Introduction to Segmentation

Understand the importance of customer segmentation and its wide range of uses and benefits.

Rana ElGharib avatar
Written by Rana ElGharib
Updated over a week ago

Table of Contents

E-commerce Platforms

Shopify only (Pro & Guru only)

Have you ever wanted to create a challenge or send a message, or maybe create a redemption rule that a certain segment of your players can only benefit from or encounter? only you did not know how to find these particular players within the huge pool of players you have. But even when you were able to pinpoint them you were not able to group them all under one list. And when you thought of applying tags manually you realized that by the time you are done, some of the tagged players no longer belong to that list of players because they have recently made an action that took them away from that list and them to a different group of players.

Understanding the need to target and apply actions to players that share certain conditions based on activities and profiles, we have created "Player Segmentation" to help you create dynamic lists that players can join when they conform to the segment conditions you have set.

What is Customer Segmentation at Gameball? And How does it work?

Customer segmentation is automatically grouping your players based on multiple characteristics such as player behavior, and player profile. Unlike normal tags, segmentation is a dynamic grouping that works automatically by placing and evicting players based on a set of conditions and criteria that were pre-set by you.

In simple words, if a player's behavioral and profile criteria match the rules and conditions of a segment, they will be automatically moved under that segment until they no longer belong to it.

How is segmentation automatic?

As explained in the tags section, you can group your players by filtering your list of players and then applying a tag to that group of filtered players. Once the tag is applied, the player will permanently have this labeled on his profile and can never be removed unless you did that manually.

Segmentation works the other way around. You create a segment that includes a set of conditions and rules. If a player fits that segment based on their behavior and profile, they will automatically be added to this matching segment, however, once this same player no longer fits under this segment, they will be automatically removed.

Once a segmentation is created, you no longer need to interfere. The grouping of players is done by Gameball.

What do we mean by dynamic segmentation?

As explained, when a segment is created, players that match with a certain segment will be added to it, however, just because a player holds that label (under that segment), does not mean that they will always be placed there. If their behavior or profile no longer matches that segment, they will be automatically removed and may be added to a different segment. They could be added back to that first segment if they meet its conditions once again.

What does real-time segmentation mean?

Once a new segment is created or edited, Gameball will instantly start matching players and adding them to the segment they belong to, if they belong to any.

Why Segment Players?

When creating different Segments that hold specific conditions and rules, you will be able to gain profound insights into your overall pool of players as well as their behavior. This way, you can plan more efficient,data-driven marketing strategies and improve their performance. Here are some examples:

  • Gain deeper insights on players behaviour.

  • Introduce dynamic, more data-driven, and personlized marketing strategies.

When segmenting your players, you will also be able to target some of these segments with the programs created on Gameball, for example, you can use any of the following Gameball business tools to target specific segments:

  • Challenges

    Create a new challenge that shall reward only specific segments you have chosen.

  • Redemption Rules

    Create a redemption rule like free shipping that shall be used by a certain segment.

  • Messages

    Launch a campaign or send a message that will only be displayed to a targeted segment.

Existing Segments vs Segments You Can Create

There are two segments that Gameball already created for you as they are generic but also essential to monitor and oversee. Here is the list and description of the existing segments:

  • Active Users

    • Last login < 30 days ago

      OR last order date < 30 days

    • Color: Green

    • Segment Tag Name: Active

  • Inactive Users

    • Last login > 60days ago

      OR last login is empty

    • Last order date > 90 days

    • Color: Orange

    • Segment Tag Name: Inactive

Nevertheless, you can create new segments that have your preferred set of conditions. You can also delete existing ones and edit them as you like.

How to create Segments?

Creating a new segment is simple. You only need to identify the criteria you are targeting in your wide pool of players. For example, if you want to segment female players who have been active during the past 30 days, and often visit a certain product category. This is doable through segmentation. Once these rules that are bolded are instructed while creating a segment, Gameball will automatically search for any player that matches these criteria and add them to this Segment.

To create a new Segment, go to Gameball Admin Dashboard > Players > Segments tab. Click Create New Segment

To gain a deeper insight on how to use the segmentation engine as well as its operators, read How to Segment Players.

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