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Segmentation

Introduction

Customer segmentation helps you to improve your marketing and engagement strategies. Businesses can learn customer behavior and preferences by dividing their user base into smaller groups, tailoring their messaging and campaigns to specific groups, and ultimately creating better results.

At its core, segmentation is about identifying meaningful differences among groups of customers. These differences might be demographics (age, gender, location), behavior (purchase history, website activity), or even psychographics (interests, values, beliefs). You can create more relevant and personalized customer experiences by analyzing these differences and grouping customers accordingly.

With its robust segmentation capabilities, Squiz CDP can help you manage, analyze, and understand your customer data.

The following sections explore how to use Squiz CDP’s segmentation capabilities to create effective customer segments, manage and edit those segments, use them to drive better marketing and engagement strategies, and troubleshoot issues.

The Segments section can be accessed by navigating to the Segments entry in the menu pane on the left side of the Squiz CDP UI.

Create a segment

  1. Click the Create a segment button.

  2. Select the Single segment option to go to the Segment builder screen.

    Details section

    Segment details

  3. Give the new segment a name.

  4. Provide an ID for the segment. This ID will identify this segment in other systems. It will default to a hyphenated, lowercase version of the segment name and can be edited. It is limited to fifty (50) characters.

    After the ID is saved, it cannot be changed.

  5. (Optional) Provide a short description of the segment. Be aware of potentially offensive or discriminatory language.

    Rules section

  6. Click the Add a rule set button. A drop-down menu will appear with the following options:

    Data Integration
    Data integration rules

    1. Select an attribute on which to base the rule. The dropdown contains a dynamic list of existing attribute names from the configured Single Customer View (SCV) schema.

    2. Choose an operator to apply to the attribute. The list includes:

      • Less than

      • Less than or equal

      • Greater than

      • Greater than or equal

      • Equals

      • Does not equal

      • Contains

      • Does not contain

      • Regex

      • Not regex

    3. Set a value against which the attribute will be evaluated using the operator.

    4. If your segment requires more than one rule, you can click the Add a rule button to add as many as needed.

    5. Ensure the Rule matching logic field is set appropriately for your segment. The options are AND and OR.

    6. When you are satisfied with your rule(s), click the Create button. You can start over by clicking the Discard changes button.

    Website Behavior
    Website behavior rules

    1. Select an event feed from the dropdown menu. The menu contains a dynamic list of existing event feed names from a 'Web behavior' source configured in the Event feed section.

    2. Choose an operator to apply to the feed:

      • Less than

      • Less than or equal

      • Greater than

      • Greater than or equal

      • Equals, Does not equal.

    3. Provide a count of the number of occurrence of the selected event feed.

    4. The time period value is a read only state. By default, this comes from the event feed.

    5. If your segment requires more than one rule, you can click the Add a rule button to add as many as needed.

    6. Ensure the Rule matching logic field is set appropriately for your segment. The options are AND and OR.

    7. When you are satisfied with your rule(s), click the Create button. You can start over by clicking the Discard changes button.

Rule sets

Rule sets make it easy to group interrelated rules. Sets can be added and removed without affecting other sets, making them useful for temporary alterations to an existing segment.

Like individual rules within a rule set, you can set whether rule sets are matched using the AND or OR operator.

You can use the Add a rule set button below the default rule set to add another rule set.

In the example below, either of the rule sets could be deleted to change the composition of the segment.

Rule sets

Create exclusive segments

The segmentation feature allows users to create exclusive segments within the platform. Exclusive segments are groups of segments that are mutually exclusive to each other.

Create an exclusive segment group

Follow these steps to create an exclusive segment:

  1. Select Segmentation from the navigation.

  2. Select Create a new segment.

  3. Select Mutually exclusive group.

  4. Specify a name for the exclusive segment group. This name will help identify the group and its purpose.

Defining exclusive segments

Within the exclusive segment group, you can create individual segments that are exclusive to each other.

  1. The system will create two placeholder segments: Segment 1 and Segment 2. These can be seen in the tab bar at the top of the Details section:

    Mutually exclusive segments details

    1 As you add a name to the required Name field, the name on the corresponding tab will be updated.

    2 You can also add a new segment with the + Add segment button if you require more than two.

  2. Configure your segments as required. Information about the various configuration options is found below the Details section heading of the Create a segment procedure above.

  3. Repeat this process for all segments within the exclusive segment group, ensuring they are distinct and mutually exclusive.

  4. Review the settings to ensure accuracy and completeness after defining all the segments within the exclusive segment group.

  5. Select the Save or Create button to finalize the creation of the exclusive segment group and its associated segments.

The exclusive segment will be displayed on the segment listing page along with the single segment.

Managing segments

Existing segments are displayed on the Segmentation page.

Segments are shown by name, listed alphabetically, with its description.

Each entry has a … menu button that offers the following options:

View details

This option will return you to the Segment builder screen. Any prepopulated details (except the ID) can be edited here. Click the Save changes button to save any changes you make.

Delete

This will delete the segment. A warning dialog box will appear, allowing you to Cancel the action or continue to Delete segment.

Using segments

Segments can be used to personalize website content based on user history and the segments to which they belong. Squiz CMS (Matrix) has a 'segment' asset available to access your segment and deliver tailored content aligned with that segment.

Success metrics

You can set outcomes or success metrics for your personalization segments in Squiz CDP.

For example, if your goal for a particular segment is to prompt them to fill out a form, you can track how that is doing right in the CDP.

To set up a success metric:

  1. Go to the Segmentation page (found in the main Squiz CDP menu).

  2. Click the options menu beside the segment that you want to explore.

  3. Click Add success metric. The segment you chose in Step 2 will be pre-populated in the configuration box.

  4. Choose the event feed from the menu.

    Success metric modal

  5. Click the Add success metric button.

  6. A notification will inform you that your metric has been added.

  7. Navigate to the Customer tab of the main menu.

  8. From the drop-down list, select the event feed to which you added the success metric.

    Event feed dropdown

  9. Click Apply.

  10. A chart will showcase the collected event occurrences tied to previously established success metrics This provides an up-to-date snapshot of the success of the effort being tracked.