Creating a product segment

Websand is built for data driven marketing, so segmentation is a key feature within the platform.  This section explains how to create a product segment, a segment to manage and understand who has purchased a specific product or service that you are selling.

Segment by product purchased

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

That’s not only a great tool to develop some new insights, it’s also a new reference point for making key business decisions.

Product segments give you a great foundation for some super targeted data driven marketing, be that that’s upselling, cross selling, or building out a retention programme.

Websand segment menu

Creating your product segment

Step 1:  Select the product segment

Select Segment from the Websand Menu and then hit the [+ new segment] button in the top right corner of the screen.

Select Product from segmentation options and that will bring you into the Product Segment screen.

Websand Create New Segment Selection

Step 2. Select your Product

Choose the relevant product from the available dropdown list.

The list will only show the products that people have purchased and have been processed into Websand.   So if you have a new product, you’ll need at least one entry for that product option available for segmentation.  (Hint:  import a test file with your ‘new’ product and it will be added to the source options)

The product segment is based on an individual product or service purchased.  If you have a wide range of products or services, and want to create segments based on brand name or product category you can do this through the transaction section of the segment wizard.

websand product segment

Step 3.  Select the time frame for the product purchased

Once you’ve selected the relevant product, you can then filter the segment and make it even more dynamic based on the date of the customer purchased that product.

Select from

  • People that purchased that product in the last [number] of days
  • People that purchased that product within a specific date range – between [start date] and [end date].

This is an optional step.  If you don’t select a time option, don’t worry.  The segment will be created based on the total number of people that purchased the selected product.

 

Step 4. Name and create the segment.

Use a name you and your peers can easily understand for your segment, for example – “Bought Green Summer Dress”.

Click the ‘create’ button to create your segment.

Boom!  You’ve just created a new segment to help you manage your audience.  From that day onwards, your customers will be segmented accordingly.

 

Step 5:  Review the results

See the list of people that meet the criteria of your segment.   This will update dynamically based on the behaviour of your customers.  As new data is collected, people might join the segment, and others may leave the segment.  It all depends on your segment setup.

Websand segment results

What’s next?  Here are some options.

Use this segment power a marketing automation campaign – for cross selling recommendations, upselling related products or driving product specific reviews.

You could monitor this segment as a measure of business intelligence (keep an eye on the growth of customer behaviour).

Combine this segment with another segment and create a ‘super-powered segment’.

Or, you could simply use this segment to send a one off marketing message.

Need some help?

Need help with your segmentation?

If you need more help using Websand segmentation, or you are looking for help to build the right data strategy for your business. We can help. Get in touch by email support@websand.co.uk, give us a call +44.113.2045925 or schedule some time by clicking the box below.

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