Building a Segment

Define a new segment from scratch by combining known events and visitor characteristics.

Drag and drop events and visitor characteristics that define the segment onto the canvas and link them using AND and OR connectors.

  1. From the canvas, click Build Segment plus sign.
  2. Click calendar icon to specify a time period.

    The time period shows when the visitor activity occurred. The default is seven days; select a longer time period to see more data. This time selection is not saved with any segments or objects—it applies only to the current segment discovery or build session.

    If you change the time period after adding objects to the canvas, Segments adjusts the data based on the new time period. If no data exists for that time period, objects in the tree are removed and replaced with the message "No data available for the selected period."

  3. Drag an item from the catalog to the canvas.
    Figure 1. Catalog and Canvas The catalog on the left contains the visitor, visit, event, score and segments objects, which you can drag onto the canvas to build segments.
  4. Drag the next object to the canvas. You can position objects above, below, or between objects that are already on the canvas.
    Objects are linked by an AND connector by default. To toggle the statement between AND and OR, click the connector that links the two objects. See Options and Logic for more information.
  5. In the Untitled space, type a descriptive name for the segment. Segment".

    Name the segment specifically enough to recognize it in a list of other segments.

    For example, if your segment includes purchasers from California who were referred by a Google search, simply naming the segment "Purchasers" is probably too general. "Calif. Purchasers from Google" might be better.

  6. In the Sample Description space, type a description for the segment.
  7. Click Save.
  8. To generate a visitor list of the segment, see Creating a Visitor List Extract.

Scenario: Promotion for frequent flyers from London

Note: There are many ways to discover a given segment; your organization might not use the events and business objects shown in this example. To add or modify attributes associated with the events in your data set, log into Webtrends Analytics 9 On Demand and click Administration > Visitor Data Mart > Events . Click an event to open it and view its attributes.

Contact your Webtrends administrator if you don't have access to the Events dialog.

You are a marketer for a travel agency, and you want to offer a promotion on flights originating in London to help fill all seats on upcoming flights. You want to define a segment called "Frequent travelers from London" identifying people whose:

  • Home airport is London Heathrow (LHR) or London Gatwick (LGW)
  • Membership status is gold
  • Purchase history is 3 or more flights in the past 6 months

Using Segments to identify these travelers, you would:

  1. Click Build Segment.
  2. Click the calendar and set the time period to the last 6 months.
  3. Drag the attribute Traveler Profile to the canvas and select Match any.
  4. From the drop-down lists, select Home Airport and is. Type LHR in the text box.
  5. Click the plus symbol to add another airport (LGW).
  6. Once again, drag the attribute Traveler Profile to the canvas.
  7. From the drop-down lists, select Membership Status and is. Type Gold in the text box.
  8. From the Events menu, drag Purchase to the canvas.
  9. From the drop-down lists, select Product ID and is. Type Flights in the text box.
  10. Click the plus symbol.
  11. Select Quantity and is greater than or equal to, and type 3.
  12. Give the segment a descriptive name, like "Frequent travelers from London" and a description, like "Gold members flying from Heathrow and Gatwick".
  13. Click Save.

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