Segment criteria vs. Triggers

Configuring targeting for a campaign involves specifying:

• Who will see the campaign: the segment of your campaign, that is to say the visitors who will see the changes.
• Where to display the campaign: the URL of the page(s) to be modified.
• How to display the content: the trigger(s) of your campaign, that is to say the conditions based on which the campaign is displayed.

Targeting definition is step 4 of the test campaign configuration process and step 2 of the personalization campaign configuration process (for more information, refer to the Defining campaign targeting post).

Segment 

Definition

A segment is a group of visitors with shared characteristics (identity, interests and habits) based on historical data identified in the long-term.

A Segment is made up of one or several segmentation criteria divided into the following categories: browsing behavior, psychographic, purchase behavior, data integration.

Segments are analyzed over time and thus have access to our AI-powered criteria such as Engagement level and Content interest.

Choosing a segment option

In the drop-down list of the Who will see the campaign, you can select one of these three options: 

• display the campaign to all visitors.
• select a segment in the segment list: an existing segment previously configured in the targeting step of a campaign or from the Audience Manager.
• create a new segment: using segmentation criteria to build a new segment

For more information, refer to Defining your segment.

List of segmentation criteria

To access segmentation criteria, apply the following steps:

1. Click Who will see the test/ subtest/ scenario.
2. Select Create new segment from the drop-down list.
3. Choose your criterion from the list and drag and drop it into the middle section.

When configuring your segment, you will have the following segmentation criteria:

Category	Segmentation criteria
BROWSING BEHAVIOR	Cookie Engagement Level New / Returning visitors Campaign Exposure Number of sessions Days Since Last Session Days Since First Session Action Tracking
PSYCHOGRAPHIC	Content Interest
PURCHASE BEHAVIOR	Last Purchase Purchase Frequency
DATA INTEGRATION	Eulerian DMP Tag Commander DMP Bluekai DMP Ysance DMP Advalo DMP Krux DMP Weborama DMP Adobe DMP Tealium AudienceStream Visitor attributes

You can create a segment based on one single criteria or on a combination of several criteria (use the AND or OR operators between them to create your personalized segment).

Trigger 

Definition

A trigger is a temporary user condition that enables you to display the campaign in the right context.

The trigger enables the campaign to be displayed only when the conditions are met, to the configured visitor segment.

Choosing a trigger option

In the drop-down list of the How to trigger the campaign, you can select one of these three options: 

• use no trigger: always display the campaign, regardless of user circumstances/conditions.
• select a trigger already set-up and saved in a previous campaign.
• create a custom trigger: add one or several triggering criteria to build a new trigger.

List of triggering criteria

To access triggering criteria, apply the following steps:

1. Click How to trigger the test/ subtest/ scenario.
2. Select Custom trigger from the drop-down list.
3. Click Add criteria.
4. Select your triggering criteria and click Add.

 

When configuring your trigger, you will have the following triggering criteria:

Category	Triggering criteria
BROWSER	Browser language Browser AdBlocker
SOURCE	Landing page Source type Previous page Source
DEVICES	Device Screen size
VISITORS	IP address Geolocalization Weather URL Parameter
VISITORS BEHAVIOR	Minimum Pages Viewed Same Day Visit E-commerce Page Title
EXPERT	JS Variable Code ID/Class/Element Data Layer

Use case

You can combine segments and triggers in the targeting step of your campaign.

For example, you want to display a modal promoting a private sale for visitors who made a purchase within the last 30 days, after 3 pages viewed during one session.

In this case, the segment corresponds to visitors who made a purchase within the last 30 days, the trigger corresponds to the 3 pages viewed and the target pages are all the pages of the website. If no trigger was applied, the modal would display as soon as the targeted visitors landed on the website.

Start by defining your campaign segment. To do so, apply the following steps:

1. Click Who will see the test/ subtest/ scenario.
2. Select Create new segment.
3. Drag the Last purchase criterion and drop it into the middle section.
4. Select Less than from the drop-down list and enter 30 days.
5. Name your segment and click Save.

By default, the campaign is displayed on the URL on which the editor is loaded (URL ignoring parameters). To display the modal to all the pages of the website:

1. Click Where to display the test/ subtest/ scenario.
2. Tick the Target allURLs box:
   All the pages of the website are included.

 Next, define your campaign trigger. To do so, apply the following steps:

1. Click How to trigger the test/ subtest/ scenario.
2. Select Custom trigger.
3. Click Add criteria.
4. Select the Minimum pages viewed criterion.
5. Click Add.
6. Enter 3 in the minimum pages viewed field.
7. To save your trigger for later use, click Save trigger.
8. Otherwise, simply click Save step.

By default, the AND operator is applied between step 1 Who will see the test/ subtest/ scenario (your campaign segment and step 3 How to trigger the test/ subtest/ scenario (your campaign trigger). In this case, it means that your visitor will see the modal only if they are included in the “purchased within the last 30 days” segment (step 1) and if they have seen at least 3 pages before leaving the website (step 3).

Related articles

Defining your segment

Defining your trigger

Defining target pages