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Build a campaign to target lookalike audiences based on still loyal, high-value purchasers via specific channels.

 

Target KPI: Increase First-time Purchases

Desired Outcome: Identify and attract new high-value customers by leveraging the data and behavior patterns of existing loyal and high-value purchasers. By targeting lookalike audiences who share similar traits and behaviors with your best customers, the goal is to maximize the efficiency of marketing efforts, increase the average customer lifetime value, and boost overall revenue.

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Step 1: Add the required Sources


In your workspace, add a new prod or dev source for your website and (optional) another for your order processing system. This should be your website where checkout events will be tracked and the system that captures completed orders. These sources will be responsible for collecting the required Track Events and sending them to Segment.

 

Sign Up or Log In to Segment

First, access the Segment platform by signing up or logging into your existing account.


Create a Source for Your Website

A source in Segment acts as the origin of data you collect, such as user interactions on your website.

  1. In your Segment workspace, navigate to the Sources section.
  2. Click the Add Source button.
  3. From the catalog of sources, select JavaScript (for websites)
  4. Provide a name for your source, e.g., "i.e. Company Website - Dev or Prod".
  5. Optionally, add labels for organization
  6. Enter your website URL
  7. Click Create Source button

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Install the Segment Snippet

After creating your source, Segment will provide you with a JavaScript snippet.

  1. Copy the JavaScript snippet provided by Segment.
  2. Paste the snippet into the <head> tag of your site to install Segment.

If you need to add a source for your server, mobile app, or any other touchpoint please refer to the documentation for easy setup

 

Step 2: Track your events


In order to build the funnels needed to personalize campaigns, you'll need to track one key event: 'Order Completed'.

  • Order Completed: Manually add this event to your app or site (See Spec: Track documentation).

 

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In this example, we're not only tracking the event ‘Order Completed’, but also sending additional properties like ‘total’ and 'revenue'. These properties provide important context about the event and can be extremely valuable in your analysis. Learn more about properties.

 

It should be noted that 'Order Completed' should trigger an Identify call because this event allows you to tie a user to their actions and record traits about them i.e., first_name, last_name, email. This can further be used for personalized messaging in your high-value lookalike campaign. 

 

Only Identify calls can add and update user traits to a profile. For connections-only customers, the Identify event can still be mapped to downstream destinations to create/update user profiles.

 

Step 3: Add Destinations


Choose where you want to send the collected data—for this use case we recommend using in-app messaging or connecting to a paid media destination like Facebook Ads or Google Ads.

  1. In your Segment workspace, add a new destination.
  2. Select your preferred tool from the catalog. This destination will receive the data collected by your source and use it according to your needs.


Step 4: Test your setup


Ensure your data collection is configured correctly:

  1. Perform the actions you’re tracking on your development website.
  2. Check if the events are correctly recorded in your Segment debugger and analytics tool.

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The Source Debugger is a tool that helps you confirm that API calls made from your website, mobile app, or servers arrive to your Segment Source, so you can troubleshoot your Segment setup even quicker. 

Your data may not show up instantaneously and there may be a delay, but once the data is flowing you are ready to move to the next step.

 

Step 5: Analyze and activate


With accurate setup and data flow:

  1. Analyze the data to understand user behavior throughout the order process.
  2. Identify users who look like others that have previously ordered a product or a service from your business. 
  3. Create personalized ad campaigns targeted to other users that are more likely to convert based on your sample audience of actual buyers. 
  4. If you need inspiration, look to this guide with nearly 70 examples of ad templates that are designed to convert.
  5. If you choose to activate this campaign with  Facebook Ads, this guide provides an overview of building a lookalike audience.

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Visual of source audience vs lookalike audience

 

 

Final thoughts

 

Targeting high-value lookalike audiences can significantly improve the efficiency and effectiveness of your marketing campaigns. By focusing on users who share similar characteristics and behaviors with your best customers, you can optimize your ad spend and drive higher returns. Utilizing Twilio Segment's CDP to collect, analyze, and activate data ensures that your campaigns are data-driven and tailored to attract the most valuable prospects, ultimately enhancing your customer acquisition strategy and driving long-term business growth.
 

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