Segmentations

Segmentations are an important component of your profile table. They indeed let you record the affiliation of a profile to a group of profiles on the basis of a common characteristic.

These groups are a preferred tool to let you send the right message to the right person (for example, via a segmentation according to the consumer type: Gold, Silver or Bronze) and at the right time (for example via a segmentation based on purchase frequency).

There are two kinds of segmentations:

• Exclusive segmentation: it allows you to group profiles sharing common characteristics in a segmentation containing several segments. The affiliation of a profile to one of these segments is characterized by its tier, by reaching a threshold.

  Example: "RFM" segmentation (Gold, Silver and Bronze); Online activity segmentation (Very active, Active, At risk, Inactive); Prospect/Client segmentation.

• Simple segmentation: it allows you to groups profiles sharing common characteristics in a segmentation containing a single segment. The affiliation of a profile is characterized by true or false: either he is a member, either he is not.

  Example: "Field of interest" segmentation (Sport, culture ...); "Meat eater" segmentation or "Discount lover" segmentation.

Creating a segmentation is done via the Segmentations application (Catalog > Profiles > Segmentations) .

This application is where you will be able to:

• Create a segmentation
• Segment profiles in a one-off way
• View the definition of segmentations
• Delete segmentations
• Edit the name of a segmentation
• View the distribution of your segments

Setting up automated segmentation rules is done via the Segmentation rules application (Catalog > Profiles Segmentation rules).

This application is where you will be able to:

• Create a segmentation rule
• View the definition of existing rules
• Copy a rule
• Stop a rule
• Delete a rule