Creating and managing segments

If you can identify and organize all of your website's different visitors based on factors that include their persona, the content that they prefer the most, and visitor actions that they have taken in the past, your marketing can be much more effective. With this information, you can personalize their experience on your website and track the results of that personalization, all while continuing to make incremental improvements. To do this, Acquia Lift uses segments.

A segment is an organizational unit that describes one or more attributes that you want to track in Acquia Lift. Assuming that your visitors meet a segment's criteria, visitors can be assigned to one or more segments. Acquia Lift continuously evaluates your segments' membership lists based on visitors' behavior.

If you use Experience Builder, the ID of each segment that you create is also displayed. Acquia Lift Classic users can use this as a context for campaigns.

Managing your segments

To manage your segments, or to make any changes to your available segments, sign in to the Profile Manager interface, and then click the Segments tab.

Lift segments display

The Segments page contains options for the following actions that you can take with the available segments:

  • Display - To view a list of your segments, enter your search criteria in the Find segments field (leave blank to display all segments), and then click Find.
  • Edit - To modify or edit a segment, find the segment in the list of displayed segments, and then click its Name. The page reloads with the segment's configuration information. If you make any changes to the segment, click Save to save your changes.
  • Delete - To permanently remove a segment, find the segment in the list of displayed segments, and then click its Delete link.
  • Clone - To make a copy of a segment, find the segment that you want to copy in the list of displayed segments, and then click its Clone link.

Adding new segments

To create a new segment, complete the following steps:

  1. Sign in to the Profile Manager interface as an administrator, and then click the Segments tab.
  2. Click the Add new segment link.
  3. Add a segment

  4. Enter values in the following fields for the new segment:
    • Name - Name of the segment as displayed in the Profile Manager Admin.
    • Segment ID - Optional name of the segment when displayed as a context in the Acquia Lift Drupal modules. By default, it will create an ID based on the Name. Click Edit Segment ID to set a custom ID.
    • Description - Additional descriptive information about the segment, such as a narrative of its criteria.
  5. Select the Apply segment to all customer sites check box to use this segment across all your websites. To apply this segment to specific customer sites, complete the following steps:
    1. Clear the Apply segment to all customer sites check box. Profile Manager displays a list of your customer sites.
    2. Click a customer site to which you want to apply this segment.
    3. Click Add. Profile Manager displays a list containing the following information:
      • Name - The name of your customer site as displayed in the web browser
      • External ID - The name you specified when you created this customer site in Profile Manager
      • URL - The web address of your customer site
      • Actions - Additional steps you can take regarding this customer site's use of this segment, including removing this customer site from the list of customer sites to which the segment will apply
    4. To add more customer websites that will use this segment, click their names in the list of your customer websites. Profile Manager displays the new customer website in the list of websites to which this segment will apply.
    5. Click the Delete link to remove this website from the list of customer sites to which this segment will apply.
  6. In the Segment criteria section, use the initial drop-down list to set the relationship between each of the criteria you select for the segment.

    Adding criteria to segments

    Select from the following values:

    • All - The segment will display only those people that meet all of the defined criteria. (AND operator)
    • Any - The segment will display those people that meet any of the defined criteria. (OR operator)
    • None - The segment will display those people that do not meet any of the defined criteria. (NOT operator)
  7. Click in the field that contains the value Edit Criteria to add the segment's first attribute.

    Profile Manager displays a dialog box that you can use to enter information about the criteria item.

  8. In the Category name list, click the category of the criteria that you want to use. The fields in the dialog box will change depending on the criteria that you select.
  9. Enter the remaining values for the criteria item, and then click OK.
  10. To add additional criteria items, click the plus ( + ) icon for each criteria item, and refer to the previous steps.

    You can also define relationships for sub criteria in a single criteria item by clicking the right arrow ( > ) to the right of the plus icon. This adds a new criteria with its own sub criteria and relationships.

  11. To delete criteria items, click the minus ( - ) icon next to the criteria item you want to remove.

Using a where clause to refine your segment criteria

Using a where clause helps you define very specific segments. For example, in a particular segment, you add an event count specifying that if a website visitor views two pieces of content on your website in the past 30 days, the visitor enters that segment. To further narrow the focus of this segment, you specify that in order to enter this segment, the content viewed by the visitor in that time period must be in either the astrology or the sports section of your website. To create this segment and its where clause, complete the following steps:

  1. Sign in to the Profile Manager interface as an administrator, and then click the Segments tab.
  2. Follow steps 1 through 4 in Adding new segments.
  3. In the Segment criteria section, in the initial drop-down list, select All. The segment will display only those website visitors that meet all of the defined criteria. (AND operator)
  4. Click the field that contains the value Edit Criteria. Profile Manager displays a dialog box. To add the segment's first attribute, complete the following steps:
    1. Click Event.
    2. Click Event Count. Profile Manager displays more fields.
    3. In the Customer Site list, click the customer site to which you want this segment to apply.
    4. In the Event Name list, click Content View.
    5. In the Operators field, keep the default value of =.
    6. In the Values field, enter 2.
    7. In the Time Period field, click Past 30 Days.
    8. Click OK. Profile Manager displays the segment attribute on Segments > Segment Detail.
  5. You have now added the segment's first attribute, which states that the segment will contain all website visitors who viewed two pieces of content on your specified customer site in 30 days. To add the where clause to this segment, complete the following steps:

    1. Click Sub-criteria.
    2. In the initial list, keep the default value of All.
    3. Click the field that contains the value Edit Criteria. Profile Manager displays a dialog box. To add the segment's where clause, complete the following steps:
      1. In Category name, click Select Criteria. Profile Manager displays a list.
      2. Click Page Content. Profile Manager displays another list.
      3. Click Content Section.
      4. In Operators, keep the default value of Matches One.
      5. In the Values field, enter astrology and sports. These are the content sections in which the visitor must have viewed content in the past 30 days in order to be included in this segment.
      6. Click OK. Profile Manager displays the segment and its new where clause.
      7. Click Save to save this segment.

You have now created a segment that includes website visitors who viewed two pieces of content in the past 30 days where the value Content Section matches one of these sections: astrology or sports.

Evaluating your segment's reach

Either during the creation of your segment or after it has already been saved, you can use Profile Manager to determine how effectively the segment connects with your visitors (also known as its reach).

This can be helpful in several circumstances — for example, if you create a segment that is too specific based on your visitors, it may never apply to any visitor interactions. In this case, Profile Manager would indicate zero interactions for each of the items that the Acquia Lift service tracks as compared to the total number of tracked interactions.

To examine your segment's potential or current reach, complete the following steps:

lift-segment-estimates.png

  1. Sign in to the Profile Manager interface as an administrator, and then click the Segments tab.
  2. Complete the following step based on your requirements:
    • If you want to review a previously created segment, click the name of the segment that you want to review from the list of available segments.
    • If you haven't yet created your segment, complete the steps in the Adding new segments section of this page, but do not yet save your segment.
  3. Scroll down the page to the Size estimation section, which allows you to review the segment's performance against the data stored in the Acquia Lift service across three areas of information (displayed as Groupings in the table):
    • Person - Visitors that have been uniquely identified with first-party cookies, their email addresses, or some other identifier.
    • Touch - A series of contiguous events (such as content views) with a duration between events of no more than 30 minutes.
    • Event - Discrete visitor actions, such as a content view of an article or a click-through on a subscription offer.
  4. In the Date range list, click one of the following options based on the timeframe of your segment's comparison against data stored by the Acquia Lift service:
    • Last 7 Days
    • Last 30 Days
  5. Click Show results.

After a few moments of collecting information from the Acquia Lift service, Profile Manager will display your segment's performance against each of the groupings. Each of the time-based columns in the table (Daily, Weekly, and Monthly) have an Estimate and a Total. Based on the selected Date range, the estimate is the number of items in the grouping that apply to the segment, and the total is the total number of items for that grouping as collected by the service.

The final column of the table is % Total, and it represents the estimate versus the total for the grouping row. A total of 100.00% indicates that the segment applies to all items collected by the service, and may not be specific enough. A total of 0.00% indicates that the segment does not apply to any items for the selected date range, and may be too specific.

Verifying segments

To verify if Profile Manager is returning segments, visit a webpage that you are tracking with Acquia Lift, and use one of these methods:

  • Activate the Experience Builder bookmarklet, and look in the Segment field. If your segment is available, it should be there.
  • Open your browser's debugger console:
    • If you are using Acquia Lift for Drupal 8, in the console's search field, enter decide? to filter the list of displayed results. Click the Response tab. If this request returns one or more segments, they are displayed here as part of the response, such as:

      "segments":[
      {"id":"visitors_50_years_in_age","name":"Visitors 50+ years in age","description":"Visitors 50+ years in age"}
      ,
      {"id":"first_time_visitors","name":"First time visitors","description":"First time visitors"}
      ],
    • If you're using an older version of Acquia Lift, click the Network tab. In the console's search field, enter tcaction to filter the list of displayed results. Click the Response tab. If this request returns one or more segments, they are displayed here, preceded by segments.

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