End-user guides:: Creating web behavior segments – Emarsys

Contents

Introduction
How do Web behavior segments work?
Why should I be using Web behavior segments?
Use cases for Web behavior segments
- Travel
- Content
- eCommerce
Known limitations
Creating a Web behavior segment
Open Data

Further reading

Introduction

Web Behavior Segmentation is only available as a pilot feature March 1, 2020 and requires a signed Pilot Service Order (SO). For further details on the feature and how to enable it in your account, contact Emarsys support.

As this feature is currently on Pilot release it might happen that some of the functions appear, disappear or change without further notice.

Web Behavior Segmentation is based on visitor interactions on your website that you can collect using Web Extend. For example, it allows you to personalize content for visitors who purchased items of a certain value, viewed a product in your webshop, or visited pages of a certain category.

New to Web Extend?

Read more on how it works in the Web Extend - Overview article.
Web Extend requires an initial setup on your website to work. For details, see Web Extend Data Collection API and Implementing the Web Extend data collection scripts.

How do Web behavior segments work?

Web behavior segments rely on data collected by Web Extend. Web Extend is a prerequisite of using Web behavior segments. Web Extend collects events from your website that describe activities (mostly eCommerce), such as product page or category views, cart activities, purchases and tags. These events often reference the product catalog and only contain a catalog id that cannot be used for Web behavior segmentation.

Web behavior segment templates use custom tags to:

describe activities without referencing the product catalog and
support non-eCommerce use cases such as content and travel.

You have to add custom tags to your website besides the existing Web Extend events that describe your business cases and needs. Here you can see several examples of data that you should send as custom tags and how to create segments by using these custom fields.

Why should I be using Web behavior segments?

Web behavior segments allow you to react to your customers’ behavior observed on your website. By using Web behavior segments, you can:

define crucial touch and action points in your sales funnel,
send custom events as they occur with Web Extend and
create historical segments that are available in the Automation Center and on other channels.

You should consider using Web behavior segments if you would like to:

track your customers across your website,
record the activity of your contacts and
retarget your customers on another channel based on their activities recorded in the previous year.

As opposed to the existing Emarsys solution related to recording your visitors’ behavior, Web behavior segments:

are not limited to the last session,
do not aggregate session behavior data with a couple of contact fields and
enable you to use custom data.

Use cases for Web behavior segments

Travel

Let’s say that you have a travel agency and would like to reach your website visitors who:

are identified by their email addresses and
searched for a last-minute holiday on the French Riviera in August.

However, you have not yet informed these contacts about your last minute offers.

General Web behavior template Data integration with available criteria

Visitors with tag custom_search in the last 90 days

Where:

check-in date attribute is between the dates 1 August and 31 August and
region equals Provance - Cote d’Azur

custom_search

ScarabQueue.push(['setEmail', 'visitor@test-mail.com']);

ScarabQueue.push(['tag', 'custom_search', {

checkin_date:

'2019-08-03T08:00:00Z',

region: 'Provance - Cote d’Azur',

}]);

ScarabQueue.push(['go']);

Other use cases

You can reach contacts who:

searched for a flight, hotel, package or cruise with a certain check-in/departure or check-out/arrival date in order to remind them that they have abandoned their cart.
booked a flight, hotel, package or cruise with a certain check-in or check-out date in order to sell ancillary products related to their journey.
searched for a specific airline, destination or hotel chain in a city.

Content

Let’s say that you have several print and online magazines and you would like to boost cross-selling. In this case, first, you have to identify visitors who are interested in a specific topic so you can recommend topics from another magazine to them that might catch their attention.

General Web behavior template Data integration with available criteria

Visitors with tag content_pageview in the last 180 days

Where:

content_title attribute equals 10 tips to mix and match cushions like a pro
content_url equals https://www.homestolove.com.au/10-tips-to-mix-and-match-cushions-like-a-pro-10483
content_category contains home_decor
content_tag contains cushion

content_pageview

ScarabQueue.push(['setEmail', 'visitor@test-mail.com']);

ScarabQueue.push(['tag', 'content_pageview', {

content_title: '10 tips to mix and match cushions like a pro',

content_url: 'https://www.homestolove.com.au/10-tips-to-mix-and-match-cushions-like-a-pro-10483',

content_category: 'home_deco',

content_tag: 'home_deco,cushion,pillow,art,style', }]);

ScarabQueue.push(['go']);

Other use cases

You can:

reach contacts who like to read specific content categories or tagged articles in order to offer them a similar or upsell another magazine.
reach contacts who clicked a link to know who visited your landing page by clicking a banner.
reach contacts who downloaded a white paper in order to follow up them with the case.
reach contacts who started to watch a video but did not finish it on your site in order to remind them.
reach contacts who visited a site, played a video or downloaded something multiple times in order to offer similar content or further engagement possibilities to them.
fire a custom tag when a visitor scrolls down to a content block on a page and reach contacts for whom the block was visible on the page.

eCommerce

Let’s say that you have a jewelry web store and would like to reach identified visitors who searched for a specific product category or brand, and sorted the products listed on the page by their price in ascending order.

General Web behavior template Data integration with available criteria

Visitors with tag custom_search in the last 90 days

Where:

search_param equals brand “Frey Wille”
search_order equals price
order_direction equals asc

your_custom_tag*

ScarabQueue.push(['setEmail', 'visitor@test-mail.com']);

ScarabQueue.push(['tag', 'custom_search', {

search_param: 'frey wille',

search_order: 'price',

order_direction: 'asc',

}]);

ScarabQueue.push(['go']);

*When using Web behavior segmentation, customers define their own tags.

Other use cases

You can reach contacts who:

like to read articles belonging to specific categories or tagged articles on a blog in order to offer them product categories from your web store.
viewed a product category but did not purchase anything from your web store.
viewed a specific brand’s product pages.
searched for a product category and sorted the products listed on the page by their price or customer rating in ascending or descending order.
abandoned their cart during a flash sale in order to offer them the product at the same price on a different day.
added an item belonging to a certain category to their wishlist in order to advertise items belonging to a similar category.

Known limitations

Web behavior segments cannot be created based on standard Web Extend events

You can only create Web behavior segments based on custom tags. Once these are ready, you will need to create fewer custom events and more sets of data will be available out of the box.

You cannot create segments based on numbers beside date ranges and strings

Filtering based on numbers (i.e. greater than, less than or equal to, etc.) is not supported in Web behavior segmentation at the moment. If you have a value such as a special number, send it as a string, and you can filter contacts based on it by using the operators equals or contains.

You can create segments based on boolean values (i.e. true or false) by sending them as strings.

For example:

ScarabQueue.push(['tag', 'custom_tag_name', {
  attribute1: 'some,pure,strings',
  attribute2: '1', // it looks like a number but it works like a string.
  attribute3: 2 , // it looks like a number and it will work like a number but it's not supported in segment templates yet, and they'll return zero contact as a result
  attribute4: '2018-11-09T12:32:00Z' // it's a date in ISO8601 format, you can use it to create segments by defining absolute dates (e.g. between 1 and 24 December) or relative dates (e.g. from 7 to 14 days in the past or future)
  }]);
ScarabQueue.push(['go']);

Conditions are grouped by the AND operator and cannot be branched/nested, multi-select or comma-separated values are not supported

Therefore, we recommend using combined segments for complex use cases. It might happen that you have to create many segments when you would like to create a complex segment that covers multiple conditions.

Web Extend events and tags cannot be used for personalization

Currently, you cannot personalize Web Extend events and tags. When it will be available, it will allow you to send truly one-to-one booking and abandoned cart reminders with all products or services bought, searched for or viewed, and in some cases, you will be able to send reminders related to the last URL viewed by a contact.

Web behavior segments can only contain already identified contacts

Providing contacts with treatment on another channel still requires a certain level of identification (i.e. most often the email address). Web behavior segmentation will support targeting unidentified (i.e. anonymous) contacts when the same functionality will be available in Web Channel.

Processing Web Extend events, creating a session, identifying a user in a session and loading that data into the Data Platform can take up to 3 hours

Currently, it can take up to 3 hours to process Web Extend events, create a session, identify a user in a session and load that data into the Data Platform. If you would like to react to real-time web events, then we recommend using the Real Time Interaction.

Creating a Web behavior segment

To create a Web behavior segment, proceed as follows:

1. Select Contacts > Segments, then click Create segment.

2. Choose Web behavior segment in the pop-up.

3. Give your segment a name and add a description to it.

This can help you identify segments easily on the Segments page.

4. Choose a Web behavior segmentation template. You can choose from the following templates:

Visitors who viewed pages in category – Select the timeframe, category and occurrence. This template is based on the Web Extend event category.

Visitors who added items to the cart with a value – Select the timeframe and value of the visitor's cart. The currency is the default defined in your account.
- This template is based on the Web Extend event cart.

Visitors who viewed content – Select the timeframe and tag criteria. Tags allow you to collect data in the form that suits your particular use case. This template:
- is based on the custom tag content_pageview,
- contains predefined items that are used in general,
- you can add custom attributes (as string values).

General Web Behavior — This template is based on any custom tag. You can add any custom attributes by using this template. You filter by defining absolute dates (between 1 and 24 December) or relative dates (from 7 to 14 days in the past or future).

5. When you are finished, click Save & Apply.

Open Data

Web behavior segments use raw Web Extend events as data source. Web Extend events are uploaded to the Data Platform after session identification.

For more information on data available via Open Data, see Web session tags.

Сегменты и списки

Introduction

How do Web behavior segments work?

Why should I be using Web behavior segments?