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Real-Time Segmentation

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Real-Time Segmentation in ODP

Real-time segmentation allows you to dynamically group customers based on their behavior, preferences, and interactions as they happen. This capability enables highly personalized experiences and targeted marketing efforts across the entire Optimizely One ecosystem.

ODP Real-Time Segmentation

Key Features

Dynamic Audience Creation

  • Instant Segmentation: Create segments on-the-fly as user data is collected
  • Behavioral Triggers: Automatically add or remove users from segments based on real-time actions
  • Multi-Dimensional Segments: Combine multiple attributes (e.g., demographics, behavior) for precise targeting
  • Cross-Platform Sync: Segments automatically sync across all Optimizely One products

Use Cases

  • Personalized Recommendations: Show relevant products or content based on current user behavior
  • Real-Time Campaigns: Trigger campaigns immediately when users meet specific criteria
  • Churn Prevention: Identify at-risk customers and engage them with targeted offers
  • Dynamic Content: Automatically personalize website content based on segment membership

Implementation

JavaScript SDK

Integrate real-time segmentation into your website or app using the JavaScript SDK:

// Initialize ODP tracking
(function() {
  var script = document.createElement('script');
  script.src = 'https://a123456789.tjs.optimizely.com/js/123456789.js';
  script.async = true;
  document.head.appendChild(script);
})();

// Track user behavior for segmentation
window.zaius = window.zaius || [];
zaius.push(['track', 'page_view', {
  page_type: 'product',
  product_id: 'SKU-12345',
  category: 'Electronics'
}]);

// Track high-value actions
zaius.push(['track', 'purchase', {
  order_total: 299.99,
  items: [{
    product_id: 'SKU-12345',
    quantity: 1,
    price: 299.99
  }]
}]);

Server-Side API

For more complex use cases, leverage the server-side API:

// Example: Create a segment via API
fetch('https://api.zaius.com/v3/segments', {
  method: 'POST',
  headers: {
    'Authorization': 'Bearer YOUR_API_KEY',
    'Content-Type': 'application/json'
  },
  body: JSON.stringify({
    name: 'High-Value Customers',
    criteria: [
      { field: 'lifetime_value', operator: '>', value: 1000 }
    ]
  })
});

Integration with Optimizely One Ecosystem

Web Experimentation

Audience Targeting for A/B Tests

  • Target specific experiments to real-time segments
  • Test different experiences for high-value vs. first-time customers
  • Automatically exclude certain segments from experiments
// Example: Target experiment to high-value customers
optimizely.activate('homepage_redesign', userId, {
  segments: ['high_value_customers', 'frequent_shoppers']
});

Use Cases:

  • Test premium features only for VIP customers
  • Show different checkout flows based on purchase history
  • Personalize pricing experiments by customer segment

Content Management System (CMS)

Dynamic Content Personalization

  • Automatically show different content blocks based on segment membership
  • Personalize hero banners, product recommendations, and CTAs
  • Deliver region-specific content to geographic segments

Implementation Example:

// CMS integration with ODP segments
if (customerSegments.includes('high_value_customer')) {
  displayContent('vip_hero_banner');
} else if (customerSegments.includes('first_time_visitor')) {
  displayContent('welcome_offer_banner');
}

Use Cases:

  • Show exclusive content to premium members
  • Display localized content based on geographic segments
  • Personalize product catalogs by interest categories

Content Marketing Platform (CMP)

Email Campaign Targeting

  • Send targeted email campaigns to specific segments
  • Automatically trigger drip campaigns when users enter segments
  • Personalize email content based on behavioral segments

Campaign Automation:

// Trigger email when user enters segment
zaius.push(['track', 'segment_entered', {
  segment_name: 'cart_abandoners',
  trigger_campaign: 'cart_recovery_series'
}]);

Use Cases:

  • Send re-engagement campaigns to inactive users
  • Deliver product recommendations based on browsing behavior
  • Create nurture sequences for different customer lifecycle stages

Commerce Platforms

Personalized Shopping Experiences

  • Show different product recommendations by segment
  • Offer segment-specific pricing and promotions
  • Customize checkout experiences based on customer value

Product Recommendations:

// Commerce integration example
if (customerSegments.includes('electronics_enthusiast')) {
  showProductRecommendations('electronics', 'premium');
} else if (customerSegments.includes('budget_conscious')) {
  showProductRecommendations('all_categories', 'discount');
}

Use Cases:

  • Offer volume discounts to B2B customers
  • Show premium products to high-value segments
  • Provide early access to sales for VIP customers

Feature Experimentation

Gradual Feature Rollouts

  • Roll out new features to specific customer segments first
  • Test feature adoption across different user types
  • Use segments to control feature flag targeting
// Feature flag targeting by segment
const showNewFeature = optimizely.isFeatureEnabled('new_dashboard', userId, {
  customAttributes: {
    customer_segment: userSegments
  }
});

Use Cases:

  • Beta test features with power users
  • Gradually roll out mobile app features
  • A/B test feature variations by customer type

Cross-Platform Segment Examples

High-Value Customer Segment

  • CMS: Show VIP content and exclusive offers
  • Experimentation: Test premium feature variations
  • Commerce: Offer free shipping and priority support
  • CMP: Send personalized product announcements

At-Risk Customer Segment

  • CMS: Display retention-focused content
  • Experimentation: Test different re-engagement strategies
  • Commerce: Show special retention offers
  • CMP: Trigger win-back email campaigns

New Customer Segment

  • CMS: Show onboarding content and tutorials
  • Experimentation: Test different welcome experiences
  • Commerce: Offer first-time buyer discounts
  • CMP: Send welcome email series

Real-Time Segment Management

Automated Segment Updates

  • Segments update automatically as customer behavior changes
  • Real-time entry and exit from segments based on actions
  • Historical segment membership tracking for analysis

Performance Monitoring

  • Track segment performance across all platforms
  • Monitor conversion rates by segment
  • Analyze customer journey progression between segments

Best Practices for Cross-Platform Usage

  1. Consistent Segment Definitions: Ensure segments mean the same thing across all platforms
  2. Regular Segment Audits: Review and update segment criteria based on performance
  3. Privacy Compliance: Respect user consent across all platform integrations
  4. Performance Monitoring: Track how segments perform across different touchpoints
  5. Data Quality: Maintain clean, accurate data for reliable segmentation
  6. Testing Strategy: A/B test segment-based experiences to optimize performance

Benefits of Integrated Segmentation

  • Unified Customer Experience: Consistent messaging across all touchpoints
  • Improved Conversion Rates: More relevant experiences drive better results
  • Operational Efficiency: Centralized segment management reduces complexity
  • Better Insights: Cross-platform analytics provide complete customer view
  • Faster Personalization: Real-time updates enable immediate experience changes

Real-time segmentation in ODP serves as the foundation for personalized experiences across the entire Optimizely One ecosystem, enabling marketers to deliver consistent, relevant interactions that drive engagement and conversion at every touchpoint.

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