Past-behavioural segments

Past behavioural segments are groups of customers or leads defined by their historical actions and interactions with a brand. This type of segmentation analyses retrospective data like purchase history, website visits, email engagement, and customer service interactions over a period of time. It helps marketers understand established patterns, preferences, and inferred intent (e.g., "high-value customers," "inactive users," "discount seekers") for broader campaign planning and long-term personalisation, differentiating it from real-time segmentation, which focuses on immediate actions.

Past Behaviour Segments are defined with aggregated rules of past actions and inactions. The marketer can further filter on Customer Properties as well.

Create segments based on past behaviour

Perform the following steps to create a segment based on past behaviour.

1. Name: Provide a name for your segment.

2. Tags: Select the tags to identify your segments.

3. Segment priority: Prioritise your segments according to your requirements.

4. On the Applied Rules sections. In the Behavioural tab, under the users who perform the field, enter the event name.

5. Set the frequency and time. You can use filters to segregate events based on event properties.

6. You can add customer properties to the segment from the customer properties tab. You can add numerous properties and property groups by clicking Add Property and Add Property Group.

To target users at the entity level, define at least one entity-level customer property rule and choose the entity you want to target for further communication.

1. Communication type: To communicate users at an entity level, select the check box Communicate at an entity level and choose the entity to target.

   1. Further, select if the PII data has to be picked from the Entity of the profiles or from the profiles themselves.

   2. Fallback (If PII is to be picked from the Entity level): Choose whether to drop the engagement or fallback to profile's PII.

Edit Segment

Perform the following steps to edit the existing segments

1. Navigate to > Segments and click on any of the existing segments.

2. Once you click the segment, a new window will open with a button Edit segment which allows you to edit the segment descriptions, tags and conditions.