Segmentation is the practice of grouping accounts into segments based on characteristics they share.
Within InnerTrends, you can create segments based on account properties or based on account behaviour.
1. Property-based Segments
You can segment accounts by region, language, or device. And these are just the basics. You can use InnerTrends to generate advanced segment rules so that you can better understand and analyse different types of accounts.
Applying different property-based segments in your reports, will help you identify which type of accounts are converting more consistently, with a higher conversion rate than others.
How do you define a property-based segment in InnerTrends?
Within InnerTrends, segmentation is based on the account’s properties that we receive. Segmentation is defined by a set of rules that include or exclude accounts with a specific property.
As a new feature, you now have the option of choosing when the account had this property during his or her lifetime usage:
- Account started with this value - the property value that the account had upon creation.
- Account had this value at any moment - the property value might change, so if the account had the specified value at any moment, it will be included in the segmentation.
- Account has this value now - if the last value property is the specified one, then the account will be included in the segmentation.
How can you use this new segmentation feature?
For example, if you want to define a segment of all of the “paying accounts,” you might consider these three options:
- Accounts that started with a paid plan.
- Accounts that paid anytime during their usage of your app - regardless of if they started with a paid plan or if they are paying now.
- Accounts that are on a paid plan now.
By applying these three different segments within InnerTrends, you’ll have different insights. For example, it is more relevant to analyse the retention rate of the accounts that started with a paid plan (or of those that paid anytime during their lifetime usage), instead of the retention of the accounts that are on a paid plan now.
2. Behaviour-based Segments
Every time you find insights about a group of accounts, you have the option of drilling down to see who those accounts are, just like in the image below:
Once you see the list, InnerTrends gives you the ability to create a segment out of that group of accounts, and use that segment in any other report.
These behaviour-based segments are static cohorts. They only include the accounts that you identified in a specific drill down. They don’t get updated automatically with users of the same behaviour, and they are deleted by InnerTrends after 24 hours of their creation.
But they are a great way to help you validate or invalidate various premises you have about your business. For example: Find the retention rate of a specific cohort, and compare it with the retention rate of your main accounts.