This node is used when a split is needed in the Experience.

There are Four types of splits:

  • Split Randomly

  • By Audience

  • By Identity

  • By Score

Split Randomly

Splitting an Experience randomly enables A/B testing of different Experience flows. The split is configured using the slider to set the percentage split that is required. The default split is 50% / 50%.

Split by Audience

Splitting an Experience by Audience membership enables marketers to add suppressions to an Experience as well as create different Experience flows for different portions of an audience. First, select an audience type (Customer or Prospect) to narrow your search. Then, select the audience name and save. Eligible audiences include:

  • Customer Segment

  • Customer List

  • Prospect Segment

  • Prospect List

  • Matched List

  • Lookalike

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

Set up / Use in an existing Experience:

1. Launch a new Experience or open an existing Experience using the Experience Builder Interface

Select reachable channels for activation:

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

3. Within the Zeta Known experience path, select the channels to activate the qualifying people. You can activate people on Owned Media channels such as Email, SMS if they are known to Customer, or on Paid media channels through Zeta. Examples of Paid Channels include Zeta Mail, Social, CTV, etc., select the channels to activate the qualifying users.

This will ensure that 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 the qualifying user is reachable on SMS (has at least one phone number associated as a contact), they will receive the experience 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 Profile

References any data that resides on the user’s profile. E.g. city, state, zip, age, subscription_preference, etc.

  • Property-Based Splits will allow for up to 5 branches based on the Experience. The user will qualify for at least one branch. To create more splits, you will have to create an initial split first and then resplit based on Property.

  • You can use three data types: Object, Numeric, and String Data for Property-Based Split.

Property Filters

  • A Property filter is determined based on the property on the end-users profiles.

  • For example, by selecting a property and then using one of is before, is after, etc. or setting to greater than, less than when using a numerical property.

The range of values must be exclusive of each other or a warning will appear and you will not be able to select a value.

Property from a previously performed Action

References any data that was part of an action performed by a user. 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.