the
x sign to delete the segment.
f. Define each segment by using the customer filters. Read more about filters here.
Every customer can only belong to one segment within a segmentation. If they fulfill conditions of more, they will be placed in the first applicable segment, starting from the left. So in an example below, a customer aged 14 would be placed only in the first segment on the left ("less than 15"), even though they technically fulfill conditions of all segments. Similarly, if we moved the "less than 30" segment to the first place on the left than the customer would fall into this segment.
Once we save the segmentation above, this will essentially create a new customer attribute which will be called
Segmentation by age and will have 3 possible values:
less than 15,
less than 30 and
less than 45. This attribute will have
no value for customers that don't belong to any of these segments. The segmentation will be visible in the list of customer attributes in the customer profile and when working with analyses, filters, etc.
Date filters allow you to specify the start and end date for which the segment is created. Customers change segments over time and this feature makes it possible to see their movement. You can observe the changes in the segmentation movements panel.
To learn more about Date, Customer, and Event filters, please read the Filtering data article.
By default, your segmentation schema shows the number of customers for each segment in the table below the chart. Adding profile metrics will allow you to view other metrics in this table, such as the Average Purchase Item Price or Average Order Value.
Click on a segment in segmentation map or segment distribution charts offer following actions:
- Show customers in segment
- Send a campaign to a given segment
- Use for prediction (experimental)
Click on a metric and assign them to either the X or Y axis to create 2D visualization of segmentation schema. Another name for this visualization is
Assign the volume of a metric to the Z axis to control the sizes of the bubbles.
The attributes of customer events, particularly aggregates, can change over time and cause customers to move from one segment to another. The
From -> To table feature displays these movements.
Your segments' start and end date will be taken as the baseline period. Exponea will calculate the number of customers in the previous period of these segments and will predict the trend for the next period. Every time you edit the movement, for instance by changing the start and end date, the segmentation will just be recalculated using the current definition.
Movements require event-based conditions. Therefore, the movement feature for segmentation with customer properties will not work.
This feature allows you to clone segmentations to other projects you have access to. Read more about Cloneable Data Mapping in our Data Manager article.
Updated about a year ago