OpenSense Labs: Audience Segmentation: The Ultimate Need Of Web Personalisation

Planet Drupal - 30 July 2018 - 5:55am
Audience Segmentation: The Ultimate Need Of Web Personalisation Shankar Mon, 07/30/2018 - 18:25

A stand-up comedian has this arduous task of presenting rib-tickling jokes to the audience but it involves proper strategy as well. He would talk about funny instances from the school life if the audience is packed with students. Or, he would talk about the patient-doctor relationship for an audience full of doctors. Business enterprises apply similar web personalisation strategy to tailor the content on the website for their audience.


Segmenting your visitors helps you identify who they are and frame web personalisation strategy accordingly.

To personalise the web experience, audience segmentation is one of the key prerequisites to be adhered to. Segmenting your visitors helps you identify who they are and frame web personalisation strategy accordingly. Drupal has amazing capabilities to enable personalisation on your website.

The Assortment of Audience Segmentation

What is the segmentation and how do you do it? The process of splitting your audience into distinguishable groups based on specific criteria, contexts and/or conditions comes under segmentation. With real-time personalisation, segments of the audience are based on criteria which can either be detected automatically or derived from previously compiled user data.

There are several different categories of criteria on which audience segmentation can be done. Broadly speaking, all these different criteria come under two groups

Implicit data

When the information is implied or assumed, it is referred to as implicit data. This gives you an idea of a user’s intentions or needs but is not plainly conveyed by the user. This data allows you to test a hypothesis, recommend content, or to inform a content experiment like A/B test.

When you derive the interests of a person on the basis of the pages they have visited, such information would come under implicit data.

Explicit data

This kind of data is clear and specific and leaves no room for any kind of doubt. Explicit data can be comprised of visitor attributes detected automatically or the data which a user chooses to provide like their personal information and preferences.

When you tailor your content on the basis of the user’s age, gender, location or the kind of device being used, it comes under explicit data.

Rules-based Personalisation vs Predictive Personalisation Rules-based personalisation Predictive personalisation Personalisation done on the basis of explicit data Personalisation done on the basis of implicit data

When the explicit data is used to personalise web experience, it is referred to as rules-based personalisation. Content is personalised when the specific rules and conditions are met.

Predictive personalisation leverages implicit data to tailor the content to the audience. It helps in customizing offers and communications precisely by predicting customer behaviour, needs, and wants. 

Predictive personalisation selects the most relevant content for the audience based on the best performing content variation like a landing page that has led to the most amount of conversions.

Segmentation Criteria

Both implicit and explicit data can be used together to an effect to optimise the user experience. Types of Segmentation Criteria used to personalise content on the basis of implicit and explicit data includes:


The qualities or attributes of a specific group of people is what demographics refers to. Demographic criteria for the web personalisation is explicit as the data provided is mostly personal like information given by the visitor through sign-up, form fill or an account registration.

Personalised ad campaigns on the basis of demographic criteria on Facebook Business benefitted online retailer Matsmart

Demographic criteria constitutes:

  • Age
  • Gender
  • Salary
  • Occupation

Where can it be seen?

  • Online stores recommend clothes on the basis of gender.
  • Travel companies target promotional campaigns with Indian tour packages for senior citizens.
Geographic adherence

Geographic criteria is a type of demographic data which can be used to meet the needs of customers in a particular region.

Nikon, world leader in optics and imaging, uses geographic criteria as part of their web personalisation strategy.

Geographic criteria comprise of:

  • Specific location
  • General region like State/Province
  • Local time or weather

Where can it be seen?

  • A news television channel can automatically show news coverage relevant to the local region of the user.
  • An online retailer can dynamically determine the local weather patterns of the user and show personalised product recommendations. For instance, a sale on sun protection creams for online visitors on sunny days and sale on raincoats for users in rain-hit locations.
Behavioural patterns

The patterns shown in the behaviour of the audience can prove to be a determining user interest. Visitor behaviour mostly includes criteria detected automatically and implicit data delineating the current or past history of browsing sessions.

Amazon’s recommendations based on user’s behavioural patterns in terms of past purchases

Behavioural patterns include:

  • Content topics visited by the user the most
  • Specific content visited by the user the most
  • The click path or the order in which the visitor is viewing the content
  • New visitors vs. returning visitors
  • Past site downloads
  • Recent conversions or purchases

Where can it be seen?

  • A healthcare site can display listicle showing recommended blogs about a specific disease on the basis of other articles visited by the user.
  • A digital agency can show topical marketing messages on the website on the basis of white papers and ebooks downloaded by the user previously.
Session and other visitor metadata Demonstration showing Samsung Galaxy S6 and Galaxy S6 Plus devices as part of data collected on mobile data usage for personalised ad creation

Personalisation can also be done on the basis of explicit attributes of the browsing session. An Econsultancy report stated that O2, a leading digital communications company, used the data based on the mobile device usage and location to make their ‘tariff refresh’ ad more relevant and tailor the messaging to their consumers. The betterment of 128% was observed through personalised ads in terms of click-through-rate (CTR).


    Session attributes consist of:

    • Browser or Device type
    • Source or referral type
    • Authenticated users vs. Anonymous users

    Where can it be seen?

    • A mobile application company can automatically detect the kind of smartphone user is using and deliver personalised promotional campaigns for applications that are compatible with the user’s device.
    • The homepage of the website of a SaaS-based company can display relevant messaging depending on whether the user has arrived from a direct link, a search engine ad, a banner ad, an organic search engine result, or a partner/affiliate site.
    User Profile

    Previously gathered data constitutes user profile criteria. It can include account details from a CMS like Drupal, customer record in a CRM like Salesforce, or a personal information from a social media platform like Twitter.

    Netflix offers personalised movie recommendation to the Indian users

    User profile criteria include:

    • Demographic data
    • User preferences
    • Customer type or account history
    • Subscriber information

    Where can it be seen?

    • A newspaper website can show a personalised list of news articles based on topics that the subscriber has indicated he is interested in.
    • A customer at a basic level of service can be presented with a promotional offer to upgrade to premium version.
    • Promotional messages for a customer can be displayed to renew their membership based on account history data that shows that his or her membership is nearing expiry date.
    Segment vs Persona

    Market segmentation and buyer persona may seem similar as they both help in grouping together current and potential customers. But they provide separate use cases for the businesses. Both the tools come handy in depicting how a business should market the product to its customers. And once they have caught customer’s attention, they can also strategise how best to target them to meet their needs and wants.

    So we have already seen what segmentation is. Then what are buyer personas? They are fictitious characters created by a retailer to simulate a real customer. Personas are made on profiles that would include foundational information gathered from research done with real people. These profiles directly represent customer groups that share similar values, behaviours and goals.

    Personas add the emotional and behavioural component to the customer profiles thereby adding that extra layer of warm fuzzies. A persona template
    Source: Sailthru

    In addition to these basic profiles, personas are used to give names, faces, personalities, and families to delineate accurately what that person would want and need in real life. Thus, personas add the emotional and behavioural component to their customer profiles thereby adding that extra layer of warm fuzzies. Once done, it helps in determining the end goal for a particular customer to target them appropriately.

    Leveraging the best of Drupal for Web Personalisation Drupal provides an amazing platform to personalise the content on your website and enhance user engagement.

    Drupal module, Acquia Lift Connector allows an integration with Acquia Lift service to give true insights on what customers want and do not want which helps in serving personalised content. This helps digital marketers to get control over automation, testing and measurement of marketing activities.

    This module helps in the unification of content and the insight gathered from various sources about the customers for delivering in-context and personalised experiences across multiple channels.

    Features like drag-and-drop user interface for targeting messages, A/B testing, unifying customer profile, syndicating content, behavioural targeting and combining anonymous and known online visitor profiles make it a highly valuable tool to empower digital firms in delivering the most cohesive and personalised experience.


    Web personalisation is a useful strategy that can determine an organisation’s engagement ratio with its audience. To meet the needs and wants of its audience, segmentation must be done to understand your customers and potential customers. Audience segmentation is an integral prerequisite of web personalisation which every digital firm must adhere to.

    Leveraging the flexibility that Drupal offers in personalising the site, it can prove to be a remarkable platform for businesses. We excel at Drupal services with Drupal Development as our numero uno service and can guide you in building a business website with personalised content.

    Send us your mail at to enable web personalisation strategies for your Drupal site development.

    blog banner blog image audience segmentation web personalisation persona buyer persona rules-based personalisation predictive personalisation Blog Type Articles Is it a good read ? On
    Categories: Drupal

    Gnome Stew Notables – Lucian Kahn

    Gnome Stew - 30 July 2018 - 5:02am

    Welcome to the next installment of our Gnome Spotlight: Notables series. The notables series is a look at game developers in the gaming industry doing good work. The series will focus on game creators from underrepresented populations primarily, and each entry will be a short bio and interview. We’ve currently got a group of authors and guest authors interviewing game creators and hope to bring you many more entries in the series as it continues on. If you’ve got a suggestion for someone we should be doing a notables article on, send us a note at – Head Gnome John

    Meet Lucian

    Lucian Kahn

    Lucian Kahn is the designer of the tabletop RPGs Dead Friend: A Game of Necromancy and Grandma’s Drinking Song, and project manager for the upcoming anthology You & I: Roleplaying Games for Two. He is obscurely famous as singer and guitarist for the now-defunct transgender, Jewish, klezmer-punk comedy band Schmekel. He lives in Brooklyn, New York with his cat, Beastie. Follow him at @oh_theogony on twitter.

    Talking With Lucian 1) Tell us a little bit about yourself and your work. 

    Flamboyant absurdism with surprising moments of dire seriousness? Myself and my work.

    2) What project are you most proud of?

    Dead Friend: A Game of Necromancy. ( />product/234653/Dead-Friend-A-Game-of-Necromancy) It’s a two-player tabletop rpg in the structure of a magical ritual, using Tarot cards to randomize story prompts. You play a pair of friends, one living and one dead. The living ceremonially evokes the dead to battle out unresolved issues from their friendship. I’ve found that this game generates fascinating ghost stories ranging from spooky humor to emotional horror – I’ve seen secretly gay medieval nuns, politically disenfranchised Martians, you name it. Players also tell me they get a kick out of the occult aesthetic.

    3) What are you working on now?

    I’ve just started playtesting Grandma’s Drinking Song, a verse-writing, song-singing rpg based on my matriarchal Jewish family’s stories of bootlegging liquor in the Bronx during Prohibition. I’ve also been project-managing an anthology of two-player rpgs called You & I: Roleplaying Games for Two, which will feature games by at least 13 different designers. I also just sent along a module to John Harness’ An Exquisite Game, a collaborative science fiction project inspired by surrealist art.

    4) What designers and games are some of your influences?

    I’m still reeling from the experience of playing the Romantic composer Robert Schumann in a LARP called Deranged by Maria and Jeppe Bergmann Hamming. That game has had a huge impact on Grandma’s Drinking Song. I’ve also recently drawn inspiration from Fall of Magic, Shooting the Moon, The Quiet Year, Bluebeard’s Bride, and Before the Storm. Also my friend Sharang Biswas’ bizarre one-player game Verdure about witchcraft and making salad.

    5) What mechanics do you like best in games?

    Rituals and ceremonies, open-ended story prompts, physical objects that affect both control flow and atmosphere, real-time character development, spontaneous creation of art, poetry, and music.

    6) What themes do you like to emphasize in your game work?

    Memory and unreliable narration, religion, emotional conflict, moral ambiguity.

    7) How would you describe your game design style?

    Surreal in content but accessible in mechanics. I want my players to enjoy a strange, immersive experience without needing to learn too many rules ahead of time.  I want my players to enjoy a strange, immersive experience without needing to learn too many rules ahead of time. ShareTweet+11RedditEmail

    8) How does queerness fit into your games? Transness?

    The true answer to this is quite bleak. A few years ago, another trans friend of mine died of suicide, and I went into a depression during which the only social activity I could get excited about was a campaign of Dungeons & Dragons with complete strangers. I was playing a 356 year old dwarf bard hag named Briney Hilda with magical bagpipes who hit on every young male elf, including the minion of the vampire Strahd. This creepy yet goofy surrealism was the only thing that helped me endure my friend’s death and the resulting upheaval in my queer circles, which are repeatedly shaken by suicide. It’s not a coincidence that I eventually made a funny friendship game about ghosts. Morbid humor is vital to my resilience.

    9) What one thing would you change in gaming?

    I think all artistic subcultures eventually gravitate toward generating cliques and pockets of hero-worship, so game design is not special in this regard, but I would like to see the hobby focus less on creating new canons of form based on emulating the work of two or three designers, and more on continuing to stretch stylistic boundaries.

    Thanks for joining us for this entry in the notables series.  You can find more in the series here: and please feel free to drop us any suggestions for people we should interview at
    Categories: Game Theory & Design

    Skip temp file warnings

    New Drupal Modules - 30 July 2018 - 3:02am

    Drupal deletes unused temporary managed files automatically in file_cron. However if the file has already been deleted from disk, then Drupal generates an error message:

    Could not delete temporary file "public://XXXXX" during garbage collection

    The error message repeats every cron cycle and there is no obvious way to recover from the UI.

    It seems that this error message is unnecessary and unhelpful. This module will help to skip this warning.

    Categories: Drupal

    GraphQL Search API

    New Drupal Modules - 30 July 2018 - 1:52am

    This Drupal module provides an integration between Drupal GraphQL and Search API modules.

    It allows developers to perform queries directly to a Search API index by leveraging the Search API module's API.

    Categories: Drupal


    New Drupal Modules - 30 July 2018 - 1:26am

    Module create slider widget for number field type. Widget use SliderUI JQuery library. All library options could be set in widget settings form.

    Categories: Drupal

    Fuzzy Thinking: Munchkin Weapons

    RPGNet - 30 July 2018 - 12:00am
    Fuzzy munchkins.
    Categories: Game Theory & Design


    New Drupal Modules - 29 July 2018 - 9:31pm
    Categories: Drupal

    Video Game Deep Cuts: Slay The Totally Accurate Spire

    Social/Online Games - Gamasutra - 29 July 2018 - 7:23pm

    This week's highlights include juicy math(s) in Slay The Spire, the creation of Totally Accurate Battlegrounds, and loads more. ...

    Categories: Game Theory & Design


    New Drupal Modules - 29 July 2018 - 6:07pm

    Third party integration with

    In development.... add tests, creating readme, improve approach

    Categories: Drupal


    New Drupal Modules - 29 July 2018 - 12:12pm

    Integration of

    Categories: Drupal

    CKEditor Widgets Bootstrap Grid

    New Drupal Modules - 29 July 2018 - 7:06am

    CKEditor Widgets Bootstrap Grid
    This is just another small module introducing the Bootstrap Grid to CKEditor.

    This only works if you have Bootstrap theme/library enabled!

    Categories: Drupal

    Video Game Deep Cuts: Slay The Totally Accurate Spire - by Simon Carless Blogs - 29 July 2018 - 6:57am
    This week's highlights include juicy math(s) in Slay The Spire, the creation of Totally Accurate Battlegrounds, and loads more.
    Categories: Game Theory & Design

    Feeds Big File Fetcher

    New Drupal Modules - 29 July 2018 - 2:59am

    This module will use cRUL to download the URL into a system file.
    It is not processing the file directly, to avoid memory issue (by loading the content of the file in memory).

    I've used this module together with:

    to import a large .xml file, avoiding memory issues.

    Categories: Drupal

    Layout Kit

    New Drupal Modules - 28 July 2018 - 5:10pm

    Layout Kit is a ready to use set of layouts, now (take a look at screenshots):

    • Accordion.
    • Conmutator (accordions where all the sections can be closed/opened at once).
    • Tabs: horizontal.
    • Tabs: vertical.
    Categories: Drupal Drupal Meetup Bangalore – July 2018

    Planet Drupal - 28 July 2018 - 1:31pm
    July’s Drupal meetup was held at 91Springboard in Koramangala. We are back after a long time and that’s thanks to 91Springboard for providing us with the venue. Snacks in the meetup and lunch after the meetup were courtesy of Axelerant.
    Categories: Drupal

    Review Roundup

    Tabletop Gaming News - 28 July 2018 - 11:00am
    Saturdaaaaaaaaaay! Woo! All the woo! Continuous woo! And, as I’m sure many of you are well-aware, it’s the last Saturday before Gen Con. So get in all the prep you can now before heading out for the show this week. Me? I’m playing some D&D. But I’ve planned ahead and scheduled these reviews for you […]
    Categories: Game Theory & Design

    Cielo Integration

    New Drupal Modules - 28 July 2018 - 7:31am

    This module provides an integration with cielo api.

    Cielo is the largest Brazilian credit and debit cart operator and the biggest payment system company in Latin America by revenue and market value.

    Categories: Drupal Exclude Current Node from List of Related Nodes by Taxonomy Term

    Planet Drupal - 28 July 2018 - 3:28am
    Exclude Current Node from List of Related Nodes by Taxonomy Term

    You know the scenario - you want to list nodes that have the same taxonomy term(s) as the node you are currently viewing. Easy, but you also want to exclude the currently-being-viewed node from the list. Always trips me up.

    markconroy Sat, 07/28/2018 - 11:28

    Each time I have to do this, I read a blog or two or a Drupal issue or two and still I always end up with a quirk. Here's what I normally do:

    1. Create the view
    2. Add a contextual filter for the taxonomy field you want to filter by
    3.  Provide default value
    4. Taxonomy term ID from URL
    5. Load default filter from node page, that's good for related taxonomy blocks
    6. Limit terms by vocabulary
    7. Click Apply
    Now I'm Stuck

    This gives you a list of nodes related to the current one, but the current node will always show up in your list. If you edit that contextual filter and expand the 'More' tab at the end, and then choose 'Exclude: If selected, the numbers entered for the filter will be excluded rather than limiting the view.' you will be forgiven for thinking this will exclude the current node. IT WON'T. In this case, it will exclude the currently selected taxonomy term - which is the opposite of what you want to do.

    The Solution? Another Contextual Filter
    1. Create another contextual filter for 'ID', as in, the Node ID.
    2. Provide default value
    3. Content ID from URL
    4. Scroll to bottom of page and expand the 'More' tab
    5. Click Exclude: If selected, the numbers entered for the filter will be excluded rather than limiting the view.

    Now, the second filter will exclude the currently-being-viewed node, while the first filter will do the related-node-taxonomy-magic-dance.


    Categories: Drupal

    Matt Grasmick: Documentation Initiative Update, UX Changes to

    Planet Drupal - 27 July 2018 - 6:02pm

    The documentation initiative was announced at DrupalCon Nashville nearly four months ago. In his keynote, Dries’ highlighted my blog post, in which I provided statistics and anecdotes about the challenges of’s documentation and evaluator experience. The documentation initiative aims to address these challenges. What’s happened since then?

    I’ve worked over the past few months with a small team of contributors to propose solutions, build consensus, and make improvements to the documentation on Thank you to all of those that have been active in the issue queues and bi-weekly meetings!

    The work has been focused on the initiative’s three goals:

    1. Make UX improvements to documentation on
    2. Improve existing Community…
    Categories: Drupal

    Commerce Guys: Scheduling time for maintaining Drupal Commerce integrations

    Planet Drupal - 27 July 2018 - 4:42pm

    Commerce Guys maintains a suite of ecosystem modules that give merchants easy access to third-party integrations as part of leading the Drupal Commerce project.

    Historically, the issue queues for these modules were looked at when a client requested it or someone from our team had spare time, but that timing was pretty irregular. To provide developers and merchants with a better experience, we’ve decided that moving forward we’re committing dedicated time to review these third-party issue queues on a regular basis.

    Our Commitment
    Once a week, we’re setting aside time to review new issues in the queues. We’ll use that time to do several things: identify bugs, direct people toward resources to help them solve their problems more quickly, identify earlier when we need more information from the reporter, and help move community patches forward.

    Cleaning the Current Queues
    As part of this renewed focus on integrations, we’re starting by cleaning up the issue queues. To give ourselves a clean slate, we’ll be closing a lot of these older issues. This will allow us and other contributors to focus on relevant problems. There are a significant number of old issues hanging around that represent duplicate bug reports, tasks that were resolved via other patches, or issues that cannot be resolved without clear steps to reproduce the problem.

    What to if we close an issue you still need resolved?
    If we close an issue that you’re still having problems with please let us know! The best thing to do would be to reopen the issue with additional information. Please include any error messages you’re seeing, custom code that may affect the module, and clear steps to reproduce the bug. Screenshots or recordings of the issue in action would be great, too!

    Categories: Drupal


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