With event segmentation you are able to filter on the criteria of the triggering event. Event segmentation (the ability to filter on the triggering event) is supported for the following entry events:

  • Orders
  • Visits
  • Abandoned baskets

Why?

Even though event segmentation doesn’t necessarily solve all use cases, it makes it much easier to solve existing ones and create advanced flows. For example, if you wanted to create a cart abandonment campaign for three different categories you would have to set up three separate campaigns, making it harder to create and optimise. With event segmentation you can create one campaign and filter the triggering event based on category of the abandoned product.

This can also apply to campaigns that are specific to a store. Instead of creating a campaign for each store, you can create one campaign and filter the store using the new event segmentation. This will also avoid confusion with mutual exclusivity as the user will be managing less campaigns.

For example, if a retailer wants to create cart abandonment and browse abandonment campaigns for US and UK stores, they have to create 4 separate campaigns and set up complex mutual exclusivity rules based on timing. Now they can create two campaigns and only set up one rule to restrict contacts from entering both campaigns (only one rule is required because a contact can only be part of one single flow in a campaign). More importantly, if you decide to add new stores you can just add an additional segment to an existing campaign rather than creating a brand new campaign.

How it works.

This is very similar to the customer filter in the campaign builder. However, instead of segmenting the campaign based on customer info, you are segmenting based on the event that made the customer enter the campaign.

How do I use it?

If you select a triggering event which is an order, a visit or cart abandonment, a new category will appear in the blue segmentation node in the “add conditions” dropdown.

For example, if the event is an order, you will be able to filter the triggering order based on store, products, attributes, coupon codes, order sequence and total value.