What is a segmentation?
In general, segmentation is a division of customers into groups that share similar characteristics. In Exponea, they allow you to group customers into segments based on their attributes and actions. Thanks to segmentations you can observe how different groups of customers differ from each other and then you can reuse these segmentations in other analyses/reports to get into more detail.
Example of Exponea segmentation:
Why should you use segmentations?
You should use segmentations whenever you want to group customers based on any event/metric, i.e. the revenue they generated, engagement on your website, source of their visit, etc. You are also able to group customers based on which funnels they have completed.
IMPORTANT NOTE: Segmentations in Exponea are exclusive, meaning that once a customer has been included in a given segment, he/she can not be included in any other segment. This rule is applied simply from left to right, i.e. if a customer belongs to the first segment on the very left, he will not be included in any of the following segments, despite the fact that he might fulfill the requirements for that segment.
Segmentations also allow you to see movements between segments in time, calculate aggregated data such as total revenue for different segments or target customers through scenarios. You are also able to use every saved segmentation in other analyses, allowing you to look deeper into each segment.
How do segmentations work?
Customers in segmentations are grouped into segments based on rules that you define, these are then subsequently computed and summarized in a table and/or in a chart.
Suppose you want to compare how much revenue came from each segment based on the number of items in the cart. You would create segments with exactly one item in the cart, exactly two items in the cart all the way up to, say, more than 7 items in the cart – the definition of event to be fulfilled in each segment would be: cart – number of items – is equal to – ‘1’, etc.
Subsequently you would aggregate purchases for all these segments in a customer metric. Segmentations will then calculate the number of customers in these segments and corresponding revenue share in real-time from all of your data.
Creating a basic segmentation
You can create a new segmentation by clicking the Create new button in the Segmentations section of Analyses. If you don’t see the button you haven’t tracked any data yet and you should complete the basic integration of your project first.
Adding and removing segments
After creating a new segmentation you see the edit window. You always start with a single segment.
You can now click on the picker and determine if you would like to segment your customers based on their customer attribute or based on events the customers performed. Next, select an attribute/event you want to pick as a first in the series. In the picker you can only see the events/attributes that you have already tracked.
To add another segment click the ‘+’ icon in the segments tab.
To remove a segment click the ‘x’ in the segments tab.
To duplicate a step click the duplicate button in the segments tab.
- number of segments is unlimited
- events in the segments are not required to happen during a single session (segments are computed for the whole time interval you specify)
- to match the segment, the customer has to have selected events/attributes during the time interval you specified
To learn more about how segmentations are calculated see the Advanced section.
Modifying and rearranging steps
You can rename a step by double-clicking the name of the segment in the segments tab.
You can rearrange segments by dragging the segment by icon.
Choosing a time interval
Without specifying a time interval, segments are calculated on all events/attributes since the start of the tracking until now. Take a look at How are segmentations calculated to understand how time intervals affect segmentations.
It is possible to limit this interval to calculate the segmentation for example only for the last two weeks or between two specific dates.
You can turn on the time filter by clicking the date icon in the top right corner of a chosen segment.
You should now see an empty date filter:
There are two possible time interval filters you can use. Only events that happen during the specified the interval are taken into account when calculating the segment.
Absolute date filter:
Relative time filter:
To learn more about time filters please visit the Time filters page.
Limiting the time frame of a funnel
It is possible to limit the time frame within which all steps in the segment were completed. For example, if you want to see how many customers bought a given item within 7 days from the release of that item, you would use the time frame limit.
You can turn on the time frame limit by clicking the clock icon.
After turning the filter on you should see the filter:
You can filter any event step by clicking the ‘select customers matching funnel’ and subsequently clicking ‘+ add funnel step’.
Events can be filtered by their attributes. After turning the filter on for an event you should see an attribute picker.
After picking the desired attribute you can set up the condition for the event.
This filter will match only customers who had an event payment with attribute gross_amount greater than 40.
Similarly to specifying the segment based on customer attributes, you are able to create segmentations based on customer attributes. By choosing select customers matching attribute you are creating a segmentation based on customers demographic characteristics.
You can add further conditions for customer attributes by clicking the + Filter by customer attribute. These will be done as a ‘and’ operator, so in case of two conditions, the segmentation will show only customers matching both conditions.
Alternatively, you can choose the ‘or’ operator by clicking the +Add OR operator on the right hand side of the segment menu. In this case, the segmentation will show customers that match any of the selected conditions.
Previewing and saving
You can preview the segmentation by clicking the preview button inside the analysis header.
This will show you the segmentation chart and table under the segmentation definition. If you don’t see the segmentation chart, try scrolling the page.
Previews are always calculated from all the data in real time. We don’t precompute segmentations and you always see the actual state. Please note that we don’t redraw the segmentation once the preview is shown.
To learn how to read segmentations please refer to the section Understanding segmentations.
After you name your segmentation you can save it for future viewing or editing by clicking the save button inside the analysis header.
You can view all saved segmentations in the segmentation list in the Segmentations section.
After opening the section Segmentations from the menu you are either shown the Welcome screen (if you have no segmentations) or the segmentation list (if you have created and saved at least one segmentation).
Segmentation list with several saved segmentations:
You can open segmentations by clicking on the appropriate row or you can go straight to the editing by clicking the edit icon.
It is also possible to delete created segmentations by clicking the trash bin button. Be careful when deleting though – this action is not reversible. However, deleting a segmentation only deletes the definition of the segmentation – you can’t delete customers or events when inside the segmentation list.
When you open an existing segmentation from the segmentations list you are presented with the basic view of the segmentation. To learn how to read the segmentation please refer to the Understanding segmentations section.
There are a few things to do in the basic view. You can continue to the editing by clicking on the edit button in the header of the analysis.
You can click on the Refresh button to recalculate the segmentation with the most recent data.
If you clicked preview in the edit mode or if you opened the segmentation from the segmentations list you should see two parts of the segmentation – the chart and the table.
The chart shows you the number of customers in each corresponding segment. So in the above example, x customers belong to the first segment, y customers belong to the second segment and z customers belong to the third segment. To learn more about how the order of segments is taken into account please scroll down to How are segmentations calculated?
The table contains segmentation information in a concise form.
Actions on segments
While viewing a segmentation you can click on any segment (represented by a column) with the left mouse button to show a context menu. There are 3 basic actions you can take.
When you click on Show customers you will be shown all customers that belong to the chosen segment.
So if I click on the segment where ‘cart – submit order’ with attribute ‘number of items’ equal to 1 from the above example, I will be shown x customers. On the other hand, if I click on the segment where ‘cart – submit order’ with attribute ‘number of items’ equal to 5, I will be shown y customers.
Showing only customers that belong to any given segment:
I can now view every single customer that belongs to the given segment by clicking on him. It is also possible to download a .csv file with a list of these customers with their attributes or to delete these customers.
When analyzing segmentations it is possible to choose different number format of the segments in the table.
Default (quantity) view
This is the default view that will be shown when you create a segmentation. In the table, customer quantities will be shown.
You can show this view by clicking the % button. Individual numbers of customers in each segment are shown as the percentage of total rather than absolute numbers.
Sending a campaign
It is possible to target customers in a campaign by clicking on any particular segment.
This will open a new scenario where you will see one condition matching the chosen segment of customers. In this example a condition that will match customers who had an event ‘cart – submit order’ with ‘number of items’ equal to 2 was created.
To learn more about sending campaigns please visit the Scenarios guide.
Advanced: How are segmentations calculated?
How setting a time interval affects the segmentation?
By default the time interval filter is turned off and segmentations are calculated for the whole time span since the start of the tracking until now.
By turning the time interval on you will limit the data the segment was calculated from based on your time interval. Only events/attributes that fall into the selected time interval will be taken into account.