Segmentation

About Segmentation

Through Segmentation, define your own segments and create personalised messages at scale. Get off to a quick start with our pre-defined smart segments based on actions, attributes and behaviour. Your customers move between your segments as they interact with your brand. Slice your profiles into segments to achieve personal messages at scale.

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What is segmentation?

 
By creating a segment you specify the conditions profiles will have to meet to qualify to be a part of your activity. Like receiving an email, seeing specific content, etc.
 
They are not to be confused with Topics. Those are where profiles provide their consent according to their interest in your brand. Segments are included and excluded in APSIS One activities to provide personalised content. A segment is like an intelligent dynamic filter.
 
A segment, then, reflects profiles that meet segment conditions.
 
Segment conditions can be properties, like attributes, profile tags and channel. Or they can be events like website interactions and response data. So segments are created by grouping segment conditions, and specifying their relationship. The result of combining conditions is what determines the demographic that the profiles must match to receive an email or SMS, for example.
 
Profiles, on the other hand, are in no way tied to a segment. A segment merely determines conditions. Profiles may leave or enter a segment with their actions or the data they provide with consent.
 
For example, segments can be created to group those who clicked on a specific email or viewed a specific product. These things can change over time. The profiles who enter and/or leave a segment remain the same, as well as the segment. It is only who receives the communications at a certain point in time that changes, as profiles interact with your brand and your website.
 
In the Email and SMS tools you will be including and excluding segments in the Send to step. Once you have created your segments, you may want to look at Working with Segments to get a head start.
 

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Here's some practical information on segments.

Click on an item below to expand:

Creating a New Segment

How to Create a New Segment

1. Head over to the Segments tab in Audience and click on Create a New Segment.

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2. Welcome to the segment builder!

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3. First things first, name your segment directly by clicking on Untitled Segment and editing the name.

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4. Build your segment by choosing segment conditions to match the profiles.

Drag and drop properties and events into the canvas and click on the gear icon (  ) to open the condition settings. You may also double-click them.

If you need more information about the segment builder and the segment conditions, jump to the segment builder article in this section.

For specific information on how to add segment conditions, expand the Adding Segment Conditions drop-down below or just jump here.

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5. You may go back to Audience anytime by clicking on Back to Audience.

Confirm if you wish to exit: click Yes to exit and discard your changes, or click No to stay in the segment builder and continue. Any unsaved changes will be lost.

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6. To save your asset, head over to the Bottom bar and click Save.

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Adding Segment Conditions

How to Add Conditions into the Segment Canvas 

Here's a practical guide on how to use segment conditions to create segments. For more general information on how to create a segment, see About Segmentation.

1. Choose a condition to add, and drag and drop it into the canvas. You may also double-click to add it.

If it's a property, drop it on the properties area on the top; if it's an event, drop it on the events area on the bottom of the canvas. You may create several rows inside these areas.

 

2. Toggle whether the condition should include or exclude its value by clicking on the + or - sign.

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You may also do this with the entire row.

 

3. Click on the gear icon (  ) to open the condition settings.

 

4. Adjust the condition settings. This will allow you to decide the match and data types for your segment conditions.

For example, if you're adding an excluding property condition "Address", with match type contains "21437", you will be adding a condition that will exclude all profiles that contain "21437" as a part of their address details.

To add a segment condition that includes or excludes profiles without any specific details, like all profiles who clicked any link in any email for example, simply skip the condition settings.

If you don't modify the condition settings, the segment will treat the condition as generally as possible. For example, if the condition was "Email - Sent", the segment will be based on all profiles who you have sent any email to, in any point in time.

If you wish to edit a condition, simply click on the gear icon (  ) to open the settings again.

Click on a tab below to read more about properties and events conditions settings. 

PropertiesEvents 

Condition Settings for Properties

1. Choose a match type from the drop-down menu.

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Click on the drop-down below to read more about the available match types.

Choosing a Match Type

Equals: The condition value equals that which you input in the value field. For example, First Name equals "Johanna". Choosing to exclude this condition will result in excluding all profiles with "Johanna" as a First Name value.

Not Equals: The condition value does not equal that which you input in the value field. For example, First Name ≠ Johanna. Choosing to exclude this condition will result in including all profiles with "Johanna" as a First Name value.

Contains: The condition value contains that which you input in the value field. For example: Birthdate contains "1993". Choosing to exclude this condition will result in excluding all profiles whose date of birth contain "1993".

Starts with: The condition value starts with that which you input in the value field. For example, Last Name starts with "J". Choosing to exclude this condition will result in excluding all profiles whose last name value begins with "J", like Johnson or Jimenez.

Ends with: The condition value ends with that which you input in the value field. For example, Last Name ends with "N". Choosing to exclude this condition will result in excluding all profiles whose last name value ends with "N", like Johnson or Molin.

Regex: This is used for regular expressions, which is a sequence of characters used to define a search pattern. However, using regular expressions is an advanced skill that requires background knowledge. Please refer to your development team, or consult a reference guide of your choice.

Greater than: The condition value is greater than that which you input in the value field. For example, Age is greater than "25". Choosing to exclude this condition will result in excluding all profiles whose age value is greater than 25.

Greater or equals: The condition value is greater than or equals that which you input in the value field. For example, Age is greater than or equals "25". Choosing to exclude this condition will result in excluding all profiles whose age value is greater than or equals 25.

Less than: The condition value is lesser than that which you input in the value field. For example, Age is lesser than "25". Choosing to exclude this condition will result in excluding all profiles whose age value is lesser than 25.

Less than equals: The condition value is lesser than or equals that which you input in the value field. For example, Age is lesser than or equals "25". Choosing to exclude this condition will result in excluding all profiles whose age value is lesser than or equals 25.

 

2. Enter a value in the value field.

 

3. When done, click OK.

If you wish to edit a condition, simply click on the gear icon (  ) to open the settings again.

 

Viewing and Exporting Segment Profiles

How to View and Export Profiles that Match a Segment

After creating and saving your segment, you can see a list of the profiles that match your segment.

1. Either from the Segmentation tab or while in the Segment Builder, click Show Profiles on the Bottom bar. You must save your segment beforehand.

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2. A list of profiles will appear. You will see the first ten known and unknown profiles.

On top, you'll see a Segment Trend graph that depicts the growth of these profiles over time.

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Known Profiles will be at the top:

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While Unknown Profiles will be at the bottom:

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3. To see all profiles that match this segment, you must export the list. Click Export all profiles on the Bottom bar. The list can be exported as a CSV or XLSX file.

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4. To hide the graph, click Hide graph on the bottom right corner of the graph.

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Editing a Segment

How to Edit a Segment

1. Click on the segment

2. On the Bottom bar, click Edit.

3. The segment builder will open, where you can make your changes. Go ahead and edit your segment.

4. When done, click Save in the Bottom bar.

If you wish to discard your changes, click Back to Audience or on any other pillar in the platform. Are you sure you want to discard your changes? Then click Yes. Otherwise, click No and Save your changes instead in the Bottom bar.

Deleting a Segment

How to Delete a Segment

1. Click on the segment you wish to delete.

2. On the Bottom bar, click Delete.

3. Are you sure you wish to delete this segment?

If yes, click Delete. Otherwise, click Cancel.

 


 

Segments Tab

To reach Segments, navigate into the Audience pillar and click on the Segments tab.

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This tab will allow you to create, edit, organise and generally manage your segments.

Your segments will be displayed on a list once you enter the tab.

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Display Preferences

Select a Section

Change section by clicking the drop-down menu on the top right of the page.

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List Columns

Manage your segments! Reorganise segments by clicking on the Name, Profiles and Created columns.

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Search Bar

Looking for something?

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Type in this bar to Search and find specific items within the Segments tab.

To search in the entire platform, try global search.

 


 

 

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