Live Segments are the perfect solution to understanding your users over a long period of time and simultaneously deliver contextually personalized experiences across your platforms and channels.
You can start out with a few key defining traits to create a segment and analyze each group's behavior, preferences, and growth.
Depending on your business, these traits could be anything like purchase history, age group, gender, category affinity, content preference, wishlist products, user type, location, acquisition source, acquisition date, and so on. Each trait can be specified as a rule of segmentation to build a Live Segment.
We highly recommend that you use Live Segments for:
Delivering relevant platform experiences at various moments in your user's lifecycle.
Engaging users with content personalized to their latest app/web interactions, spending capacity, and other traits.
Monitoring the overall composition of your userbase as it grows, and respond to changing preferences of each user group.
Re-engage users through Facebook and Google Ad Network with content that is tailored to their latest actions and preferences.
Live Segments function as per two core logics that make them a dynamic user profiling and targeting tool: Rolling Time Window and Dynamic Profiling. Let's walk you through this:
As humans, we understand time in relative terms - Today, Yesterday, A Few Days Ago, A Few Weeks Ago... The good news - so does the segmentation engine at WebEngage!
All Time Windows specified as rules of segmentation while building a Live Segment are rolling on nature. As the days progress, the time window rolls over to the subsequent day maintaining the time frame defined by you.
Use-case: How rolling time window facilitate intuitive segmentation
Let’s say that you create a segment on December 1 which includes users who have not viewed items added to their cart over the last 30 days. Then, at the time of creation, the segment will include all those users who have not viewed their cart since November 1.
But as the month progresses, the set of users included within the segment will change. Hence, on December 20, the segment will include only those users who have not viewed their cart since November 20, and so on.
This plays an important role when setting up recurring campaigns to send messages based on the stages of your user lifecycle. This could include messages like reminders, offers to drive repeat purchases, and so on.
At WebEngage, all your user data (User Attributes & Events) are tracked in real-time for your app and website. This enables dynamic profiling where users roll in-and-out of a Live Segment as and when their current preferences, status, and actions match or don't match the rules of segmentation specified by you.
Use-case: How dynamic profiling facilitate contextual segmentation
Let's say that you have created a segment of premium users who have an RFM score of above 100.
WebEngage will constantly track and update the set of users within this segment in real-time, depending on their RFM score.
So, if the RFM score of any of the users included in this segment falls below 100, then they will be excluded from the segment and vice versa.
Updated almost 3 years ago