Using Insight data 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 data segment?

Insight data 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 Contacts > Segments (or click on the Segments tab when in the ‘My contacts’ page) and click on + New segment to use the segmentation tool. Firstly, provide your new segment with a name and choose a location for it.

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Once you've named it and clicked Continue, drag and drop an Insight data collection from under ‘Data’ in the side panel into either one of the editing areas.

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Next, click on the Insight data collection you've dragged in.

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The segmentation editing window will open.

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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.

There are two possible parts of an Insight data rule – a contact filter and an optional record filter. The contact filter selects the contacts that meet the conditions of your rule. An additional record filter will then include the records connected to those contacts which meet the conditions of your Insight data 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 data 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 records is more than 1’. This is done using the ‘Number of’ radio button, followed by selecting ‘is more than’ from the comparison operator selection box.

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The full choice of comparison operators are

  • is equal to
  • is not equal to
  • is more than
  • is less than
  • is greater than or equal to
  • is less than or equal to
  • starts with
  • is between

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

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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 record filters selector. Here you will want to create your rule by selecting the record data field of 'PurchaseDate'...

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...followed by selecting the comparison operators ‘occurs’, 'before', 'the date'...

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...and then set the date back by 3 months. Clicking in the data value box will, in this instance, produce the date picker from which to select your date.

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You can, of course, increase the number of record filters your segment uses should you wish to, thus constructing more complex queries.

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

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

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

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Next, click Save in the top right which will automatically generate a count for you whilst saving. At this stage, your Insight data 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.

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Click View to see the contacts in your Insight data segment.

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To view a contact's Insight data, click on a contact and then click on the Insight data tab on the 'Manage contact' page.

If you have more than one Insight data collections, select the relevant one from the dropdown at the top of the page, and click on a particular purchase from the list to open its details on the right.

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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 shown below.

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You can select the Insight data field of choice from the dropdown, and can also cancel the choice using the red cross next to it.

The choice of comparison operators are the same as ‘Number of’:

  • is equal to
  • is not equal to
  • is more than
  • is less than
  • is greater than or equal to
  • is less than or equal to
  • starts with
  • is between

When using record filters, the comparison operators change depending upon the Insight 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 data field that is a product ID and it has a value type that is text, then the comparison operators will become ‘is equal to’, ‘is not equal to’, 'starts with' or ‘is one of’, with a value input box that must have text typed into it.

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However, if the insight field is 'TotalIncVat' which has a number value type, then the comparison operators will extend to a choice of ‘is equal to’, ‘is not equal to’, ‘is more than’, ‘is less than’, ‘is greater than or equal’, ‘is less than or equal to’, ‘is one of’ or ‘is between’, whilst the value input box will require a number entry, and so will feature the numerical stepper functionality.

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