Customer Segmentation.
Group Website Visitors into Intelligent Categories.
Customer Segmentation
» Easily set up customer categories.
Customer segmentation is the act of grouping your website visitors into categories. A category may be something as simple as “Gender” or as obtuse as “Likely buyer” or “Discount shopper”. The act of grouping a visitor into one or multiple categories is done based on identifiable traits, browsing habits, and other demographic data that can be extracted during the visitors time on your website.
Livefluence allows our customers to set up customer categories, and then define rules and triggers that will be used to place each visitor within a specific category.
» Categories.
Categories are defined by their name, for example “Male” or “Female” may be the name of the category.
Categories may be defined as static, list, or spectrum category types.
A static category means that any visitor within this category is considered a full participant in the category. For example, if a category were defined as “Female”, and visitor that was placed in to this category would be considered a female visitor.
A list category means that in addition to the category name, an associated set of values for that category may be associated to it. For example, if a category were defined as “Gender”, the list values may be “Male”, “Female”, or “Unknown”.
For a visitor to be associated with the Gender category, they would have to be assigned to one of the items with the list. I.E. their gender would be male or female or unknown.
Assignments to specific list items are done via a non-descript weighting system. When a visitor is assigned to a list item within a category, it is done by attaching a customer-defined weighted value to the specific list item. For example, a visitor may be assigned 5 “points” to the “Male” list item, and “1” point to the “Female” list item. This allows the segmentation to work in situations where the exact assignment cannot be known, but has to be inferred. In the above scenario, the system would assume there is a 5 in 6 chance that the visitor is male.
The point assignment values are completely arbitrary and defined by the customer.
A spectrum category is like a static category, except that when a visitor is assigned to this category, they are done so not as a unary consideration, but with a percentage point. For example, a spectrum category may be “will purchase shoes”. Each visitor assigned to this category would be assigned with a value between 0 and 100, representing their likelihood of actually being part of that category.
» Triggers.
Livefluence triggers are responsible for deciding how a visitor is categorized.
A trigger can execute on multiple categories at the same time for the visitor.
A trigger can add points to a list category.
A trigger can remove points from a list category.
A trigger can reset a list category to predefined values. For example, if a list category of “Gender” existed, and the visitors weighted valued were: Male-4, Female-3, and Unknown-7, a trigger can reset the visitor to a predefined default such as: Male-10, Female-0, and Unknown-0. In this manner, the trigger fired because something happened on the website that absolutely confirmed 100% that this visitor was male.
A trigger can add percentage points to a spectrum category.
A trigger can remove percentage points from a spectrum category.
A trigger can specifically set the percentage points for a spectrum category.
» Using Customer Segments.
The act of being able to group customers into categories is great, however, unless something can be done with them, they are useless.
Livefluence provides the following ways in which categories can be leveraged:
Real-time visitor details – Customers have the ability to decide which categories they would like to be transmitted to agents who are logged in to the Velaro desktop application. As visitors are categories or their values change within a category, agents will see this information in the visitor details section of the desktop. Agents also have the ability to add a column to the top portion of the real time visitor display so that any of the categories delivered to them may be shown all the time.
Livefluence rules - Integrated in to actual Livefluence triggers, customers may define rules that interrogate a current visitor’s association to a specific or set of categories. As a result, categories can be used for content targeting, invitations, and alerts.
Analytics – Velaro will record and report on previous visitor categorizations. For list based and spectrum based categories, Velaro analytics will record the weighted values at the time the visitor session is complete.
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