Behavioral customer segments

BlueConic observes customer behavior and stores this data in behavioral profile properties available out of the box in BlueConic.

How do I create and use behavioral customer segmentation? How can I calculate customer engagement scores in the BlueConic customer data platform?

These profile values measure recency, frequency, intensity, and momentum of your customers' interactions with your site and serve as the basis for six prebuilt behavioral segments.

What are behavioral customer segments?

Behavioral customer segments place customer profiles into segments based on those customers' interactions with your sites and channels based on recency, frequency, intensity, and momentum. BlueConic's behavioral customer segments are created by default, update in real time, and require no special configuration. You can use these segments for analytics and marketing campaigns.

See Behavioral profile properties to learn how these underlying profile property values are collected and calculated.

Prebuilt behavioral segments in BlueConic

Marketing teams can use behavioral segments in combination with existing segments or profile properties to tailor messaging to the right customers at the right time.

Visitors from the past 7 days

  • Based on the profile property: Recency
  • Values range from a minimum of 93 (the last visit was 7 days ago) to 100 (visited today). This value is empty for profiles whose last visit was more than 99 days ago.
  • Use cases: Use the Visitors from the past 7 days segment to target customers who haven't visited in the past week. Re-engage them with fresh messaging.

Highly frequent visitors

  • Based on the profile property: Frequency
  • Values range from a minimum of 85 and maximum of 100. This value is empty for profiles that are among the least active in your universe.
  • Use cases: These customers visit often and clearly enjoy your content or products. Target them with deeper content. Or use the segment to exclude frequent visitors from seeing the same messages on each visit.

Visitors with a high intensity

  • Based on the profile property: Intensity
  • Values range from a minimum of 85 to a maximum of 100. This value is empty for profiles with the lowest average intensity in your universe.
  • Use cases: Combine this segment of high intensity customers with content or product interests to re-connect with this valuable group of customers.

Recently very active visitors

  • Based on the profile property: Recent intensity
  • Values range from a minimum of 75 to a maximum of 100. This value is empty for profiles with the lowest recent intensity in your universe.
  • Use cases: Target lead generation to active visitors who have not supplied an email address -- focusing your lead gen efforts on highly engaged people.

Visitors with high momentum

  • Based on the profile property: Momentum
  • Values range from a minimum of 75 to a maximum of 100 (for showing much more activity this week than on average). This value is empty for profiles with lower than average or no activity this week.
  • Use cases: Customers with high momentum are showing increasing activity on your site over the past 7 days. Send offers or ads to these customers to capitalize on their increased interest and propensity to buy.

Visitors with low momentum

  • Based on the profile property: Momentum
  • Values range between a minimum of 0 (inactive in the past 7 days) to 10 (minimal activity over time).
  • Use cases: Improve your re-engagement campaigns by combining the "low momentum" segment with additional attributes to target and bring customers back to your site.

Customizing behavioral segments

Use the prebuilt segments as the basis for your behavioral marketing campaigns. You can edit the minimum and maximum values to create your own definition for frequency, intensity, activity, and momentum. Select one of the behavioral segments, click its name in the left navigation to view the conditions that define this segment, and edit the score range. By default high intensity is calculated with a minimum of 85 out of 100. To add more profiles to this segment, you can change the minimum value to yield more profiles. Choose Save As to create a new, custom behavioral segment using your scoring thresholds.

For details on how BlueConic calculates the profile scores that determine the behavioral segments, see Calculating behavioral profile property values.

How do I create Behavioral Customer Segments based on Customer Engagement Scores in the BlueConic customer data platform?

How to create behavioral segments to increase engagement

The example below shows how you can use behavioral segments in BlueConic to increase customer engagement. Because BlueConic's behavioral segments and profile properties are preconfigured, you can use them now to target custom audiences.

To target users who show high levels of activity but for whom you don't have an email address:

  1. Build a new segment based on the default Recent intensity segment
  2. Add a filter to identify the group of profiles whose email profile property is empty.
  3. Use this new segment to target these customers and visitors with ads or messages to ask for their email addresses.

How do I create Behavioral Customer Segments to target customer profiles using behavioral customer segmentation in the BlueConic CDP?

See Using real-time behavioral customer data for ideas for behavioral targeting and messaging.