Guidance and tips for building effective targeted audiences.
Audience segmentation is one of Feathr's most powerful features. Using segments enables you to create distinct and nuanced collections of your total web audience with certain common activities and attributes that are relevant to your marketing messages. This article teaches segmentation methods and best practices by discussing how to use Feathr's filtering capabilities to build some useful segment types. This article assumes you're familiar with the steps of building a segment, but if not, read this article first.
Note: to learn about registration confirmation segments, click here. They are important enough to deserve their own article.
Page Visit Segments
In this section, we'll discuss the creation of a few segment types that will be useful for nearly every Feathr user. They are all based on browsing activity. The first, and simplest, is a "full site" segment. This builds an audience capable of targeting everyone who has visited your website, and whose cookie has been retained, since placing the Feathr Super Pixel.
Begin by navigating to Data and customizing the filters. You'll first want to set a date range for the segment. Because this is a full site segment intended to capture the broadest audience possible, there's no reason to narrow the date range. Keep it looking at data from any time. Next, click + Add Filter. The default filter variable is URL. You will keep that, but change is to starts with.
Starts with is a useful variable because it will include data from any web address you enter, as well as any pages that begin with the same URL. For example, if I add URL starts with https://www.feathr.co/ , the filter will also capture data from:
And so on. It will also include any sub-sub pages, such as:
As long as your website's URLs share a common starting address, the starts with variable will capture whatever is beyond.
To continue, enter your website's home URL.
Once you've completed those steps, click Create Segment from Filters, and give it a name. In addition to having valuable analytics about your full web audience, you'll now be able to target this audience in retargeting campaigns.
If you've placed your Super Pixel on more than one website, we recommend creating a full site segment for each.
This type of segment works the same as a full site segment, but captures data from pages with a specific marketing purpose. We'll use attendee prospects as our first example.
Begin by following the same steps as above, but enter the URL of the page on your website that best promotes event attendance. We frequently see those pages end with something like:
If your website contains sub-pages beyond the initial attendee-facing page, such as
then you can use the starts with variable again. If not, follow the directions in this article to combine more than one filter in a single segment.
Follow these same steps for any page or group that deserves its own distinct marketing campaign. You might have prospective sponsor- or exhibitor-facing pages that would make valuable seed audiences for targeted segments. Any page on your website has the potential to be the basis for a useful segmented audience. The way you organize them is up to you.
Campaign Interaction Segments
In digital advertising, it's well known that the more times you can get in front of marketing prospects' eyes, the better chance you'll have to convert them. One of the best ways to stay in front of new prospects is to follow up any audience expansion campaigns (such as Search Keyword, Email Mapping, or Geofencing campaigns) with a retargeting campaign targeting the people who interacted with those initial campaigns. (Read more about campaign types here.)
To do that, you must first build targetable segments that contain data from those people. Here's how.
Once you've run any audience expansion campaigns, some of the new audience members you've reached will be targetable. To add them to a segment, begin as normal by clicking the Edit Filters button.
The date range of this segment will be up to you; you can keep the default of looking at data from any time, or you can specify a more targeted date range based on the dates of your campaigns.
Next, click + Add Filter. This time, instead of choosing URL, choose Campaign. This tells Feathr that you'd like to filter by users who have interacted in some way with your previous campaigns.
The default variable that displays next is "exists." You could stop here and you would be building a segment of anyone whose cookie you've captured that has either seen or clicked on any ad on any campaign you've run. This would be the broadest possible segment of campaign interactions.
To build a segment of people who have interacted with a specific campaign, change exists to is, and then choose the campaign you'd like to target in the next field. This will limit the segment audience to only people whose cookie you've captured that have either seen or clicked on any ad in that campaign. You can stack similar filters to combine specific campaigns into a single segment.
To further filter by only the people who clicked on an ad in that campaign, use the variable called Impression Flavor. This can distinguish between the type, or flavor, of interaction your prospects had with your campaign. This example also adds a rule to the segment to ensure that everyone in this segment not only saw that specific campaign, but also clicked on it.
Combining various campaigns and impression flavors into a single segment is possible. This is where you can really get creative. Take note of the gauge on the right side that updates the number of people being captured within your filters as you change them.
Feathr's filter variables also contain a category called Attributes. Using Attribute filters allows you to filter by date, time, and usage-based variables, as well as certain identifying demographic data such as name and email (if known).
One useful attribute-based segment is what we call a Super Users segment. These are the people engaging most with your website and its content, and can be filtered by the number of times they've been seen on your site. To discover their data and save them as a targeted audience, you will use the Times Seen variable. Begin as usual, by choosing your date range and clicking + Add Filter. Now select Times Seen. This variable filters by the number of times people have visited your website.
Deciding how many visits constitutes a Super User for your website is up to you. For our purposes here, we'll choose 10. The nice part about the Times Seen variable is that it allows you to choose additional variables, such as greater than and less than.
Here we'll select greater than 10, which will capture data from visitors who have 10 or more sessions.
You can save this segment as-is, and you will have a targetable audience of your biggest fans. You can also use the variable sessions to build Super User segments.
Consider filtering out your own staff's IP addresses before running a campaign to your Super User segment, as your staff will certainly have visited your own website more than anyone else. This can be done in your Feathr account settings.
In addition to a number of date- and time-based variables in the Attributes category, you will see variables representing personally identifiable information. There are two ways to populate data in those variables: manually adding name, email, etc. to people records, or connecting Feathr ID (a separate premium module) to your website to capture form fills from people who volunteer that information.
Now that you know some of the best practices and tips for setting up successful segments, think creatively about how you can combine filters and segments to get your marketing message in front of the best audience for you. Be sure to talk to your Customer Success Manager for personalized recommendations and strategic guidance.