Page tree
Skip to end of metadata
Go to start of metadata

 

New Name: Marketing Cloud Personalization

Interaction Studio (formerly Evergage) is now known as Marketing Cloud Personalization. The new name reflects our mission and vision for innovation in Salesforce Marketing Cloud. We wish we could snap our fingers to update the name everywhere, but you can expect to see the previous name in various places until we replace it.

Segmentation is one of the key components to Interaction Studio. Segments can be used to serve five key functions within Interaction Studio.

This Article Explains

This article describes examples of segmentation by each of the five key functions within Interaction Studio.

Sections in this Article

Introduction

Segmentation is one of the key components to Interaction Studio. Segments can be used to serve five key functions within Interaction Studio:

  • Personalization for campaigns: you can target segments of visitors with specific personalized content for those groups. For example, you might want to show first time visitors an introductory video about your vision, but not show this the next time they visit your site. You can also use a segment to specify certain actions which can be set as the goal for a campaign. For example, the goal for first time visitors who watch your introductory video is to connect with an advisor by completing a short web form. The segment would specify the actions and would be the goal for that campaign
  • Set goals and filters: segments can be used to set a global goal. Additionally, you can use segments to filter campaign statistics to see how various groups of users are reacting to a campaign
  • Analytics, trends, and engagement: you can see trends in a particular segment, view specific visitors or accounts in a segment, or compare data across multiple segments. With Engagement compare, you can compare the segments to other segments and your whole site to see the differences on key metrics and behaviors.  You can also filter reports by segments to learn more about a segment's behavior on a deeper level. 
  • Analyze member details: each segment member, either user or account, has a specific details screen that shows behavioral data about that specific individual user or account. You can learn more in  Unified Customer Profile
  • Import or export segment membership: you can sort and export segment data including any defined segment rules. You can also synchronize segments with your CRM so you can include everything Interaction Studio has captured about a lead, contact, or account

Beyond these uses, there are also specific types of segments that are recommended each industry based on their function:

You can analyze segment data in Interaction Studio or you can export segment data as a CSV or using a REST API. While the segments themselves may vary by your specific needs, they broadly fall into specific types. This article details the types of segments each industry should have with a few specific examples and how to build them. Refer to  Create a Segment  for instructions on how to create segments and  Segment Usage  for details on the different segment rule options available in Interaction Studio.


Retail


Segment TypeVisual Example in Interaction Studio
Cart Abandonment

Users who abandoned cart today - This segment can be applied to a campaign to create bounce messages to prevent cart abandonment

Upsell

Users who have purchased a certain value in a specified time period can then be targeted with a campaign for an upsell

LTV (Lifetime Value)

LTV segments can be used for targeting your high value customers or for analysis into user behavior

Persona

Identify your brand, category, price, etc. affine users and create personalized campaigns for them.

These segments are also extremely useful when performing analysis.

Lead Generation

Differentiate users who have not signed up for your email marketing efforts

Location Based

Identify your International users

Travel


Segment TypeVisual Example in Interaction Studio
Persona

Identify your users persona based on actions they have taken on your site - e.g. a family based persona

Location

Identify types of users based on location

Lead Generation

Segment users subscribed to your other marketing channels so that you can talk to them in a more personalized manner

Upsell

Identify users who have purchased during a previous seasons in order to deliver targeted upsell

Behavior

Group users based on content they have interacted with. e.g. group users who have looked at wedding related holidays

Demand Generation


Segment TypeVisual Example in Interaction Studio
Engaging with Content
Is a competitor
Industry is known
Read 2 or more articles or blogs ever
Has / has not signed up for email
Has viewed product content but has not watched the video

Repeat Visitors


Funnel Progress
Favorite product is ‘x’
Has viewed video but has not requested a demo
Has been on the demo request page but not the ‘thank you’ page
Has requested a demo / Free trial
Is a customer (proxy if not in app)
Free Trial - Active/Inactive
Has / has not used feature ‘x’
Has not logged in
Has logged in multiple times

Customer Success


Segment TypeVisual Example in Interaction Studio
On-boarding Progress
Logged in for first time / on-boarding
Has used feature x, has not used feature y
Accounts moving from one state to another


Used new ‘feature x’

Product Interaction


Inactivity
No login for a week
Drop in number of active users on an account

Support Interaction


Churn Potential
Has unsubscribed from email or push / is held