Segmentation based on interests

You can use aggregates and expressions to determine minimum and maximum values of certain types of events. These analyses are also helpful with establishing the relations between these events. By using them in segmentations, you can make the customer analysis more complex.

Examples of use


You can use these analyses to create a segmentation that points out:

  • Most/least frequently visited category
  • Most/least frequently purchased category
  • Most frequently visited category without a purchase

Procedure


Use case: You have four product categories in your store.
Goal: Get to know which category a user visits most frequently.
This procedure consists of three stages:

  1. Create 4 aggregates that count visits to each of four product categories.
  2. Create an expression that returns the highest result for every category.
  3. Create a segmentation that compares the aggregates with the maximum number of page visits.

Stage 1

  1. Go to Analytics icon Analytics > Aggregates > New aggregate.
  2. Enter the name of the aggregate (in this example, the name of the aggregate will be the same as the category name).
  3. By clicking the Three-dot icon button, set Count as the type of the aggregate result.
  4. From the Choose event dropdown list, select the page.visit event.
  5. Click the Where button and from the Choose parameter dropdown list, select uri.
  6. Select the Contain logical operator.
  7. In the text field, next to the logical operator, enter the name of the product category.
  8. Save the aggregate.
  9. Create three more aggregates for their respective categories. Repeat the steps 1-8.
    Result: The aggregates will count visits of individual users to the product category. The aggregates are available in Analytics icon Analytics > Aggregates.
    Filled settings of the category A aggregate
    Filled settings of the category A aggregate

Stage 2

  1. Go to Analytics icon Analytics > Expressions > New expression.
  2. Enter the name of the expression.
  3. From the dropdown list, select Attribute.
  4. To start creating the formula of the expression, click the Select button.
  5. Create the formula as presented on the video below:
    Expression summary

    The formula of the expression:

    function:Max(function:Max(function:Max(aggregate:CategoryA,aggregate:CategoryB),aggregate:categoryC),aggregate:categoryD)
    

    The final form of the expression:

    The final form of the expression
    The final form of the expression

  6. Save the expression by clicking Save. Result: The expression returns the highest values for every category. It is available on the list of expressions: Analytics icon Analytics > Expressions.

Stage 3

  1. Go to Analytics icon Analytics > Segmentations > New segmentation.
  2. Enter the name of the segmentation.
  3. Click Choose filter.
  4. Select the Clients tab.
  5. Select Expressions.
  6. Find the expression created in the previous steps.
  7. Choose the Equal operator.
  8. Click the icon next to the logic operator and keep clicking until you get Choose value icon.
  9. From the Choose value dropdown list, click the Three-dot icon icon, and then select Aggregates.
  10. Find the aggregate for the first product category.
  11. Create the next sub-segmentations for the remaining product categories by clicking the Plus icon icon.
    Result:
    Adjusted segmentation form
    Adjusted segmentation settings
  12. To save the segmentation, click Save.
  13. To preview the visual form of the segmentation, click Preview analyze.
    Result:
    The segmentation preview
    The segmentation preview
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