Using Insight for segmentation

Understanding your Insight data

You may have read this elsewhere but it bears repeating: good email marketing relies on sending relevant content to your contacts. Your data is crucial to this and the richer it is, and the more intelligently you can use it, the more effective your marketing will be.

Our insight data gives you a powerful tool to target and engage your customers based on their purchasing history and habits. For instance, let’s say you’re a books, film and music retailer. If there are customers who are regularly high spenders on DVDs, then you are going to want to let them know about the latest DVD releases in stock. On the other hand, if there are customers who have only made a handful of book purchases some time ago, then you will want to re-engage these customers by letting them know about your upcoming multi-buy offer on books for the month. These are only simple examples. The tool of course allows you to segment based upon more complex requirements.

How do I create an Insight segment?

Insight segments are created in much the same way as normal segments, with just a few differences here and there owing to the differing nature of the data.

If you are completely new to data segmentation, then we strongly advise reading the articles in the Segmentation section as an accompaniment - as it will provide a better grounding in how general segmentation functionality works!

Go to ‘Segments’ by selecting it either from the droplist options under ‘Contacts’ or by clicking on the ‘Segments’ tab on the ‘My contacts’ page. Click on ‘NEW SEGMENT’ to use the segmentation editing tool, providing a segment name in the usual way:

give_this_segment_a_name.png

Once you've named it and clicked 'Continue', drag and drop an insight collection from underneath ‘Data’ in the right hand side menu panel into either one of the editing areas.

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Next click within the editing area to generate the segmentation editing window:

transactional_data_rule_editor.png

If you’re familiar with using segmentation already, this allows you to construct your segment rules in the usual way but with a few differences.

Firstly, a dropdown allows you to select the type of data collection you want to work with. In this case it is ‘Purchases’, which will relate to DVD purchases made in the following examples. The subsequent rules you can create depend upon the structure of the data collection selected:

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There are two possible parts of an insight rule – a contact filter and an optional transactional filter. The contact filter selects the contacts that meet the conditions of your rule. An additional transactional filter will then include the transactions connected to those contacts which meet the conditions of your insight rule.

The contact filter firstly requires you to choose whether your rule is  a ‘Number of’ statement or a ‘Total of’ statement:

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Switching between the radio buttons will change the statement below it accordingly.

The following is a very simple example of creating an insight segment based on the data of just a few customers who have purchased DVDs. Let’s say you want to discover who has made more than one purchase from your online store but has not made a purchase in the last three months, so you can target them for re-engagement.

You will want to create the rule by firstly setting your contact filter as ‘The number of transactions must be more than 1’. This is done by selecting the ‘Number of’ radio button, followed by ‘More than’ from the comparison operator selection box:

contact_filter_comparison_operator.png

The full choice of comparison operators are

  • Equal to
  • Not equal to
  • More than
  • Less than
  • Greater than or equal
  • Less than or equal
  • Between

Next you will need to select ‘1’ from the numerical stepper (clicking the up and down arrows will increment the number accordingly):

numerical_stepper.png

Selecting ‘Between’ as a comparison operator will produce two numerical stepper boxes so you can choose the desired range.

After setting this, the next step is to create the appropriate rule in the transactional filter selector. Here you will want to create your rule by selecting the transaction data field of 'PurchaseDate'

transactional_filters_data_field_selector.png

followed by selecting the comparison operator ‘Less than’

transactional_filters_comparison_operator_selector.png

and set the date three months back. Clicking in the data value box will, in this instance, produce a calendar from which to select your date:

transactional_filters_date_selector.png

You can of course increase the number of transaction filters your segment uses should you wish to, up to an additional seven, thus constructing more complex queries.

You can delete any of these transaction filters at any point by clicking on the red cross next to the filter on the far right. deletion_cross.png

You can also can cancel a selected transaction filter and choose a different one by clicking on the red cross next to it in the insight data field selector box.

For the purposes of this demonstration, your insight rule is now set. Click 'OK' to exit the segmentation editing window and view your rule as a sentence:

transactional_data_segmentation_rule_sentence.png

Next, click ‘Save’ in the top right which will automatically generate a count for you whilst saving. At this stage, your insight segment has been created and will now be listed with all of your other segments under ‘My segments’.

The count of your segment will be displayed in the bottom left.

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Click ‘[View contacts]’ to see the contacts in your insight segment.

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Select the edit icon pencil_icon.png, which allows you to view the Insight data for the contact. Click on a particular purchase from the list to open up its details to the right of it.

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A flexible and powerful tool!

The insight segmentation editing tool gives you plenty of flexibility to make more complex, powerful rules to greatly increase the accuracy of your campaign targeting. In the example above we've demonstrated looking at selecting ‘Number of’ for the contact filter but you can also select ‘Total of’. The contact filter statement changes as follows:

total_of_selection.png

You can select the insight data field of choice from a dropdown, and also cancel the choice using the red cross next to it.
The choice of comparison operators are the same as ‘Number of’:

  • Equal to
  • Not equal to
  • More than
  • Less than
  • Greater than or equal
  • Less than or equal
  • Between

When using transaction filters, the comparison operators change depending upon the transaction data field selected, and thus so does the value input box depending upon the data value type of the data field.

For instance, if you select an insight field that is a product ID and it has a value type that is text, then the comparison operators will become ‘Equal to’, ‘Not equal to’ or ‘Is one of’, with a value input box that must have text typed into it.

data_field_text_type.png

However, if the insight field is 'TotalIncVat' which has a number value type, then the comparison operators will extend to a choice of ‘Equal to’, ‘Not equal to’, ‘More than’, ‘Less than’, ‘Greater than or equal’, ‘Less than or equal’, ‘Is one of’ or ‘Between’, whilst the value input box will require a number entry, and so will feature the numerical stepper functionality.

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