Primary Interests: Foundational to Segmentation

Primary Interest is a standard field in every Oomiji Dashboard. You do not need to create it. The steps below cover how to define your interest options and begin collecting responses.

Collecting Primary Interests at Acquisition:

One approach is to define a set of Primary Interests and collect them at the point of acquisition. Select three to five Primary Interest options. Starting with three is recommended. Place them in a dropdown menu next to the question: “What is your primary interest with our brand?” on landing pages. Landing pages can be embedded on your own website using the raw HTML Oomiji provides, or hosted on a standalone URL managed by Oomiji.

Landing pages are configured in the Growth section of the platform. The Primary Interest can be added directly to the landing page form. For full instructions on building landing pages, see Building Landing Pages.

Once you have defined your Primary Interest options, the value a customer selects on a landing page is automatically appended to their record in the Database.

Adding & Editing Primary Interests

To add Primary Interests:

1. Click the Oomiji logo in the upper left, which takes you to the Your Customer Insights Hub
2. Click the black + sign to the right of the words “Their primary interests”
3. Ask yourself, what answers will you accept when asking the contact, “what is your primary interest for [business name]?” 
4. Add those as Options. When you are adding multiple, hit ENTER after each option to save it as an option.

Examples:

• Hospitality: What is your primary interest? Spas, Restaurants, Nightlife
  • Spas, Restaurants, Nightlife would each be their own option.
• Wine / Viticulture: What is your primary interest? Education, Pairings, Travel
  • Education, Pairings, Travel would each be their own option.
• Skincare: What is your primary interest? Exfoliants, Masks, Lotions, Organic Ingredients
  • Exfoliants, Masks, Lotions, Organic Ingredients would each be their own option.

To edit Primary Interests:

1. Click the Oomiji logo in the upper left, which takes you to the Your Customer Insights Hub
2. Click the black + sign to the right of the words “Their primary interests”
3. Delete as needed, then re-add

Changing the name of an existing option (for example, renaming 'Pairings' to 'Food & Wine Pairings') requires more than updating the option list. Existing contact records will retain the old value. To update those records, you will need to export the affected contacts, update the Primary Interest value in the CSV file, and re-import. For instructions, see Importing Contacts into the Database

To Add Primary Interests to a Landing Page

Growth >  Create or Update Landing Page > Select & Drag Form to the canvas > click Primary Interest button on the right to edit.

Collecting Primary Interests Through Conversations

Primary Interests can also be collected through direct customer input. In the Insights section of the platform, create a conversation that asks customers for their email address and their Primary Interest using the same question. This should use a Radiogroup question type so that customers can select only one response. 

Insights > Create New Conversation > drag Radiogroup question type from the Toolbox to the canvas.

Segmenting by Primary Interest

Once Primary Interests have been collected using either method, segments can be created and saved for each Primary Interest. This setup only needs to be completed once.

As new customers provide Primary Interest information, they are automatically added to the corresponding segment. Content can then be created and delivered based on each Primary Interest.

What's Next

Now that Primary Interests are defined and being collected, you can create segments based on each interest to deliver targeted content. For instructions on using segments, see Building and Managing Segments.