A segment is a group of visitors characterized by a defined set of attributes, interests, behaviors, preferences, or demographic, psychographic, or technographic properties.
Anonymous and known users can be segmented with a single filter or a complex set of filters, allowing you to engage with your users at the right moment by way of a meaningful and relevant dialogue. Users of your online channels can belong to multiple segments. For example, a single user might be included in segments: "under 35 years old", "interested in football", "referred by social media", "read December newsletter".
Segmentation is dynamic, which means that the latest updates of profile property values are used to determine if a visitor falls in a specific segment in real time.
Organizing and managing segments
On the left hand side of the screen you find the navigation widget. This widget displays segments that are configured in your BlueConic environment.
By using the different view options, you can configure this widget to display the segments of your choice. See "Object Navigation" for an in-depth discussion of the navigation widget.
Creating a segment
To create a segment, click the [Add Segment] button at the bottom of the navigation widget. A new segment appears in the center of the screen.
The top of the screen contains the name of the segment and next to it the number of profiles it currently contains. When you are creating a segment there are no restrictions in place yet, so you see the total number of profiles.
Note that you can also create a segment using the Segment Overlap Insight.
Editing segment metadata
The top area of the screen shows the segment's metadata.
You can edit the following metadata:
- Favorite: You can mark the segment as one of your favorites. Click the star icon to favorite or unfavorite the segment.
- Labels: By adding labels to an object you can easily group related segments and make managing and retrieving objects easier. See labels for more information.
- Description: Add a short description of the segment and its purpose.
- Edit rights of the segment: Select the domain(s) to which a user must belong to in order to modify this segment. If more than one domain is selected, the user must belong to all domains in order to be able to modify this segment. If no segments are selected, any user can modify this segment. See Domain-based permission for more information.
Note that to save screen space, you can hide or show the metadata by clicking the top separator line with the [-] or [+] icon on it.
You can now further specify your segment by by selecting one or more Segment Filters
Segments group visitors together based on the values stored in their profile properties. Creating a new segment starts by selecting the profile property you will use to discern between visitors. If a matching profile property does not exist, create one! (Don't worry about picking the correct property, it is easy to add or remove profile properties after your initial choice.)
BlueConic displays a list of most used profile properties and the list of all other profile properties. You can also search for a particular profile property by typing in the search box. This automatically filters both lists to the profile properties that match your search.
Once you have located the profile property that you want, click it to start building the segment.
To flesh out the segment, you will want to filter for specific profile property values. Click on the profile property and filter information will display on the right side:
In this case, the filter displays a list of values found in profiles, ordered by the number of profiles that contain that specific value. You can even filter by another value if no profile contains it yet. Other types of profiles will display other filter information and allow you to filter on dates or numeric values. Read more on segment filters.
In the example above, we picked "mlb". Note, that as you restrict the values in the segment, its size is being updated at the top of the page.
Let's expand this segment by hovering over the blue area of the chosen profile property.
Two green buttons appear: "+ AND" and "+ OR".
Click on "+ AND" if you want the segment to match visitors that match both your first property filter AND your second property filter.
Click on "+ OR" if you want the segment to match either your first property filter OR your second property filter.
In our case, we want to segment on visitors who like baseball AND are from Boston, so we click "+ AND". A popup appears to select the next profile property we want to filter on:
In our case we want to use the "City (All)" profile property of visitors, so we click that. As a result the segment overview is updated with the new profile property:
As you can see the two profile properties "Favorite Sport" and "City (All)" are connected by "AND", meaning the segment combines the two filters by requiring them both.
Note that upon specifying the value "boston" the value of the segment at the top of the page updates to show the number of profiles in the entire segment, i.e. profiles with Favorite Sport "mlb" and City (All) "boston". Also, the numbers that are being shown in the bars take the entire segment into account; there could very well be over 500,000 visitors with "boston" in their profile, but only 127,630 of them also have "mlb" as favorite sport.
If you want to fold the filter information, click on the arrow pointing left in the top right of the screen. You will now see an overview of the segment definition:
On the left you see the profile properties and their connection (AND or OR) and the conditions set for each of the profile properties.
If you are content with the segment, you can now save the segment.
To expand the segment, hover over a profile property and click "+ AND" or "+ OR". Or, to remove a profile property, hover over it and click the "x" button that appears on the right of the profile property.
If you want to adjust the filter, click on the profile property or the conditions and the filter screen appears again.
For details on the different types of filters and how to configure them, see Segment Filters.
Modifying, copying, or deleting a segment
As with other BlueConic domain objects, a segment can be saved, copied, or deleted using the save button. See Save, Save As, and Delete for an in-depth discussion.
Exporting segment data
Segment data can be exported in comma-separated value (CSV) format. This makes it possible to examine segment data in external applications. The export file contains a list of all profile IDs that match each segment together with the specified value for each targeted property. The Export function can export up to a maximum of one million profiles. If the segment contains more than one million profiles, only one million profiles will be exported. There is no way to control which records are exported. To access all profiles in a segment, the REST API will need to be used.
To export segment data, click on the dropdown of the save-button and choose the option "Export"
Select where you want to save the file. By default the name of the export file is
"BlueConic_Export_[segment name]_[date (yyyymmdd)]_[time (hhmm)]".
Dates will be exported as Unix millisecond timestamps in UTC. In Excel you can convert these to regular Eastern (GMT+5) times with a formula:
=((((A1 / 1000) / 60) / 60) / 24) + DATE(1970, 1, 1) - (5 / 24)
Be sure to format the cells with the formula as date.
In the right hand sidebar, the "statistics" widget is displayed. It shows the number of profiles in the selected segment over time.
By clicking on the graph in the sidebar widget, a lightbox with a detailed view of the graph is displayed. The X axis of the graph represents the time period. The Y axis represents the number of profiles that belong to the segment. If the line in the graph contains points that stand for individual days or months, you can hover over it to see the statistics for that period of time. For example:
You can change the view of the line graph by adjusting the range of values that are shown as well as the time period. You can also export the values shown in the graph in order to inspect them in external applications. See Graph options for complete information on the graph options that are available.
In the right hand sidebar, the "related items" widget is displayed. It shows the other objects in BlueConic that are directly related to the segment that you are managing.
Segments can have the following types of related items:
- Interactions: The interactions that use this segment on the who-tab.
- Optimizers: The optimizers that use this segment on the who-tab.
- Profile Properties: The profile properties that are used as filter by this segment.