Understanding segmentation

The Segments section enables you to create segments from the appropriate database, using the following data categories:

  • Demographic data.
  • Behavioral data (events) regarding digital messages that have previously been sent.
  • Behavioral data (events) regarding e-commerce interactions.
  • Behavioral data (events) regarding online and offline purchases.
  • Behavioral data (events) resulting out of the application of Data algorithms.
    See the Data section for more details.

The Segments and Plans architecture has been purpose-designed to be capable of handling any other kind of data-based event, simply by applying the appropriate system configuration.

See Time frame conditions for more about events.

Segments, rules and conditions

Segments are identified by applying one or more user-defined segmentation rules. Each rule is composed of a set of conditions. Conditions are selection criteria that are combined to make up a rule, for example, a demographic rule, or a purchases rule, which is then applied to the relevant category of data.

A segment can include two or more rules that are applied to the same category of data, such as two digital message rules, or to different categories.

Click the appropriate link for more about:

Special query types

Segment can be created out of a complex set of conditions, without needing to write any code or a script. Segments supports the following kinds of special queries:

In addition, you can filter whole segments further by applying Refinement queries.