Audience Segmentation & Targeting
Create audiences dynamically with rule-based segments; keep memberships auto-updated so automations run on the right target.
Segmentation acts as the ‘brain’ of automation in Pika. It is not just list building; it links behavioral and transactional data to rules and keeps audiences continuously updated, removing manual filtering.
What does it provide?
- Rule tree: flexible AND/OR conditions (e.g., no purchase in 30 days AND avg basket > X).
- Parametric segment templates: apply the same structure across brands/stores.
- Membership management: process join/leave events automatically and use them as triggers.
- Channel eligibility: encode consent constraints like WhatsApp opt-in into segment rules.
How it works (summary):
- Select segment type (inactivity, high-value, cross-sell, engagement, etc.).
- Enter parameters (days, minimum amount, category, engagement threshold...).
- System evaluates periodically or event-based.
- Membership changes are recorded and trigger automations.
- Segments are directly used in campaign/journey targeting.
KPI: segment size trend, segment churn (exit), segment-to-campaign conversion rate, evaluation duration.
Example scenarios:
- 2+ purchases in the last 14 days → VIP care flow
- Users with WhatsApp consent → fast information line
- Users interested in category X → category-based recommendation campaign