Get ready to revolutionise customer segmentation with the power of Natural Language Processing (NLP). We’re excited to introduce the AI Builder within the Segment Builder in Maropost Marketing Cloud. This innovative tool makes segmenting your customers easier and more sophisticated than ever before.
Simplifying Complexity: The Power of NLP
Traditionally, creating customer segments requires you to translate your marketing insights into structured, technical steps within a query builder. You have to break down your ideas into a sequence of precise actions, increasing the likelihood of unintentional mistakes and errors that only become apparent too late in the process. This means having to learn the specific "language" of the tool, which could be frustrating and time-consuming. But now, the AI builder is going to change the way you create segments.
Let's see an example for a better understanding. Let’s assume you want to build a segment in Marketing Cloud for customers who purchased more than $500 in the past month but have never opened an email you sent them. You will have to set it all up manually. So the steps usually go like this:
- Select the category "Purchase Activity".
- Choose "Purchased" from the segment rules list.
- Set frequency to "At Least Once" and recency to "At Anytime".
- Click on "Optional filters" and select "Monetary".
- Choose "Greater than or equal to" and enter "500" in the value field.
- Select the category "Email Activity".
- Choose "Opened Emails" from the segment rules list.
- Select the option "Not Opened".
Now you’ve scratched your head to figure this out and are still unsure if I am right or wrong with this one, so you go through it again to verify. It has consumed your time and efforts to put it all together. A reverse scenario where the query builder learned YOUR language would be fantastic, don’t you think?
That’s where NLP comes into play; we are closing this gap, as it lets you interact with the segment builder using natural language, making it as easy as having a chat instead of struggling with manual queries. You can just type “find me customers who purchased more than $500 in the past month but have never opened an email that I sent them” in the AI Builder or you can choose a Segment Prompt of general sentences that can be used to create a rule based on your requirements. You pick one, and you’re segment is ready in just a few clicks!
Some More Real-world Applications
Imagine you, as a marketer, want to target customers who have shown interest in a new product category and with NLP, you can simply input: "Find customers who have visited the new product page and have made a purchase in the last 30 days." The Segment Builder will understand this request, pull the relevant data, and create a segment that matches these criteria.
In another case, you wanting to re-engage lapsed customers might input: "Find customers who haven't made a purchase in the last six months but have opened our promotional emails." The Segment Builder, powered by NLP, will quickly generate this segment, ready for targeted re-engagement campaigns.
Here are some key advancements that NLP brings to our Segment Builder:
- Intuitive Interface: The NLP-powered interface allows you to describe your audience criteria using natural language, which means you can use phrases and terms you are familiar with without worrying about the technical side of things.
- Speed and Efficiency: By getting rid of the need for manual rules construction, NLP cuts down on the time needed to build segments, and you can quickly and easily define and refine your target audiences.
- Enhanced Accuracy: NLP understands the intent behind your descriptions and translates them into precise segment definitions, and this reduces the chance of errors. It also makes sure the segments accurately reflect your goals.
- Accessibility: NLP makes segment building accessible to all marketers, no matter your technical background and this democratization of technology means even smaller teams with limited resources can use sophisticated marketing techniques.
What's ahead?
Integrating NLP into our Segment Builder is just the beginning. We are planning to bring you even greater improvements in capabilities and ease of use, which will bring a smarter understanding of marketer intent, expanded language support, and seamless integration with other tools in our platform.
Join us in this exciting new era of marketing. Want to learn more about NLP for Segment Builder? Check out our release notes here: Marketing Cloud Release Notes – 27th June 2024
