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What is the difference between a "custom group" and a "native segment"?
What is the difference between a "custom group" and a "native segment"?

Understanding the different types of cohorts

Madeleine White avatar
Written by Madeleine White
Updated over a week ago

Your Dashboard distinguishes “custom groups” from “native segments”. Here we present the differences between these two concepts. But what is the difference exactly🤔 ?

Unsure about what a segment is? Click here!

Custom groups

Our tool is known for allowing you to easily make use of audience segments that you have already identified or generated in your external tools such as Data Layer, DMP, analytical or segmentation tools, etc. Therefore, with custom groups, you don't need to repeat the same work for a second time!

These groups are classified based on specific characteristics. This could be reader-based criteria, such as their origin ("facebook-users"), their likelihood to subscriber ("high-propensity"), their location ("parisian-readers"), etc. It could also be based on a characteristic linked to the content they want to consume, for example the article type ("trending-topic") or its category ("football-articles").

These custom groups are not automatically created by Poool: each publisher must individually set them up, depending on their own data. Data can come from the Data Layer or provided by an external tool for audience segmentation.

To find out more about custom group creation, have a look at our Help center article How do I create a custom group?

Native segments

When no custom group is defined, or if no reader corresponds to any of the custom group characteristics on time, then scenarios applied are the ones created in the native segment section. I.e. custom groups have priority over native segments.

Native segments are audience cohorts that are automatically created and enriched by Poool depending on each reader's engagement over time. There are 4 types:

  • Volatiles

  • Occasionals

  • Regulars

  • Fans

Engagement is mainly characterized by the visit frequency.

When there is no custom group defined, or if the user does not enter into a custom group, native segments' journeys are applied.

💡 Custom groups are taken in priority over the native segments.

What next?

Once you've created your custom or native groups, all that's left to do it to to create your scenarios!

Feel free to contact us on Intercom if you have any questions!

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