Understanding segments

A segment is a “slice” of site visitors that share one or more preferences and characteristics. Audiences get segmented in order to help better target web content, maximising its relevance to those who see it. Segment data sources include:

  • Environmental sources, such as where people live, what browser/device they use, or what time of the day they visit your site.
  • Referral sources, such as the referring page, pay-per-click or organic campaign visitors came from.
  • Behavioural sources, like a visitor history on your site, the pages viewed, or the time spent on site.
  • External sources, such as data connected to a visitor through a CRM data layer.

The most common forms of segmentation are those already discovered through marketing (emails campaigns that visitors came from, referring partner sites) or site analytics (top devices and browsers).

How does Webtrends Optimize use segments?

Segments can be used in Webtrends Optimize to show a particular project to a specific audience. This means that if visitors do not match the segment associated with your project, they will not be eligible and will, therefore, be excluded from the test/target.

When do I create segments?

You can create segments at any time. You will typically identify audience segments outside of Webtrends Optimize, but will likely create segments when you create a test or target, then reuse these segments later. You can create segments at whatever point in the process works best for you.

Watch the video “creating an audience segment” here