The Customer Overview is a great tool for learning about your customers buying patterns, demographics, and information. But did you know it’s also a powerful engine for creating marketing segments?
Anytime you click on one of the hundreds of interactive components in the Customer Overview, you begin creating a segment.
Let’s look at an example: Imagine that you’re programming a weekend jazz concert featuring a musician with a strong local following, and you want to roll out a super-secret early announcement to the most likely ticket buyers.
The three components that stand out most clearly are that this concert is on a weekend, that the musician is local and that the genre is jazz. So, let’s see what we can do:
We’ll start by navigating to the Customer Overview (since that’s where we’re generating this segment) and finding our “Event Type” component.
When I click on “Jazz”, I’ll see it added to the Criteria Bar at the top of my screen:
Now, I’ll look for my super-local audience (since the musician is local and likely has a strong local fan base). To do this, I’ll find my “Customers by Distance” component.
I want to keep this to just the most local fans, so I’m looking at those only within 10 miles. You’ll notice that this also gets added to our Criteria Bar
Lastly, this concert is on a weekend. Activity Stream uses business intelligence to assign Customer Tags to your customer to help narrow down their buying and attendance preferences, and one of those is “Prefers Weekends”! So, just head to the “Customer Tags” component and find the right tag:
Alright, now we’ve got the makings of a segment! From here, there are a few things we can do with this segment. The most obvious is probably to click the big “Save as Segment” button - this will allow you to revisit this segment over and over again, whenever you need it. It’ll also allow you to export this list (in a few different formats) or use it in an email campaign.
However, if you’re in a rush (and you don’t need to save the segment), you can access the rest of the functionality by clicking on “Export” in the top bar, which will let you export a full list of these customers in a few different CSV formats (including ready-to-go formats for Facebook and Google Ads), or use it right in an email campaign.