Creating Customer Segmentation

In Websand you can create customer segmentation and manage your data into groups using the Search feature. This page contains videos hints and tips to help you started.

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How to create customer segmentation using search

Remove the need to manage email lists and make management of your customer data easier.

Using the [Search] 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 [Search] – your customer data will remain organised into these customer groups.

Making it easy to review your business based on customer behaviour and understand which customers are adding value and which are not.

The customer groups you create are also used to power Websand Marketing Campaigns.  That means no more tedious email list management, and you can create data driven marketing that is truly customer focused.

In Websand you can create customer groups using the [search] function based on customer profiles, spend behaviour, time since last activity, previous marketing activity or even a mix of all the above with advanced customer segmentation.

The video provides an introduction to using [Search] to create customer segmentation based on the spend activity of a customer, and customer segmentation based on customer lifetime value.

Getting started. Creating your first customer group using [Search]

In Websand, the [Search] function is used to manage your customer data and create customer groups based on profiles or activity.

To create customer groups in [Search] follow these simple steps, this example is based on creating a Transaction value,

  1. Select Search from the Menu
  2. Select the [New Search] Button.
  3. Click the [Pick table] button in the top left corner of the screen and then select ‘Customer’ as your starting table.
  4. Select the [Group] and select ‘AND’
  5. Select the [Sub table] button and select the Transaction table.
  6. Select the [Group] button and select ‘AND’
  7. Select the [Criteria] button and select ‘Price of Transaction’ (or whichever is your ”price’ field) from the field dropdown.
  8. Select the ‘greater than or equal to‘ from the Search options and then enter the value of the transaction.  In the example below, the [search] is based on ‘customers that have spend more than 80’ on a single transaction.


Screenshot 2015-10-12 20.30.46

The results of your search will be featured in the table below the Search (see screenshot above, where 57 from 302 customers have bought something priced over £80).

Finally, give the Search a name and select the [Save] button in the top right corner.

Once saved, every time your data is refreshed the number of customers that meet your Search criteria – in this case, they have “spent over £80 in a single transaction” will be updated.

How to use [Search] to create customer groups

Starting your query

Once you have selected your ‘table’ to begin your [search] Query.  If you intend to link the [search] to a marketing campaign, please make sure that you start your [search] with a table that includes an email address field.

In this example, we have selected the table called customers…

 

selecting a table within Search

Building your [search] query

You are provided with three options; criteria, group and sub-table

Search functions within Websand

Select [+ criteria] to select a field from the table you have selected.  In this case a field from the ‘Customers’ table.

Screenshot 2016-01-04 18.52.27

Depending on the data type of the field you have selected you will be offered different options for your query.

For a text field

Screenshot 2016-01-04 18.53.29

For a number or decimal field

Screenshot 2016-01-04 18.53.17

And for a date field (click on the link for more information on creating date driven segmentation using Search)

Screenshot 2016-01-04 18.52.46

Expanding the query with [+ group] functions

To create more complex queries, select [+ group] to expand the [search] to include an AND, OR or NOT function.

Using the AND function

It’s recommended to always start your query with [+ group] and then AND, as this gives flexibility if the query needs to be amended in the future.

The AND function allows you to expand the query to include more than one criteria.

AND can be used to link queries across tables [+ sub-table]

AND adding a sub table to a query using Search

AND can be used to combine more than one field to a query within a specific table. In the example below, two different fields have been combined from the Transaction table.

AND function within a table using Search

Using OR

OR allows you to create a query based on more than one condition.  In the example below, the result of the search contains customers that have either unsubscribed or recorded a hard-bounce from a marketing campaign issued through Websand.

using the OR function within queries within Websand

Using NOT

NOT allows you to remove certain criteria from your search.  The NOT function is limited to selections within the tables selected.  For example, you cannot use the NOT function to create a query for customers that were not included in a specific sub-table.

In the example below selects ‘customers’ who have purchased after 1 December 2015, but were NOT included in a Campaign with the Name “Welcome Back”

Using NOT in a search query within Websand

Using COUNT

The count function is only available on tables within the query.  The main use of this function would be to create groups based on the number of times a contact has completed a specific event – i.e. spend transactions or been included in a marketing campaign.

The example below for customers with more than 3 transactions.

using the COUNT feature within Search in Websand

Using SUM (number field only)

The SUM function is only available for number fields, and can be accessed from the [-f-] button within a query.

SUM function to create customer lifetime value segmentation

The SUM can be used when linking tables together.  The SUM function can be used create groups based on Customer Lifetime Value – that is the SUM of all the transactions assigned to an individual customer.

SUM function to create customer segmentation

Understanding the [Search] screen

You can review your existing Searches from the [Search] screen.  This is also where you can edit existing searches, copy existing searches, delete searches and access raw data to export a [search] to a CSV file.

Depending on where you click on the [Search] screen, will access different functions related to the [search]

Search screen

The Name column will take you to the [Search] query screen.

The Table column will take you to a ‘Table’ screen, where you can create a CSV export for the [Search] – useful for Mail Merges.

You can delete a [Search] from the right column.  If your [Search] is on a Campaign, your [Search] cannot be deleted.

 

Editing a [Search]

To edit a [Search] simply click into the ‘name’ column on the selected [Search] from the [Search] list.

Once in the [Search] amend the criteria of the [Search] accordingly until you are happy with it.

Then save the [Search] using the [update] button on the top right of the screen (under the [Search] name field).

NOTE – if the [Search] you are editing is attached to an active Campaign the Campaign will automatically be updated by the change to your [Search].  It’s best to pause any relevant Campaigns when editing [Search].

Copy an existing [Search]

Getting a [Search] just right can be tricky.  So once you got a [Search] criteria just right and want to dig a little deeper, rather than start again you can use the copy function to copy an existing [Search] and make your edits from that point to create a new customer group.

Screenshot 2015-12-11 17.36.53

    1. Select the Search you wish to clone from the Search screen.
    2. Once within the Search – select the [Make a Copy] button in the top right corner of the screen.
    3. Rename your Search and amend the detail of the Search accordingly.
    4. Once completed, remember to select the [Update] button in the top right corner to save your new Search.

Frequently Asked Questions about Search

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.

What are my restrictions using [Search]?

The [Search] function allows you to create database queries without using code.

As a result, [Search] is restricted by the database relationships between your data tables.  If the data doesn’t have a foreign key between the tables, the [Search] will not work.

An example of a foreign key relationship within a typical ecommerce Websand set up is featured in the diagram below.

Database Foreign Key explained

That is why we always want to have a conversation during a Websand set up – to make sure the data structure fits your needs.

 

How often are the Searches updated.

These groups are dynamic and will change with every data update.  So your groups always reflect the activity of your customers.

 

How do I create a marketing campaign from a [Search] I have created?

Marketing Campaigns link a selected [search] and a marketing message together and are created within the ‘Campaign’ section of Websand.

If a [Search] is attached to a Campaign this will be visible within the [Search] edit screen, so keep a look out when editing a [search]

campaigns attached to customer groups in Websand

In the example above, the [search] “customers with a lifetime value over 200”  is linked to the ‘Campaign’ “I adore awesomeness”.

 

If I edit or change a [Search] connected to Campaign will that change the Campaign?

Yes!  So please be careful.

If you change the criteria of a [Search] connected to a Campaign, the audience for that Campaign will also change.  It is recommended to ‘pause’ any Campaigns associated with a [Search] before you make any changes.

Note that each audience member for a Campaign will only be sent the Campaign Message once.  So if you did change the [Search] against a Campaign, only those not included in the Campaign before the change would receive the relevant Marketing Message.

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