Triple Whale’s Customer Segmentation feature takes advantage of all of the data that we import and track your Shop metrics, our Pixel tracking, and data from connected ad platforms. Each of these sources provide unique traits with which you can build segments, to be used in your marketing and reporting.

With Customer Segmentation, you can input unique queries using our segment builder to create a segment of customers that matches the query. Once you build a segment, it will be recalculated daily so that customers who become relevant, or irrelevant, will we added or removed from the segment accordingly.

Click Create Segment to begin building your first customer segment.

We offer a few Segment Templates for you to explore, utilize, or gain inspiration from:

First, name your segment something unique that will help you remember what the segment represents. Now the customization begins!

Every segment begins with one of the following three conditions:

Next, you select a Date Range. By default, All Time is selected, which means that you are filtering for customers who either took the action or had certain characteristics ever. This selection can be changed to limit the time that you'd like to be used to build the query.

For example, if you change All Time to Between 1/1/21 and 2/1/23, your segment now will only include users who took the selected action between those dates. If you use a dynamic time selector, like Under 3 Months Ago for example, only those customers who took the action in the last 3 months will be included. When using dynamic selectors that are relative to today's date, customers will "age in" and "age out" to your segment on a regular basis.

Applying a Where filter will limit the original selection even more. Using where, you are able to decide that instead of including everyone who either took (or did not take) a certain action or who has certain characteristics, you want only people whose action or characteristics match certain criteria. So, for example, if you are creating a segment based on whether or not someone made a purchase, you might want to use a Where to limit it to only those whose order has a specific order tag, or whose purchase was over a certain dollar amount.

To make more complex segments based on more than one filter, you can use And and Or functions.

By selecting Or, you are creating a segment of people who fit either one of the criteria that you built. "Or" is much more inclusive, and will result in a larger segment than if you had only used one set of criteria.

By selecting Add condition, you are in essence adding an "And." This means that only people who match both criteria should be included in the segment. "Add condition" makes the segment more exclusive, and will result in a smaller segment than if you had used one set of criteria.

RFM (Recency, Frequency, Monetary) segmentation helps categorize customers based on their purchasing behavior. Since every shop's customer base is unique, there are no fixed definitions for RFM metrics. Each customer is scored on Recency, Frequency, and Monetary value relative to the shop's other customers. These scores are then used to create audience segments.

For example: One shop might define "recent" as within the last month, while another might use six months, depending on how frequently their customers make purchases.

To learn more about how RFM segmentation works, visit these resources:

This relative approach ensures RFM segmentation is tailored to the unique buying habits of each shop's customers.

Customer Segmentation comes pre-loaded with 6 pre-built segments. These are Triple Whale’s own RFM audiences. Triple Whale examines all of your customers, across all time, and splits them into buckets based on RFM scoring. You can recognize these audiences since they have a small AI icon next to them.

Our RFM audiences are defined as follows:

The main screen of Customer Segmentation will show all of your segments and allow you to explore different data points about each one.

For all of your segments, there are certain metrics you are provided with, which can be seen in the table or on the graph itself.

It is important to realize that the metrics shown on the graph represent the data about the segment as a whole, and are not impacted by the date range selected when building the query. The date range selected will determine who is included in the segment. The metrics, like revenue and number of orders, will be tallies all-time of those customers.

These are segment size, Number of Orders, Revenue (this number includes refunds), and LTV 30-60-365. The LTV metrics are calculated by looking at the purchasing history of all of the customers in the segment. So, the LTV 30 is made of all of the orders made in the first 30 days (post first purchase) of everyone in the segment divided by total number of customers.

Important to note: metrics are only available from when the segment was created. So, the graph will only show the time-range from the date of creation.

Click on the checkbox on the leftmost column to add a segment to the graph on the top of the page. You can change the metric being shown in the graph by clicking the dropdown in the top right of the graph.

To view the query that is actually building your segment, click on the small eyeball icon next to the title.

You can also click into any segment to see the specific customer data of that segment. Track AOV and LTV over time, and export the data to further review with your team.

All of the segments you create in Customer Segmentation can then be analyzed using any of the tools found in the Insights section of your dashboard. At the top of every page, you'll see a dropdown that states "View For" and then will list all of your segments from Customer Segmentation. So, not only do you see the high-level reporting that is found in the table on the Customer Segmentation page, but you can even do Cohort and LTV Analysis on a specific subset of your customers.

There are several actions that can be taken on your segments.

1. Sync with Meta

With one click, you can sync a segment with Meta, to create an audience in your Meta Ads Business account. Within a few minutes of syncing, you can expect to see a new audience in Meta with the same name as your segment. We will also automatically create a lookalike audience for the segment in Meta, to give you more flexibility in using the audiences inside of Meta.

The audience will be updated once/day as long as it is synced.

To un-sync an audience, simply click that action after it is connected.

2. Sync with Klaviyo

You can now sync any of your Triple Whale segments with Klaviyo to create a dynamic list that will be updated daily.

After you've created a segment in Customer Segmentation, click the three dots in the furthest column on the right and choose "manage syncs".

Next, choose "Create a sync segment" and choose the Klaviyo account you've already connected to Triple Whale via our Integrations manager.

Clicking submit will automatically push the customers included in your segment to Klaviyo as a list.

3. Export CSV

You can export a CSV of your segment to use it for other purposes like email marketing. The CSV file will contain all of the customers who are currently in the segment. Fields included in the CSV: email address, zip code, first name, last name, city, state, country, and external ID.

Copy a Segment

Currently, it is not possible to edit a segment once it has already been created. This is because the reporting and metrics over time would be inaccurate since the definition of the segment changed.

You can make a copy of a segment which will open the Segment builder pre-filled with the current query, so that you can then edit and tweak the definition. You can also edit the name again.

Rename

You can simply rename your query.

Delete

Use this option to delete your segment altogether, including all metrics and data about the query.