Targeting Options are a set of different types of rules to create segments. A segment can be based on multiple inclusions and exclusions. For example, you could create highly complex and targeted segment out of:
- Mobile shoppers (Contextual, location)
- From California (Contextual, location)
- Customer lifetime value over $1.000 (Lifecycle, lifetime spend)
- Buying intent for Nike (Behavioral affinities, brand affinity)
- Who have not yet bought the brand (Purchase History, Purchased brand exclusion)
Note that using multiple inclusion and exclusion rules can narrow down the segment to a very small subset of customers, hence it is likely best to start from broader segments and narrow down as you go.
Contextual Segments
Supports segmenting based on context of the visitor or a customer.
Geo-location
Location rule based on user's IP-address. Depending on the country and available IP database of the selected area, follows hierarchy: Country / state or province / city.
Device
Audience can be either desktop or mobile. Following Google's definition, tablet traffic is desktop e.g. mobile is smartphone screen-size traffic.
Visit Custom Event
Custom event based on javascript event creating a segment. For example, if a visitor opens a certain page or category, you can trigger a custom javascript which will add user to the custom event segment. Only valid and applicable on the current session.
Lifecycle
Lifecycle segment rules support creating segments based on lifecycle data of the customer.
Visit History
Simple rule to split groups either to new or returning.
Number of Purchases
Rule based on how many times a customer has bought from the site. Note that the calculation starts from the time Nosto was implemented. For holistic approach or when you've just got started, we recommend importing customer data and creating
Average Order Value
Rule to create segments based on average order value based on all orders by the same user, thus can be average of AOV for returning customers.
Items per Order
Rule to create segments based on items per order based on all orders by the same user, thus can be average of items ordered by a returning customer.
Lifetime Spend
Overall lifetime spend by the customer. Note that the calculation starts from the time Nosto was implemented. For holistic approach or when you've just got started, we recommend importing customer data and creating.
Purchase History
Purchase history rules look solely at historical transactional data, not behaviorial affinities or current buying intent. Supports time parameter rules which can narrow down the time when a purchase was made enabling possibility to create "lapsed customer" type of segments.
Purchased ProductIDs
Rule to create a segment based on individual product bought in the past.
Purchased Brands
Rule to create a segment based on brand or brands purchased in the past.
Purchased Categories
Rule to create a segment based on product category or categories. purchased in the past.
Purchased Tag(s)
Tag fields are a custom fields where any custom product parameter or property can be stored, which varies depending on the store. Typically property like colour, size or style is stored in tag-fields.
Tag-rules support creating segments based on product context mapped into the field.
Behaviorial Affinities
Behavioral affinities are essentially buying intent and interest segments, which look into all signals a visitor or customer make during their visit, meaning they are more flexible and broader than segments based on solely transactional purchase data. For instance, behaviorial affinities support changing the experience during the current and even first visit to the store, whereas purchase history based segments only track order data.
Brand Affinity
Rule to create a segment based on brand affinity.
Category Affinity
Rule to create a segment based on category affinity.
Discount Affinity
Rule to create a segment based on discount affinity, splitting customers into groups of users who are more likely to buy regardless if discounts are offered and those who are especially likely to shop discounted products.
Custom Affinity - Tags
Tag-rules support creating affinity segments based on product context mapped into the field.
External Signals
External signals consist of data points and signals which are not processed from the site traffic or purchases in general.
URL parameters
Rule to create a segment based on URL parameter(s), for example for traffic landing on the site from emails, paid ads like social or search.
Referring Domain
Rule to create a segment based on referring domain.
Customer Attribute
Rule to create a segment based on customer attribute, received and processed through imported customer list.
Shopify Flow
Rule to create a segment based on Shopify Flow workflows.
Imported List
Rule to create a segment based on imported customer data.
Segments
Segment
Rule to support inclusions and exclusions based on existing segment to support targeting specific sub-segment such as customers who bought certain brand within certain category affinity segment.