This article focuses on how to use segments as target groups within your marketing automation campaigns. In Mapp Intelligence, target groups can be created by leveraging segments that have already been defined in the Segment Manager.
1 Introduction
Segments are a powerful way to identify groups of users based on their past behaviors, allowing you to target them with highly relevant marketing messages. In Mapp Intelligence, segments are always created within the Segment Manager. Once created, these segments can be imported into Marketing Automation to define target groups for your campaigns.
Example: What Does Historical Data Mean?
Segments are based on historical data, which captures users’ past behaviors. For example:
If a user has previously made a purchase, this information is stored, allowing you to include them in a segment labeled as “buyers.”
These segments do not include users who are currently active on your website (i.e., open sessions). Instead, they focus on completed behaviors, ensuring that your target groups are based on stable, reliable data.
For more details on how to create and manage segments, here.
2 Predefined and Custom Segments
Within Mapp Intelligence, several predefined segments are available using the RFM/RFE model to help you get started quickly. Examples include:
Recent Shopping Cart Abandoners: Users who have added products to their cart but have not yet completed a purchase.
Top Buyers: Customers who purchase frequently and generate a high order value.
For a more detailed dive into how these models work in practice, the Mapp Academy offers a course titled “RFM and RFE Model.”
In addition to these predefined segments, you can create custom segments in the Segment Manager based on your specific marketing needs. You can use any data tracked by Mapp Intelligence to define these segments, giving you flexibility in grouping users based on various criteria.
All segments must be created in the Segment Manager—not within the Marketing Automation module. Once defined, they can be imported into the Marketing Automation module for use in your campaigns.
3 Importing Segments to Use as Target Groups
To utilize segments within your marketing automation workflows, you must first import them from the Segment Manager.
How to Import Segments
Navigate to Marketing Automation > Target Groups > Segments.
Choose the segment you wish to import from the list.
Click the Import Segment button to add it as a target group.
Target groups created from segments are not directly linked to the original segment configuration. If you modify a segment in the Segment Manager, those changes will not automatically reflect in the associated target group. To update it, simply re-import the segment as needed.