Segment Builder

Basic Information

The segment builder is APSIS One's powerful tool to create segments. It is composed of two parts: the conditions panel on the left, and the segment canvas in the centre.

For a step-by-step guide on how to create a segment, see Creating a Segment.

For practical information on adding segment conditions, jump here.

 

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Here's some basic information about the segment builder:

Conditions PanelSegment Canvas

The Conditions Panel

Here in the conditions panels you'll find the conditions necessary to create a segment. In order to create it, you'll be drag and dropping these items into the canvas.

Your goal is to combine these conditions in order to identify your target Audience and send them relevant communications.

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As you can see, there are two types of conditions: properties and events.

Click on an item below to expand

Properties

About Properties

Properties are the sort of data that has been provided in order to identify and address a group of people.

They're divided by:

Custom Attributes: These are the attributes created for the section you're in. Read more about attributes...

Default Attributes: These are the attributes that APSIS One tracks by default.

Profile Tags: The tags added to the profiles.

Channel: Refers to the channels the group provided consent on.

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Events

About Events

Events, on the other hand, are the actions performed by the group of people, like opening an Email, a page view, or giving cookie consent.

There's two sources of events:

Website Interactions: These have everything to do with your website. Product views, built and abandoned carts, etc. Make sure that you've set the corresponding activities in the Website tool!

Response Data: Refers to your subscriber's interactions with the communications you've sent them (Email or SMS).

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Segment Builder Features

First of all, know that you may add as many conditions as you want into the rows, and as many rows into the areas. It is up to you to decide how many conditions are necessary in order to create your segment, and whether you would like to use the AND or the OR relation between rows or set them to include or exclude.

Read more about the two features below:

 

The AND/OR Relation

Between areas, rows and segment conditions you will see the AND/OR relation. This is a vital part of creating your segments, since it will define whether your conditions are working together or in spite of each other.

 

AND/OR Between Conditions

Using an AND relation between two conditions will result in creating a logic unit, in which two conditions work with each other as a unit. For example, female AND VIP will only include or exclude profiles that are both.

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In turn, using an OR relation between two conditions will result in creating a variable, allowing you to include or exclude more than two conditions into the same logic unit. For example, tagged DME 2018 OR tagged EME 2017 will result in including or excluding both profiles that are tagged as either DME 2018 or EME 2017.

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AND/OR Between Rows

Similarly to the way you would use AND/OR between conditions, using it between rows allows for more complex structures inside the properties or events area. You may create variables or units, it's up to you.

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For example, you may create a segment that contains all female profiles who have an address in Malmö that are tagged as loyal customers AND male profiles who have an address in Skåne that are tagged as new customers OR those that were sent the Summer 2019 VIP Newsletter AND clicked your main CTA.

 

 

AND/OR Between Areas

You may base your segment on a combination or variation of properties or events. These may be as long and specific as you like, but for now you can only create segments that are structured on the basis of properties AND events, or properties OR events.

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This means that for now it is not possible to put together more elaborate structures like properties OR events AND properties OR events. We recommend that for those cases you create two or more separate segments.

For example:

Segment 1: Females tagged EME 2017 AND with address in Skåne AND clicked your Summer 2019 VIP Newsletter.

Segment 2: Males with address in Malmö OR Males with address in Stockholm AND tagged EME 2017 AND viewed your Summer 2019 VIP Newsletter in an iPhone.

Including or excluding these two segments into an Email or SMS will result in including or excluding both types of profiles from receiving a specific Email or SMS campaign.

 

Include or Exclude Function

The first plus (+) sign in both the properties and events rows will determine whether your segment will include or exclude the conditions added into the row. This is true of both the properties and events rows and individual conditions. APSIS One's segment builder also supports double negatives.

If the row is set to include (+), the segment will be formed by including the conditions in the row. For example, if you add a condition of Country equals Sweden, all profiles that have Sweden as a Country value will be added.

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If, however, the row is set to exclude (-), the segment will be formed by excluding the conditions in the row. In that case, if a condition of Country equals Sweden is added into an excluding row, the segment will exclude all profiles that have Sweden as a Country value.

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Having multiple rows in a row container allows you to create more complex segments by adjusting whether they are set to include or exclude, as well as toggle the AND/OR relation between them.

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Single Conditions can also be set to either include or exclude, and its preceding and following AND/OR relation also affects its role in the segment.

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Consider that if the condition itself is set to exclude, and then added into an excluding row, a double negative will result as a positive. If a condition of excluding Country equals Sweden is added into an excluding row, the segment will include profiles that have Sweden as a Country value.

Another aspect to consider is that, during the creation of an SMS or Email campaign, you will have the opportunity to include or exclude whole segments. Whether your segments themselves are set to include or exclude will determine the outcome of the email or SMS message, since choosing to exclude a segment that only has excluding rows will result in including the profiles described by the segment. Choosing to include a segment with only excluding rows will exclude the profiles described by the segment.

 

Examples:

Take a look at the following examples to further visualise the logic.

 

If row is set to include (+): include all conditions in row, as long as they’re all set to include (+).

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If row is set to include (+): include all conditions in row except excluding (-) ones. Exclude excluding (-) conditions.

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If row is set to exclude (-): exclude all conditions in row, as long as they’re all including (+).

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If row is set to exclude (-): exclude all conditions in row except excluding (-) ones. Include excluding (-) conditions.

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If row is set to exclude (-): include all conditions in row, as long as they are all set to exclude (-).

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If row is set to exclude (-): include all conditions in row, as long as they are all set to exclude (-), except including (+) ones. Exclude including (+) ones.

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Profile Count

It is important to understand how big your targeted audience is before you create any activity, whether it's an email sending or an offer on your website. By creating a segment in APSIS One, you can see how many profiles are included in the segment for you to fully understand the potential in your campaign.

As you create your segment, you will be able to see how many profiles match the segment you're creating:

Click Calculate Profiles on the Bottom bar.

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And the number will be updated. You will have to refresh the profile count every time you make changes in the canvas.

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Segment Conditions

Segment Conditions are added into the canvas in order to create a segment. They can either be Properties, like attributes, profile tags and channel, or Events like response data and website interaction. A segment, ultimately, is a combination of properties and events that either work together or in spite of each other.

To add conditions into the segment canvas, drag and drop elements from the conditions panel on the left into the rows.

Properties must be in the properties row, and events in the events row.

After dragging the condition into the row, click on the gear icon (  ) to open the condition settings.

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.

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Here's some information about match types and event data types.

Click on an item below to read more

About Condition Match Types

About the Match Types

Match types depend on the type of attribute selected.

These are the types of attributes:

Text: A text value. It has a 100-character limit. For example: female, non-binary, male.

True/False: A true or false attribute. For example, downloaded the app = true/false.

Number: A field for numbers, like an age or a phone number.

Number w/decimals: Same as the number field, yet this one has the ability to track numbers with decimals. Like a person's height.

Date: A date of birth, for example. The date format currently supported is ISO-8601 (YYYY-MM-DD).

 

For Date attributes:

The match type is limited to a time range. Use the date picker to specify a time range, or a specific date.

Click on the calendar icon on the top left to jump to a specific date. Enter the date in the YYYY-MM-DD format.

To choose a time range, click on the first and last dates of the time range.

To choose a specific day, either enter the date in the first field or click twice on the same date in the date picker.

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For the rest of the attributes:

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 not equals 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 Marín.

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 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.

About Event Data Types

What the Data Types Mean for Event Conditions

activityId: The ID for the particular activity that is considered the source of the event. Useful for events like "Email - Open", where activityID equals "217d24e3-bcfb-4c4c-b0bb-594ea0fe2638". This will allow to include or exclude profiles that clicked on that exact Email activity. To locate an activity's id, double-click on an activity from the activity page and copy the last group of characters from your address bar after "editor/".

bounceReason: Corresponds with the "Email - Bounce" condition. Refers to the occurrence, associated with the Email client or provider, that caused the Email to bounce. Allows you to include or exclude profiles that had an Email bounce. Must be one of the following:

  • NULL
  • Account is inactive
  • General hard bounce
  • General error
  • Invalid recipient
  • Server Too Busy
  • Bad domain
  • Data format error
  • Address Error
  • Network Error
  • Closed Account
  • Other received error
  • Not an Email Server
  • User initiated action
  • Mailbox is full
  • Auto Reply
  • Server is currently too busy 
  • Unknown

category: The product category that is associated with the event. Allows you to include or exclude profiles that have interacted with a particular category of products in your website. For example: "Product View - Collect" category equals "Furniture".

device: Refers to the device the event took place. Allows you to include or exclude profiles that use a particular device. We recommend that you don't use equals as a match type, but rather we encourage you to use contains instead. The reason for this is that APSIS One can detect several aspects of how the event developed, so it's best to use a value that is included but does not exclude any other data. For example, "Email - Click" device contains "iPhone", "Windows", "Android", etc.

domain: The domain where the event took place. Allows you to include or exclude profiles according to the domain they performed an action. For example, "Sign up bar - Submit" domain equals "https://www.apsis.com".

id: Refers to the id of the link in the content associated with the event. It can be found in the console, under the network tab, upon inspecting the content's link in a browser. Allows you to include or exclude profiles that clicked on a specific link.

image: The image URL of a product that is associated with the event. Allows you to include or exclude profiles that interacted with a specific product image in your website. For example: "Product Views - Collect" image equals "https://www.apsis.com/product/trojamedjulmotiv.jpg?v=1541506".

location: The IP address of where the event originated.

maFlowId: The name of the tool that initiated the activity. Allows you to include or exclude profiles that interacted with an activity that came from a particular tool, like Marketing Automation or Email. For example, "Email - Delivered" maFlowId equals "Email".

name: The name of the product associated with the event. Allows you to include or exclude profiles that interacted with a product with that name in your website. For example: "Product Views - View" name equals "Blue Patchwork Rug".

offer-url: Corresponds with "Sign up bar- Return message click". Refers to the URL associated with the Return Message CTA of a Sign-up bar. Allows you to include or exclude profiles that interacted with that particular URL.

price: Refers to the price of any item or items that are associated with an event. Allows you to include or exclude profiles that interacted with any item or items of a specific price or price range. For example: "Product Views - Collect" price greater than 400.

referrer: The website where the website traffic originated, or where the profiles were before reaching the domain associated with the event. Allows you to include or exclude profiles that came into your website from a specific source. For example: "Sign up bar - Submit" referrer contains "https://www.google.com".

targetId: The ID for the Consent list that is considered the source of the event. Allows you to include or exclude profiles that unsubscribed from a Consent list. Useful for the "Email - Unsubscribe" event, where Consent list equals "214". To locate a Consent list's id, double-click on a Consent list from the Audience page's Channel Consent tab and copy the last group of characters from your address bar after "target/".

title: The title of the link associated with the event. Allows you to include or exclude profiles that interacted with a specific link or links. For example: "Email - Click" title contains "summer".

Topic: The ID for the Topic that is correlated with the event. Allows you to include or exclude profiles that unsubscribed from a specific Topic. Useful for the "Email - Unsubscribe" event, where Topic equals "81". To locate a Topic's id, double-click on a Consent list and then on a Topic from the Audience page's Channel Consent tab and copy the last group of characters from your address bar after "Topic/". For example:

TopicIds: A series of Topics, separated by commas. For example: "Email - Unsubscribe" TopicIds contain "81, 82, 83". Allows you to include or exclude profiles that unsubscribed from a series of Topics. See Topic above to learn how to locate the Topic ID.

type: Corresponds with Google SEO/SEM. Determines whether the traffic comes from a paid or an organic source. Allows you to include or exclude profiles that came from either source.

url: Refers to the specific URL associated with the event. Allows you to include or exclude profiles that interacted with a specific URL, regardless of where you included that URL. For example: "Email - Click" url equals "https://www.apsis.com".

utmcampaign: Corresponds with a Google Analytics parameter. This one refers to the text used to identify a particular campaign. Allows you to include or exclude profiles that interacted with that campaign.

utmcontent: Corresponds with a Google Analytics parameter. Useful to differentiate similar content or links within the same Email. Allows you to include or exclude profiles that interacted with that content.

utmmedium: Corresponds with a Google Analytics parameter. Refers to the communication medium used to display the content, like whether it's an Email newsletter, a banner, etc. Allows you to include or exclude profiles that interacted via that medium.

utmsource: Corresponds with a Google Analytics parameter. Identifies the origin on the website interaction, if it was visited by clicking on a website, via a Google search, etc. Allows you to include or exclude profiles that came from that source.

utmterm: Corresponds with a Google Analytics parameter. In the case of the campaigns being tagged with certain keywords, this parameter allows you to specify the keyword. Allows you to include or exclude profiles that interacted with the campaign tagged with that keyword.

 


 

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