Creating a marketing segment

A segment is collection of user profiles that you can use to target website content and optimize your online campaigns. For example, you can create a segment for visitors that have previously responded to a campaign and display a loyalty discount code for only returning visitors; see personalizing content and using visitor groups in the Episerver CMS Editor User Guide

Segments are dynamic. If you create a segment that matches the criteria visitors from Sweden, two visits within the last fortnight, the profiles change as new visitors view the site and previous visitors do not return.

The Segments view shows segments that are recently created and segments labeled as your favorites. To designate a segment as a favorite, select the star icon . You can search and filter segments.

Creating a segment

1. In the Profiles view, select the filters you want from the Contact, Last Seen, and Country columns.
2. Click Save as segment.... The Create Segment from Filter dialog box appears.
   —Image: Create a Segment from Filter—

   

3. Enter a name for the segment.
4. Select Available in visitor groups if you want the segment to be used in visitor groups.
5. Click Create. The new segment appears in the Segments view.

Editing a segment

You can edit the attributes of a segment from its context menu in the Segments list. You can also click on the individual segment to modify it attributes. Episerver Insight automatically saves actions you make. If you have pending changes in your draft, click Apply changes.

• Title. Edit the title of the segment.
• Description. Enter a description about the segment.

You can apply additional attributes through the Actions menu.

• Archive. Select this option to remove the segment from the Segments view. Refresh the screen to update the list. You can deselect this option in the Archive view to restore the segment to the Segments view.
• Make available in visitor groups. Use this segment in visitor groups.
• Manager. Choose the person you want to be responsible for managing this segment.
• Duplicate. Create a copy of the segment that you can modify to create a new segment.

Using a segment as a visitor group

When creating a segment, you can choose to make it available to visitor groups in Episerver CMS. Once available there, you can set up a visitor group that uses this segment as a criterion and then personalize your website content for this visitor group specifically.

Note:  You may need administration rights to set up new visitor groups.

For example, if you want to give a loyalty bonus to those of your customers that participated in your last Spring campaign the next time they return to the website, follow these steps:

1. In the Profiles view of Episerver Insight, select the Spring campaign to filter on the users that participated in this campaign.
2. Click Save as segment, select the Available in visitor groups check box, and click Create to save the segment.
3. In the global menuA group of options that appears in the uppermost part of the user interface when logged in. The global menu displays products and systems integrated with your website. It also displays links to the user guide and user settings, and to a global search. See the User interface topic for further information., go to CMS > Visitor groups and click Create to create a new visitor group. See also Visitor groups.
4. Drag the Segment membership criterion from the pane on the right and drop it into the Drop new criterion here.
   —Image: favorites—

   

   1. Select the segment you want from the Segment Membership drop-down list.
   2. Name the visitor group and add other criteria if necessary, and then save the visitor group.
5. In Episerver CMS, create a new block, or reuse an old one, that contains the loyalty bonus information.
6. Add this block to a page and click Personalize from the context menu. Select your new visitor group from the list. See also Personalization in the Episerver User Guide.

Using a segment as a target group in Episerver Campaign

If you have Episerver Campaign, you can use segments from Insight as target groups for your campaigns. See Creating and editing campaign and Smart Campaign nodes for how to do this.

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