The Segments tab displays all of the custom defined segments that you set up based on various attributes. A segment is a collection of visitors that meet the specified criteria defined in the ‘Set a Segment’ page. A segment can be visitors from a specific industry, location or based on the visitor’s onsite activity.
In Web Personalization, a visitor can match more than one segment. For example, if there is a segment for USA visitors and a segment for finance companies, a web visitor from Bank of America would match both the segment for USA visitor and the segment for finance companies.
GRAPH: The Segments page displays a bar chart graph of the selected segments according to the number of visitors from the segment (y axis) and the segment name (x axis).
|Name||The title of the segment|
|The number of visitors meeting the customized, defined criteria of the segment|
|Set Campaign||Allows you to set up a Campaign CTA associated with the selected search term|
|Visitors||A preview of the visitors table associated with the selected search term|
|Clickstream||Displays a table of the visitor's activity and URL path on the site and how long they visited each page|
Segments - Right-hand Panel
Selecting a segment in the table reveal additional details about the segment in the right-hand panel.
These details include:
To enable or disable a segment, select the checkbox of that Segment in the table and in the “Choose Action” drop-down box at the bottom of the table, select the action “Enable” or “Disable”. When a segment is disabled, the word “disable” displays under the State column.
The segment you create meets whatever specific criteria you define in the Set Segment page. You can customize your segments based on a combination of criteria as well, targeting a specific audience in your campaign.
To create a new segment
From the Segments page, click Create New under the graph. The following screen appears.
Define general parameters to your segment:
Name: Name your segment.
Description: Provide a more detailed explanation of the segment criteria.
Domains: Select the domain/s you want to include in the segment.
Segment Rule Logic: Select an AND / OR logic to build each segmentation attribute
Timing: Define the level of visitor engagement you want in your campaign
Segment Rule Logic
There are three filter options:
Use All Filters (1 and 2 and 3…)
Use Any Filters (1 or 2 or 3…)
Advanced Filters (using and / or expressions)
Advanced filters allows you to control the segment condition. Enter the filter numbers separated by “and” and “or”.
Mixing “and” and “or” requires parenthesis to clarify logic intention. e.g. “1 or 2 and 3” must be written as one of the following:
Nested parenthesis are accepted for more complicated logic.e.g.
Check your logic after any insert, delete or reorder.
Drag and drop Segment attributes from the right hand side column into the segment editor on the left side:
Drag and drop Location into the segment editor.
Select from the following parameters:
Once the country is added, you can specify the state, city and zip code of the segment as well.
What segment conditions do I choose? ‘AND’ or ‘OR’? OR functions as an additional option within each field. Prospects need only fulfill one criteria of the multiple criteria selected within each field in order to qualify for the segment. (For example, prospects can either be from the U,S. or from the Defense industry). AND functions as an additional mandatory parameter which must be met for this segment. (For example, prospects must both be from the U.S. and from the Defense industry). Within each segmentation profile, each separate field can function as both, either an “AND” or “OR” depending on the Segment Condition selected.
Industries Under the Profile Segmentation section, check the box next to Industry.
Select from the following parameters:
Under the Profile Segmentation section, check the box next to Organization Group.
From the drop-down box, select from the following choices:
Is from these companies (specific names)
Named Account List
Select from a Named Account List to segment key targeted accounts.
The number in the brackets next to the Named Account List name is used as an index reference for the list for Web Personalization Read API.
Excludes Internet Service Providers (ISPs) from the segment.
Web Personalization integrates with your Marketo Database, allowing you to segment and personalize campaigns by known person attributes and data.
Select Database, and select a person data field from the drop-down. Select the + to add fields from the drop-down.
You can add or remove person data fields from Account Settings > Database
Create your Segment criteria according to all person data fields from Marketo people such as Job Title; Score; Role; etc…
Eg. “Job Title equals CMO” and “Score is less than or equals to 50”
Marketo Email Campaign Segment and personalize campaigns by email referral from a visitor clicking on a Marketo email and arriving on site. Segment by Marketo Program Name or Campaign Name and continue the conversation from email to web. Select the + to add fields from the drop-down.
Define your segment according to a prospect’s status: known or anonymous.
Visits - Define your segment according to visitor behavior or identify.
Number of Visits - Select this option from the drop-down box to specify the number of visits for prospects on the website.
Specific Visits - Select this option from the drop-down box to specify a specific visitor.
Search Terms - Define a segment according to a prospect’s search terms.
Referrals - Add URLs that the visitor was referred by.
Include Pages - Track specific pages prospects visited on your website.
Exclude Pages - Exclude specific pages that you do not want to match in the segment. (Using * as a wildcard is permitted).
Drag and drop the Mobile OS into the Segment editor
Mobile OS - From the drop-down box, select from one or more mobile OS listed. The selected mobile OS appear below.
Device - From the drop-down list, select from one or more devices (Apple, Samsung, LG, HTC, Nexus, Blackberry etc…). The selected devices appear below.
Target visitor that use specific browser types and/or versions.
Data Events - Segment visitors that trigger specific Custom Data Events
Add the Event value you want to target. E.g. from third party data sources.
User Context API
Web Personalization API call read more about it here.
Using Wildcards - When you would like to include any search term or URL that contains something within it i.e. “google.com” or “search term product”, we call this a wildcard and it should be inputted with an asterisk - this little guy* - on each end. So anything coming from google.com should be inputted as * google.com*
You can edit a segment that has been created.
To edit a Segment, go to Segments.
In the Segments table, click on the edit icon ( ) of the segment you wish to edit. The Set Segment page opens with the selected segment.
Apply any edits or changes you wish to make on the segment.
You can delete segments you have created.
You cannot delete a segment that is associated with a campaign. First you need to delete the campaign and then the segment.
Great! Now that you understand the Segments section, let’s learn about campaigns.