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Split Node

When you need to segment people inside your experience, you can use splits to determine how users are directed to different branches. Each branch can be tailored to different audiences, different channels, and more.


There are five types of splits:

  • Split Randomly

  • Split By Audience

  • Split By Zeta Segment

  • Split By Identity

  • Split By Property


Split Randomly

Splitting an experience randomly enables A/B/n testing of different experience flows. When you select the Split Randomly action, the panel will open to 2 splits at 50% each by default.

  • To add a new split, click on Add New Split

  • To modify the percentages, toggle Split users evenly to OFF and update each branch’s share. Your splits must add up to 100% and no branch can be 0%. To help clearly label your experience, you can give each branch a unique name. Otherwise, they will default to Split A-E.

  • To delete a branch, hover on the corresponding node in the canvas and click on the X to remove it. You can also delete branches in the panel by hovering on the space to the right of the branch name, but only if you haven’t already added it to the canvas.


Split by Audience

Splitting an experience by audience membership enables marketers to create different experience flows for different portions of an audience. First, select an audience type to narrow your search. Then, select the audience name and save. Eligible audience types include:

  • Customer Segment (with tracking enabled)

  • Customer List



Split by Identity

The Split by Identity node lets you branch the experience for qualifying individuals based on the channels they are reachable on. ZMP can automatically detect across a broad range of owned as well as paid media channels that you can reach individuals on, and craft personalized experiences on these channels.

How to use this feature

Select reachable channels for activation:

1. Select the Split By Identity decision node to fork the experience for qualifying users based on whether they are Known to the Customer, Known to Zeta, or completely Unknown.


2. For each user type’s branch, select the channels to activate the qualifying people.

  • The Known to the Customer branch can activate people on owned media channels such as Email, SMS, or paid media channels through Zeta, such as Zeta Mail, Social, CTV, Facebook, Google Ads, etc.

  • The Known to Zeta branch can activate people on paid media channels only

  • The Unknown branch can attempt to activate users by matching through Zeta DSP


Every user who goes down a branch will receive messaging on all channels selected, so long as they’re reachable. For example, if a qualifying user is reachable on email (i.e. has at least one email address associated as a contact), they will receive the experience defined under the Email Channel path. Similarly, if that user is reachable on SMS (has at least one phone number associated as a contact), they will also receive the campaign defined under the SMS channel path.

Please check out Automated Channel Optimization to see how you can use Zeta AI to optimize for channels to engage in order to maximize the conversion metrics.

Split by Property

Splitting an Experience by a Property on a person’s profile enables the Marketers to split by property and make decisions based on data on the profile.


Property from user profile

References any data that resides on the user’s profile (eg, city, state, zip, age, subscription_preference, etc.)

  • You can use properties across various data types: Object, Numeric, Date, and String Data

  • You can configure up to five branches per Split by Property node, with the final split always reserved for users who don’t qualify for the first four branches.

  • The range of values must be exclusive of each other. If you use a negative operator, such as does not equal, you likely can’t use another set of criteria and can only split again if add a new split under Everyone else.

  • If you need more than five branches, create a split first and then re-split Everyone Else based on a new set of criteria.


Property from an upstream event

References any data that was part of an event performed by a user earlier in the experience. For example, if a user had previously performed a purchase on-site, then the data as part of that purchase event, e.g. purchase_amount can be used to split the experience.

All data types and operator rules that apply to splitting by user profile data also apply to event data.



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