User Segmentation

Segmentation in Netcore Unbxd enables businesses to group users based on behavioral patterns, preferences, and contextual attributes. By defining segments, teams can customize the search and browse experience for specific user groups and apply targeted merchandising strategies.

Segmentation helps teams:

• Personalise product discovery for different user groups.
• Apply targeted merchandising rules
• Analyse user behaviour across different segments
• Identify high-value and high-engagement customer groups

Segments are created using user groups, which classify users based on attributes such as recency, frequency, spending patterns, device type, geographic location, and product affinity. Once a segment is defined, it can be used in the Console to tailor the experience for those users.

Navigation to Segmentation

Log in to the Netcore Unbxd Console and navigate to Merchandising > Segmentation. You will see the following tabs:

1. Overview
2. Segments
3. User Groups

Overview

The Overview page is the starting point for any personalisation strategy. It allows merchandisers to see exactly who is visiting the site and what they are interested in before a single merchandising rule is even created. It displays insights such as:

• Total users on the platform
• Distribution of users across different segments
• Performance of segments used in merchandising
• Overall impact of segmentation on search and browse interactions

This view helps teams understand how segmentation is currently being used and how different user groups contribute to business metrics. The Overview page is divided into two primary sections:

1. Traffic Coverage by Segments

The Traffic Coverage by Segments section shows how users are distributed across key behavioural and contextual attributes. These attributes help identify patterns in user engagement and purchasing behaviour.

2. Affinity Insights

The Affinity section visualises how users interact with various catalogue attributes, helping identify preferences across different dimensions. Affinity represents a user's likelihood to interact with specific attribute values based on their browsing and purchase behaviour

For example: A business may prioritise products from high-affinity brands in search results or highlight popular sizes or colours for better conversions.

Segments

The Segments tab allows you to create and manage segments that represent specific groups of users. Each segment consists of rules that combine one or more user group attributes. For example:

• High-value users with brand affinity toward a specific brand.
• Frequent visitors using mobile devices
• Users from a specific geographic region

Segments allow merchandising teams to customise product rankings and promotions for those users.

Segment Metrics

Each segment displays performance metrics to help evaluate its effectiveness. These metrics help identify which segments are driving the most engagement and revenue.

Create a new Segment

1. To create a new segment, navigate to Merchandising > Segmentation.
2. Click Add Segment. Select the relevant user groups to define the segment.
3. Assign a name to the segment and then save the segment.

Once saved, the system begins tracking the segment's performance and populates analytics metrics. Segments can also be:

• Edited
• Duplicated
• Deleted
• Reordered by priority (Priority determines which segment applies if a user belongs to multiple segments).

User Groups

User Groups define the attributes used to classify users. These attributes serve as building blocks for creating segments. User groups include:

Each user is automatically assigned labels based on these attributes, which can then be combined to create segments.

Example Use Case: Understanding and Using User Segmentation

User segmentation helps businesses understand how different groups of users interact with their website and enables them to tailor product discovery experiences accordingly.

Consider an online fashion retailer using Netcore Unbxd Segmentation to analyse user behaviour.