User Segmentation Overview
The User Segmentation feature allows you to create custom lists of users. These segments are based on the criteria specified by you - and dynamically update inline with new customer data and changing habits. Segments can then be used to identify customers, allowing you to display bespoke content, or target them with tailored promotions based on their habits.
This series of articles provides an overview of how the User Segmentation feature works, explaining the relationship between segments and their filters, and walks you through the creation of a practical example.
Overview
The User Segmentation feature of Aurora allows you to query historic user data, from which you can create dynamic groups of users that can be used for numerous purposes.
You can search for users directly, for example those that live in a certain country or post code area, or those that have a certain number of loyalty points. You can search for users based on the orders they have placed in the past, for example, those that have recently placed an order, or an order that was above a certain total amount. You can also search for users based on the products they have interacted with, for example, users that have:
- Purchased specific products
- Added products to their wish list
- Viewed certain products
- Added a set of products to their basket
All of these filters can be used in combination with each other, allowing you to create complex filters. All filters also dynamically update, to match the habits of your customers as they change. This means that even the newest of customers are still taken into account.
Once a segment of users has been defined, it can be used for several purposes, including:
- Displaying tailored content on your site, based on the segment that a user belongs to.
- Download a CSV file of all users that meet your specific criteria. This could be used with third party systems.
- Offering bespoke promotions, and even specific promotional codes, only to users of a specific segment.
The use of user segments in the front-end of your store is discussed in more detail in the User Segments Front-End Guide
User Segments and Filters
User segments are made up of one or more filters. If a segment has only one filter applied to it, all the users from that filter will appear in the segment. If a segment has numerous filters applied to it, each filter can search for a specific set of users, all of which will be added to the overall segment. If a user belongs to two or more filters, it will only appear in each segment once, therefore preventing any duplication.
To create a segment, you first need to create a filter, which can then be assigned to the a new segment.
Filters
Filters contain the users that can then be assigned to a segment. You can create numerous filters, a selection of which can then be used to create a single segment.
For example, you could create separate filters to select customers that have placed orders recently, or placed orders over a certain amount, each of which could be assigned to their own segment respectively. Similarly, both of those filters could be assigned to the same segment, which would then contain both customers that have either placed an order recently or over a certain amount.
Filters are comprised of rules, such as:
- Users with an address in France.
- Users that have accumulated a certain number of loyalty points
- Users that have placed an order on a mobile device
A single filter can be assigned to several segments at once.
Updated almost 3 years ago