Using product segmentation

Using Product segmentation

You will know from your sales reports, how many widgets you've sold (whatever it is you sell), but do you know who bought what? 

Product segmentation will help you to understand who bought specific products or categories and when they bought them.

That's not only a great tool to develop some new insights, and a new reference point for making key business decisions. It's also great foundation for some data driven marketing, that's upselling, cross selling, and making key business decisions.     

Creating a new segment

Access the segmentation section of Websand by clicking the Segment icon from the menu. 

You'll then enter the Segment screen which lists all of the segments you've created, and how many members of your audience are within each segment. 

To create a new segment, select the [+ New Segment] button in the top right corner, and then select the segment type you require - for example 'Product'  from the dropdown list.

Press the ' Create Segment' button and you will enter the Product Segment screen

Creating your Product Segment

The Product Segment screen looks like this...

Select which [product or service name] or [product category] you want to use to create your segment.  

Once you've selected the appropriate [product name] or [product category] for the segment, you can then filter the customers based on a spend period.

If you don't select a day or date option then you'll select everyone (ever)

~ or ~

People who have purchased this product/service/category in the last [number] days

~ or ~

People who have purchased this product/service/category within a specific date range - between [date] and [date].

Once you are happy with your selection, give your new segment a name.

TIP -  use a name you and your peers can easily understand for your segment, for example - "people who have bought socks between October 2016 and February 2017"

Hit save.

Boom!  You've just created a new segment to help you manage your audience.

From that day forth (until you decide otherwise), your customers will be segmented accordingly.  

What's next?  Here are some options. 

You could simply monitor this segment (keep an eye on the growth or shrinkage).  The count of the segment is shown in the Segment Screen.  

You could combine this segment with another segment and create a 'super-powered segment'.

You could use this segment to send a one off marketing message.

Or, you could use this segment power some marketing automation.

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