Last purchase segmentation criterion

Defining a segmentation criterion means selecting a segment already created in the 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 variations.

Principle

The Purchase frequency segmentation criterion enables you to restrict the visibility of a campaign to visitors who made their latest purchase within a defined period of time.

You can also refine targeting by adding advanced criteria, thus defining the last purchase as a function of the:

• payment method;
• delivery method;
• SKU code of the product;
• product category;
• transaction amount;
• coupon used.

The Last purchase criterion is based on the transaction tag, which enables you to collect specific information on the buying patterns of users and is linked to the new collection.

Accessing the segmentation criterion

To access the targeting criterion, apply the following steps:

1. In the Targeting step of your campaign, click Who will see the test / subtest / scenario.
2. Select Create new segment from the drop-down list:
   A screen appears.
   OR
   In the Audience Manager, click New segment > From blank.
3. Click the Purchase behavior category.
4. Drag the Last Purchase criterion and drop it into the middle section.

Implementation

You need to have defined your target pages and created a user group beforehand.

To configure the Last purchase criterion, apply the following steps:

1. Select the type of interval from the first drop-down list: between, more than or less than.
2. In the Day(s) field, manually enter the value(s) depending on the chosen interval.
3. Save your targeting.
   
   

 

For data confidentiality reasons, you cannot target visitors who made their last purchase more than 365 days ago.

Advanced targeting

To access advanced targeting criteria, apply the following steps:

1. Click Add a variable.
2. Select the type of variable from the drop-down list: Payment method, Delivery method, SKU code, Product category, Amount, Coupon.
3. To add another variable, click Add a variable again. The AND selector is added automatically.
   
   
    
   

For extremely precise targeting, you can combine all 6 variables.

Variable type	Use
Payment method	The payment method used by the buyer (credit card, Paypal, gift card, etc.).
Delivery method	The delivery method chosen by the buyer (regular mail, pick-up location, in-store pick-up, etc.).
SKU code	The product’s unique code.
Product category	The category of the product purchased.
Amount	The transaction amount in numbers. The currency used here is the one configured for your website.
Coupon	The possible use of a coupon by the user or its title.

Based on payment method

To target a purchase based on the payment method used, apply the following steps:

1. Select Payment method from the first drop-down list.
2. Select matches or does not match from the second drop-down list.
3. In the Value field, manually enter a payment method (credit cart, PayPal, gift card, etc.).

Based on the delivery method

To target a purchase based on the delivery method used, apply the following steps:

1. Select Delivery method from the first drop-down list.
2. Select matches or does not match from the second drop-down list.
3. In the Value field, manually enter a delivery method (regular mail, pick-up location, in-store pick-up, etc.).

Based on the SKU code

To target a purchase based on the product’s SKU code, apply the following steps:

1. Select SKU code from the first drop-down list.
2. Select matches or does not match from the second drop-down list.
3. In the Value field, manually enter the code that matches the product you want to include or exclude from targeting.

Based on the product category

To target a purchase based on its product category, apply the following steps:

1. Select Product category from the first drop-down list.
2. Select matches or does not match from the second drop-down list.
3. In the Value field, manually enter the category of the product you want to include or exclude from targeting.

Based on the amount

To target a purchase based on the amount of the product, apply the following steps:

1. Select Amount from the first drop-down list.
2. Select between, more than or less than from the second drop-down list.
3. In the Currency unit(s) field, manually enter an amount in figures.

The currency used here is the one that is used on your website.

Based on the coupon

To target a purchase based on the coupon used, apply the following steps:

1. Select Coupon from the first drop-down list.
2. Select matches, does not match, was used or was not used from the second drop-down list.
3. For the first two options, manually enter the exact coupon title in the Coupon code field.

Configuration example

TARGETING GOAL	All visitors who made their last purchase by credit card within the last six months.
CRITERION CONFIGURATION Latest purchase	Interval: Less than Number of days: 180
OPTION Add a variable	Variable: Payment method Setting: matches Value: Credit card

TARGETING GOAL	All visitors who made their last purchase within the last 30 days, except those who chose in-store pick-up.
CRITERION CONFIGURATION Latest purchase	Interval: Less than Number of days: 30
OPTION Add a variable	Variable: Delivery method Setting: does not match Value: In-store pick-up

TARGETING GOAL	All visitors whose last purchase was a product from the Sport category, spending at least €90 within the last three months.
CRITERION CONFIGURATION Latest purchase	Interval: Less than Number of days: 90
OPTION Add a variable	Variable: Product category Setting: matches Value: Sport AND Variable: Amount Setting: more than Value: 90

TARGETING GOAL	All visitors whose last purchase was a product with code XXXXXX and who used the Welcome19 coupon between the last two months and the last four months.
CRITERION CONFIGURATION Latest purchase	Interval: Between Number of days: 60 and 120
OPTION Add a variable	Variable: UGS code Setting: Matches Value: XXXXXX AND Variable: Coupon Setting: matches Value: Welcome19

Related articles

Defining your segment

Defining target pages