Segmentation in BlueConic is where it all comes together.
You have user profiles, thanks to the code that has been implemented on your site/app.
You have profile properties populated by the global listener and by listeners you’ve configured… these profile properties are what we use to create segments.
An impressive strength of BlueConic is the ease of segmentation, and it's retroactive nature: when you create a segment, users are segmented based on data already on the platform, not just based on data coming into the platform from that point forwards.
Ease of segmentation? Prove it!
Sure! Let's do that by creating four segments in one minute:
Users with 3+ visits
Head to Profiles > Segments and follow along with the following steps:
1. Click "Add Segment"
2. Name the segment "New visitors"
3. You will notice a filter box, where you can select profile properties to use as filters for segment creation, it looks like this:
In the filter box, type "Visits" and select the Visits profile property
4. Enter "1" in the box next to "Max" -- this ensures that profiles will only match the segment until their second visit
5. Click "Save". One down, three to go!
6. Next to the "Save" button, click the arrow and select "Save As", naming the new segment "Users with 3+ visits"
7. Change the setting for the "Visits" filter -- remove the 1 next to "Max" and enter "3" next to "Min".
8. Click "Save". Half way done!
9. Click "Add Segment" and name the segment "Campaign visitors"
10. In the filter box, type "Profile" and select "Profile property has value"
11. Select utm_campaign by checking the box next to "utm Campaign"
12. Click "Save"... one left to go!
13. Click "Add Segment" and name the segment "Facebook users"
14. In the filter box, type "Referrer" and select "Referrer hostnames"
15. Select the Facebook hostnames that appear, or enter them manually --www.facebook.com, m.facebook.com, l.facebook.com, and lm.facebook.com
Congratulations! You've created four segments in a minute!
These were simple examples. Creating more complex segments is also quite simple, though! If you add additional filters, they will be joined together with a logical "AND", and if you need to build a segment using "OR" logic, you can click the "Expand Segment" button and be on your way.
But… what if you don't know what segments you'd like to address? What if you want to improve conversion rate for any poor performing segments by speaking to the needs of these segments? First you have to find them. You can dig around in the segment creation area with success, but a likely better option awaits you in the "Insights" tab.
First, make sure your BlueConic instance has the Segment Discovery plugin activated. To check this, go to Settings > Plugins, click "Add/Update Plugins", and update/install the Segment Discovery plugin.
You can read more about Segment Discovery here!
For future consideration:
- Don't forget that, while BlueConic has tremendous data and analysis capabilities, segments are dynamic… depending on how you've set up a segment, users may fall in or out of a segment any time. If you create a "First visit" segment, it's perfect for messaging users on their first visit to your site/app. If you're trying to measure new users over time, you must remember that the way we defined the "First time visitors" segment is such that any users with a second visit fall out of the segment. To see the difference, try creating a segment that uses "First visit date" instead of "Visits" as a filter.
- Create some complex segments!
- Consider what additional data would make your existing segments more meaningful, and set up listeners to progressively build out profiles to meet your objectives.