Dynamic Customer Segments by Example

A few months back I initially wrote about dynamic customer segments. I explained the basic concepts and even showed the possible targets you can use with the out of the box functionality in WebSphere Commerce. The next few posts are going to focus on a similar topic of pointing promotions, advertisements, and products to customers based on data points or events.

In WebSphere Commerce, the primary area I am focusing on in this post is the Dialog Activity function under the Marketing tab. This is where you can do all kinds of interaction with the customer based on events. Let’s look at some examples of dialog activities. You can learn more about this in the Precision Marketing in WebSphere Commerce IBM Redbook.

The first one is the abandoned shopping cart segment. Here we set up a rule when an abandoned shopping cart is there for n days add the customer to the dynamic segment “Abandoned Cart Customers“. This segment can then be used to send coupons or specials in another rule (or the same rule).

The next one is used on many sites today, I know this because I get offers around my birthday from about a dozen sites I have registered on with my birthday information. In this segment I set it up so any customer with a birthday in the next week add them to the “Next Week Birthdays” segment. We can then send out emails to that segment with a coupon or promotion code!

This next example is a popular concept these days with the whole “social” buzz. In this example I show how you can target different social activity by a customer on the site and put them in a segment for a reward. Here I have a rule that segments customers who review products five times on the site and places them in the “Site Reviewer Segment“.  Some other social participation you can target from are comment posted, review created, photo uploaded, blog entry created, blog or photo recommended, Facebook Product or Page liked, and even inappropriate activity recorded.

In this next example I show how mobile could come into play. Here I key off a mall in Jacksonville, Florida and place the customer in the “Jacksonville Customer” segment. This is a great way to create location based segmentation when the customer doesn’t fill out their home town in their profile. We can then use this segment later to promote local specials in the area or at the specific store for these customers.

In this last sample, and yes there could be plenty more, I show where we can target customers who have used a specific promotion. You can define how many times they use the promotion and it could in the end be a negative segment or a positive one. I like to think of the positives so I would use the “Promotion Use Customers” later on to figure out what customers are more susceptible to actually redeem a coupon. If there is a pattern of customer redemption and the delivery was email then we know even more about the customers redemption methods.

In the end, dynamic customer segments are a powerful tool you should seriously consider for getting to know your customers. While these were only some of the examples supported out of the box in WebSphere Commerce there are even more possibilities in WebSphere Commerce and the other Smarter Commerce solutions in the IBM portfolio. You can learn more about interactive marketingsocial media marketing, and campaign management at the links provided.


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