Creating a date driven customer segmentation using search

Create groups of customers or prospects based on the data you hold about them by using the [search] function within Websand.

This video is about Date Driven Marketing using Search.

One thing you can rely on with time is that it is a state of constant change. That means if you are trying to reward or influence customer behaviour based on their activity, things can get pretty tricky.

Don’t worry, Websand can make that much easier, allowing you to create customer groups using the search function that move with time!

If you want to understand those people that bought 30 days ago – no problem.

If you want to market to those people with a contract coming up in 14 days time – consider it done!

Time based dynamic customer segmentation

In Websand, you can easily create customer segments or groups based on the customer data you already hold within your business.

One of the most common uses of marketing automation is time based events. That is understanding how many of your customers have bought or NOT bought within a specific period of time.

In Websand you can create customer groups and therefore create marketing automation triggers based on the following rules.

Calendar based rules

On a specific date or within a specific date range.

Using a traditional calendar, these can be useful for one off campaigns, but once that point in the calendar has past you’ll have to create a whole new set of rules.

Date Driven Rules

Websand allows you to create dynamic time sensitive customer groups based on the date fields you hold within your customer data.

NOTE:  Date Driven Customer Segmentation queries are dynamic and will change every day based on the behaviour of your customers!   So your groups always reflect the activity of your customers and your date driven marketing strategy.

Creating your date driven segmentation queries

Here’s how to set groups based on dates in the past or in the future…

Based on the dates of previous events, Websand makes it easy to create groups based on…

After X days after today

Number of customers that did something X days after the date of the event.  For example, number of customers that made a purchase or opened an email (or both) over 30 days ago.

To explain, the query ‘before (x) days before today’ selects the audience the number of days after X days from the data field selected in the query (e.g. date of transaction)

So if today = 1 December, and the query was ‘before (x) days before today‘ = 30.  The selection would select people that had bought before 1 November (that is 30 days before 1 December) – hence before (x) days before today.

Customers Active within X days of today

Number of customers that did something X days after the date of the event. For example the number of customers that bought a specific product within the last 30 days.

To explain, the query ‘after (x) days after today‘ selects the audience the number of days after X days from the data field selected in the query (e.g. date of transaction).

So if today = 1 December, and the query was ‘after (x) days before today‘ = 30.  The selection would select people that had bought before 1 November (that is 30 days before 1 December).  In calendar terms, that is after the date of the field selected in the query – hence ‘after (x) days before today‘

Customers Active on X days before today

If you need to be more precise, and you can create a group of customers that did something X number of days ago.  For example, customers that last bought something 21 days ago.

Based on the dates of upcoming events, Websand makes it easy to create groups based on…

Number of customers have an upcoming event

Customers with an upcoming event within X days of today

X days before a day in the future.  For example, number of customers that have a contract renewal due within the next 21 days.

To explain, the query ‘before (x) days after today‘ selects the audience the number of days between today and X days within the data field selected in the query (e.g. date of a contract renewal)

So if today = 1 December, and the query was ‘before (x) days after today‘ = 21.  The selection would select people that had a contract renewal date between today and 22 December (that is 21 days after 1 December) – hence before (x) days after today.

Customers with an upcoming event after X days of today

X days after a day in the future.  For example, number of customers that have a contract renewal after the next 21 days.

To explain, the query ‘after (x) days after today‘ selects the audience the number of days after X days after the data field selected in the query (e.g. date of a contract renewal)

So if today = 1 December, and the query was ‘after (x) days after today‘ = 21.  The selection would select people that had a contract renewal date after 22 December (that is 21 days after 1 December) – hence after (x) days after today.

Customers with an upcoming event on X days from today

Or if you need to be more precise, and you can create a group of customers that have an event coming up in X days from today.  For example, customers that have a contract due for renewal 21 days from now.

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