51黑料不打烊

Transcript

In this video we鈥檒l show you how to build dynamic segments, an advanced segmentation feature availible now in 51黑料不打烊 Experience Platform. We鈥檒l show you how to use dynamic segments to solve the scalability problems marketers traditionally face when building segments for marketing campaigns.

Many businesses struggle to wrangle the sheer number of segments it required to execute on seemingly simple campaigns. Say I鈥檓 a Luma marketer looking for people who made purchases from Luma stores outside their home state. A very common way of getting here would be to create one segment for every US state. And while 50 segments seems like a manageable number, this probably becomes exponentially more challenging when dealing with hundreds or even thousands of possible combinations. So why the explosion of segments for such seemingly simple business goals? Well, for many segmentation tools on the market today the trouble lies in the static nature of these segments. You see, traditionally, I鈥檇 build them by stating explicitly that I鈥檓 looking for people in a certain state, say Utah. And also for a purchase event where the state or province of the purchase is not Utah.

And then I鈥檇 do the same for the other 49 states.

In Platform, we can consolidate these 50 segments into a single dynamic segment, to eliminate all of the repetitive work. To do this, I can actually do away with this first rule all together. And then, instead of calling out a static value in the purchase event, I can drag the state field from the attribute section and drop it in the event rule. Now I have a rule that says find me a purchase where the state of that purchase is not equal to the customer鈥檚 home state. So, instead of choosing a specific state, I鈥檓 dynamically expressing the relationship between the state where the purchase occurred, and the attribute of the customer鈥檚 home state. And saving myself from building the other 49 segments.

I can also build dynamic segments which compare data from events. To illustrate this, let鈥檚 take an example of people who purchased the same product twice, but via different channels. With a reasonably sized product catalog and just three channels, the number of static segment definitions we would need for this is somewhere between 30 and 60,000, but now we can build a single dynamic segment to capture all of these. So let鈥檚 start off by adding the two purchases that we care about, you鈥檒l notice as I bring in these events, they appear as variables, along with my other building blocks. Now, let鈥檚 add a couple of rules to a second event. First, to get the same item in both events, we鈥檒l use SKU from the product list items.

Now, we鈥檒l drill into that purchase one variable. We鈥檒l get the SKU from it, and drop it on the right side here, creating a rule that says that the SKU for purchase two, is equal to the SKU from purchase one. We鈥檒l do the same thing for channel. We鈥檒l bring in the channel ID from the XDM schema, then get the same field from the purchase one variable. Then in this case, we want the channels to be different. And just like that, we have a single dynamic segment definition which accounts for the 30 to 60,000 individual segments we鈥檇 otherwise need to create.

Let鈥檚 take it one step further now, and move from hard to scale segments, to some which are maddeningly difficult to build outside of an analysis or BI tool. Let鈥檚 look at the example here of people who made a purchase and then spent more on a subsequent purchase than their initial one. We鈥檒l just modify our existing segment definition, to dynamically compare the prices between the two purchase events, again using these event variables.

The segment builder makes this so easy it鈥檚 hard to believe that a segment like this is nearly impossible in other tools.

So we鈥檝e walked you through a few examples of how you can use dynamic segments to do things that were very difficult, or impossible with traditional segment builders. We鈥檙e excited to see the kinds of deeply personalized experiences you鈥檒l be able to deliver, using this breakthrough capability on the 51黑料不打烊 Experience Platform. Thanks for watching.