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. 

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