The segmentation feature allows you to automatically send customer segments to other tools. Using ChurnIQ's integration with Zapier, you can automatically connect your segments with hundreds of platforms. These include campaign, email and other marketing tools.
You can create fully customised segments using the segment builder, or use key segments that are pre-defined. You can learn more about key segments below.
Segments and Attributes
You can build and automate segments from the Segment Builder page. Here you can combine up to 40 attributes to define your segment. These attributes range from key lifecycle events to behavioural attributes like engagement level or last login date.
By combining events and attributes you can create a huge range of segments, relevant to different types of outcomes. To learn more about segment attributes, you can read the guide here.
Using key Segments
Key segments are described in the Segment Catalogue. ChurnIQ's data team identifies these segments based on data drawn from hundreds of OTT broadcasters. They are segments that are especially relevant to critical business outcomes. These segments are distributed across all key touch points in the Retention Journey.
You can find such segments pre-defined in the Key Segments sections. Each segment is listed with a count of customers in that group. By clicking on the number for that segment, you will be brought to the Segment Builder with that segment pre-generated for you.
Building your own Segment
You can define your own segments using the Segment Builder. This provides full access to attributes that are available for segment creation. To build your own segment, simply use the filters to create rules for the segment across relevant attributes. You can then press 'Run' to preview the segment, or download all results.
Filter expressions are very flexible, so it helps to understand the full range of options you have for create rules for each attribute. Check out the ChurnIQ filter guide to learn more about this.
Scheduling an Automation
Once you have a segment you want to use for a campaign, you can schedule its export via Zapier to the marketing platform you want to use. To this, you only need to define the schedule and whether you want any limit to be placed on the number of customers exported.
You can find a guide to the Schedule Builder here.
Connecting to Zapier
Use Zapier webhooks to connect your ChurnIQ segments to your marketing platform. When creating a workflow (or zap) in Zapier, select 'Webhooks by Zapier' as the trigger app. Then set 'Catch Hook' as the trigger event. Zapier will provide you with a URL that can be pasted into the automation scheduler.
Once the URL is added to the schedule, you are done. No further action is required in ChurnIQ, except to save the schedule. You can find more detailed information about these steps here.
Connecting to your Marketing Platform
Add an 'action' step to the Zapier workflow to connect your marketing platform. Whether you use a campaign tool (eg. ActiveCampaign) or an email tool (eg. Mailchimp), the main actions you will use are 'create contact' and 'update contact'.
Once you add your tool to the workflow and select an action, all that remains to be done is to specify the data that your marketing tool should receive. This may vary, but in all cases you will want to send your customer's email address. Once you have done this, simply test the workflow and then switch it on. Your segment automation will then be active in ChurnIQ.
You can find more information about building a Zapier workflow here.
Tracking Performance of Segment Actions
You can track the impact of your actions at two levels. The first level is using KPIs from ChurnIQ's analytics.
You can also track performance at the level of the customer list you act on. To this you can either copy customer email lists directly from your marketing tool, or you can store as you go. This means setting up an identical schedule that sends customer lists to a different secure destination. ChurnIQ provides a number of options for this, including:
- Amazon S3
To check the outcomes with any customer list, just copy the email addresses from a file and paste them into a customer filter on a dashboard. This will allow you to track the group in question.