Segments
Send the Right Message to the Right Audience
Understanding Segments
In Netmera, segments play a pivotal role in tailoring your communication and engagement strategies. Think of segments as virtual buckets that you can create to group your users based on specific characteristics and behaviors. These characteristics can include details like their behavioral patterns (like the features they've used or actions they've taken), or even the time and location of their interactions.
By defining segments, you gain the power to send targeted and personalized messages to these distinct user groups. For instance, you can create a segment for users who frequently make purchases, allowing you to send them special offers. Alternatively, you can focus on a segment of users located in a specific region, delivering location-specific content. Segments can also be constructed based on user actions, events, or tags associated with them. This versatility enables you to align your marketing and engagement strategies with your audience's unique preferences and behaviors.
Ready to Use Segments
The Segments Dashboard an overview of the 'Ready to Use' segments, providing users with a quick and accessible snapshot of their pre-configured segments. This dashboard is designed to enhance user efficiency by presenting key information at a glance.
For each 'Ready to Use' segment, the dashboard displays essential details, including the segment's name, count of users falling within that segment, and a concise summary outlining the characteristics or criteria defining the segment. This structured presentation enables users to rapidly assess the composition and significance of each segment.
"Is predefined segment" option saves your segment to ready to use segments dahsboard: When creating a new segment ( Create New Segment) selecting the "is predefined segment" option during the creation of a new segment on your Netmera panel, the system will integrate and make this segment visible on the "Ready to Use Segments" dashboard after the subsequent 12 am update.
Rule-Based Segments
When creating a new segment without selecting the "is predefined segment" option (which shows your segment on "Ready to Use Segments", the segment will be displayed in the Rule-Based Segments module. Each segment, customizable and dynamic, ensures tailored communication strategies.
Active Segment Count (Number): This metric represents the total number of currently active segments within the Rule-Based Segments module.
Most Used Segment: This section highlights the segment that has been utilized the most within the last 1 month. It provides information on the number of campaigns associated with this particular segment during that period.
Most Successful Segment: This metric identifies the segment that has achieved the highest success rate. Success is measured based on the average click rate percentage, which reflects the proportion of users within a segment who have interacted positively with the messages sent.
Rule-Based Segments Overview: This section allows users to enter and manage Rule-Based Segments. Key attributes associated with each segment include:
Segment Name: The unique identifier for the segment.
Users: The number of users included in the segment.
Message Sent: Indicates the number of messages sent to the users within the segment.
Status: The current status of the segment (e.g., ready, calculating).
Type: Specifies the type of segment in terms of if it's daily calculated or not.
Remarketing: Indicates the remarketing actions associated with the segment, such as "Send users to Facebook." Connector setup with Facebook is required for this feature. Additionally, future integrations with Google and TikTok are in development.
Actions: Any specific actions associated with the segment. Here you may pause, refresh, remove, edit, export your segments or you may send messages directly to your segment group.
Daily Calculated Segments:
These segments undergo daily recalculation based on changing user attributes. It enables you to target the correct audience every day with your daily updated lists.
AI-Based Segments
Netmera employs event-based AI analysis as the backbone of its AI-based segments. This approach involves employing artificial intelligence algorithms to dynamically analyze and interpret the user events in Netmera such as purchases, clicks, or notifications, allowing Netmera to uncover patterns and correlations in real-time user behavior. By continuously learning from these interactions, Netmera's system adapts, providing a nuanced understanding of user engagement.
Netmera features two distinct AI-based segment categories: Conversion and Churn.
AI Based Conversion Segments
A conversion event refers to a specific user interaction or behavior that signifies a successful outcome or desired action for a business. This could include actions such as making a purchase, signing up for a service, completing a form, or any other predefined goal that aligns with the business's objectives. The AI algorithms employed by Netmera within the Conversion Segments identify patterns and trends in user behavior associated with successful conversions.
AI-based Churn Conversion Events:
In Netmera's AI-based Churn Conversion Events, businesses have the flexibility to select the most relevant conversion event and customize the associated time period according to their specific needs. This empowers businesses to define the criteria that indicate a successful conversion in their context.
AI Based Churn Segments
Churn, in general, refers to customer disengagement or loss. Netmera's AI-based Churn Segments represent a category within the platform dedicated to customer churn predictions. The AI algorithms embedded in the Churn Segments analyze user behaviors and interactions to identify potential indicators of churn.
Default AI-based Churn Segment Event:
In Netmera's default AI-based Churn Segment, the designated event is "OpenApp." This means that if a user has not opened their app within a specified timeframe (customizable by the business), the AI segment will predict that the user is at risk of disengaging or being lost in the near future. Both the default event and the time period is customizable and can be designed according to your needs.
Calculation Metrics for Netmera's AI-Based Segments
In Netmera's AI-Based Segments, the AI system operates by conducting a detailed examination of users' historical interactions over a specified 'past x time.' This involves analyzing patterns, frequencies, and recency of events to gain a comprehensive understanding of user behavior. The AI then predicts future actions 'in the following y time.'
This predictive functionality is entirely customizable, allowing businesses to define the specific timeframes relevant to their objectives. By systematically analyzing past events and forecasting future user actions, Netmera's AI empowers businesses with concrete, data-driven insights.
The past (p1), present (p2), and future (p3) triad
In Netmera's AI-Based Segments, the temporal analysis operates in a triad – past (p1), present (p2), and future (p3). The AI system diligently examines users' historical interactions in p1, analyzing patterns, frequencies, and recency to derive meaningful insights into user behavior. Leveraging this understanding, the AI seamlessly transitions to predicting future actions in p3.
Several key calculation metrics play a pivotal role in understanding user behavior in the 'past x time (p1) and optimizing engagement strategies. These metrics include:
Duration Between Events: This metric involves calculating the time intervals between successive events, providing insights into the duration of user activities or inactivity. Analyzing the duration between events helps businesses understand the pacing of user interactions and can be instrumental in identifying patterns related to engagement and potential churn.
Frequency: Frequency refers to the rate at which specific events occur within a given timeframe. By calculating the frequency of events, businesses can gain a quantitative understanding of user engagement patterns. This metric is valuable for identifying active users, determining popular features, and assessing overall user involvement with the platform.
Recency: Recency focuses on measuring the time elapsed since a user's last interaction or event. This metric is crucial for assessing the freshness of user engagement. Businesses can use recency calculations to identify users who have recently engaged with the platform and tailor targeted strategies, such as promotions or personalized content, to re-engage users who may be at risk of churn.
In summary, these calculation metrics—Duration Between Events, Frequency, and Recency—serve as fundamental tools within Netmera's AI-based segments, providing businesses with quantitative insights into user behavior, engagement patterns, and potential churn indicators.
Precision Level
Precision Level is a metric that assesses the accuracy of a segmentation model in correctly identifying and categorizing instances within a specific group. Precision, in this sense, is a measure of the model's ability to avoid false positives within a segmented group. It provides valuable insights into the reliability of the segmentation model, indicating how well it distinguishes instances that truly belong to the targeted group.
Higher Precision Level Leads to Smaller Focused Group:
Precision is calculated as the ratio of true positives to the sum of true positives and false positives. True positives are instances correctly identified as belonging to the group, and false positives are instances incorrectly included in the group. As the precision level rises, the model becomes more cautious about assigning instances to the group, aiming to reduce the likelihood of including items that do not truly belong.
Therefore, a higher precision level indicates a higher degree of confidence that the instances identified as part of the group are indeed representative of the characteristics or behaviors targeted by the segmentation model. However, this may also result in a smaller, more focused group, as the model becomes more conservative in its categorization.
Is there a suggested precision level?
The optimal precision level can vary based on the specific goals and requirements of each business and the purpose of the segmentation. The choice of precision level depends on the trade-offs a business is willing to make between the accuracy of the identified group and the potential exclusion of some relevant instances. It's essential for businesses to carefully assess their specific needs and objectives to determine the most suitable precision level for their AI-based segmentation models.
How often do users in AI-based segments are updated?
The AI-based segments in Netmera undergo nightly updates, ensuring that the segmentation model is refreshed and recalculated on a daily basis. This frequent updating mechanism allows the system to integrate the latest data and adapt to evolving user behavior patterns. By keeping the segments current, businesses can leverage up-to-date insights for strategic decision-making and enhance the effectiveness of their customer engagement strategies in real-time.
How to create a new AI-Based Segment?
To create a new AI-Based Segment, please reach out to your dedicated Customer Success Manager (CSM). They will guide you through the process and ensure that your new AI Segment aligns seamlessly with your business objectives and requirements. Contacting your CSM is the first step to initiate the creation of a tailored AI-Based Segment that optimally serves your customer engagement needs.
Connector Segments
A connector segment refers to a specific grouping of users within the Netmera platform, created and defined through a connector. These segments allow users to categorize and target individuals based on criteria such as analytics data or other connected sources, enhancing the precision and effectiveness of user engagement strategies. Connectors typically integrate with external tools or analytics platforms like Mixpanel.
Segment Name: This is the unique identifier for the Connector's segment, allowing for easy reference and categorization.
Connector (e.g., Mixpanel) Users: Indicates the number of users within the segment as defined by your Connector's users.
Netmera Users: Represents the count of users that were successfully imported to the segment on Netmera.
Message Sent: Specifies the number of messages that have been sent to users within the identified segment.
Description: Provides a brief overview or description of the segment, outlining its purpose or characteristics.
Last Update Date: Indicates the date of the last update made to the segment.
Status: Communicates the current status of the segment (e.g., ready, calculating), providing visibility into its operational state.
Actions: Offers a set of actions that can be performed on the segment such as send message, message report and refresh.
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