Understanding Segments

A segment is a “slice” of site visitors that share one or more preferences and characteristics. You segment audiences to help better target web content, maximizing its relevance to those who see it. Segment data sources include:

  • Environmental sources, such as where people live, what browser they use, or what time of the day they visit your site.
  • Referral sources, such as the referring page, pay-per-click or organic search terms used.
  • Behavioral sources, like a visitor history on your site, the pages viewed, or the time spent on site.
  • External sources, such as data connected to a visitor through a CRM or Webtrends Visitor Data Mart.

The most common forms of segmentation are those already discovered through marketing: campaigns that brought visitors to the site, emails that visitors opened, and referring partner sites.

How Does Webtrends Optimize® Use Segments?

You use segments in Webtrends Optimize to show a particular test or target variation to a specific audience. Tests can be limited to one particular audience segment; targets can be segmented, and their content requires segments to display.

When Do I Create Segments?

You can create segments at any time. You typically identify audience segments outside of Webtrends Optimize, but will likely create segments when you create a test or target, then reuse that segment later. Create segments at whatever point in the process that works best for you.