Diving Deep with User Segmentation

May 19, 2016

Diana Aquino

Did you play with Lego as a kid? I did. I built intricate cities with buildings and skyscrapers, roads and bridges, cars and trucks, restaurants and businesses, and of course, Lego people. I also built intricate suburbs so my Lego people had housing and lifestyle diversity. What I didn’t realize at the age of eight was that I had unknowingly created cohorts for my Lego people and treated them dynamically based on criteria like geography, jobs, and behavior.

The reality is, segmentation is the foundation of any successful mobile app, and you need a powerful segmentation engine like Upsight to dive in deep.

Through the Upsight platform, you can build meaningful user segments to which you can target marketing campaigns and custom user experiences. Not only does Upsight provide a number of standard attributes for defining your segments, it allows you to define your own custom user attributes suited to your app’s design.

So, what segments should you track? Players can belong to multiple segments and can move between them in real-time. Let’s take a look at the ‘whale’ segment in this diagram. Instead of only identifying your whales as users who spend over a particular amount, you can explore other behaviors that help you understand how they behave in-game, and can therefore help you present reactive offers they are likely to engage with. For example, if you segment a group of whales that have been inactive for 3 weeks, target them with a re-engagement campaign to lure them back in to your app.

WhalesGraphic.png

 

Upsight segments are both forward and backward looking. Any segment that you create will include any users tracked by Upsight, both old and new, that meet your segment’s attribute rules. When a user meets the criteria for a segment they join that segment in real-time. This enables you to run highly targeted, real time marketing campaigns against your user segments.

Learn more about Upsight’s powerful segmentation engine and start gaining good insights that lead to great actions.

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In: Product, Marketing

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