Audience Manager

Identifying your audience and creating specific segments with their main performance indicators are the first steps of a successful Personalization strategy. 

The Audience page has two main functionalities: 

  • Helping you discover the most performant and interesting segments to create and be inspired
  • Following the performance of your segments and activating them if needed

A segment is a group of website visitors that share characteristic traits that shouldn’t change throughout different sessions and over time. This might include a common interest in a specific product line, a purchase habit, or a specific device. 

Once created, they can be used as the specific targeted traffic for your campaigns. This can be done in tests but is more often used in Personalization campaigns

All the criteria available to create segments are detailed in our dedicated guide about segments

You will also be able to create new segments through the “New Segment” call to action located inside the top right corner of the page header. Hovering over this element, you will have the option to choose from two different creation options:

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  • From blank: AB Tasty will open the Segment Builder for you to start building a new segment from scratch (for more information, please refer to our detailed guide on segment creation and criteria)
  • From templates: AB Tasty will open the template gallery section of the Audience Manager, which you can learn more about in a specific section of this article

 

 

The segment list tab

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The segment list tab provides you with the list of every segment that has already been created in your account. Segments can be created directly from this page or during the creation campaign flow via the targeting section

The segments are listed chronologically according to their last updated date. AB Tasty loads the first 10 results when the page loads, and the rest as you scroll in the list. 

 

Navigation and views on the page

A search bar (top right to the segment list) lets you search for a precise segment. Start typing in the search bar and it will refresh with all the relevant matches contained in the list.

 

The segment list is by default on the “All” sub-section view, which is a category for all the available and relevant segments that have not been archived or deleted. 

 

In the “archived” section, you will find the list of all the segments that you manually archived from the beginning of your account activity. The archive option can be used to put aside segments (without permanently deleting them) that you know are not relevant to your short- or mid-term testing or personalization strategy, but could be relevant again in the future. 



Information on segments

Available information per segment

 

In the list, you will find the following information about each segment: 

 

  • The segment name: Each segment needs to have a declared name when it is created. 
  • The segment traffic share: For each segment created, AB Tasty will provide you with the relative traffic share of the audience (= all users that belong to your segment, based on which criteria you used to create your segment). The traffic share is calculated based on the last 30 days for all criteria and the last 90 days for the ones based on the purchase behavior criteria.
  • The segment transaction rate: For each segment created, AB Tasty will provide you with the transaction rate of the audience (= all users that belong to your segment, based on which criteria you used to create it). The transaction rate is calculated based on the last 30 days for all criteria, except for the ones based on purchase behavior, which are calculated based on the last 180 days.
  • The segment activation: If a segment is used inside the targeting configuration of a campaign, you will have a dedicated label that highlights the number of campaigns using the segment. Hovering over this label, AB Tasty will display the exact campaigns affected.
  • Last update: The date of the last update made on that segment, which is used to rank the segment in the list.

 

According to the calculation, below we review the criteria that allow the calculation of the two indicators on a created segment (segment traffic share and transaction rate): 

 

Criteria 

Calculation availability (✅ Yes / ❌ No)

Cookie

Engagement level 

New/returning visitor

Campaign exposure 

Number of sessions

Days since last session

Days since first session

Action tracking

Geolocation

Content interest

Page interest

Last purchase 

Purchase frequency

Device

Data integration

Custom variable

 

Let’s take an example:

For a segment created based on the page interest criteria, AB Tasty will not display the two indicators next to the segment name in the list. For a segment that mixes an available criterion with one that is unavailable, the calculation will also not be displayed.  

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Available actions per segment

 

Hovering over a specific segment, you will find several options to manage it: 

  • Edit: Click, and it will open the Segment Builder to edit its configuration.
    It is not possible to edit a segment that is already being used in a live campaign.
    In this case, you have to duplicate it before editing it.
  • Duplicate: Click, and it will duplicate the segment. The new segment will appear first in the list, with the duplicated segment name with “(duplicate)” at the end.
  • Archive: Click, and the segment will be moved to the Archive section of the segment page.
  • New campaign: Hovering over this call to action, AB Tasty will allow you to choose between creating a Test or a Personalization campaign. Depending on which option you’ll choose, you will be sent through the Test or Personalization campaign creation process.

 

Audience recommendation

 

What is it?

In case you don't know where to begin or which audience to approach via AB Tasty, we have developed a feature to provide you with relevant recommendations.

Audience recommendation is an in-house tool designed to help you get started with building personalization or test campaigns by suggesting interesting audiences to target.

To access the tool, simply go to the audience page and you will find it at the top.
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How does it work

Content interest segments recommendations

This use case utilizes our AI-based content interest targeting criteria, which allows you to create segments based on the interests of your website visitors. Each week, we display the top 10 recommendations in terms of keywords. If you would like more information on how content interest works, you can find detailed documentation just here.

Please note that the first use case we developed, based on content interest, is currently only available for the Accelerate and Scale plans.

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The first use case we built relies on our AI based Content interest targeting criteria, that allows you to create segments on interests detected from your visitors on your website. 

We display every week the top 10 recommendations in terms of keywords. You’ll find a detailed documentation on how Content interest works just here.

To ensure that you always have inspiration when you need it, the list of keywords is refreshed on a weekly basis. Be sure to check back regularly for new ideas!

The ranking of the keywords is based on a score calculated from the following metrics:

  • Number of views of each keyword (i.e., the number of occurrences within page titles)
  • View rate of each keyword on the total number of page title occurrences
  • Transactions - The sum of transactions for all products with names containing the keywords
  • Transaction rate - The number of transactions for keyword-related products on the total number of transactions

The highest-scored keywords are displayed to give you an idea of the hot topics of interest on your website and to inspire potential campaigns based on those interests. If you want to explore the keywords further, you can go directly to the segment builder to browse all the keywords detected by the service in the past weeks.

Good to know 💡

  • We welcome your feedback on the recommendation feature.
  • We plan to add new sources of insights in the future (beyond page title occurrences) to tailor recommendations to your specific use cases and help you improve your business and personalization strategy.
  • To help us build the best audience recommendation iterations, please follow this link to a survey.

 

How to use it?

To use the audience recommendation feature, for each suggestion, you can either accept it by clicking the ⭐️ icon or decline it by clicking the ❌ icon.

  • If you accept a suggestion, the corresponding segment will be created based on that keyword, and you can find the new segment in the audience page segment list.
  • If you decline a suggestion, the recommendation service will not suggest the keyword to you again.

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The template gallery 

 

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The template gallery provides you with segment suggestions through specific templates. 

AB Tasty provides 18 pre-made templates to ease your segment creation and inspire you on the most-used cases for Test and Personalization campaigns. You can go through our suggestions by scrolling the list or choosing specific criteria categories (with the “all segmentation” dropdown) and business categories (with the “all categories” dropdown). 

 

The first blank card in the list allows you to open the Segment Builder to start configuring a new segment from scratch. Each following card represents a specific premade template. By clicking on the card, it will open the Segment Builder for you to validate the segment configuration we suggest, and to save the segment to finally create it.  

 

Below, you’ll find the content that makes up the different templates we offer. For a more detailed overview, please refer to our segment criteria documentation



Templates

Criteria used in the template

Suggested value 

Disengaged 

Engagement level 

Is disengaged

Recent Visitors

Days since first session

=/> 7

Tablet visitors

Device 

Is tablet 

Desktop visitors

Device 

Is desktop 

Mobile visitors

Device 

Is mobile 

Non-buyer in the month

Purchase frequency

Less than 1 times
Within 1 month

Returning visitors 

New/returning visitors

Is Returning 

New visitors 

New/returning visitors

Is New 

Coupon lovers 

Purchase Frequency 

More than 0 time

Within 1 month 

Coupon has been used

Wanderers 

Engagement level 

Is Wanderers

Buyers this month

Last purchase 

Within 31 days

One-time shoppers 

Last purchase 

Within 31 days 

Number of sessions

= 1

Specific delivery method 

Purchase frequency 

More than 1 time

Within 1 month 

Delivery method is {the value that matches best your specific context}

Big spenders in the month

Purchase frequency 

More than 1 time

Within 1 month 

The amount is more than {the value that matches best your specific context}

Content interest 

Content interest

Past Week

The amount is to be searched in the search bar

Loyal clients

Engagement level 

Is loyal

Valuable visitors

Engagement level 

Is valuable

Geolocated visitors

Geolocation

Is {the value that matches best your specific context}



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