Behavioral Targeting Quick Start Course
With the Behavioral Targeting Module, you are able to build segments of your customers.
There are 3 types of Segments:
- Behavioral – Segment visitors based of their activity and engagement with your website. Use to retarget visitors with personalised campaigns outside of Fresh Relevance by exporting their email addresses and compare the activity of different groups activity
- Product Change – Fresh Relevance not only records a visitors browse behavior, but also the product details (such as price and stock level) which they saw. Using this information, we can segment visitors that viewed a product that has since dropped in price, come back in stock or now have low stock levels. Use this segment to issue Triggered emails to update visitors whilst increasing urgency for purchase and trust with your brand.
- Import – Use the Import Segment to group already segmented customers. This requires both the Behavioral Targeting and Data Import modules. For more information on this type of segment see our Help article here.
How to Guides for building Behavioral and Product Change Segments are below.
See also:
ANALYZE & COMPARE SEGMENT ACTIVITY
Use Segment Analytics to review and compare segments across metrics including Website Activity, Lifetime value, Devices, Top Purchase windows and Product popularity.
3 easy steps to Segment Analytics:
- Go to Data | Segments
- Click on the 3 dots for the Segment you’d like to review, then click Segment Analytics
- To compare with another Segment, select from the dropdown at the top of the page – Choose a segment to compare with
How to build a Behavioral Segment
What Segment’s should I build?
With so many rules, the possibilities for segmenting customers are endless!
We’ve written a blog about our favourite Behavioral Segments here: https://www.freshrelevance.com/blog/types-of-segmentation-for-conversion/
Step 1 – Create segment
- On the left nav click on Data | Segments
- Click the Blue Create Segment button
- Select Product Change and then Create Segment button
Step 2 – Configure Segment Rules
Build out Rules to identify the visitors that you want to target in your segment, buy dragging and dropping Rules into the right hand of the page.
This includes:
- Person Details – Such as a visitors assigned Experience(s), content viewed or imported data
- Person History – Such as their Browse/Cart/Purchase history and Website engagement
- Location – Such as the visitors Country
Segment Rules are grouped with an AND operator, however OR operators can be used within rules e.g. Tag ‘ski’ or ‘snowboard’.
Step 3 – Segment Options
On the Options tab, configure:
- Segment Name
- Marketing permissions/restrictions
- Regeneration time period
Step 4 – Post Build options
On the post-build tab decide any events you would like to occur upon build of your segment.
- Upload directly into your ESP channel (including field mapping)
- Create a Signal, allowing a Triggered email to be issued (e.g. Price Drop emails)
- Segment build result notifications & recipients
Note that these will occur each time you re-generate your segment.
Step 5 – Save and Generate
Once you’re happy with your segment click Save to save your configuration.
Then click Generate to initiate the first run through of customers who match your Rules.
Step 6 – Export Email contacts
There are 2 options available for exporting the email addresses from Fresh Relevance.
Easiest route, particularly for 1 off exports, simply
- Click the 3 verticle dots on the right of the segment you want to export
- Click on the Email icon
For repeated exports, you might want to consider an automated route
- Click into your Segment
- Click onto the Post-build tab
- Configure your Upload Channel and any other settings you require
Top Tip!
Set your Segment to automatically re-generate to keep up to date for your repeat exports. You can find this on teh Optionsb tab after clicking into your segment
How to build a Product Segment
Step 1 – Create segment
- On the left nav click on Data | Segments
- Click the Blue Create Segment button
- Select Product Change and then Create Segment button
Step 2 – Configure Segment Rules
Build out Rules to identify the products that you want to target in your segment, buy dragging and dropping Rules into the right hand of the page.
This includes:
- Identify by Product Change. For example has the product changed in stock or price?
- Identify by Product Field. For example, target specific product IDs or categories, highly rated products or particular price points
- Identify by any Extra Data that is customly captured for your particular website/business
Segment Rules are grouped with an AND operator, however OR operators can be used within rules e.g. Tag ‘ski’ or ‘snowboard’.
Use the Preview tab to see which products match your criteria.
Step 3 – Segment Options
On the Options tab, configure:
- Segment Name
- How far back you want to scan products for changes
- How far back you want to scan for visiors who browsed those products
- Marketing permissions/restrictions
- Regeneration time period
Step 4 – Post Build options
On the post-build tab decide any events you would like to occur upon build of your segment.
- Upload directly into your ESP channel (including field mapping)
- Create a Signal, allowing a Triggered email to be issued (e.g. Price Drop emails)
- Segment build result notifications & recipients
Note that these will occur each time you re-generate your segment.
Step 5 – Save and Generate
Once you’re happy with your segment click Save to save your configuration.
Then click Generate to initiate the first run through of customers who viewed products that match your Rules, within the set time frame.