Last Updated: 23/08/2018
1. How can the Segment Evolution dashboard supplement your marketing analysis
The Segment Evolution dashboard shows you the increase or reduction in the number of contacts in a segment over time. It is straightforward to observe how the segment size evolves over time.
It is also a hassle-free way to monitor the overall health of your subscribers over time and identify opportunities to increase revenue generation with specific customer groups.
2. Access Segment Evolution
Go to Saved Segments> locate the segment whose heath you want to monitor > Click on Evolution at the end of that row.
Fig 1: Access the Segment Evolution dashboard
3. Monitor segment health over time
Monitoring the health of a segment over time will allow you to measure the impact of your marketing activity on the contact numbers in your segment over time, and also identify opportunities the right type of marketing activity required for a segment.
For example, if the total number of contacts is decreasing in a segment, this is an opportunity for you to focus marketing activities on this specific group to save subscribers.
If opted-in contacts are increasing in a segment, this is an opportunity for you to focus marketing activities to generate more revenue from this group.
3.1. Example: Monitor opted-in and opted-out contacts over a date range
Suppose you want to track the number of opted-in and opted-out contacts in a segment during a specific date range. You can do that very easily through the Segment Evolution dashboard.
First, pick the date range.
Fig 2: Pick the date range
You can choose any of the listed time period options to display data from that time range. The above example shows a custom range selected.
Fig 3: How granular you want the data to be represented
Then pick how granular you want your data represented. You can select different time units to group the data.
The data in the Segment Breakdown chart and the Segment Evolution data table will update accordingly.
3.2. Segment Breakdown
Fig 4: The Segment Breakdown graph
The Segment Breakdown shows a graphical view of how your segment has changed over time.
The above segment data has been grouped by days and shows that your selected segment has grown from the start of May to the end of August.
3.3. Segment Evolution Data
Fig 5: The Segment Evolution Data table
The Segment Evolution Data lists down and displays the exact number of contacts in the segment, per time unit (day, month, year). The above table data has time unit ‘per day’.
- The first and second columns show the start and end times for the period for the data listed in that specific row.
- The next two columns show the number of contacts in the segment at the start and end of the period.
- The third two columns show the number of opted-in contacts in the segment at the start and end of the period.
- The last two columns show the number of opted-out contacts in the segment at the start and end of the period.
Since the total number of contacts is only increasing, it is safe for you to only be concerned about the last two groups of columns for the purpose of this example. And monitor the trend of opted-in and opted-out contacts.
3.4. Export to CSV
Lastly, you can export all data as CSV to use in your spreadsheets. Just click on the export button at the top-right corner of the Segment Evolution Data table as shown in Fig 5.