Segmentation (Example)

How It Works

Automatic Segmentation (rules + ML-driven)

System detects segments dynamically from signals without human setup. Examples:

Cuisine Affinity

• Rule: If a user has booked ≥3 restaurants with cuisine=Japanese in the last 90 days → segment = loves_japanese.
• Variants: loves_thai, loves_seafood, loves_bbq.
• Use: Prioritize “Japanese picks in Bangkok” rail.

Price Sensitivity

• Rule: If ≥70% of bookings fall in the lowest price tier → segment = budget_friendly.
• If ≥70% fall in highest tier → luxury_diner.
• Use: Show “Pocket-Friendly” vs “Premium Dining” rails.

Group Size

• Rule: If median covers per booking ≥4 → group_diner.
• If median ≤2 → couple_diner.
• Use: Show “Family & Group” vs “Date Night” sections.

Location / Geo

• Rule: If IP/geo ≠ city-country → traveler_from_[country].
• Example: IP=Korea but browsing Bangkok → traveler_from_KR.
• Use: Show “Korean-Loved in Bangkok.”

Recency / Activeness

• Rule: Last booking ≤30 days ago → active_user.
• 90 days → churn_risk.
• Use: Active users get fresh recommendations, churn-risk gets reactivation deals.

Device / Platform

• Rule: Device=iOS → ios_user, Device=Android → android_user.
• Use: AB test different ordering/design for each.

Custom (Manual) Segmentation

Admins define rules in CMS. Examples:

• Campaign Segment:
  • “Bangkok Anniversary Promo Audience” → everyone in Bangkok + logged_in.
• Nationality Targeting:
  • segment=indonesian_guests → IP from Indonesia, browsing Bangkok, not logged in.
• Special Campaigns:
  • segment=chinese_new_year_guests → show “CNY menus.”
• VIP Club Members:
  • segment=vip_gold → based on loyalty status.

Scenario

Scenario A — Anonymous Guest (🇮🇩 Indonesia IP • iOS • City=Bangkok)

• Limited-Time Deals in Bangkok (promo_active, ends ≤14d)
  • • Copper Beyond Buffet • Goji Kitchen • Kub Kao’ Kub Pla • Bar-B-Q Plaza
• Recommended for you (anonymous CF: country=ID, device=iOS, co-visitation)
  • • Savoey • After You Dessert • Greyhound Café • Somtum Der
• Popular with Indonesian Travelers
  • • Goji Kitchen • Audrey Café • Savoey • Bar-B-Q Plaza • After You
• Halal-Friendly Favorites
  • • Yana Restaurant • Usman Thai Muslim • Saman Islam • Santan
• Trending This Week in Bangkok (views/bookings velocity)
  • • Pe Aor Tom Yum • Nara • Charmgang • Khao
• Near You in Bangkok (tap to filter areas)
  • • Thonglor Picks • Asok & Phrom Phong • Siam & Chidlom
• New & Worth Trying
  • • Nusara • Haoma • Elena • Sushi Masa

Scenario B — Logged-in Member (🇰🇷 profile.country=KR • loves_japanese • last_booked=Audrey)

• Because you dined at Audrey (CBF seed = Audrey; ambience + dessert-friendly)
  • • After You Dessert • Greyhound Café • Kub Kao’ Kub Pla • Khao
• Top Picks for Japanese Lovers in Bangkok (segment=loves_japanese)
  • • Gyu-Kaku • Sushi Hiro • Izakaya Teppen • Ootoya
• Korean-Loved in Bangkok (ip_asn/profile.country=KR or lang=ko)
  • • Bar-B-Q Plaza • Savoey • Goji Kitchen • MK Restaurants
• Re-book your favorites (your 5 most-booked)
  • • Audrey • After You • Greyhound Café • Savoey
• New Omakase & Sushi Since Your Last Visit
  • • Sushi Masato • Sushi Zo • TsuNami • Sushi Niwa
• Near Your Last Booking Area (EmQuartier) (distance bias)
  • • EmQuartier • Phrom Phong • Thonglor
• Deals Ending Soon (promo time-decay)
  • • Citywide time-boxed promos
• Still Interested? (recover browsing)
  • • Restaurants you viewed but didn’t book

Scenario C — Budget-Friendly Couple (price_tier=low ≥70% • median_covers ≤2)

• Pocket-Friendly Today in Bangkok
  • • Street-Food Hits • Daily Sets • Lunch Specials
• Great Under THB 300 / person
  • • Somtum Der • Pe Aor Tom Yum • Raan Jay Fai (sample cards)
• Date Night Under THB 800
  • • Cozy Italian • Riverside Thai • Rooftop Tapas
• Trending Value Sets This Week
  • • Bar-B-Q Plaza Value • Ootoya Weekday Set • Ramen Lunch Set
• New & Worth Trying (Budget)
  • • New openings tagged “value”
• Because You Viewed Japanese (Value)
  • • Gyu-Kaku Lunch • Ootoya Sets • Ramen Champion

Scenario D — Traveler from Korea (🇰🇷 IP=KR • lang=ko • not logged-in)

• Korean-Loved in Bangkok
  • • Savoey • Bar-B-Q Plaza • MK Restaurants • Goji Kitchen
• Recommended for you (anonymous CF with KR priors)
  • • Hotpot & K-BBQ • Dessert Cafés • Popular Buffets
• Near Siam & Pratunam (tourist core)
  • • Siam Center • CentralWorld • Platinum area picks
• Hotpot & K-BBQ Right Now
  • • Bar-B-Q Plaza • Gyu-Kaku • MK Gold
• Dessert Cafés Popular with Koreans
  • • After You • Greyhound Café • The Commons Treats
• Editor’s Picks (K-friendly)
  • • Easy menus • Photo-ready interiors • Staff picks