Segments & Lists

Overview

Segments & Lists are used to manage portions of your Audience and organize them into groups for activation and reporting.

Process

1. To create a new Segment or List, click the Create New button in the top-right corner of the UI.

2. Give the new Audience a Name, Description, and select the Type of Audience.

Segments

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.

Filters

Add a new filter by clicking + Add Filter. There are four filter types available: Properties, Events, Campaigns, Segment Entry/Exit, and optionally, Zeta Audiences if PDC enrichment is in place.

Properties

One way to target users is to filter by implicit or explicit property. You can select a variety of properties from a customer’s city to their last opened email timestamp. Click the + icon to add additional property filters and click the AND to toggle to OR to change how property filters are applied. You can also nest filters here to apply more than one property filter.

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 Apply to see results.

Campaign

You can filter the records by who did or did not open, send, or click 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 Apply to see results.

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 Apply to see results.

Zeta Audiences

With 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 who have Zeta's Private Data Cloud package enabled.

Click Calculate Users in Segment to see results. Click 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.

Tracking

Segment membership and trend tracking can be enabled by selecting the segment from the Segments and Lists Summary screen and clicking on the relevant segment. A slider will appear from the right side. If the segment is eligible for tracking an option to Enable Tracking will be visible. This option is disabled by default.

Tracking Limitations

Tracking is not available for segments with certain types of filters. See below for further detail

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).

  • Not supported for more than one event filter.

  • 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.

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.

Lists

Lists are static groups of individuals from your Audience for use in campaigns. Common use cases for Lists include Control Groups and Return Path seed lists among others.

Lists are not updated based on the initial filter criteria used to create them as they're static. If a file was used to create a list, membership is based on the initial file. Instead, users can be added to/removed from lists via the Experience Builder.

Upon selecting a List type for your new audience, a prompt will appear to upload a CSV. The file should contain at least a user_id column containing the user_id's of the individuals to be contained in the list. If those users will be sent emails, user_id can be an email address. If user_id is some other value, then an email column is required to deploy emails.

Management

Segment and List and list management is done from the Segments & Lists Summary screen. To start, click on the segment or list that needs to be changed in some way. A slider with additional options will appear on the right side of the screen.

Here, the segment name and description can be modified along with options to enable tracking for segments and to set messaging frequency restrictions.

Clicking the people icon brings up a list of users in the segment or list. Clicking the paper (with a downward arrow) icon displays options for setting up an automated export of the segment or list, including options to push to Google’s Customer Match Audiences and Facebook’s Custom Audiences.