Our Custom Segment builder gives you complete flexibility with all our data points to build and analyse custom segments based on your data.
You may choose to use our custom segment builder to refine a segment in order to focus on a specific business objective; such as users coming from a specific traffic source, or shopping a specific category of product.
Whilst building your segment, there are a few things to be aware of;
Segments are built from event responses; As events are sent, users will fall in and out of segments as they meet the conditions you create. As you link segments to experiences, this will cause the experience to fire as users match these conditions. Therefore it's important to refine your segment to ensure an experience won't fire numerous times for the same user, or set this up within your personalisation or testing tool. We will soon be launching segment conflicts in order to notify you of this scenario.
Find out more here around how to best use segment match scripts within experiences. As you build your segments you can use the 'Average event count per user' within the Segment Overview to understand how often a user may match the segment.
Latest & Peak; Across Intent Metrics (Buying Stage, Intent and Momentum), you are able to look at the users Latest or Peak prediction. Latest will be the most recent prediction made on a user with their last action (click, page view etc) or time delay. The Peak prediction will be the highest or furthest prediction we have made for that user.
For example, if you wish to target a user who is currently in the Browsing stage, you would use 'Buying Stage - Latest - Browsing'. If you wish to target a user who has reached 'Committing', but may have backtracked to an earlier Buying Stage, you would use 'Buying Stage - Peak - Is Committing' and ‘Buying Stage - Latest - Is Not Committing’
Match Across Journey; By default segments are based on the events occurring in a customers journey that we have matched a response from. For example, if you wish to target users who are in the Refining Stage on a Dresses page, you would create a segment of users who match 'Buying Stage - Latest - Refining’ and 'Page Info - Category - Dresses'.
However, you may be interested in targeting these users at a later point in their journey. For this you would select our 'Match Across Journey' checkbox within the segment builder. This enables us to look back at all previous events, to see if these conditions were ever true.
For example, you may wish to target users in the Refining stage who have been on a Dresses page, but are now on the Homepage, with a personalised Dresses carousel. For this, you would create a segment of users who match;
'Page Info - Category - Dresses' with match across journey checked
AND
'Page Info - Type - Home' with match across journey un-checked
AND
‘Buying Stage - Latest - Refining’