InTarget offers two distinct types of segments to cater to different marketing strategies: Manual Segments and Data-Driven Segments. Each type has unique characteristics that make it suitable for specific purposes. Here’s a detailed look at both, helping you choose the right campaign approach.
Manual Segments
Definition and Use
Manual Segments are static lists of players who meet predefined criteria set at the time of the segment's creation. Once the campaign begins, this list is locked in; it includes only those who met the criteria at the start of the campaign.
Example of Manual Segments
Imagine launching a promotional campaign targeting players who have made more than one deposit. You set up a Manual Segment with the rule "Deposit count > 1" and identify 100 players who meet this criterion. As the campaign progresses, this segment will not include new players who later meet the same deposit criterion. The list remains fixed, reflecting the state of player activities at the start of the campaign.
Advantages
Consistency: The segment remains unchanged during the campaign, which is useful for evaluating the campaign's impact on a specific group without additional variables.
Simplicity: Easier to manage due to the lack of dynamic changes.
Data-Driven Segments
Definition and Use
Data-Driven Segments are dynamic and evolve during a campaign based on ongoing player activities. They automatically update to include or exclude players as they meet the segment’s criteria.
Example of Data-Driven Segments
Consider a scenario where you want to engage players as soon as they make their second deposit. You create a Data-Driven Segment with the condition "Wait Until Deposit Count > 1." This segment starts with an initial group of players who have already made two deposits, and as the campaign runs, it automatically adds new players who reach this milestone.
Advantages
Relevance: The segment continually adapts to include all relevant players, ensuring no potential target is missed as player behaviours change.
Efficiency: Automatically updating segments reduces the need for manual adjustments, making campaigns more responsive to real-time player actions.
Key Differences
Feature | Manual Segments | Data-Driven Segments |
Update Mechanism | Static, updates manually | Dynamic, updates automatically |
Use Case | Best for fixed criteria campaigns | Ideal for campaigns that adapt to ongoing player behaviour |
Flexibility | Low, as it doesn’t adapt after creation | High, adapts continuously to new data |
Management | Simpler, less hands-on after setup | Requires marketing automation for updates |
Conclusion
Choosing between Manual and Data-Driven Segments depends on your campaign goals and how dynamic you need your target audience to be.
Manual Segments work well for short-term, specific criteria campaigns where the audience does not need to change once identified.
In contrast, Data-Driven Segments are suitable for long-term, evolving campaigns where continuously capturing new qualifiers enhances the campaign’s effectiveness.
By understanding these differences and employing each type of segment appropriately, operators can maximize their marketing impact in the competitive world of iGaming.