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 + 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 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
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 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 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.
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 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, 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).
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 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 attempt 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 for creating 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 visit to specific pages, product categories, or demographic changes.