Users and segments

Comprehending your audience and accurately addressing their needs is essential for delivering tailored and impactful marketing campaigns. This article offers a summary of users and segments, highlighting their importance and explaining how they can be utilized to connect with your audience effectively.

Users

By analyzing user profiles, the company can gain valuable insights into its audience and engage with them in a personalized and focused way. A user profile encompasses a wealth of information, including the following key components:

• User Identifier: Each user profile is uniquely associated with a user ID, known as an external_id. This identifier enables the company to track and link user data across various channels and devices, offering a comprehensive view of individual interactions with the brand.
• Variables: These are specific details about users, such as their name, age, location, or other demographic information. Variables can be used to create audience segments and tailor messaging to meet specific needs.
• Events: Representing actions taken by users—such as making purchases, clicking links, or launching apps—these events help the company understand user behavior and levels of engagement. Events can also be utilized for segmentation and personalization.
• Purchases: This section provides a record of the user’s transaction history, offering insights into their buying preferences and habits.
• Devices: This area lists the various devices a user has used to interact with the brand, including mobile phones, web browsers, and connected devices like Android Auto or Apple Car.
• Engagement: This section captures details about user interactions with the company’s messages, their segment memberships, subscription statuses, and related data.
• Message History: A log of all messages sent to the user through different messaging channels, such as emails or push notifications, is included here.

By leveraging these elements, the company can create more meaningful connections with its users, fostering better engagement and satisfaction.

Variables

Variables are user-specific traits that help segment and target audiences based on their characteristics.

• Profile variables: Predefined traits like name, email, gender, location, and app usage, tracked automatically after integrating the SDK.
• Custom variables: Business-defined data tailored to specific needs, such as favorite genre for a music app or preferred clothing size for a retail app.

Both types allow businesses to personalize marketing, such as sending offers to users in a specific city who meet purchase criteria.

Events

The events are user actions on your app or website, such as app launches, purchases, or content views. Tracking these activities helps uncover patterns in user behavior and engagement.

• Standard Events: These are automatically tracked by the indigitall’s SDK, like app sessions, purchases, or clicks on push notifications.
• Custom Events: Defined by your business needs, these capture unique actions, such as songs played in a music app or workouts completed in a fitness app. Custom events offer flexibility to monitor specific actions but need additional configuration.

Both types provide valuable insights for improving user experiences.

Data Points

indigitall relies on data points to identify key information for your business and boost campaign optimization.

Data points are used when user profiles update or specific actions occur, like starting sessions, custom events, or purchases. Focusing on impactful data ensures better user experiences, with guidance available from your account manager to align tracking with your goals.

Segments

Segmentation helps you target users based on demographics, behaviors, or events. Smart segmentation and automation enable smooth progression through the customer journey.

You can segment based on profiles, behaviors, topics/groups, events, device type/browser, WiFi network, navigation, geolocation, and churn prediction. Additionally, you can segment based on various events, purchases, or behaviors that serve as a continuation or starting point for a customer journey.