Defining your segment

Configuring targeting for a campaign involves specifying the URL of the page(s) to be modified, the visitors who will see the changes, i.e. your campaign “segment” and defining the triggering criteria of the campaign.

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 post on Defining campaign targeting).

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.

To define your segment, you can either configure campaign targeting for all visitors, customize your segment or use an existing segment by selecting it from a drop-down list.

Once targeting is complete, you can run the QA process for your campaign via the targeting configuration page. Simply enable the QA mode option.

Displaying the targeting configuration screen

Test campaigns

• From the dashboard, click , then 4 Targeting.

• From the variation editor, display the left-hand pane of the campaign and click 4 Targeting.
  

Personalization campaigns

• From the dashboard, click , then 2 Targeting.
  
• From the variation editor, display the left-hand pane of the campaign and click 2 Targeting.
  

Targeting all visitors

The first time you access the targeting section of your campaign, the All visitors option is selected by default in the Who will see the test / subtest / scenario drop-down list.

This means no segmentation criteria are defined and all the users who visit the target pages will be targeted.

Creating a custom segment

 

To create a specific segment, you need to select the targeting criteria to be applied to visitors.

To create a custom segment, apply the following steps:

1. Select Create new segment  from the drop-down list:
   

   An overlay appears.

2. Place the cursor on the criterion you want to use.
3. Drag the criterion and drop it into the middle section.
4. Select the values that are specific to the chosen targeting criterion.

At this point, you can either save this segment to reuse it for other campaigns or simply save the targeting step of your campaign: in this case, the segment will be unique and linked to this campaign only.

Managing targeting criteria

When you create a custom segment or change a previously saved segment, you will need to select targeting criteria.

For more information, refer to Managing targeting criteria.

Saving a unique segment

To save the segment configured for a given campaign, apply the following steps:

1. Click Save step.
   A confirmation message is displayed.
2. Move on to the next campaign configuration steps: traffic allocation and third-party tool integration, if applicable.

Saving a custom segment

Once you have finalized the creation of a custom segment, you can save it in order for it to be reused to target the same segment in another campaign.

To do this, apply the following steps:

1. Create your custom segment.
2. Click Save.
3. Enter the label you want to assign to this segment in the Segment name field.
4. If necessary, enter a description.
5. Click Save.
   This segment is applied to your campaign in progress by default.
6. Click Save step.
   A confirmation message is displayed.
7. Move on to the next campaign configuration steps: traffic allocation and third-party tool integration, if applicable.

The segment you have just saved is now available when you select the Saved segments option using the drop-down list.

Selecting a saved segment

You can apply a previously saved segment to your current campaign.

To do this, apply the following steps:

1. Select Saved segments from the drop-down list.
   The list of all saved segments is displayed.
2. Click the desired segment.
3. Click Save step.
   A confirmation message is displayed.
4. Move on to the next campaign configuration steps: traffic allocation and third-party tool integration, if applicable.

You can also select a previously created audience and edit it.

Updating a saved segment

You can select a previously created segment, edit it and save your changes.

Editing a saved segment impacts all campaigns for which this segment is being used. We recommend saving a new segment rather than overwriting the existing one. If you are sure these changes aren't likely to bias the results of some of your campaigns, or if you want to apply your changes to all campaigns using this segment, you can update the segment.

To edit an existing segment, apply the following steps:

1. Select Saved segments from the drop-down list.
2. Click the desired segment.
3. Then, click  to edit the selected segment.
4. Change the existing criteria or add to them.
5. Click Save.
6. Choose between creating a new segment and overwriting the existing segment.

Creating a new segment 

1. Click Create new.
2. Assign a label to it and follow the steps to save a custom segment.
3. Click Save.
4. Then, click Save step.
   A confirmation message is displayed.
5. Move on to the next campaign configuration steps: traffic allocation and third-party tool integration, if applicable.

Overwriting an existing segment

1. Click Overwrite.
   The segment is updated with your changes.
2. Click Save step.
   A confirmation message is displayed.
3. Move on to the next campaign configuration steps: traffic allocation and third-party tool integration, if applicable.

Whether you choose to overwrite the existing audience or to create a new one, the audience you have just saved is now available when you select the Saved segment option using the drop-down list.

Related articles

Defining campaign targeting

Defining target pages

Managing targeting criteria