Segments
Segments provides an easy way of bucketing users into groups based on common characteristics (e.g., region, age, transactions, or behaviour). Segmentation allows for better targeting based on user traits or behaviours so that each segment can be treated with a specific marketing objective.
Types of Segments
You can create two different kinds of segments in Organon. The way people enter your segments depends on the type of segment you create.
The two types of segments you can create:
Static segments
Dynamic segments
Static Segments
Static segments include fans who meet the specific criteria at the time of creation and remain in the segment until manually updated. Adding new fans and removing existing customers needs to be done manually.
Static segments are valuable when you would like more control of your data, and have specific use cases like single sends that require a static group of fans.
Dynamic Segments
Dynamic segments are for fans that enter and exit segments automatically when they match and stop matching the conditions that you set for the segment. These segments help you take action based on your audience’s real-time actions.
You should use dynamic segments when you want to create automated campaigns based on fan behaviors that change constantly.
Creating Segments
A Segment can have many People and a Person can belong to many Segments. The first thing you will need to do is choose the type of segment you would like to create: Static or Dynamic
Once you choose the type of segment, you’ll be able to set its name and an optional description. You’ll also choose the folder it belongs to, and define which People belong to the Segment.
As People become members of your Segments, you will start to see numbers next to them on your screen. These numbers tell you how many People are in your Segments at any given time. Clicking on the view profiles section opens a window where can see a list of people included in the segment.
It also gives you an opportunity to export details about everyone in your Segments by clicking on the Download CSV option.
Here are some examples of the segments you can create with the data available to you:
Example #1:
A segment of fans that have engaged with you for the first time. You could have this segment by picking the First Seen option from the rule builder and set it for the last seven days which would automatically give you the new fans you have acquired.
Example #2:
A segment of fans that have bought tickets but not bought merchandise for cross sell opportunities. You could have this segment by setting the Is Ticket Buyer option to Yes and the Is Merch Buyer to No from the rule builder would give you the fans that attend games but haven't bought your merchandise yet.
Segment Options
On the segments page, you could click on a particular segment to see the following details:
Overview
This gives you detailed information of the segment in terms of the owner, creation date and the number of campaigns it's part of amongst other details.
Campaigns
This lists all the Marketing campaigns that this segment is a part of and the status associated with each of the campaigns.
Ad audiences
Each segment can be synced to your social platforms for paid social campaigns or to acquire new fans using Lookalike audiences. This list provides the social platforms your segment has been synced to.
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