Propensity-based customer segmentation

Published June 20, 2022
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This use case is a short continuation of the Propensity - brand use case and it describes the process of creating a segmentation based on the score of the propensity prediction. The result of the segmentation shows the assignment of customers to the likelihood of purchase of particular products.

Prerequisites


  • Add a tracking code to your website.
  • Create a Propensity prediction that produces the 5-point score (very low, low, medium, high, and very high).
  • Make a note of the modelId parameter (available in the parameters of the snr.propensity.score event).
    Click to see where to find modelId

    Conditions of the segmentation
    Conditions of the segmentation

Process


In this use case, you will go through the following steps:

  1. Create an aggregate.
  2. Create a segmentation.

Create an aggregate


As the first part of the process, create an aggregate that returns the latest score of the propensity prediction of a specific model.

  1. Go to Analytics > Aggregates > New aggregate.
  2. Enter a meaningful name of the aggregate.
  3. As the aggregate type, select Last.
  4. Select the snr.propensity.score event.
  5. As the event parameter, select score_label.
  6. Click + where.
  7. From the Choose parameter dropdown list, select modelId.
  8. As the logical operator, select Equal.
  9. In the text field, enter the value of the modelId parameter.
  10. As the date range, select Lifetime.
  11. Save the aggregate.
Conditions of the aggregate
Conditions of the aggregate

Create segmentation


  1. Go to Analytics > Segmentations > New segmentation.
  2. Enter the name of the segmentation.
  3. By clicking Add segment add five segments and name each of them as follows: Very low, Low, Medium, High, Very high.
    Very low

    1. Click Have property….
    2. Select the aggregate you created in the previous step.
    3. As the logical operator, select EQUAL.
    4. In the text field, enter Very low

    Low

    1. Click Have property….
    2. Select the aggregate you created in the previous step.
    3. As the logical operator, select EQUAL.
    4. In the text field, enter Low

    Medium

    1. Click Have property….
    2. Select the aggregate you created in the previous step.
    3. As the logical operator, select EQUAL.
    4. In the text field, enter Medium

    High

    1. Click Have property….
    2. Select the aggregate you created in the previous step.
    3. As the logical operator, select EQUAL.
    4. In the text field, enter High

    Very high

    1. Click Have property….
    2. Select the aggregate you created in the previous step.
    3. As the logical operator, select EQUAL.
    4. In the text field, enter Very high

Conditions of the segmentation
Conditions of the segmentation

Preview segmentation

  1. Click Show preview.
    You receive the number of customers in each segment and the percentage of each segment in relation to the whole population in the segmentation.
  2. Additionally you can change the chart type - pie chart and column chart. You can also export the information to CSV/XLSX (data) or JPEG/PNG/PDF (chart).
Preview of the segmentation
Preview of the segmentation

Read more


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