Ecommerce Segments

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Ecommerce segments are only available on the Commerce and Enterprise subscription. They are directly dependent on purchase data and tracking categories/products bought.

There are 4 types of e-commerce segments:

1. Bought from category – allows you to segment on a category a customer has bought from. The categories are read from your feed.

A screenshot from the interface of MarketingPlatform picturing the instructions for using Ecommerce Segments.

2. Purchased X times – you can segment on the number of purchases a customer has made.

For instance, if you select: Between 2 and 4, everyone who’s made 2, 3, and 4 purchases will be counted in the segment.

A screenshot from the interface of MarketingPlatform picturing the instructions for using Ecommerce Segments.

3. Purchase value + time – you can segment on the amount a customer spent on your webshop + date of purchase.

E.g. If you select: Purchase Value is between 50 and 500 (DKK) and Date is on 20/05/2021, then anyone who made purchases to the amounts between 50 and 500 (DKK) on the 20 May 2021 will be counted inside the segment.

A screenshot from the interface of MarketingPlatform picturing the instructions for using Ecommerce Segments.

4. Purchase frequency – filters profiles based on how often they buy on your webshop. The average is calculated from the total orders in your purchase data (OTM) and the number of subscribers with order data (i.e. data in the OrderID OTM field).

For instance, if you have 10 subscribers on the list, but only 4 of them have ordered from your shop (naturally, the number of orders will vary from subscriber to subscriber), eg. sub 1 -> 2 orders, sub 2 -> 3 orders, sub 3 -> 1 order, and sub 4 -> 1 order, the purchase frequency will be calculated as follows:

Total no. of orders: 2+3+1+1=7
Average order: 7÷4=1.75

The first condition in the segment – within average will be +/-10% of 1.75, the second – less than average below 1.75, and the third – more than average above 1.75.

A screenshot from the interface of MarketingPlatform picturing the instructions for using Ecommerce Segments.

5. Average Purchase Value – similar to Purchase value (n. 3) except that here you cannot use a specific value, i.e. amount spent in your shop. Instead, you can filter subscribers based on their average purchase value.

The average is calculated both for a list and for each buying customer. For a list, the total order value of your shop is divided by the number of subscribers with data in the OrderTotalAmountID OTM field (or buying customers). For each buying customer, the average is their total order value divided by the number of orders.

 

To illustrate how this segment works, let’s say that the Average Purchase Value for your list is 2,150 DKK. If a customer has two orders of 2,299 DKK and 1,599 DKK, his average order value is 1,949 DKK meaning they will not be counted under the ‘within average’ (+/-10% of 2,150) or the ‘more than average’ rule. The segment will only count them under the ‘less than average’ rule.

A screenshot from the interface of MarketingPlatform picturing the instructions for using Ecommerce Segments.

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