Purpose of segmentation
Specific engagement targeting
Segmentation is used for targeting specific demographics with highly tailored engagements designed just for them. The targeted demographic is called the Audience.
Segmentation is also used to create a demographic of users and to observe their behavior in aggregate. You can see when they access the sight, how many pages they view and more.
Creating a segment
Create a segment by clicking on USERS at the top and then clicking on CREATE A SEGMENT.
Name your segment, then add filters to define this segment. For example, you could make a segment for infrequent users who work at Acme, Inc. Then the segment would be “User Attribute: Account ID contains Acmeinc,” and “Login Activity: Users who have logged in less than 5 times since Nov 10.” Select the appropriate filters on the left, then edit them for your needs.
Remove a filter by clicking on the X on the top right corner of the filter.
Using it in campaign creation
When creating a campaign, you must select an audience. The audience of an engagement can be customized to be everyone or even a specific person. Audience filtering is identical to segmentation except that audience also allows for A/Not A and random selection of the previously determined audience.
Segments vs Audience
Segments are ideal for demographics or user groups that are used or examined frequently and are frequently the target of engagements.
Audiences are ideal for target segments that require only minor customization, such as the time of day that an engagement might appear for a segment, or a random selection from the target audience segment. Segments can be the target audience of an engagement, so it can be easier to create a commonly used segment as the target audience.
What you see in the data
The charts provide user activity data over the past seven days. They include: the number of pages that users visit per session, the number of sessions by day of the week, the number of days per week users visit, the most recent day users have visited, the usage on mobile, the usage on desktop and a list of all accounts in the segment.