Static vs. Dynamic Segments
On the basis of previous actions, users are assigned to specific, fixed groups (static segments). These can be provided with a time component. Dynamic segments are formed in real time, a user can move from one segment to the other with a single click.
Segmentation according to brand affinity
If the user is interested in certain brands, these brands can be highlighted when entering the shop. For example, teaser areas on the homepage can be exchanged dynamically according to brand affinity. In this way, the user is both specifically addressed and bound to the shop during and after a session.
Interests in Segments
Switching between individual segments depends on various factors, such as the time spent on the page. Segments can distinguish the interests of a user into impulsive, temporary and permanent. If, for example, a female user (permanent interest: women’s fashion) is looking for a gift for her boyfriend (temporary interest: men's fashion), the shop can provide suitable recommendations.
Dynamic segments: The Technical Basis
The creation of dynamic segments requires a properly set up tracking system and, eventually, external data connections. Based on their status, users need to be integrated into a dynamic segment that can be switched to real time. Our managed service always provides the support you need.
TESTING FOR THE OPTIMAL USE OF DYNAMIC SEGMENTS
The use of (dynamic) segmentation should be subject to a constant review. By doing so, you can check immediately, if the performance of a segment is possibly below expectations or if the use of other segments might be the better option. A/B- and multivariate tests should always be an integral part of dynamic segmentation. Learn more about A/B-Testing now
