With Permutive all the data you're collecting can be used to build highly custom segments.  Here I look at how segments work with an example.

How Segments Work

In the Permutive dashboard you create segments based on any of the data you're collecting. From that point onwards every user who browses your site will instantly be added to the segment as soon as they meet the criteria. This process is so fast it happens before the page loads, so the user can instantly be delivered targeted advertising based on that segment. And the segments constantly update to be accurate as the user is browsing around your site.

Example: Football 'In Session' Segment

Create the Segment
I'm going to create a segment of users who have read 2+ football articles in their current session.  To do this, I create the segment in the Permutive dashboard, as shown below:

How the Segment Works
A user hits the site and browses their first football article then, 5 minutes later, they click on a second football article. As the page is loading Permutive processes the data and adds the user to the 'Football' segment. This segment can then immediately be passed into other platforms, for example into DFP for a football-related advertising campaign. So the user can be targeted with football related advertising on that page (the one where they met the segment criteria) and all future pages.

When they return for their next session, however, they no longer meet the segment criteria so they are removed from the segment - again, before the first page load.

Building Segments

You can build a segment based on any of the events you're collecting in Permutive. For each event you select

  • The time range it happened over (time)
  • How much the event happened (frequency)
  • The properties of the event (its data)

Then you combine events with AND/OR statements. These highly flexible approach means you can build very complex segments easily. 

Reviewing Your Segments

You can see all your segments in the Permutive dashboard, the date they were created, their unique segment ID and their estimated audience size. You can view the segment, edit it and see the associated reactions. Using Permutive Analytics you can analyse the behaviour, growth and overlap of your segments.


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