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  • Lars-Erik Aabech 349 posts 1098 karma points MVP 5x c-trib
    Aug 14, 2020 @ 10:10
    Lars-Erik Aabech
    0

    Misc. questions on segmentation and its roadmap

    Hi,

    We've been experimenting with mapping our preferred profiling model in uMarketingSuite. It looks quite spot on. However we have some things we're wondering how and if will work:

    • Will it be possible to segment based on accumulated time on page(s)?
    • Will it be possible to use Umbraco content properties for segmentation? Sort of like "GA custom dimensions", but just picked from the respective content. (IE. Properties indicating product area / market segment etc.)
    • What determines that a customer journey step has been reached? How does the step percentage chosen on content affect where you are in the journey?
    • Will there be extension points to trigger something or act upon a customer matching a segment or fulfilling a goal? (There’s so many extension points I wish for, but this is key for integration with CRM and MA)
    • Will there be extension points for custom segmentation rules? (The superpower package bundled with Umbraco is a great candidate for building a small DSL)

    Really excited for the future of this. :)
    KUTGW!

    Lars-Erik

  • [email protected] 395 posts 2060 karma points MVP 5x c-trib
    Aug 17, 2020 @ 15:28
    jeffrey@umarketingsuite.com
    100

    Hey Lars-Erik,

    thanks for the questions and thanks for the acronym KUTGW. Never heard of it before, but I learn new stuff every day :)

    • Will it be possible to segment based on accumulated time on page(s)?

    Yes for sure, but give us a bit more time! We’ve already did some ground work and will add the first parameters in the sprint of september probably. We are thinking at this moment to add in “Number of sessions”, “Number of pageviews in this sessions”, “Number of pageviews across all sessions/ daterange”, “Time on site in this session”, “Time on site across all sessions / daterange”.

    At a later moment we will add things like “Total goal value” for example as well.

    enter image description here

    • Will it be possible to use Umbraco content properties for segmentation? (IE. Product area / market segment etc.)

    I am not sure how you would use this? Can you explain your thoughts in a bit more detail?

    • What determines that a customer journey step has been reached?
    • How does the step percentage chosen on content affect where you are in the journey?

    The customer journey step is determined based on the scoring that is done on all kinds of parameters. At this moment you can score the viewed content (in the content app on a content node) and the referral url (in the personalization section). At a later moment we will add a lot more of these parameters like; “search term”, “form submissions”, “document types”, etcetera.

    With all these parameters we create a scoring and the journey step that scores the highest (with a minimum treshold + minimum deviancy) will be the “dominant” journey step.

    An example is; if you’re reading all FAQ’s and Conditions of Use & Sale on an e-commerce webshop you’ve probably already ordered something or a really close to ordering something (customer journey phase: Think or Care). Another visitor who is browing through several product pages and is only seeing each of these product pages once or twice is probably in the See-phase. And if you’ve been looking to one product page more than 5 times in the last week than you’re probably in the Think-phase and maybe we can lure you into a sale by giving some discount…

    But no matter which phases you define (in the example I use the See-Think-Do-Care model of Google, but you can create your own customer journey, or even multiple journeys); as long as you score your content, we can create a score card for this customer and “predict” in which phase this person is. This is done implicitly (based on the score; not on exact science) and mostly done by the scoring you’ve created.

    I will explain this into far more detail when we launch the personalization feature (10 september at 14:00) and we will also give you a cockpit-module where you can see realtime the creation of scores… It’s going to be really cool!

    • Will there be extension points to trigger something or act upon a customer matching a segment or fulfilling a goal? (There’s so many extension points I wish for, but this is key for integration with CRM and MA)

    Yes. But not at this moment. We will have a sprint in Q4 where we create (and most of all document) all kinds of extension points so a developer can interact with the uMarketingSuite and vice versa.

    Are there any specific use cases that we should take into consideration?

    • Will there be extension points for custom segmentation rules? (The superpower package bundled with Umbraco is a great candidate for building a small DSL)

    Yes, but as said above. Not at this moment, but we will definitely need those to create even cooler segments based on your internal data. Again; we will create (and document) these in Q4. Any specific use cases you’re think off

    Hope these answers make sense. If not, let me know and hopefully I can clarify it a later moment for you!

    Is i magen! Håper at det smaker, (sorry; I'm a lousy Googler)

    Jeffrey

    enter image description here

  • Lars-Erik Aabech 349 posts 1098 karma points MVP 5x c-trib
    Oct 05, 2020 @ 07:49
    Lars-Erik Aabech
    0

    Thanks for all the answers! Keeping cool and sure, it tastes good! ;)

    Lars-Erik

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