Customer segments are dynamic lists of customers grouped based on different criteria like geography (where the customer is engaging with the business), demographics, transactions, marketing, browsing, loyalty, etc.
Segments can be used to download certain data, to target marketing campaigns, and in dashboards.
Once a segment is created it will be automatically updated by the system in real time so whenever a specific segment is used, it will always have up-to-the-minute list of customers that meet the criteria of that segment.
For example, you can create a segment that has all the leads and whenever you use that segment it will be automatically updated to have the latest list of leads, which means if some of the leads already became customers then they will automatically be excluded from that segment.
In order to make it easy for marketing and customer experience teams to setup and organize segments, the UrbanBuz Audience product has three different groups of segments:
1- Program: This where you can setup segments related to all accounts regardless if they are leads or customers
2- Leads: This is where you can setup segments related only to leads. Those are potential customers that haven’t transacted yet with your business
3- Customers: This is where you can setup segments related only to customers.
4- Employees: This is where you can setup segments related only to employees (if applicable)
The segment group would determine the filters that are available when you define the segment. For example, Leads related segments will not have filters related to transactions (since those are not customers yet).
Within each segment group, there are a number of segment templates to get you started quickly when creating segments.
For example, the customers group has a number of template related to common segments like lapsed customers, first time customers, etc. that you can quickly use to configure the most common segments that you would need to start building relevant audiences.
Depending on the group of a segment, you will be able to setup segments based on a wide range of criteria:
1-Source: this indicates where the customers transacted with you or where the accounts are linked to.
For example, you could setup a segment of customers that belong to a certain branch, in this case you would select the Source as that branch.
2-Profile: this would use the fields defined in the customer profile, which means you can setup segments based on customers demographics data that they provided in their profiles.
For example, you could setup segments based on age groups or gender.
3- Transactions: with transactions you can setup customer segments based on shopping behavior. Here you can setup segments based on customer spend, visits, and/or products purchased.
4- ECommerce: you can setup customer segments based on products browsed or abandoned carts.
5- Loyalty: if you have loyalty program enabled then you can setup customer segments based on their loyalty tiers, balances, expiry, etc.
You can combine the different filters to create a certain customer persona. For example, you can setup a segment of customers who shop only offline (at your physical store) , who are women, within the age of 25 and 35, who spend a certain amount of money within a certain period, and who have bought certain products.
Once you setup a segment, you can view how many customers belong to that segment at that moment, download the list of those customers, or create a copy of that segment that you can then adjust for other purposes. Also if enabled, you can send that segment to your Facebook or Google Ad accounts to build ad campaigns based on those customers.