Content interest segment criterion

Defining a segmentation criterion means selecting a segment already created in Audience Manager or creating a new segment. Creating a new segment is creating a set of visitors with shared characteristics based on transactional behavior, browsing behavior, or psychographics. 

Only visitors who meet these criteria will see the changes configured in the test or personalization.

This criterion is based on Artificial Intelligence (AI).

Principle

The Content interest segment criterion enables you to restrict the visibility of a campaign to visitors who are interested in certain categories of products (for instance “outdoor”, “toys”, “skirts”). This segment criterion also enables you to identify visitor interests by audience (what are the interests of the “Mobile”, “Engaged visitors”, “Loyalty card holders” audience).

Page title

Interests coincide with categories, which are materialized by keywords in this segmentation criterion.

The interest of a visitor is considered as follows: the visitor has seen at least x pages containing the keyword z in the Page title of a website.

The Page title is a short description of a webpage containing keywords that should be easily understandable. It also helps optimize the SEO of the page in a browser. The Page title appears at the top of a browser window and is located within the <title> element of the source code. It is usually generated automatically, with the title template being managed by the marketing team or the developers of the website.

The number of pages viewed changes according to the keyword and the temporality. Universal Collect tracks the pages viewed by the visitor during their session. It collects the URL of the page and the Page title. 

This segment criterions is driven by AI, which determines the threshold above which a keyword is considered as an interest. 

AI is based on these three metrics:

• the ratio of people who saw the keyword;
• the minimum number of appearances of the keyword for a visitor to be considered interested;
• the ratio of people who are interested in the keyword.

To be considered interested in a certain category of products, a visitor has to be part of the 10% of visitors who saw the category the most. 10% is an approximate ratio, the real threshold is fine-tuned by AI.

These statistics are computed for various visitor timeframes:

• Over the past week, regardless of the number of sessions.
• Over the past 2 weeks, regardless of the number of sessions.

Visitor interests are collected over a short period of time (past week or past two weeks only) because they change and evolve rapidly over time.

Accessing the segment criterion

To access the segment criterion, apply the following steps:

1. In the Targeting step of your campaign, click Choose who will see your campaign.
2. Select Create new segment from the drop-down list:
   A screen appears.
   OR
   In the Audience Manager, click New audience > From blank.
3. Click the Psychographic category.
4. Drag the Content interest criterion and drop it into the middle section.

Implementation

To configure the Content interest criterion, apply the following steps:

1. Select the range of time from the first drop-down list: over the Past week or Past 2 weeks.
2. In the Search interest keyword field, manually enter the keyword.
   

   In this field, AutoFill completes a series of words based on the first few letters. For example, when you type “sho”, all the words listed in the Page title and beginning with these three letters are displayed in the drop-down list (“shoes”, “shopping”, “shorts”, etc.). From there, you can select the keywords you are interested in.

3. Click Add value to add another keyword and repeat step 2.
4. Choose the AND selector if you want to take into account visitors who have seen all the words or the OR selector if you want to take into account visitors who have seen one of the words.
5. Save your segment.

   If no keyword matches your search, the following message is displayed: “This keyword is not found”. You cannot add a keyword that is not indexed in the Page title or a keyword seen by a very small population.

Configuration example

TARGETING GOAL	Visitors interested in Booties or Boots.
CRITERION CONFIGURATION	Over the: Past 2 weeks The visitor is interested in: Booties or Boots
MARKETING STRATEGY	Display a 20% off coupon code for boots or booties.

 

TARGETING GOAL	Visitors interested in trips to Spain.
CRITERION CONFIGURATION	Over the: Past week The visitor is interested in: Spain
MARKETING STRATEGY	Display a modal to download the brochure related to the destination of interest.

TARGETING GOAL	Visitors interested in Bikes.
CRITERION CONFIGURATION	Over the: Past week The visitor is interested in: Bikes At least: 3 times
MARKETING STRATEGY	Display a “You may also like” section with bicycle related products such as wheels, inner tubes, seats and so on.

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