Good marketing relies on sending relevant content to your contacts. The better you use your data, the more effective your marketing.
For example, you’re a books, film, and music retailer. If there are customers who regularly spend a lot on DVDs, then you would like to let them know about the latest DVD releases. If there are customers who have only made a handful of book purchases some time ago, you might want to re-engage these customers by letting them know about your upcoming special offer on books.
Create an Insight data segment
You can create an Insight data segment similarly to normal segments, with the primary difference being the data used.
If you’re new to data segmentation, check out the Lists and segments section of our Help Centre.
Go to Audience > Segments.
Select NEW SEGMENT and select a template according to your needs.
Enter a Segment name, choose a Location folder, and select Continue.
Expand the Data section in the left-side column and drag an Insight data block onto the canvas.
If you only have a small number of Insight data collections in your account, you see an individual block per collection. Drag the block you want into your segment.
To create your rules, select the [click to select insight data].
If you’re familiar with using segmentation, Insight data allows you to construct your segment rules in the usual way with the difference that the rule consists of two parts – a contact filter and an optional record filter.
Contact filter selects the contacts that meet the conditions of your rule, for example, number of purchases.
Optional record filter includes records related to those contacts, for example, purchase dates.
The contact filter requires you to choose whether your rule is a Number of, Total of, or Average of statement.
For example, if you have the values 1, 3, and 6 in three records, then:
The number of (Number of) is 3 because you have three records; think of it as how many.
The total of (Total of) the values is the sum of all values and is 10 because, for this example, 1+3+6=10; think of it as combined value. Total of takes all records for one field and adds up the values; it doesn't add up values across multiple fields for the same record.
The average of (Average of) the values is the average of all values and is 3.33... because, for this example, the average of 1, 3, and 6 (1+3+6)÷3=3.33.…
Choosing the options changes the statement accordingly.
Example - Re-engage your customers - Number of
You’re a books, film, and music retailer and have a few customers who have purchased DVDs. You want to know who has made more than one purchase from your online store but has not made a purchase in the last three months, so you can target them for re-engagement.
Create the rule and set your contact filter as The number of records is more than 1.
Use the Number of option, expand the comparison operator drop-down menu and select is more than, then enter 1 in the number entry field.
You can use the following comparison operators:is equal to
is not equal to
is more than
is less than
is greater than or equal to
is less than or equal to
starts with
is between
Create the rule in the record filters selector.
Select the record data field of PurchaseDate then select the comparison operators occurs, before, the date and then set the date back by 3 months.To build complex queries, you can increase the number of record filters your segment uses.
To delete any of these record filters at any point select the red delete (X) icon next to the filter on the far right.
To cancel a selected record filter and choose a different one select the cross next to it in the Insight data field selector box.
For the purposes of this example, the Insight data rule is now set. Select OK to exit the editing window and view your rule as a sentence.
Select SAVE. The platform generates a segment count for you whilst saving. Your Insight data segment has been created and is listed with all of your other segments under Segments.
Create a segment of contacts who have no records for a given Insight data collection
If you create a contact filter inclusion rule that states The number of records is less than 1, the platform doesn’t return any contacts because the query logic can't recognize contacts without any records in a collection.
To get contacts, you need to create a contact filter exclusion rule that states The number of records is greater than or equal to 1 to be left with contacts without any records.
Insight segmentation capabilities
The insight segmentation editing tool gives you plenty of flexibility to make complex, powerful rules to increase the accuracy of your campaign targeting.
The example demonstrated selecting Number of for the contact filter but you can also select Total of. The contact filter statement changes as shown below.
You can select the Insight data field from the drop-down. To cancel the choice select the red cross next to it.
You can use the following comparison operators:
is equal to
is not equal to
is more than
is less than
is greater than or equal to
is less than or equal to
starts with
is between.
When using record filters, the comparison operators change depending on Insight data field you selected, and so does the value input box depending on the data value type of the field.
For example, if you select product ID Insight data field and it has a text value type, then the comparison operators become is equal to, is not equal to, starts with or is one of, with a value input box that must have text typed into it.
If the insight field is TotalIncVat which has a numeric value type, then the comparison operators extend become:
is equal to
is not equal to
is more than
is less than
is greater than or equal to
is less than or equal to
is one of
is between.
and the value input box requires a number entry.