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Discovering Segments

Explore patterns in visitor behavior and identify the visitor groups you discover as unique segments.

To discover a segment:

  1. 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."

  2. Drop an item from the catalog onto the canvas.

    The top node in the tree is always All Visitors. The first item you drop on the canvas divides All Visitors like this: if you select "Country", the result is six nodes—five countries with the most visitors and one catchall node called All Others.

    You can add more countries, and choose which ones you want to add, by clicking Options on the All Others node. Select the countries you want to add and click View.

    Watch this video to learn more:

    Figure 1. All Others Video | 58sec
  3. Drag items onto any node in the tree to continue breaking down the visitor population.
    As you drag more items onto the canvas, parts of the tree may extend beyond the viewable area. You can drag the canvas in any direction to view any part of the tree. To return the tree to its original position, just double-click any empty part of the canvas.
  4. Save or edit a node as a segment. Click plus sign on any node in the tree.
    The segment opens in edit mode.
  5. Edit the segment and click Save.
  6. To generate a visitor list of the segment, see Creating a Visitor List Extract.

Scenario: Marketing Opportunity In Flights to Amsterdam

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 notice that very few flights have been booked to Amsterdam in the upcoming week. You would like to send out a promotional offer to visitors who showed interest in flights to Amsterdam in the last 7 days but didn't buy a ticket. You want be sure the group is larger than 50 visitors, or else the campaign isn't worth running.

To find this segment of visitors:

  1. Change the time period to Last 7 Days.
  2. To figure out who made a purchase, use a "Customers and Non-Customers" segment (assume you've created this previously). This breaks down All Visitors into two groups, those who made a purchase in the last seven days and those who did not make a purchase.
  3. Now you can target people who didn't make a purchase. Drag "Product View" onto the Non-Customers leaf in the tree. This breaks up Non-Customers according to the products that non-customers viewed.
  4. The number of visitors in the Amsterdam Flights node is your number of target visitors.
  5. To save this group as a segment, hover over the Amsterdam Flights node and click plus sign to open the segment in edit mode. After the segment has been saved, you can extract the data from the segment.

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