Your Dashboard distinguishes “custom groups” from “native segments”. Here we present the differences between these two concepts. (Unsure about what a segment is? Click here!)
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, analyical or segmentation tools, etc. Therefore, with custom groups, you don't need to repeat the same work for a second time!
Formerly called "custom segments", 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.
Poools strongly advices their clients to invest time in the setting of these custom groups. When tested, optimized, and refined, they guarantee the implementation of a tailor-made strategy, fully adapted to their audience and business goals! To find out more about custom group creation, have a look at our other Help center articles.
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:
Engagement is mainly characterized by the visit frequency. Customizing the limits between the different segments depending on what you know about your audience and strategy is possible, but not directly in the Dashboard: feel free to talk to us about it on Intercom.
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!