Audience Segmentation in WorkMagic allows you to define and categorize users based on different attributes. This helps you create targeted campaigns, improve ad performance, and refine your marketing strategy. Below are the key attributes you can use to define an Audience Segment.
1. Action-based events
Action-based events allow you to segment users based on their interactions with your platform. These events are tracked up to the last 60 days and include:
Made a purchase – Users who completed a transaction.
Added to cart – Users who added products to their shopping cart but may not have completed checkout.
Initiated checkout – Users who started the checkout process.
Visited store – Users who browsed your store but may not have taken further action.
Use Case Example:
If you want to retarget users who abandoned their carts, you can create a segment for "Users who have added to cart but did not complete a purchase in the last 30 days."
2. Demographic
Demographic segmentation allows you to filter users based on their personal details and customer information. The available attributes include:
Name – Users identified by their registered names.
City – Location-based segmentation by city.
State – Users grouped by state.
Country – Segmentation by country for geo-targeted marketing.
Email – Useful for email-based segmentation and retargeting.
Number of orders – Users categorized by how many orders they’ve placed.
Customer tag – Custom labels assigned to customers for further segmentation.
Use Case Example:
If you're running a location-based promotion, you can create an audience segment for "Customers in New York who have made at least two purchases."
3. Purchase Behavior
These attributes help segment users based on their purchasing habits and tendencies. The available attributes include:
AOV (Average Order Value) – Users segmented by their average spending per order.
Profit – Users grouped based on profitability.
Frequency – How often a user makes a purchase.
Average time between orders – Helps measure repeat purchase behavior.
Order return rate – Users who return orders frequently.
Product return rate – Segments based on the return rate of specific products.
First order time – When a user made their first purchase.
Recent order time – When a user made their most recent purchase.
Use Case Example:
If you want to identify high-value customers, you can create a segment for "Users with an AOV above $100 and who purchased at least 3 times in the last 90 days."