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Segments

Read more about Creating a Segment.

Segments are filtered portions of your Audience updated by the platform either in real-time or periodically as well as at campaign send time depending on the type of filters utilized in the segment.

Segment Filters

While creating a segment, you can add a new filter by clicking on Source > [Account Name] Data.

These filter types are available: Properties, Events, Experiences, Campaigns, Segments, Query Database, Demographic Filters, Locations, and optionally, Zeta Audiences if PDC enrichment is in place.

Date

Users' Date data type property can use operators like is before, is after, within last, etc. Similarly, a Number data type enables operators like greater than, less than, etc.

Properties

One way to target users is to filter them by implicit or explicit property. You can select a variety of properties from a customer’s city to their last opened email timestamp.

  • Click on the (plus) icon to add additional property filters and select the AND to toggle and OR to change how property filters are applied. You can also nest filters here to apply more than one property filter.

  • Users can also filter properties by the specific data type. For example, by selecting a property and then using one of the following: is before, is after, or if using a numerical property, it can be set to greater than, less than, etc.

  • Within Properties, you can paste a comma-delimited list into a field using the is any of operator for Segments. For example, using is any of, you can paste a long list of zip codes, and they will separate instead of combining.

Events

Customer events are events tracked by our system. Events include tracking when a customer last logged in or when they viewed the website. You can also include a time frame, and you have the option to add a different type of filter (campaign, property, or segment) to your Audience. Click on Apply to see the results.

Campaign

You can filter the records by who did or did not open, send, or click on a specific campaign. You can also include a time frame, and you have the option to add a different type of filter (activities, property, or segment) to your audience. Click on Apply to see the results.

Experiences

Find users who entered, exited from, or skipped specific experiences. You can also include a time frame, and you have the option to add a different type of property filter (e.g., Exit type or Skipped reason) to your audience. Click on Apply to see the results.

Previewing Audience

Users can now preview the Audience during exploration, and prior to creating segments. The goal is to provide the end-user the ability to look up sample users who qualify within the filtered criteria.

Users can view a more detailed profile of the individuals in a new browser tab by clicking on the View Profile option next to them.

Segment Entry/Exit

Here you can find which users have entered or exited a certain segment. The hub keeps this information up to date automatically. You can also include a time frame, and you have the option to add a different type of filter (campaign, property, or activity) to your audience. Click on Apply to see results.

Zeta Audiences

With the Zeta Audience enrichment, segments can be created based on a given user's interest in one or more of Zeta's proprietary Zeta Audiences derived from the Zeta Data Cloud.

Zeta Audience segmentation is only available for accounts that have Zeta's Private Data Cloud package enabled.

Click on Calculate Users in Segment to see results and then click on Save to create and save the segment. Navigate back to the Segments & Lists Summary by clicking the arrow (<) near the top left corner of the UI.

There is currently a limitation on the level of nesting you can create when building a segment that checks for membership in another segment.

For example, if segment A is built with a filter that checks for membership in Segment B and Segment B has a filter criterion that checks for members in Segment C; it reaches the maximum level of nesting. If you further attempt to check for membership in another segment in Segment C, you will be restricted and will see a warning on the interface.

Campaign Properties-Based Segmentation

In addition to qualifying users based on their interaction with campaigns, users can fine-tune the qualification criteria to include properties associated with the campaign event.

For Example, Users cart amount is greater than 100 and within the campaign, the user did -> click tags within the properties Facebook, Twitter, Pinterest

Details for Filtering:

Targeting

Filtering Use-Case

Link Tag-Base Targeting

Zeta has the ability to tag individual links in a campaign. This filter can help you segment for people that clicked on the links that were tagged with the input values

URL Based Targeting

This filter can help you segment for people that clicked on the links with a specific URL in a campaign. (or partially matches the URL)

Campaign Tag-Based Targeting

Zeta campaign managers have the ability to tag campaigns to keep them better organized. e.g. ‘promotion’ can be a tag on all promotional campaign. By using this filter, you can now segment for people who performed an action (opened, clicked etc…) on a campaign with a specific set of tags.

Tracking

Segment membership and trend tracking can be enabled upon saving the audience by toggling Enable Tracking to ON.

You can also enable it post-save by selecting the segment from the Segments and Lists Summary screen to display the panel. If the segment is eligible for tracking, an option to Enable Tracking will be visible. This option is disabled by default.

For any segment that you want to be able to pull into the content based on your user membership; that segment will need to have tracking enabled to function correctly. 

Tracking Limitations

Tracking is not available for segments with certain types of filters, as detailed below:

Properties

  • Supported for any combination of filters.

Events

  • Supported for one positive event filter (i.e., Did purchase).

  • Supported for non-aggregate property filter within an Event filter (i.e., Did Purchase with purchase_amount >100).

  • Not supported for the event with time filter (i.e., Did purchase anytime within last 7 days) or with properties using relative time filter (i.e. Did purchase with purchase_date within last 7 days)

  • *Not supported for more than one event filter. (Learn More)

  • Not supported for negative event filter (i.e., Did not Purchase).

  • Not supported for aggregate property filter within an Event filter.

Campaigns

  • Not supported for any combination of filters.

Experiences

  • Not supported for any combination of filters.

Segment Entry/Exit

  • Not supported for any combination of filters.

Zeta Audiences

  • Not supported for any combination of filters.

Query Based Segments

  • Not supported for any combination of filters.

Segment Build-up Transparency

The Segment Build-Up Transparency feature enables users to see how long their audience will take to process. This includes tracked segments and tracked lists that are heavily used by users, and relatively newer types of lists including Matched and Lookalike audiences.

Following are the different transparency views:

Transparency into estimated time while updating a segment

  • Once you have created your segment and attempted to save it, a modal appears with the estimated completion time.

Transparency into estimated time while creating a segment

  • This feature allows you to see how long it will take for a tracked segment to be ready.

Transparency into the progress of segment creation

  • On the main Segments & Lists screen, you will see a progress bar indicating the estimated time for the segment to be ready for use. You have the option to stop the segment from processing and archive by clicking on the red x icon.

Segmentation Based on Page Views

ZMP enriches page view signals from your site visitors and processes them through its powerful AI engine to deliver outcome-focused insights that you can act on. While these signals were previously internal, there are times when you need to use this stream of signals to create a cohort of visitors for your specific use cases and activate them in ZMP.

We can now use these enriched page view events through the existing interface and segment your customers based on their visits to specific pages, product categories, or demographic changes.


Segment Membership Count Update

The membership count for segments is updated based on a scheduler. For low-priority segments, whose criteria have not been updated in 60 days, the longest time it can take to update is 30 days. However, if you want the update to occur more frequently, ZMP can refresh the metadata to make the segment high-priority according to the updated_at field. 

It's important to note that if the segment was used for a campaign, the latest membership would be calculated before execution, regardless of when the membership count refresh was last done.

Segment Membership Count Update Schedule

Dynamic segments

Realtime updates

Refreshed daily

This is based on a configuration; Please note while this option is tempting, it does come with an additional computation cost, so we should use it sparingly.

High priority

Segments for which the definition has been updated within the past 60 days; We can update something benign in the metadata to get the segment to qualify for this.

Low priority

Everything else; Worst-case refresh latency is 30 days.

There are NO other factors that affect the refresh cadence (reporting/tracking/etc..)

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