Today’s post comes to us from Kimen Field, Prod­uct Man­ager work­ing with Adobe Test&Target and Adobe Rec­om­men­da­tions. One of the themes you’ll see as you upgrade to new Site­Cat­a­lyst 15 plat­form is that it opens the door for some fan­tas­tic inte­gra­tions both within the Online Mar­ket­ing Suite and else­where. Kimen took some time to describe one of these, a great new fea­ture that allows you to cre­ate tar­geted cam­paigns based on your seg­mented data in Site­Cat­a­lyst 15. Take it away, Kimen!

With the launch of Site­Cat­a­lyst 15, Test&Target 2.8 and Dis­cover 2.96, you can now eas­ily think about the same seg­ments of users across your ana­lyt­ics and opti­miza­tion efforts. We know it’s impor­tant to clearly under­stand what your vis­i­tors are doing (and not doing) before you can try to nudge them in the right direc­tion. We also know that it’s impor­tant to speak the same lan­guage across your orga­ni­za­tion so the ana­lysts can talk to the mar­ket­ing teams and vice versa.

To move toward this goal, we’ve intro­duced seven pre-defined “suite seg­ments” that are shared across Site­Cat­a­lyst, Dis­cover, and Test&Target. We chose these seg­ments because they are valid (and impor­tant!) for all of our users—across ver­ti­cal and mar­ket size. We’ve also seen these types of seg­ments pre­dict dif­fer­ent behav­ior across a vari­ety of actions: reg­is­tra­tion flows, pur­chases, and gen­eral site brows­ing, for exam­ple. In the screen­shots below, you can see how the same set of seg­ments is avail­able in Site­Cat­a­lyst (left) and Test&Target (right):

You can select a segment in SiteCatalyst 15 to build a targeted campaign.    Build a targeted campaign in Adobe Test&Target based on your SiteCatalyst segment

The real value for you is just get­ting started! Apply these seg­ments to your Site­Cat­a­lyst and Dis­cover reports and start to under­stand the dif­fer­ences between these groups. Vis­i­tors com­ing from Face­book are most likely react­ing to a post or a piece of news about your site and will behave in a very dif­fer­ent way than a return­ing purchaser—someone who knows your site and your mes­sag­ing well and is prob­a­bly back to see what else he might like. If you aggre­gate all of these dif­fer­ent seg­ments, all you see is the aver­age, and that “aver­age” per­son might not exist.

Once you notice dif­fer­ences in your analy­ses, then you can start to exploit these dif­fer­ences in your opti­miza­tion activ­i­ties. Maybe new vis­i­tors are click­ing around a lot before they make deci­sions, whereas return­ing vis­i­tors browse your site in a more focused way. You could run a test to see if offer­ing more infor­ma­tion on the land­ing pages helps these new vis­i­tors find their way, and exe­cute that test using the suite seg­ment in Test&Target. Once you find the results, it’s easy to talk about them with all the peo­ple in your orga­ni­za­tion using the dif­fer­ent Adobe Online Mar­ket­ing Suite tools. You can speak the same language!

As you get com­fort­able using seg­men­ta­tion and tar­get­ing in your ana­lyt­ics and opti­miza­tion activ­i­ties, you can push harder and start to define your own seg­ments. It’s easy to define a wide range of seg­ment types based on your own company’s needs. You might want to look at peo­ple who only buy expen­sive items, or only ever read arti­cles or watch videos in a cer­tain cat­e­gory. This is where you can really drill down to dif­fer­ent groups and start to affect their behav­ior online.

The ones you define your­self aren’t avail­able across prod­ucts auto­mat­i­cally, but it’s easy to build sim­i­lar rules in SiteCatalyst/Discover and Test&Target to con­tinue to look at your cus­tomer base as a set of seg­ments rather than one aver­age mass. Get going!

Kimen didn’t know this when she wrote the post, but I’m going to give you her Twit­ter han­dle—@kimenf—so you can con­tact her directly with any ques­tions you may have about suite-level seg­ments and how to use them to take your tar­get­ing to the next level. You can also leave com­ments here and we’ll answer them as quickly as we can!

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