What is Segmentation Studio and what can I use it for?

Introduction

All you need to know to understand your customer, in one place. Segmentation studio helps you create meaningful customer groups based on multiple criteria not visible in standard BI tools and deeply understands their behaviour with help of AI models. Being able to develop a specific customer segment and recognize their distinct buying patterns and behaviour, it enables you to create data-driven marketing, sales actions & campaigns that will deliver above industry standards converting campaigns and ROI. 

Segmentation Studio allows you to:

• Gather all customer-related data in one place enriched with statistics insights and AI powered attributes
• Use a lab of filters to create an adequate group of customers, with over 50 different selection options
• Play with audiences to get the most of it - expand, intersect or merge multiple audiences and cross their power 
   

Overview

Segmentation studio is made of four separate elements - Segments, Insights, Audiences & Profiles.

Core functionalities of this studio are:

• creation of new segment in 3 simple steps using up to 50 filters AI-based, feature-engineered or metadata filters
• upload of your custom audience file
• audience sort by many available attributes
• lookalike audience creation according to selected attributes that matter to you the most
• dig into insights with metrics such as customer lifetime value, average basket value, customer segmentation etc.  
   

Segments

In Segments tab you can find automatically created segments based on AI customer segments, create lookalike of your selected segment, extract top N customers from any segment and intersect two different segments. There is also an option to preview audience, export or delete them. 

Insights

Insights contain rich and detailed descriptions of your customer base. You can analyze your customer base on different levels - aggregated on a highest level of all customers, to the level of specific segment, audience or even customer.

Audiences

Audiences section gives an overview of all available segments, that can be further analyzed or engaged through different marketing activities. Here you can see all your audiences, upload your custom audience file, preview and export audiences and sort your audiences by source.  

Profiles

Profiles tab offers you a 360 view of your customers. You can search for any specific customer and see their behaviour - history interactions, recommended products, customer transitions over time through segments, estimated customer lifetime value etc. 

Segment types

• Customers – personas who have made at least one purchase
• Prospect – personas who haven't purchased anything but have left their contact (email or a phone number)
• Visitor – personas who have visited your website but we don’t have any contact information except long cookie ID

Uploaded audience is your custom audience you created locally and uploaded to Solver AI Suite through Segmentation studio > Audiences tab > Upload. 

Static audience is an audience you have created using filters and rules but its count always stays the same as in the moment of creation. 

Dynamic audience keeps the rules and filters you have applied but the number of customers varies as they meet the chosen criteria. 

How AI is embedded into segmentation process

Segmentation process is a way to better understand your customer base taking into consideration their habits and interactions, based on which we identify several groups of customers who have similar activity. Customers are segmented at a basic level by their lifecycle activity using RFMT parameters:

• Recency - when the customer was last active in a given cycle
• Frequency - how many purchases the customer had in a given cycle
• Monetary value - how much money the customer spent in a given cycle
• Tenure - when the customer made the first purchase in a given cycle

Standard cycle time observed is 6 months. This can be adjusted to a shorter or longer period of time, depending on particular industry. Please contact us if you wish to set your cycle time to a different time period.

Customer segments are shown within Segmentation Studio and can be used for analysis within  Profile 360 on an individual level and in Insights on a segment or audience level.