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.

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 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.

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 set to ‘greater than’, ‘less than’ etc.

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.

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.

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

Visual Below:

Details for Filtering can be found below:

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.

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’ link 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 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 that 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.

Segment Build-up Transparency

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

Please see the screenshots below for the different transparency views.

Transparency into estimated time while updating a segment.

  • Once you have created your segment a box will appear showing the estimated completion time.

Transparency into estimated time while creating a segment

  • This feature allows you to see how long it will take for tracking to be enabled on your segment.

Transparency into the progress of segment creation

  • On the Segments & Lists the main screen you will see calculating under the Last Modified filters and an option to the right to stop processing with a red x. This will let you know that your segment is still be calculated and has not been completed yet.

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.

List Creation via FTP

  • In order to create an FTP list, drop a file of customers into that folder on the FTP and this will create a new list. the file structure would be the same as uploading a CSV in the UI for a list.

Files should be dropped into the user's folder in the FTP location for your account. The domain for all accounts is sftp.boomtrain.net and access credentials can be found in Settings → Integrations

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.

Ability to Split a Segment or List for Test Strategies

Users of the platform now have the ability to perform a random split of any customer Segment or List in ZMP by up to 10 parts in a single stretch.

Generating smaller lists from an audience Segment or List is an important step in designing campaign test strategies and making sure that the test audience shares similar characteristics to the parent audience.

The split can be either based on counts or percentages and follows an automated naming convention for ease of use by adding a split

To see this feature in action see below: