Segmentation in BlueConic is where it all comes together.
You have user profiles, thanks to the code that has been implemented on your site or in your application using the BlueConic script tag.
You have profile properties populated by the BlueConic global listener and by listeners you’ve configured. These profile properties are what you use to create multi-dimensional customer segments.
One of the great strengths of BlueConic is how easy it is to create segments. And these segments are retroactive, too: when you create a segment, users are segmented based on data already on the platform, not just on the data coming into the platform from that point forwards.
Ease of segmentation
Let's start by creating four segments in just minutes:
- New visitors
- Users with 3+ visits
- Campaign visitors
- Facebook users
Select Segments from the BlueConic navigation bar and follow these steps:
- Select the Add segment button.
- Name the segment "New visitors."
- Drill down to choose conditions you can use to filter profiles based on existing segments, objectives, and profile properties. It looks like this:
- Select Profile properties, type "Visits" in the search box, and select the Visits profile property.
- Enter "1" in the box next to "Maximum." This ensures that profiles will only match the segment until their second visit.
- Select Save. One down, three to go!
- Next to the Save button, click the arrow and select "Save As", naming the new segment "Users with 3+ visits".
- Change the setting for the "Visits" filter -- remove the 1 next to "Max" and enter "3" next to "Min".
- Select Save and you're half-way done!
- Select Add Segment and name the next segment "Campaign visitors."
- As the condition, choose Profile properties. Enter "Profile" in the Search box, and select "Profile Property Has Value."
- Select utm_campaign by checking the box next to "utm campaign (all),"
- Select "Save"... one left to go!
- In the Segments window, select the Add Segment button and name the segment "Facebook users."
- Under Select Condition, type "Referrer" and select "Referrer Hostnames (All)."
- Select the Facebook hostnames that appear, or enter them manually: www.facebook.com, m.facebook.com, l.facebook.com, and lm.facebook.com. Save your settings.
Congratulations! You've created four segments in minutes!
These were simple examples. Creating more complex segments is also quite simple. If you add additional filters, they will be joined together with a logical "AND", and you can use the "OR" connector to build a segment using "OR" logic.
But… what if you don't know what segments you'd like to address? What if you want to improve conversion rate for any poorly 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.
Learn more about Segment Discovery.
For future consideration
Keep these points in mind when creating and evaluating multidimensional segments in BlueConic.
- Don't forget that, while BlueConic has tremendous data and analysis capabilities, segments are dynamic. So depending on how you've set up a segment, users may fall into 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 or application. If you're trying to measure new users over time, 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 and use them in the Who tab of your dialogues.
- Consider what additional data would make your existing segments more meaningful, and set up listeners to collect data and progressively build out profiles to meet your objectives.