Customer Segments Overview

PureClarity’s Customer Segments enable sophisticated audience targeting by dividing your customers into specific groups based on behavior, demographics, and interactions with your personalized content.

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What Are Customer Segments?

Customer segments are dynamic groups of customers defined by specific conditions such as: Behavioral criteria:

• Products viewed: Interest in specific categories or brands
• Purchase history: Previous orders and spending patterns
• Site interaction: Pages visited, time spent, engagement depth
• Campaign engagement: Responses to personalized content

Journey-based criteria:

• Visit frequency: New visitors vs. returning customers
• Purchase stage: Browsers, cart abandoners, repeat buyers
• Lifecycle position: New customers, loyal customers, at-risk customers
• Seasonal patterns: Holiday shoppers, sale seekers, regular purchasers

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The Power of Granular Personalization

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Beyond Basic Targeting

While showing content to “Everyone” provides broad reach, segments enable: Precision targeting: Reach exactly the right customers with relevant messages Contextual relevance: Match content to customer needs and interests Journey optimization: Deliver appropriate content for each stage of the customer journey Performance improvement: Higher engagement and conversion rates through relevance

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Strategic Segmentation Benefits

Enhanced customer experience:

• Relevant recommendations: Products aligned with demonstrated interests
• Appropriate messaging: Communication that resonates with specific groups
• Timely interactions: Content delivered when customers are most receptive
• Reduced noise: Less irrelevant content leading to better engagement

Business performance gains:

• Higher conversion rates: Targeted content converts better than generic content
• Increased average order value: Relevant upsells and cross-sells
• Improved customer lifetime value: Better experiences drive retention
• More efficient marketing: Resources focused on highest-potential opportunities

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Types of Segments Available

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Pre-Built Segments

PureClarity includes ready-to-use segments for immediate implementation: “Everyone”: Universal segment for broad campaigns “New Visitors”: First-time site visitors requiring introduction and education “Returning Customers”: Previous purchasers with established relationship “High-Value Customers”: Top spenders deserving premium treatment “Cart Abandoners”: Customers who added items but didn’t complete purchase

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Custom Segments

Build sophisticated segments tailored to your business: Single-condition segments:

• Customers who viewed specific product categories
• Visitors from particular geographic regions
• Customers with certain purchase amounts
• Users who engaged with specific campaigns

Multi-condition segments:

• Returning customers interested in electronics under $500
• New visitors from mobile devices browsing fashion
• High-value customers who haven’t purchased in 30 days
• Customers who viewed sale items but didn’t purchase

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Automated Attribution Segments

Audience-based segments: Created automatically through campaign attribution Interaction-driven groups: Based on customer responses to personalized content Behavioral clusters: Groups formed through content engagement patterns Dynamic updating: Segments that evolve as customers interact with campaigns

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Segment Applications Across PureClarity

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Campaign Targeting

Personalized recommendations:

• Show different product recommendations to different customer types
• Vary recommendation intensity based on customer engagement level
• Adjust product categories based on demonstrated interests
• Customize recommendation timing for different segments

Content campaigns:

• Display different promotional messages to various customer groups
• Vary discount offers based on customer value and purchase history
• Customize brand messaging for different demographic segments
• Adjust content tone and style for different audience preferences

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Cross-Feature Integration

Popup campaigns: Target specific segments with relevant popup content Email personalization: Use segments for enhanced email targeting Analytics insights: Analyze performance differences across segments

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Advanced Segmentation Strategies

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Progressive Segmentation

Start simple: Begin with basic behavioral segments Learn and refine: Use performance data to identify optimization opportunities Add complexity: Introduce multi-condition segments as you gain insights Scale gradually: Expand successful segmentation strategies across campaigns

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Segment Overlap Management

Complementary segments: Design segments that work together rather than compete Priority hierarchies: Establish clear rules for customers who match multiple segments Exclusive segments: Create mutually exclusive groups when appropriate Testing frameworks: A/B test segment definitions and targeting strategies

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Dynamic Segment Evolution

Behavioral updates: Segments that change as customer behavior evolves Seasonal adjustments: Segment definitions that adapt to seasonal patterns Lifecycle progression: Segments that move customers through journey stages Performance optimization: Continuous refinement based on results

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Segment Performance and Insights

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Analytics and Measurement

Segment-specific metrics:

• Conversion rates: How different segments respond to campaigns
• Engagement levels: Time spent, pages viewed, interaction depth
• Revenue attribution: Sales generated by segment-targeted campaigns
• Journey progression: How customers move between segments over time

Comparative analysis:

• Segment performance: Compare results across different customer groups
• Campaign effectiveness: Evaluate targeting success for specific segments
• Revenue impact: Understand which segments drive highest value
• Optimization opportunities: Identify segments needing attention or refinement

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Insights for Optimization

Segment insights reveal:

• Hidden customer patterns: Unexpected behavior clusters and preferences
• Targeting opportunities: Underserved segments with high potential
• Campaign refinements: How to improve targeting and messaging
• New segment ideas: Data-driven inspiration for additional segmentation

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Getting Started with Segments

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Implementation Roadmap

Phase 1: Foundation

• Use pre-built segments for immediate personalization
• Implement basic behavioral segments (new vs. returning)
• Test segment-based campaigns for performance lift
• Establish measurement and optimization processes

Phase 2: Expansion

• Create custom segments based on your specific business needs
• Implement multi-condition segments for precise targeting
• Expand segments across multiple campaign types
• Begin advanced attribution-based segmentation

Phase 3: Optimization

• Refine segments based on performance data and insights
• Implement sophisticated multi-segment strategies
• Automate segment-based personalization flows
• Scale successful segmentation across entire customer experience

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Related Resources

Segment creation: Learn the mechanics in Creating a Segment Implementation guidance: Discover applications in Where to Use Segments Performance analysis: Master optimization with Understanding Segment Insights Automated segments: Explore Audiences for attribution-based segmentation Customer segments transform basic personalization into sophisticated, targeted experiences that drive measurable business results while creating more relevant and engaging customer journeys. Start with simple segments and evolve your strategy as you learn what resonates most with your unique customer base.