Building Segments

Segments are a powerful way to use WhatCount’s data science to target subsets of customers. Using the Segment Builder, you can target customers based on purchase behavior, demographic characteristics, or WhatCount’s unique customer scoring, then target those segments with campaigns generated in your Email Marketing Service Provider (ESP). 

Segment Templates 

The easiest way to begin using segments is to start with a Segment Template. Each template includes pre-built conditions that will generate a valuable customer segment. Use them as-is, or add additional conditions to customize them further.

Segment Templates include:

  • Biggest Spenders
  • Best Customers
  • Products Purchased by Date
  • Repeat Purchases by Date
  • Big Spenders by Date
  • Most Recent Buyers
  • Mother’s Day/Father’s Day buyers

...and many more.

Segment Templates can be selected after you click the Create New Segment button at the top of the Segments page. You can also choose to create your own custom Segment. 

Creating a New Segment 

Begin by clicking the Create New Segment button on the main Segments page. Select a Segment Template, or choose to create your own.

Naming a segment 

Give your segment a meaningful name that describes its targeted customers. This name will stay with the segment inside WhatCounts and in any email service provider you push the segment to. Once you have finished creating a segment, you will NOT be able to edit its name.

Segment options 

By default, customers without an email address and historical customers who were blocked from being pushed to your ESP during your onboarding with WhatCounts are included in segments. You can deselect the checkboxes "Include customers without an email address" and "Include historical customers who may have opted out of your marketing messages" if you wish to exclude these customers from being included in the segment.

Building segments with conditions 

Segments are made up of conditions and condition groups. Conditions are composed in the format FIELD – OPERATOR – VALUE.

For a list of available Segment Builder Fields, reference this help article.

  • Fields define what you are segmenting on. Like the subject of a sentence, Fields are the subjects of your Segment and they are controlled by Operators and Values. There are four types of Fields in WhatCounts: Customer Fields, Order Fields, Product Fields, and Scoring Fields. Some fields will also include filters that allow you to further target your segment. See a complete list of our Standard Fields.
  • Operators vary based on the Field you select. For example, if you select a date-specific Field, your Operators include options like “is on,” “is before,” “is after,” and “is within the last.” They help define the Field based on the Values you select.
  • Values are the meat of the Segment. The construction of your segment hinges on the Values you input. Values can be anything from a date or date range, to a state, to a dollar value, to a SKU. 

Conditions can be combined into a single condition group with the operator AND. Condition groups are combined within a segment with the operator OR. Segments can be created with one condition, one condition group, or multiple condition groups, allowing you to target broadly or more granularly according to your needs.

Excluding a Segment
WhatCounts supports the option to exclude existing segments from a segment that is currently being built. This option is available beneath the actual builder. In order for a segment to be excludable, it must be active. Please note: If a segment that has not yet finished building is selected for exclusion, the segment estimates may not be accurate. 

Previewing a Segment 

As you construct a segment, you can use the Preview link at the top of the page to see the estimated number of customers that match the criteria of that Segment. After previewing, you can continue to build and refine your segment until you are satisfied with the results.

Building a Segment 

When you have finished creating conditions for your segment, click the Build Your Segment button at the top of the page. If there are empty fields or other problems with your Segment as constructed, you will be prompted to make changes before proceeding. 

Once your segment has been submitted, it make take a few minutes to finish building. When the segment has been built, the Segment’s analytics will appear on the Segment Overview page.

Sending a Segment to your ESP 

After you have built a segment, click the Send to ESP button next to the Segment on the Segments Overview page to send it to your email service provider. Please be aware that sending a segment to your email service provider can take up to 24 hours to complete.

Note: WhatCounts does not have data on which of your customers have opted out of campaigns in your email service provider, so you may see a difference in the number of customers displayed in WhatCounts versus the number displayed in your email service provider after you send over the segment.

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