Profiling Segments

The Segment profiles are your gateway into how people interact with your sites. They show who's matching your Segment criteria (Dynamic Segments), so you can deliver content that wows them.

Here’s how to view Segment profiles:

  1. Select Segments from the navigation panel. The Segments page appears, listing individual Segments. You can page through, search for, and select Segments to learn more about them.

  2. Select a Segment to learn these things about it:

    • Membership: Population fluctuation over time.
    • Topics of interest: Topics mentioned in the pages and assets the Segment visits most.
    • Distribution: Demographics based on Individual properties

The Segment’s profile appears, showing its Overview panel.

Overview

The Overview tab’s main area shows membership growth. As a marketer, you might want to generate more customer prospects in a specific industry. If you create a Dynamic Segment with that industry as criterion, you can view its membership histogram to monitor customer growth in that industry.

segment-overview.png

Figure 1: The Overview tab’s main area shows the Segment’s membership growth.

The Overview tab also gives you a glimpse of the Segment’s criteria, interests, and demographics. Each one links to more details, or you can click on their respective tabs.

Interests

As a Segment’s members interact with your site pages and assets, Analytics Cloud’s interests algorithm determines the level of interest the Segment has with your site’s topics. Knowing these topics helps you prepare for conversing with the Segment members and create content that interests them.

See Customer Insights for details on the Interests insight.

Distribution

The Distribution tab breaks down the Segment by a demographic property.

For example, select a property such as Job Title to dissect your Segment further. A bar chart appears, displaying a distribution of the Segment member population by Job Title. As a marketer, you could use this information to identify a subset of the Segment to focus a marketing campaign on.

You’ve completed touring Segment profiles. Creating Segments and analyzing their profiles is key to learning more about your customers.

An in-depth look at the interest score insight is next.

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