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.

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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

The two biggest features of the APSIS One Segment Builder are the AND/OR relation and the Include/Exclude function.

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 and areas or set them to include or exclude.

 

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.

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AND/OR Between Conditions

Using 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, EME 2017 AND DME 2018 will only include profiles that are tagged as both. If excluding, it will exclude profiles that are tagged as EME 2017 as well as profiles that are tagged as DME 2018. Profiles that are tagged as neither of those would be included.

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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 profiles that are tagged as either DME 2018 or EME 2017. If excluding, it will exclude profiles that are tagged as both EME 2017 and as DME 2018. Profiles that are tagged as neither, or only one of them, would be included.

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If, however, the row is set to exclude (-), the segment will be formed by excluding profiles who match the conditions in the row. The AND/OR relation is affected as well. In that case, when the Country equals Sweden OR tagged as VIP conditions are added into an excluding row, the segment will exclude all profiles that have Sweden as a Country value AND all profiles that are tagged as VIP.

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AND/OR Between Rows

Using 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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If, however, the row is set to exclude (-), the segment will be formed by excluding profiles who match the conditions in the row.The AND/OR relation is affected as well. In that case, when the Country equals Sweden OR tagged as VIP conditions are added into an excluding row, the segment will exclude all profiles that have Sweden as a Country value AND are tagged as VIP.

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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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AND/OR Between Areas

Using 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.

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.

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Include or Exclude Function

The Include or Exclude function will allow you to choose whether you want to include profiles who match or don't match a series of conditions in your segment.

Another aspect to consider is that, during the creation of APSIS One activities, 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 activity, 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. This also applies to all AND/OR relations. There's also an all/any option whenever working with segments. 

To put it simply, excluding a segment in an activity will invert both the conditions and rows as well as the AND/OR relations in your segment. Read more about Working with Segments...

 

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Including or Excluding a Row

How to Include or Exclude a Row

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, individual conditions and the AND/OR relation. APSIS One's segment builder supports double negatives.

If the row is set to include (+), the segment will be formed by including profiles who match 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 profiles who match the conditions in the row.The AND/OR relation is affected as well. In that case, when the Country equals Sweden OR tagged as VIP conditions are added into an excluding row, the segment will exclude all profiles that have Sweden as a Country value AND are tagged as VIP.

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Below you will see a common setup for creating a segment based on profiles' email activity, by including or excluding what could be an inactive profile in terms of email campaigns.

Not only will the including and excluding conditions be affected by the initial exclude (-), but also the AND will become OR when the row is excluded.

These two rows are then equivalent: 

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And so are these two:

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While the first example takes into consideration either or both of the conditions, the second example combines them so that both conditions must be met in order for profiles to be included or excluded from the segment.

 

Including or Excluding a Condition

How to Include or Exclude a Condition 

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 (or exclude profiles who don't).

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Include/Exclude and AND/OR Examples

Here's how the Segment Builder features work together in a segment.

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

 

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

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

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If row is set to exclude (-): exclude all profiles who match the conditions in the row, as long as they’re all including (+). The AND relation then becomes OR and vice versa.

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If row is set to exclude (-): exclude all profiles who match the conditions in the row except excluding (-) ones. Include profiles who match excluding (-) conditions. The AND relation then becomes OR and vice versa.

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If row is set to exclude (-): include all profiles who match the conditions in the row, as long as they are all set to exclude (-). The AND relation then becomes OR and vice versa.

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If row is set to exclude (-): include all profiles who match the conditions in row, as long as they are all set to exclude (-), except including (+) ones. Exclude profiles who match including (+) ones. The AND relation then becomes OR and vice versa.

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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 at any point in time, 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, and including all Profiles that contain a different value for the First Name attribute (like James) as well as those that don't have any value for the attribute.

Not Equals: The condition value does not equal that which you input in the value field. The Profiles must have some other value for that condition. For example, First Name ≠ Johanna will exclude Profiles with Johanna as a First Name attribute value, and include Profiles with a different First Name value (like James). Profiles without any value for the First Name attribute will not be included. 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

Data Types for Event Conditions

To learn more about all event data types, head over to Profile View and expand Response Data, Achievements and Website Interactions.

 

 


 

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