Creating a Target Segment with Personalization

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    Lesson Goal

    Create a categorization to enable content that targets returning visitors in the Boston area.

    In this lesson, we will learn how to create a segment of our visitors so we can serve them personalized content.

    Segments are used to categorize visitors into different buckets. Once we have created a segment of visitors, we can then serve targeted, personalized content. We can further A/B test content within a given segment.

    The first step in creating any segment is to determine who you are trying to target with your personalized content. For this example, we will target returning visitors who are in the Boston area.

    Profile Manager page showing Segments Tab that includes the option to add a new segment

    1. Sign in to Personalization.
    2. Click the Segments Tab
    3. Click Add New Segment
    4. Enter a name for the segment. For this example, we will call the segment “Returning Visitors in Boston”
    5. Enter a description for the segment. For this example, we will describe the segment as “Visitors who are coming back to the site for a second time and are in the Boston area”
    6. Click the Edit Criteria field
    7. Click the Select Criteria field
    8. Choose Current Location, then select City
    9. In the Country field, start typing “United States.” An autocomplete list will appear below. Select United States
    10. In the Region field, start typing “Massachusetts.” An autocomplete list will appear below. Select Massachusetts
    11. In the City field, start typing Boston. An autocomplete list will appear below. Select Boston
    12. Click the Add button in blue
    13. The operator should remain as Matches One
    14. Click Ok

    You have created criteria for a segment targeting visitors from Boston. We can now add additional criteria to target repeat visitors from the Boston area.

    Profile Manager page showing process of adding additional segment criteria

    1. Click the Plus icon under the first criteria field
    2. Click the Edit Criteria field
    3. Click the Select Criteria field
    4. Click Person Properties
    5. Click First Time Visitor
    6. Leave the operator as Equals, and change the Values field to No
    7. Click Ok
    8. Click Save

    There are many more fields and capabilities for segments to review that are not covered in this tutorial.

    Congratulations, the segment created is now for visitors who are in the Boston area, and are not first time visitors (or in other words, returning).

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