Segments versus Rules
If you’re trying to target a specific group of people, you might be confused about the best way to tackle it – should you create a Campaign Segment, or target the ‘Everyone’ segment but refine by using a rule?
The easiest way to explain the difference is to consider them as two different data sets. Segments collect historical data over time, while Rules stratify users based on real-time data, collected on the current visit. For instance, if a user spends on average £45 per purchase, that’s historical data. If the same user currently has £50 in their basket, that’s real-time data.
One example could go as follows: you want to target a group of customers that prefer one brand. Perhaps you want to show them a new line of products from within that brand or offer them a promotion on that brand. Brand preference over time is historical data, so you set it up in a Segment.
In the screenshot above, I set the Segment to target people who have purchased from the ‘Aspire’ brand at least 2 times.
Now when I create a Campaign for Aspire Lovers, I can aim it at that Segment I've just created.
Another example might be that you want to target people who have £45 worth of products in their basket. Maybe you want to incentivize them to round up their purchase to £50, so you want to offer people in that group a discount on all orders over £50, or a similar promotion. What a customer has in his or her basket is real-time data, specific to the current session. That would be addressed with a Rule.
To make that Rule, I’d go to Campaigns, target the ‘Everyone’ Segment, and then add a Rule:
That means that everyone with a basket value of between £45-£51 would fit within this Campaign.
Combining the Two
As you might have guessed, Segments and Campaigns are not mutually exclusive. Customers can have data collected over time as well as session-specific data. This lets you layer Segments and Rules for an incredibly flexible micro-targeting ability. For example, you might want to offer valued customers (historical data) a gift as thanks for being loyal, but you might want to alter the gift based on weather in their location (real-time).
To execute this, you would first create a Segment for Loyal Customers: people who have purchased from your site at least 5 times, or have bought £500 worth of products, or whichever metric you like.
Then you would create a Campaign targeting that Segment, and add a rule:
The possibilities really are limited only by the ideas you come up with!