Managing User Segments

Go to Site AdministrationConfigurationAudience Targeting to manage user segments and campaigns.

A user segment represents a subset of the total group of users (logged in or not). A user segment is defined by one or more rules that users must match to belong to that user segment. Once the user segment is created, only users who visit the applicable Site(s) are added to it. To add a new User Segment,

  1. Open Site Administration.

  2. Go to ConfigurationAudience Targeting.

  3. Under the User Segments tab, click Add User Segment (Add User Segment).

  4. Enter “Women over 30 who use Safari” in the Name field and enter a Description.

  5. Open Behavior. Click and drag Browser to the right side.

Figure 1: After applying the rule, click the rule to expand/collapse it.

Figure 1: After applying the rule, click the rule to expand/collapse it.

  1. Select Safari in the Browser selector.

  2. Open User Attributes and drag Age and Gender under where you set the browser.

  3. Set the Age to older than 30 and younger than 100.

  4. Set the Gender to Female.

  5. Click Save.

Each rule has parameters that can be adjusted. Those parameters can be in different formats. Some rules are also instanceable, meaning you can apply more than one of the same type of rule to a user segment for scenarios where an audience must be segmented based on actions that might occur multiple times (e.g., visiting multiple pages, viewing multiple banners, having several roles, etc.).

Figure 2: Instanceable and non-instanceable rules have different icons.

Figure 2: Instanceable and non-instanceable rules have different icons.

Once you’ve created a user segment, you can open its summary view, which displays relevant data and configurations.

Figure 3: Select a pre-existing user segment to view its Summary page.

Figure 3: Select a pre-existing user segment to view its Summary page.

To configure permissions for creating, editing, and deleting user segments,

  1. Go to the UsersRoles section of the Control Panel.

  2. Click on the ActionsDefine Permissions button corresponding to the Role you want to configure permissions for, and search for Audience Targeting.

Both user segments and campaigns are inherited in your Site hierarchy. Therefore, user segments and campaigns defined in the Global scope are available to any Site. User segments and campaigns created in a site are available to all of its child Sites.

User Segment Rules

Custom rules can be created by developers and deployed as OSGi plugins. See the Creating New Audience Targeting Rule Types tutorial for details.

These are some of the rules that are included with the app by default:

  • User Attributes
    • Age (from the user profile)
    • Gender (from the user profile)
    • Role (regular Role, Organization Role or Site Role)
    • Membership (Site member, Organization member, User Group member)
  • Session Attributes
    • Location (obtained from the IP address)
    • Browser, Device, Operating system
    • Time
  • Social
    • Like of a specific Facebook page
    • Number of Facebook friends
    • City, Age, Gender, Education, etc. from your Facebook profile
  • Behavior
    • Viewed page or content
    • Score Points rule.

The Score Points rule assigns one point to a user each time the user views a page or content categorized under the user segment where the rule applies. Once a user exceeds the configured threshold, the user matches this rule.

For example, suppose that your website is about sports and you have pages and content about basketball, tennis, and soccer. You want to divide your audience into three user segments (Basketball fans, Tennis fans, and Soccer fans) to display the most relevant content to them on your site’s front page. After creating these three user segments using the Score Points rule with a threshold of, say, 20, you should appropriately categorize the content most relevant to each user segment. For example, apply the Basketball fans user segment to content about basketball, apply the Tennis fans user segment to content about tennis, etc. Now every time a user (even a guest user) visits a page or views a piece of content categorized for a user segment where the Score Points rule applies, the user starts accumulating points. Once the user has accumulated enough points, the user belongs to the user segment. After a user has visited more than 20 pages or pieces of content related to basketball, the user belongs to the Basketball fans user segment. Once the user belongs to a user segment, you can use that information to direct more relevant information to the user using the User Segment Content Display application.

« Introduction to Targeting Content To Your AudienceCategorizing Pages and Content for User Segments »
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