1. Adobe Analytics Segmentation
Kim Radzicki

2. Segmentation
Adobe Analytics lets you build, manage, share, and apply powerful, focused audience segments to your reports using Analytics capabilities, the Adobe Marketing Cloud, Adobe Target, and other integrated Adobe products.
Segments can be based in the following values:
Visitors based on attributes—browser type, device, number of visits, country, gender.
Visitors based on interactions—campaigns, keyword search, search engine.
Visitors based on exits and entries—visitors from Facebook, a defined landing page, referring domain.
Visitors based on custom variables—form field, defined categories, customer ID.
Adobe Analytics: Segmentation

3. Accessing the Segment Builder
From the Segment Rail
From the Top Ribbon
Click here to open the Segment Builder
Click here to open the Segment Manager
Click Here First
Click Here First
Click here to open the Segment Manager
Click here to open the Segment Builder
Adobe Analytics: Segmentation

4. Segment Builder
The Segment Builder provides a canvas to drag and drop Metric Dimensions, Segments, and Events to segment visitors based on container hierarchy logic, rules, and operators.
Documentation:
Adobe Analytics: Segmentation

5. Visitor vs. Visit vs. Hit
Visitor: a segment at the Visitor level returns the page that meets the condition plus all other pages viewed by the visitor only limited by the date range
Visit: a segment at the visit level returns all the pages seen in a visit where at least one page meets the criteria
Hit: a segment at the hit level identifies specific clicks and page views where a condition is true allowing you to isolate specific behavior
Importance: this defines how broadly you want to look at the data
Visitor (everything that the visitor ever did within the date range when the criteria is met)
Visit (everything that happened during the defined visit)
Hit (a specific action is taken on the site)
Adobe Analytics: Segmentation

6. Visitor vs. Visit vs. Hit Example
Segment: purchase made
Visitor: if a visitor makes a purchase all visits and all hits within the date frame are included in the segment – even visits where a purchase didn’t occur
Visit: if a visitor makes a purchase, all activity during the visit of the purchase event
Hit: the purchase event hit only
Visitor (all activity ever for anyone who made a purchase)
Visit (all activity during the visit when the purchase occurred)
Hit (the purchase event)
Adobe Analytics: Segmentation

7. Segment Example: Geography
Add a New Segment
Set the top-level container to Hit
Locate the Countries Dimension
Drag and drop the Countries dimension onto the Segment Builder canvas
Select the desired country from the drop down menu
Drag over the Countries Dimension for each country that you want to include in the segment
Name, describe and save the segment
Adobe Analytics: Segmentation

8. Segment Example: Geography1 6 7 2
Drag 3 4 5
Item
Description 1
Click to open dimension list (other options are segments and events) 2
Dimension – search to locate Countries and drag to canvas 3
Set container level to Visit 4
Set operator to equals 5
Select the desired country from the drop down 6
Enter a title for the segment 7
Enter a description for the segment 8
Click Save 8
Adobe Analytics: Segmentation

9. Apply a Segment Click on the Segment Rail
Locate the segment – if it does not show in the list remove the check mark limiting the list to the current report suite
Check the box next to the segment that you want to select
Click Apply
If you apply multiple segments it means that the results must meet the criteria selected in both segments
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10. Adobe Documentation Analytics Segmentation Building Segments
Building Segments
Segment Builder
Segmentation Videos
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