Creating Customer Segmentation
Websand is built for data driven marketing, so segmentation is a key feature within the platform. Using Websand you can create dynamic customer segmentation to keep your data managed just the way you need it. This page contains videos hints and tips to help you started.
Dynamic customer segmentation for email marketing
Remove the need to manage email lists and make management of your customer data easier.
Using the segmentation function within Websand, it’s easy for you to create customer segmentation based on the customer data you already hold within your business.
Once you have created a segment that data strategy is set in stone. The segments in Websand are dynamic so as your customer data is updated, the data will remain organised based on the segments you’ve created.
Making it easy to review your business based on customer behaviour and understand which customers are adding value and which are not.
Create a Data Driven Marketing Engine
The segments you create are used to power Websand send campaigns, and Websand marketing automation campaigns. That means no more tedious email list management, and you can create data driven marketing that is truly customer focused.
Easy to use pre-set segmentation for e-commerce email marketing
Websand has a mix of pre-set segments so it’s easy to manage your marketing audience based on customer profile, spend behaviour, purchase frequency, previous marketing activity or even a mix of all the above with a combined segment.
If you need to do something more sophisticated, that’s easy too through the Websand segmentation wizard.
Create some data science with the segment wizard
Using the Websand segmentation wizard you can create more advanced query driven segments, to you can be even more targeted with your email communications.
It sounds complicated but it isn’t really. Using the Websand segmentation wizard it’s easy to create queries based on key profile information or purchase history.
You can also create time sensitive queries based on when things happened, such as ‘people that bought adidas between 30 and 45 days ago’. Giving you a solid data driven foundation to drive marketing automation campaigns based on your customer behaviour.
To find out more about each segment in detail
(Click on the segment option below)
Frequently Asked Questions about Segments
The customer groups give you a better understanding of your customer activity and value. The customer segmentation also provides the platform for you to create relevant, targeted, personalised marketing campaigns that will supercharge your marketing efforts.
Which segments can I not create
Through the Websand Segmentation Wizard you can create complicated queries but these are limited to the area of segmentation you’ve selected.
You can create a segment related to the profile information you’ve captured or a segment related to the transactional history you’ve captured. But you can’t directly mix profile and transactional information within the wizard.
If you want to mix the two, use the combined segment option.
How often does the segment update.
These segments you create are dynamic. They will change with every data update, or if time driven every day. So your segments always reflect the activity of your customers.
How do I send a marketing campaign to a segment?
When creating an email marketing campaign you can send these to a selected segment.
When an email marketing automation is created it needs to be attached to a segment. It is the changes in the segment power the automation, so the marketing you create is 100% data driven!
Do I delete the data if I delete a segment?
Deleting a segment does not delete the data. Deleting a segment only deletes the view of the data you’ve created through the segment process.
If you want to delete the data within a segment you can do this by pressing the ‘purge’ button. That will remove the data for that segment from Websand.
If you want to unsubscribe people within a segment you can do that by pressing the suppression option within the segment.
Can I edit a segment?
You can’t edit a segment. You can only delete it. But don’t fear. Deleting a segment does not delete the data. Deleting a segment only deletes the view of the data you’ve created through the segment process.
What happens when I delete a segment?
If you’ve used a segment for a marketing campaign, the link to the campaign will be lost, but you’ll still have the campaign history in place. So it’s easy to link things back together if you need to.
If the segment you’ve deleted was part of a combined segment, the structure of that segment will be compromised. So worth checking your combined segments before deleting a segment.
If you’ve used the segment to power an automation, deleting that segment will cause the automation to fail. So please check your automations before deleting a segment.
Need help to get started with segmentation?
If you need more help to create customer segmentation or simply want to know more about how we can help you create data driven email programmes that perform off the scale, get in touch. Click on this link to send an email firstname.lastname@example.org or give us a call +44.113.2045925.