Create conversion audiences

Hey everybody. This is Doug. In this video, I want to show you how to create a conversion segment in the segment builder in platform. Now, mostly, I mean a website conversion but if you had other conversions that were listed in a CRM system, et cetera then you could upload those as well and so this is really applicable, I suppose to any kind of data that’s coming in, but especially the data that would have a timestamp associated with it. So it could be call center data, again, it could be web data, you know it could be survey data, it could be any kind of data, again, that would have a conversion and a timestamp associated with that conversion. So here we are in the segments area I’m going to go over to create segment. And the reason why I’m really talking about a timestamp is because we’re really going to talk here about experience event data. So, I’m going to click on the events there. I’m not talking about attribute data that doesn’t change, it doesn’t really have a timestamp associated with it. It’s just kind of, you know, the current status like an address or a phone number or other kinds of attributes for your customers. Now, when we have chosen events, I want you to see down here that we have these event types right down here. And so, these do have a bunch of what you would consider conversion events down here, it might be an ad to a list or an ad to opportunity, application opened, checkouts, clicks, completes. I mean, there’s a lot of them, right? I can read all of them, but I’m not going to including maybe purchases or even page views. Now, in order to have data in any given event type of course it has to be in your actual data. I’m going to focus on website data like I said. I have two datasets, different data sets in fact and I’m going to click on one right here this Luma Web Events Dataset. And you can see in that data set, the sample of the data, I have an event type. And so, this field is where that comes from. So, if I have link clicks or page views here, then that means that link clicks are page views are going to show up down here in event types.

But on that data set, that’s kinder what I have there. You can see that page views and link clicks. Now on this other data set here, I have things that would be considered a conversion. You can see I have things like product views, product list ads, checkouts, purchases but if I scroll back and forth here you would not see that event type. And so, I can’t really go ahead and choose purchases right now. If I scroll down here, you can see, and remember it’s this column right here, you can see that I have a purchase right there and if I scroll down further, you know, add another one right there and so I have purchases but since I don’t have any event type these purchases would not show up if I just went down here and added purchases over to the canvas here. So, when you’re bringing in data, make sure that you do have an event type field for any of the events that you want to show up in that event type area. Now, again what I do have is other stuff that you can choose to put into your segment that will count like, you know, product list ads, product views even checkouts or purchases there. So I can use these fields to simulate a checkout or a purchase and I don’t really mean just simulate but to count it, I just don’t have the event type down here but I do have it up here. So if I had a checkout, if I wanted to measure that or create a segment of people who had done checkouts then you can see here, I have checkouts and I do have that commerce checkout’s value right there. So, I could drag this over and then I could put a one but in any case, I can also just put exists down here. So, when the commerce checkout’s value exists and I refresh my estimate, you can see that I have about 177 people in this dataset. So, in essence, that’s really just as good but you’d want to give it a really good name and description because you can see here that the field is actually just called value. So, it just says, include the audience who have at least any one event where the value exists. So that’s a little nebulous there when in essence, it’s actually when there’s a checkout or people who had a checkout. And so again, there’s nothing wrong with that. Another example would be if I don’t have a purchase event down in my event types because I don’t have it in my data but I have for example, purchase ID and I know that that’s there whenever there’s an actual order, then I can just again, say purchase ID. I know that there’s a purchase ID. I know there’s a purchase. So, for purchase ID exists and then I refresh my estimate there. Okay. So, I have people there as well. So even though I might not be able to use this purchases event type again because I might not have that event type field, I can use something else that shows that there was a purchase. Okay. So in best case scenario, especially if you’re going to use the web SDK on your website data, then there will be event types for those kinds of things like purchases, page views and those different events on your site as you implement the web STK. But for example, if you happen to be batch ingesting a bunch of web data and you don’t have that event type field, then you’ll want to understand the data that you have and again it always comes back just like I’ve said in other videos, it always comes back to you knowing your data, knowing the schema. I had to know that there was a purchase ID or I had to know that there was another checkouts field, et cetera, so that I could count those and use those here in this segment creation. Anyway, I hope that helps so that you can create segments based on the conversions in your data. Good luck. -