Segmentation by Event Parameters, or How to Monetize User Behavior Data

If you delve deeper into the user behavior analytics on the website, you will see that during one session, a user can view several pages, perform a couple of actions (events), and make a transaction. So that this data doesn't remain just statistics in Google Analytics, we'll show you how to use Yespo's event processing:

• segment customers by events on the website, in the mobile application, from CRM, and automate communication with them;
• retain the audience;
• get more conversions and influence the speed of decision-making;
• increase the number of items in the cart and the average check;
• return previously lost customers;
• make people loyal to the brand and gain new customers through personalized recommendations.

How to Use Event Data in Campaigns

Using the v1/event resource, you can transfer any of your customers' actions to Yespo: orders, filling out a form, browsing, adding an item to the cart, visiting an offline store, etc. Events can also contain data not tracked by web tracking, such as online payments. The v1/event resource creates an event that not only triggers automated campaign workflows but can also create/update contacts in the system and send data about the order and user behavior to the message.

Using the events parameters, you can segment customers into groups by setting the necessary conditions and creating an exclusive offer for them.

4 Levels of Work With Customer Data From Events in Yespo

1. Triggers Launching

This functionality is a basic one. All Yespo users can run workflows based on system and API events. This way, you can automate the work with subscribers or buyers who have performed a specific action on the website, in the mobile application, or offline.

Additionally, it is possible to insert data from the event into the message using dynamic content. For example, inform customers about the order set and then ask them to leave a review of the purchased goods or services.

This is how the order notification template will look like:

And this is how the recipient can see it:

2. Linking an event to a contact

All events are linked to a contact by a specific identifier. This allows you to collect information about each person, store it, and further process it by creating segments with the necessary parameters. For example, in which categories clients made orders, for what amount, where, at what time, etc.

3. Access to event content

All events and their parameters are recorded in the Event History concerning the contact by the uniqueness key.

The content of each event is available with a click:

This way, without the help of programmers, you get all the information about key events happening in your CRM, website, or mobile application in real-time.

4. Personalized offers segmentation and automation

You can target by any data you transfer to the event, as well as data that is collected and stored in the system, such as the customer's browser and device, number of purchases, etc.

These parameters can be combined by getting them from different types of events. These can be:

• pages viewed;
• online orders;
• offline orders;
• reviews left;
• adding to cart;
• adding to "Favorite";
• abandoned views;
• following the link;
• subscriptions/unsubscriptions;
• moving from one RFM segment to another.

Campaign Examples Using Event Segmentation

 Children's Goods Store

By segmenting your customer base by events, you can easily set up automatic sales of everyday goods, such as diapers. All you need to do is create a dynamic segment with the following parameters:

• name of a brand that was bought before, size of diapers, and number of diapers in a pack;
• date of purchase (you must plan the campaign before the projected expiration date of the diapers in stock to anticipate the customers` needs);
• the child's gender.

Data from the event was used to create the segment, namely, the order and the contact field — the child's gender.

Recommendation blocks that contain the subscriber's browsing history or related products that match the main product offer will enhance the effect of the email. Such blocks can also be added to the website so that an authorized user will see a personalized selection of products that interest them.

In our experience, personalized recommendations are capable to:

• significantly improve open rates and increase the number of click-throughs;
• halve the cost of the order;
• double the number of orders from the email channel.

If your goal is to sell more and do it with a wow effect, personalized recommendations will help you achieve it.

Selling a Training Course

 The goal is to sell the course without offering significant discounts. Using behavioral segmentation criteria, particularly activity in email campaigns, allows you to work through each sales funnel stage well: from getting to know the product to closing sales before the course starts.

To do this, let's build the necessary segments and launch the appropriate email workflows for them:

• Warm audience: those who paid for the tripwire and attended the free introductory webinar. We exclude those who have already purchased the course from the newsletter or immediately after the webinar. The rest of the audience has shown the greatest interest in the product, so they are ready to pay. We offer this segment a 10% discount and upsell through follow-up emails.

• For the cold audience, we prepare a separate email workflow. We look at the activity in the emails: if subscribers don't open them, we knock on Viber with discounts.

We are reaching out to those who attended the webinar but did not take advantage of the special offer with an additional trigger — the opportunity to receive an interest-free installment plan for the course and one personal consultation with a mentor.

Chain of Household Chemicals and Cosmetics Stores

The closure of outlets during the quarantine period revealed a weakness of the business — the lack of customer data, without which it is impossible to build relevant segments and start working with them.

In Yespo, retaining and re-engaging online shoppers and people who prefer offline stores is fulfilled. The system allows you to build segments by considering various parameters in both directions and having access to various events.

The system can pull up the history of previous orders, including those from physical stores. Thanks to the loyalty program, the store has a database of email addresses and phone numbers of those who have registered in it. To work with these customers, the first step is to send them an offer to subscribe to the newsletter to keep them informed about special offers and, most importantly, to make purchases safely.

In the second stage, we segment the people who have agreed to receive newsletters by their purchase recency, the product or group of products they are interested in, the average check, etc., and prepare a special offer.

Based on the location specified in the order data, we can make a special delivery offer — with related products, thus increasing the average check.

Segmentation by events involves working with any event. If a company has a promotion, such as L'Oréal's for a face cream, we can make targeted sales. We will work with the group interested in this product and exclude those who have already purchased it.

Understanding what products were bought online and offline makes it very easy to close repeat purchases. For example, girls need to renew their hair tints about once a month. By creating segments based on preferences, you can gently remind them to buy color. In this way, we promote loyalty and increase sales.

Food Delivery Service

Using the data from events, you can select segments:

• by taste preferences (burgers, sushi, set meals, etc.)
• by establishments where users made online or offline orders and their location;
• by the recency of the order;
• by the average check.

For example, we can identify all customers from Astana who have ordered sushi from 15000 ₸.

The dynamic segment will look like this:

The next day, we can offer these customers to order other Asian dishes or advertise delivery from the relevant restaurants.

Read how it works in practice in a case study; how the food delivery app increased ROI by 152% through segmentation by order parameters.

Conclusion

To increase sales and retain customers, you don't need a whole software arsenal — everything you need is already in Yespo.

For the user`s convenience, we have added even more features:

• integration — all segmentation settings by events are carried out in the personal account and do not require much time;
• functional — you can create micro-segments by combining many parameters;
• analytical — various reports on email campaigns and contact database activity are available.

Do you have any questions? Leave a request, and we will provide all the answers and help you automate your marketing by launching segmented campaigns that will bring in revenue and customer loyalty.

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