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    • Use Cases Reference

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    This reference guide provides detailed information on the suggested events, sources, and destinations for each Segment use case. Use this guide to ensure you’re tracking the right events and connecting the best sources and destinations for your specific needs.

    Use Cases by business goal

    The business goal you select during onboarding determines the use cases that Segment shows you.

    This table lists each business goal and each of its corresponding use cases:

    Business Goal Use Cases
    Optimize advertising Build high-value lookalikes
    Build lookalikes for app install
    Increase signups with lookalikes
    Mitigate cart abandonment
    Mitigate high value churn
    Suppress based on time
    Suppress with purchase
    Personalize first conversion Accelerate app install
    Accelerate onboarding
    Accelerate signup
    Acquire paid subscriptions
    Convert trials to paid subscriptions
    Mitigate cart abandonment
    Boost retention, upsell, and cross-sell Build high value lookalikes
    Increase repeat purchases
    Mitigate high value churn
    Nurture with content
    Personalize upsell content
    Personalize winback
    Personalize communications and product experiences Accelerate onboarding
    Increase repeat purchases
    Mitigate high value churn
    Nurture with content
    Personalize upsell content
    Personalize winback

    Suggested events, sources, and destinations

    This section contains tables for the different events, sources, and destinations that Segment recommends for each use case.

    Optimize advertising

    Click on each use case in this section to view Segment’s recommendations for the Optimize advertising business goal, which helps you improve return on ad spend.

    Build high value lookalikes

    This table shows the event and properties Segment recommends you track for the Build high value lookalikes use case, which helps you build from high-value purchasers through specific channels:

    Event Properties
    Order Completed num_items, order_id, checkout_id, total, revenue, shipping, tax, affiliation, products


    And this table shows the source and destination types that Segment recommends you set up for the Build high-value lookalikes use case:

    Sources Destinations
    Website Reverse ETL
    Mobile Analytics
    Reverse ETL Advertising
    Advertising  
    Build lookalikes for app install

    This table shows the events and properties Segment recommends you track for the Build lookalikes for app install use case, which helps you build lookalikes from app installers in specific channels:

    Events Properties
    Application Installed screen_id, screen_type, screen_title, version, build, from_background, referring_application
    Install Attributed  
    Application Opened screen_id, screen_type, screen_title, version, build, from_background, referring_application


    And this table shows the source and destination types that Segment recommends you set up for the Build lookalikes for app install use case:

    Sources Destinations
    Website Reverse ETL
    Mobile Analytics
    Reverse ETL Advertising
    Advertising  
    Increase signups with lookalikes

    This table shows the events and properties Segment recommends you track for the Increase signups with lookalikes use case, which helps you build lookalikes from signups through specific channels.:

    Events Properties
    Signed Up first_name, last_name, username
    Page Viewed page_category, page_name


    And this table shows the source and destination types that Segment recommends you set up for the Increase signups with lookalikes use case:

    Sources Destinations
    Website Reverse ETL
    Mobile Analytics
    Reverse ETL Advertising
    Advertising  
    Mitigate cart abandonment

    This table shows the events and properties Segment recommends you track for the Mitigate cart abandonment use case, which helps you win back users to drive purchases and understand funnel:

    Events Properties
    Checkout Started num_items, order_id, coupon, total, revenue, shipping, tax, affiliation, discount
    Order Completed num_items, order_id, checkout_id, total, revenue, shipping, tax, affiliation, products


    And this table shows the source and destination types that Segment recommends you set up for the Mitigate cart abandonment use case, which helps you win back users to drive purchases and understand funnel:

    Sources Destinations
    Website Reverse ETL
    Mobile Analytics
    Reverse ETL Advertising
    Mitigate high value churn

    This table shows the event and properties Segment recommends you track for the Mitigate high value churn use case, which helps you anticipate churn for your highest value users and prevent them from churning:

    Event Properties
    Order Completed num_items, order_id, checkout_id, total, revenue, shipping, tax, affiliation, products


    And this table shows the source and destination types that Segment recommends you set up for the Mitigate high value churn use case:

    Sources Destinations
    Website Reverse ETL
    Mobile Analytics
    Reverse ETL Advertising
    Suppress based on time

    This table shows the event and properties Segment recommends you track for the Suppress based on time use case, which helps you suppress users after a few days to keep campaigns fresh:

    Event Properties
    Order Completed num_items, order_id, checkout_id, total, revenue, shipping, tax, affiliation, products


    And this table shows the source and destination types that Segment recommends you set up for the Suppress based on time use case:

    Sources Destinations
    Website Reverse ETL
    Mobile Analytics
    Reverse ETL Advertising
    Suppress with purchase

    This table shows the events and properties Segment recommends you track for the Suppress with purchase use case, which helps you suppress converted users immediately after a conversion:

    Events Properties
    Order Completed num_items, order_id, checkout_id, total, revenue, shipping, tax, affiliation, products
    Page Viewed page_category, page_name


    And this table shows the source and destination types that Segment recommends you set up for the Suppress with purchase use case:

    Sources Destinations
    Website Reverse ETL
    Mobile Analytics
    Reverse ETL Advertising

    Personalize first conversion

    Click on each use case in this section to view Segment’s recommendations for the Personalize first conversion business goal, which helps you convert prospective or free customers.

    Accelerate app install

    This table shows the events and properties Segment recommends you track for the Accelerate app install use case, which helps you encourage app install with personalized messaging:

    Events Properties
    Page Scrolled pct_scrolled, page_category
    Page Viewed page_category, page_name


    And this table shows the source and destination types that Segment recommends you set up for the Accelerate app install use case:

    Sources Destinations
    Website Advertising
    Mobile Reverse ETL
    Reverse ETL Analytics
    Advertising Personalization
    Accelerate onboarding

    This table shows the events and properties Segment recommends you track for the Accelerate onboarding use case, which helps you optimize new user activation based on real-time behavior:

    Events Properties
    Onboarding Step Completed step_name, step_number, total_steps, pct_completed, flow_name, screen_id, screen_type
    Onboarding Completed checkout_id, order_id, total, revenue, shipping, tax, affiliation
    Signed In first_name, last_name, username, email


    And this table shows the source and destination types that Segment recommends you set up for the Accelerate onboarding use case:

    Sources Destinations
    Website Advertising
    Mobile Reverse ETL
    Reverse ETL Analytics
      Personalization
      Email Marketing
      SMS & Push Notifications
    Accelerate signup

    This table shows the events and properties Segment recommends you track for the Accelerate signup use case, which helps you encourage anonymous users to sign up with messaging:

    Events Properties
    Page Viewed page_category, page_name
    Page Scrolled pct_scrolled, page_category
    Signed Up first_name, last_name, username


    And this table shows the source and destination types that Segment recommends you set up for the Accelerate signup use case:

    Sources Destinations
    Website Advertising
    Mobile Reverse ETL
    Reverse ETL Analytics
    Advertising Personalization
    Acquire paid subscriptions

    This table shows the events and properties Segment recommends you track for the Acquire paid subscriptions use case, which helps you engage customers at the right time to drive conversions:

    Events Properties
    Trial Started category
    Subscription Started  


    And this table shows the source and destination types that Segment recommends you set up for the Acquire paid subscriptions use case:

    Sources Destinations
    Website Advertising
    Mobile Reverse ETL
    Reverse ETL Analytics
    Advertising SMS & Push Notifications
      Email Marketing
    Convert trials to paid subscriptions

    This table shows the events and properties Segment recommends you track for the Convert trials to paid subscriptions use case, which helps you get customers to upgrade through personalized messaging:

    Events Properties
    Subscription Started  
    Trial Started category


    And this table shows the source and destination types that Segment recommends you set up for the Convert trials to paid subscriptions use case:

    Sources Destinations
    Website Advertising
    Mobile Reverse ETL
    Reverse ETL Analytics
    Advertising SMS & Push Notifications
      Email Marketing
    Mitigate cart abandonment

    This table shows the events and properties Segment recommends you track for the Mitigate cart abandonment use case, which helps you win back users to drive purchases and understand funnel:

    Events Properties
    Checkout Started num_items, order_id, coupon, total, revenue, shipping, tax, affiliation, discount
    Order Completed num_items, order_id, checkout_id, total, revenue, shipping, tax, affiliation, products


    And this table shows the source and destination types that Segment recommends you set up for the Mitigate cart abandonment use case:

    Sources Destinations
    Website Personalization
    Mobile Reverse ETL
    Reverse ETL Analytics
      SMS & Push Notifications
      Email Marketing

    Boost retention, upsell, and cross-sell

    Click on each use case in this section to view Segment’s recommendations for the Boost retention, upsell, and cross-sell business goal, which helps you increase repeat visits or purchases.

    Build high value lookalikes

    This table shows the event and properties Segment recommends you track for the Build high value lookalikes use case, which helps you build from high-value purchasers through specific channels:

    Event Properties
    Order Completed num_items, order_id, checkout_id, total, revenue, shipping, tax, affiliation, products


    And this table shows the source and destination types that Segment recommends you set up for the Build high value lookalikes use case:

    Sources Destinations
    Website Reverse ETL
    Mobile Analytics
    Reverse ETL Advertising
    Advertising  
    Increase repeat purchases

    This table shows the events and properties Segment recommends you track for the Increase repeat purchases use case, which helps you convert single-purchase buyers with personalized communications:

    Events Properties
    Page Viewed page_category, page_name
    Order Completed num_items, order_id, checkout_id, total, revenue, shipping, tax, affiliation, products


    And this table shows the source and destination types that Segment recommends you set up for the Increase repeat purchases use case:

    Sources Destinations
    Website Reverse ETL
    Mobile Personalization
    Reverse ETL Analytics
      Email Marketing
      SMS & Push Notifications
    Advertising  
    Mitigate high value churn

    This table shows the event and properties Segment recommends you track for the Mitigate high value churn use case, which helps you anticipate churn for your highest-value users and prevent them from churning:

    Event Properties
    Order Completed num_items, order_id, checkout_id, total, revenue, shipping, tax, affiliation, products


    And this table shows the source and destination types that Segment recommends you set up for the Mitigate high value churn use case:

    Sources Destinations
    Website Reverse ETL
    Mobile Analytics
    Reverse ETL Advertising
      SMS & Push Notifications
      Email Marketing
    Nurture with content

    This table shows the events and properties Segment recommends you track for the Nurture with content use case, which helps you use content personalized by interest to nurture leads or customers:

    Events Properties
    Page Viewed page_category, page_name
    Screen Viewed screen_id, screen_type, screen_title
    Page Scrolled pct_scrolled, page_category


    And this table shows the source and destination types that Segment recommends you set up for the Nurture with content use case:

    Sources Destinations
    Website Reverse ETL
    Mobile Analytics
    Reverse ETL Email Marketing
      SMS & Push Notifications
    Personalize upsell content

    This table shows the events and properties Segment recommends you track for the Personalize upsell content use case, which helps you personalize upsell and cross-sell messaging while understanding behavior:

    Events Properties
    Product Added to Cart product_id, product_name, product_brand, product_price, product_category
    Order Completed num_items, order_id, checkout_id, total, revenue, shipping, tax, affiliation, products


    And this table shows the source and destination types that Segment recommends you set up for the Personalize upsell content use case:

    Sources Destinations
    Website Reverse ETL
    Mobile Personalization
    Reverse ETL Analytics
      Email Marketing
      SMS & Push Notifications
    Personalize winback

    This table shows the events and properties Segment recommends you track for the Personalize winback use case, which helps you design personalized messaging based on user behavior:

    Events Properties
    Page Viewed page_category, page_name
    Page Scrolled pct_scrolled, page_category
    Order Completed num_items, order_id, checkout_id, total, revenue, shipping, tax, affiliation, products


    And this table shows the source and destination types that Segment recommends you set up for the Personalize winback use case:

    Sources Destinations
    Website Reverse ETL
    Mobile Personalization
    Reverse ETL Analytics
      Email Marketing
      SMS & Push Notifications

    Personalize communications and product experiences

    Click on each use case in this section to view Segment’s recommendations for the Personalize communications and product experiences business goal, which helps you engage your customers with relevant content.

    Accelerate onboarding

    This table shows the events and properties Segment recommends you track for the Accelerate onboarding use case, which helps you optimize new user activation based on real-time behavior:

    Events Properties
    Onboarding Step Completed step_name, step_number, total_steps, pct_completed, flow_name, screen_id, screen_type
    Onboarding Completed checkout_id, order_id, total, revenue, shipping, tax, affiliation
    Signed In first_name, last_name, username, email


    And this table shows the source and destination types that Segment recommends you set up for the Accelerate onboarding use case:

    Sources Destinations
    Website Personalization
    Mobile Reverse ETL
    Reverse ETL Analytics
    Increase repeat purchases

    This table shows the events and properties Segment recommends you track for the Increase repeat purchases use case, which helps you convert single-purchase buyers with personalized communications:

    Events Properties
    Page Viewed page_category, page_name
    Order Completed num_items, order_id, checkout_id, total, revenue, shipping, tax, affiliation, products


    And this table shows the source and destination types that Segment recommends you set up for the Increase repeat purchases use case:

    Sources Destinations
    Website Reverse ETL
    Mobile Personalization
    Reverse ETL Analytics
      Email Marketing
      SMS & Push Notifications
    Mitigate high value churn

    This table shows the event and properties Segment recommends you track for the Mitigate high value churn use case, which helps you anticipate churn for your highest-value users and prevent them from churning:

    Event Properties
    Order Completed num_items, order_id, checkout_id, total, revenue, shipping, tax, affiliation, products


    And this table shows the source and destination types that Segment recommends you set up for the Mitigate high value churn use case:

    Sources Destinations
    Website Reverse ETL
    Mobile Analytics
    Reverse ETL SMS & Push Notifications
      Email Marketing
    Nurture with content

    This table shows the events and properties Segment recommends you track for the Nurture with content use case, which helps you use content personalized by interest to nurture leads or customers:

    Events Properties
    Page Viewed page_category, page_name
    Screen Viewed screen_id, screen_type, screen_title
    Page Scrolled pct_scrolled, page_category


    And this table shows the source and destination types that Segment recommends you set up for the Nurture with content use case:

    Sources Destinations
    Website Reverse ETL
    Mobile Analytics
    Reverse ETL Email Marketing
      SMS & Push Notifications
    Personalize upsell content

    This table shows the events and properties Segment recommends you track for the Personalize upsell content use case, which helps you personalize upsell and cross-sell messaging while understanding behavior:

    Events Properties
    Product Added to Cart product_id, product_name, product_brand, product_price, product_category
    Order Completed num_items, order_id, checkout_id, total, revenue, shipping, tax, affiliation, products


    And this table shows the source and destination types that Segment recommends you set up for the Personalize upsell content use case:

    Sources Destinations
    Website Reverse ETL
    Mobile Personalization
    Reverse ETL Analytics
      Email Marketing
      SMS & Push Notifications
    Personalize winback

    This table shows the events and properties Segment recommends you track for the Personalize winback use case, which helps you design personalized messaging based on user behavior:

    Events Properties
    Page Viewed page_category, page_name
    Page Scrolled pct_scrolled, page_category
    Order Completed num_items, order_id, checkout_id, total, revenue, shipping, tax, affiliation, products


    And this table shows the source and destination types that Segment recommends you set up for the Personalize winback use case:

    Sources Destinations
    Website Reverse ETL
    Mobile Personalization
    Reverse ETL Analytics
      Email Marketing
      SMS & Push Notifications

    This page was last modified: 08 Oct 2024

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