Customer segment and collaboration assets
Customer segments and collaboration help organize your marketing efforts by grouping the targets of your marketing messages. Customer segments are typically created by a Marketing Manager by using the WebSphere Commerce Accelerator.
The following diagram illustrates the customer segment and collaboration assets in the WebSphere Commerce Server:
- Customer segment
- A customer segment incorporates registration information, demographics,
address information, customer culture, purchase history, and other
miscellaneous attributes which define a dynamic group of customers
or accounts. Customer segments serve as targets for advertising, promotions,
suggestive selling, and email activities. You must create customer
segments before you create campaigns. Segments are considered dynamic
because customers belong to them based on their personal data, and
purchase history, both of which can change. For example, you might
create segments that are based on a customer's registration status.
If you create a segment that requires customers to be registered to
qualify, an unregistered customer is excluded. If that same customer
registers later, they would then become a member of that target segment,
and would continue to be a member until the segment is deleted.
Customer segments also support static criteria. You can explicitly include or exclude particular customers or accounts, which overrides any defined dynamic criteria. For example, you can include a customer in a segment that they would otherwise not match, or exclude an account from a segment that it would otherwise match. If both static and dynamic criteria are defined in the same customer segment, the dynamic criteria is evaluated first, then the static criteria.
- Customer
- A user of an online store.
- Member group
- Member groups implement role-based control in WebSphere Commerce.