Adding content and prioritizing segments

Customer Attributes¶

You can consider it as all the content that is tied one-to-one with your customers age, gender, preferred store, and preferred brand. It can be either of the attributes that you send to CDP through the standard customer feed. For example, gender or address. It can also be the calculations made by CDP based on the transaction and interaction data. For example, last transaction revenue and lifetime value.

Content Models¶

Content Models are the set of entities that have a one-to-many relationship with your customers. For example, the last products they browsed, the last products they purchased, and the list of recommended products. It also consists of the lookup entities that are not attached to the customer’s profile. For example, closest store details, machine learning segments, household details, and so on. You can add elements to the selected content like any other data elements, and CDP displays it under its own subsection of the Select Content section.

For a given content model, you can see the list of attributes available for selection. For any content model that returns products, CDP displays the list of available attributes on the Product object. You can select the attributes that are appropriate for your campaign.

The list in the Content step includes all the standard attributes and content models that come out-of-the-box with CDP, along with any custom attribute and content models configured for your tenant by your CDP Implementation team.

In this example, the following data elements are extracted:

• Customer Attributes:
  • Email address
  • First Name
  • Closest Store Name
  • Primary Brand
• Content Models :
  • Last Abandoned Products - Image URL
  • Last Abandoned Products - URL
  • Last Abandoned Products - Name
  • Last Abandoned Products - Description

By default, content models are marked as required. Therefore, they filter individuals from the audience who do not qualify for the content model and are dropped from the campaign. If you do not want the content model to suppress the audience, clear the Required checkbox. If the contacts in the Audience step do not have content for a required content model, then those contacts are not included in the campaign.

Refinements¶

Refinements are an additional set of conditions that can be applied on top of the content model that you select.

In the following example, to limit the content to abandoned products in the Tops product category, you can apply that refinement as Product Category equals to Tops. Only Tops products and customers that abandoned a Tops product are present in the output.

Prioritizing segments and variants¶

With the segment builder, you can build multiple segmentation trees that split from the audience. These segmentation trees can be overlapping where one individual can qualify for multiple segments. For example, in the previous campaign, an individual customer may qualify for both the Active and High LTB - Web segments.

Since this is an activation tool, each individual must belong to only one segment so that you do not duplicate the communications sent to the segment. In the next step, you can drag and drop segments on the left to reprioritize it.

This priority means that if our example customer is Active and LTB High - Web, CDP assigns the customer to the LTB High - Web segment and therefore receives that treatment during this communication.

Assigning segment and variant specific content¶

The following is an example of a content screen when you add several segments or variants:

After you define and prioritize the segment, you can assign segment-specific content to each segment so that you can act on your segments downstream.

You can include the segment name or provide the segment a code, or group multiple segments together under the same treatment. To add segment specific content, click a segment and add the desired content. In the Global section, you can select the checkbox for one or more segments that you do not want to execute.

Refreshing segment counts¶

• To refresh segment counts, click the Refresh icon.
• To view the individuals who belong to each segment after segment prioritization and de-duplication, click the See Executed Counts icon.

To refresh the existing segment counts if no counts exist, the counts that exist are stale, or you altered the segmentation strategy. Refreshing segment counts usually takes longer than refreshing audience counts.

Suppressing a segment¶

To suppress a segment from moving to the downstream destination, select Do not send this segment.

CDP records the segments marked as Do not send to Cohort Analysis in Metrics, and does not export to the destination.

For more information on echo content, see Setting up the echo content using the default method and Setting up the echo content using the custom method.