Using Marketo activity data to create segments allows you to expand your ability to target website content to your visitors. These segments can gather data based on the activities your website visitors perform.

As an example, you want to show a particular piece of content to visitors who have clicked on a Marketo email with a mailing ID of [SomeMailingID] at least once in the past 30 days. To create a segment for these visitors, complete the following steps:

1. Sign in to the Personalization interface as an administrator, and then click the Admin tab.
2. Configure your Marketo connector to map the Marketo Click Email activity and its Mailing ID attribute to custom_field_10 in the Event table. For more information about how to do so, see the Adding activity mappings section in Configuring the Marketo connector in Personalization.
3. Click the Segments tab.
4. Click the Add new segment link.
5. Enter values in the following fields for the new segment:
   • Name - Name of the segment as displayed in the Personalization Admin
   • ID - Name of the segment when displayed as a context in the Personalization Drupal Drupal modules
   • Description - Additional descriptive information about the segment, such as a narrative of its criteria

6. Select the Apply segment to all customer sites checkbox to use this segment across all your websites.

   To apply this segment to specific customer sites, complete the following steps:

   1. Clear the Apply segment to all customer sites checkbox. Personalization displays a list of your customer sites.
   2. Click a customer site to which you want to apply this segment.
   3. Click Add. Personalization displays a list containing the following information:
      • Name - The name of your customer site as displayed in the web browser
      • External ID - The name you specified when you created this customer site in Personalization
      • URL - The web address of your customer site
      • Actions - Additional steps you can take regarding this customer site’s use of this segment, including removing this customer site from the list of customer sites to which the segment will apply
   4. To add more customer websites that will use this segment, click their names in the list of your customer websites. Personalization displays the new customer website in the list of websites to which this segment will apply.
   5. Click the Delete link to remove this website from the list of customer sites to which this segment will apply.
7. In the Segment criteria section, use the initial drop-down list to set the relationship between each of the criteria you select for the segment. Select from the following values:
   • All - The segment will display only those people that meet all of the defined criteria. (AND operator)
   • Any - The segment will display those people that meet any of the defined criteria. (OR operator)
   • None - The segment will display those people that do not meet any of the defined criteria. (NOT operator)

8. Click in the field that contains the value Edit Criteria. Personalization displays a dialog box. To add segment criteria, complete the following steps:

   1. In the Category Name list, click Event.
   2. Click Event Count. Personalization displays more fields.
   3. In the Customer Site list, click the customer site to which you want this segment to apply.
   4. In the Event Name list, click marketo_click_email.
   5. In the Operators field, select >=.
   6. In the Values field, enter 1.
   7. In the Time Period field, click Past 30 Days.
   8. Click OK. Personalization displays the segment attribute on Segments > Segment Detail.

   You have now added the segment’s first attribute, which states that the segment will contain all website visitors who clicked on a Marketo email at least once in the past 30 days. To add the mailing ID of [SomeMailingID], complete the following steps:

   1. Click Sub-criteria.
   2. In the initial list, keep the default value of All.
   3. Click the field that contains the value Edit Criteria. Personalization displays a dialog box. To add the segment’s mailing ID, complete the following steps:
      1. In Category name, click Select Criteria. Personalization displays a list.
      2. Click Marketo. Personalization displays another list.
      3. Click Mailing ID.
      4. In Operators, keep the default value of Matches One.
      5. In the Values field, enter [SomeMailingID] where [SomeMailingID] is the mailing ID of the email the visitor must have clicked at least once in the past 30 days to be included in this segment.
      6. Click OK. Personalization displays the segment and its new sub-criteria.
      7. Click Save to save this segment.

You have now created a segment using Marketo activity data. You can use this segment to track your website visitors’ behavior. You can also add this segment to a personalization.