Acquia CDP

Segment Criteria

With the Segment Criteria feature, you can divide audiences in specific and smaller segments or target groups through the listed tables.

You can use this feature to:

  • Create audience subsets for more personalized messaging in downstream channels
  • Split audiences into smaller groups for measurement with Cohort Analysis

It helps you to build highly creative promotions across various channels such as ESP, SMS, and mobile applications.

Access to Cohort Analysis is determined by your contract with CDP. For any issues related to access, refer to your contract and discuss with your customer value manager (CVM).

With advanced segmentation, you can define and manage multiple segments within a single campaign audience, enhancing personalization and analytics capabilities.

Segment Criteria is the third step in Campaigns+:


To delete a filter that is used to create segments in the Segments and Variants step, you must remove it from all the associated segments.

Filter splits

Filter splits are criteria or conditions to sort, segment, and categorize data. They refine and simplify data so that you can easily divide and split your data into more specific subsets based on your strategic needs. In the Segments and Variants step, you can select from more than 300 filters and custom attributes to further segment the audience. For more information, see Using Segments and Variants.


You can select filters to segment the audience from the following tables:

  • Customer Attributes: Includes familiar filters present in the audience and content segments.
  • Calculated Content: Includes specific filters related to events, revenue, or transaction counts based on a specific time frame.
  • Closest Store Details: Includes filters from the sales organization table for each customer’s closest store based on distance between the customer’s zip code and the store’s zip code.
  • Primary Store Details: Includes filters from the sales organization table for each customer’s primary store, which is the physical location where the customer has placed the most transactions as compared to other physical locations.
  • Cross-Brand Customer Details: Includes filters related to cross-brand transactions, including first or last transaction brands, brand counts, and more. These tables are available if these are provisioned for your tenant.
  • Household Details: Includes filters for grouping customers who have multiple identities or share the same address or payment mode.
  • Machine Learning: Includes filters based on the predictive models such as likelihood, product, or behavior clusters, and recommendations for the next best channel.


A filter split does not work if it is not properly connected to the primary audience.

Segment name

You can organize and categorize your data within your canvas and filter to manage the data easily. You can perform operations on different segments of your audience based on specific criteria or values.

You can do the following:

  • Create Segment Name: You can create segment names based on the data points that your filter contains. Each segment name represents a specific subset of your audience or dataset. The segment names must be unique and indicate what the segment represents in downstream systems and in Analytics[link] if you are using Cohort Analysis[link].
  • Multiple Operators: You can use various operators to split your data into segments. With these operators, you can define and create segments based on specific criteria or operations. You can add as many operators as you need.

Global content

The Content step provides a visual interface to streamline and configure multi-segment data names, making it easier to organize and keep track of data subsets.

To configure multi-segment data names, CDP provides a dedicated section named Global, which serves as your control center for segment setup. You can define and fine-tune your segments through the default settings, or by creating a custom version through the Echo configuration. For more information, see Dynamic functions for output content. This tool helps you to ensure that your segment names seamlessly integrate with your channels.