Segments

Segments

With this feature, you will be able to separate customers into segments using different criteria. The segments created are made up of players who respond similarly to marketing campaigns and who share traits such as transactional activity, gender, age, locations, gaming activity, among others. Click on CRM on the left-hand side panel, then on Segments, to access this tool.

Segments Library

The Segments Library will display all the created segments.

The operator will be able to see:

  • Name: Name given to the Segment.

  • Description: Details added to the segment.

  • Type: Static vs Dynamic

  • Created Date: Exact day (DD/MM/YYYY) and time when it was created.

  • Created By: Username of the operator who created it

  • Tags: Tags used in the segment

  • Options: Available options to manage the segment (View, Edit, Duplicate, Delete)

    • View: Access the segment rules

    • Edit: Access Segment and edit it.

    • Player Count: Gives you the total players for this Segment.

    • Duplicate: Duplicate a segment to use as a draft.

    • Delete: Delete the selected segment.

It may also be filtered by Type, Creator, Tags and searched by Name.

Create Segments

For your new segment, click on the Create Segment button located on the upper right-hand corner of the screen.

This will redirect you to a step-by-step screen containing the necessary information to create and customize the segment. To create a new segment, use the following steps:

Step 1: Details

In the Details section, the operator may include the following information:

  • Name: Name of the account being created.

  • Type: Static, Dynamic or Players.

  • Static: based on the criteria selected, the CRM will find the users that meet those criteria. After the segment has been created, no more users will enter or exit the segment.

  • Dynamic: a dynamic segment will always have users entering and exiting the segment. New users who meet the criteria will automatically be included in the segment. Similarly, so, when users no longer meet the criteria, they will be deleted from the segment.

  • Players: This customer segment is created based on a list of player ID’s.

  • Tags (Optional): This field allows the operator to select tags from previously made tags to differentiate the segment.

  • Description: This comment box allows the user to include relevant information about the segment.

Once the information is included, click the Next Step button to move to the next section.

Step 2: Rules

The Segment Rules will allow the operator to include parameters so players may be included in/excluded from the segment based on previously selected details (static/dynamic).

These are examples of current criteria available for use:

Transactional activity:

  • Number of activity days

  • Total withdrawal count lifetime

  • First/Second/Third deposit amount

  • Last withdrawal amount

  • Total deposit count lifetime

  • Real money balance

  • Bonus money balance

  • Total withdrawal amount lifetime

  • Total deposit amount lifetime

  • First Deposit Date

  • Last deposit amount

  • Gross gaming revenue

  • Last deposit date

  • Second/Third deposit date

  • Last withdrawal date

Account activity:

  • Allows emails/ SMS/ phone

  • Last activity date

  • Last login

  • Username

  • Registration date

  • Currency

  • Account status

Personal Information:

  • Age

  • Phone number

  • First name

  • Last name

  • Email

  • Postal Code

  • Bally ID

  • City

  • Player language

  • Country

  • Gender

  • Nationality

  • Date of birth

  • Second layers

Adding second layers to segments allows the use of AND/OR conditions. The operator can access second layers by clicking on the + sign on the right-hand side of the criteria.

Be aware that the Filter criteria cannot be incomplete, or the button will not be enabled:

By clicking on it, a second layer of Rules will be created where you may change the AND/OR conditional in order to compare 2 or more conditions. When using sublayers, you are required to add at least a minimum of 2 conditions.

The above example shows it will search for any player with a “Total Deposit Count Lifetime of 10 or More” AND that the “Account Status is Active or Fully Identified”.

Activity Date Range:

This special filter allows applying a specific date range to certain transactional conditions.

The above example shows that the CRM will search for any player with a Total Deposit Count Lifetime of 10 or Above, AND with a Total Deposit Amount is 500 or More in the Last 30 Days. Here, a second layer had to be created to group the Activity Date Range + Total Deposit Amount, because they can be considered as a “whole” and unconnected to the Total Deposit Count Lifetime.

Whenever you intend to use the Activity Date Range, it must always be the first condition of the layer. This is used to inform the CRM that the conditions placed below must be searched using the defined date range.

When you want a condition to be used in conjunction with the Activity Date Range, make sure to use the following conditions:

  • GGR (Activity Date Range)

  • Total Deposit Count (Activity Date Range)

  • Total Deposit Amount (Activity Date Range)

  • Total Withdrawal Count (Activity Date Range)

  • Total Withdrawal Amount (Activity Date Range)

Once the information is included, click on the Create button to save the data.

Segment Archive

This feature allows the recovery of previously deleted segments.

The table will display the columns shown by its counterpart in the Segments main menu (Name, Description, Type, Created Date, Created by, Tags, Options). The following actions may be taken here:

  • Preview: Preview of the segment rules.

  • Player Count: total players for this Segment.

  • Recover: Reinstate the selected segment.

Segmentation for Casino & Sports Campaigns

We’ve expanded our segmentation engine to offer more granular targeting for Casino and Sports audiences. You can now segment users based on:

  • Total Bet Amount & Count (Real, Bonus, or both)

  • Sports Turnover

  • Sports Tournaments Turnover

  • Sports Markets & Teams Turnover

Each metric can be filtered by Lifetime or Activity Date Range for maximum precision.

Note: Activity Date Range filters require client approval due to additional processing.

Players

  • Casino Player

  • Sports Player

Sports | Total Bet Amount

  • Sports | Total Bet Amount | Lifetime (Real + Bonus Money)

  • Sports | Total Bet Amount | Lifetime (Real Money)

  • Sports | Total Bet Amount | Lifetime (Bonus Money)

  • Sports | Total Bet Amount | Activity Date Range (Real + Bonus Money)

  • Sports | Total Bet Amount | Activity Date Range (Real Money)

  • Sports | Total Bet Amount | Activity Date Range (Bonus Money)

Sports | Total Bet Count

  • Sports | Total Bet Count | Lifetime (Real + Bonus Money)

  • Sports | Total Bet Count | Lifetime (Real Money)

  • Sports | Total Bet Count | Lifetime (Bonus Money)

  • Sports | Total Bet Count | Activity Date Range (Real + Bonus Money)

  • Sports | Total Bet Count | Activity Date Range (Real Money)

  • Sports | Total Bet Count | Activity Date Range (Bonus Money)

Sport Turnover (Personalization Engine)

  • Sports Turnover | Lifetime

  • Sports Turnover | Activity Date Range

Sports Tournaments Turnover (Personalization Engine)

  • Sports Tournaments Turnover | Lifetime

  • Sports Tournaments Turnover | Activity Date Range

Sports Markets Turnover (Personalization Engine)

  • Sports Markets Turnover | Lifetime

  • Sports Markets Turnover | Activity Date Range

Sports Teams Turnover (Personalization Engine)

  • Sports Teams Turnover | Lifetime

  • Sports Teams Turnover | Activity Date Range

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