PadiAct Update – Multiple segments, New segment rules, Custom actions
Last month we have been pretty busy with the new developments on our behavioral targeting platform, PadiAct. As our initial experiment with targeting newsletter subscribers went really well, we have decided to take the platform further so we can play some more. 
Here is what we have been up to:
Multiple Segments Targeting
We are adding the possibility to define multiple segments for the same website. Let’s say that you would like to greet your organic traffic with one message and the paid traffic with another one. Or maybe you want to offer a discount to your returning visitors and invite your new ones to follow your social media profiles. The platform now supports unlimited segment and action definitions. However we have been testing with maximum 3 actions as, after this level, the JavaScript files tends to get above 20Kb.
Here is a small glimpse of the segment management page:
Fully customizable actions
Well, almost. While we are using fully customizable actions in our sandbox environment we still need to come up with documentation on how to use it. At this moment we activate it only on request base.
However we are going to roll out the possibility for deploying any message to a certain segment of your website. We allow HTML so you can also add forms, images, video or just plain text with links.
New Segment Rules
The following segment rules are going to be rolled out:
- New vs Returning Visitors
- Visitors using the search functionality of the website (based on the keyword they search)
- Visitors visiting a certain page of your website
- Visitors landing on a certain page of your website
- Visitors spending a certain time on your your website
An important requested rule by our beta testers was to be able to specify the pages on which the script should not run. The reason behind this rule was to not distract a user once he entered, let’s say, the buying process or the creating an account one.
Another requested development that we have implemented was to allow RegEx expressions when defining segmentation rules.
Of course the new update will come with bug fixes and some usability improvements based on the feedback that we have got so far. It will be rolled out around 1st of May, so stay tuned.
4 Comments
This looks really interesting! What about targeting, say, logged-in users? Are there any privacy implications in that?
Cheers,
E
Fantastic, thanks!
Your posts are really beneficial, I am so glad to read articles like this. Thanks
Privacy is (and should be) a very sensitive subject. However behavioral targeting isn’t always about being intrusive. Whenever you log into your account anywhere they usually say welcome back.
That is as well behavioral targeting. Whenever a website proposes articles related to the one you are reading, whenever shops offer you cross selling options, that is behavioral targeting. The problem appears when websites start to use methods that benefits more them than the end users. That’s the moment when users feel their privacy isn’t protected, or maybe not enough. They feel something is taken away from them.
For everything we build I am trying to see how could end users benefit from it. As I said before, happy users are more likely to become customers.
Thanks for your comment and tweet, Emer. After launch I’ll make sure you’ll get an account to experiment with as well.