This page provides information about how to use segment criteria for the following scenario:

Marketer want to develop a campaign that fosters omni-channel engagement for a summer sweepstakes marketing strategy. The objective is to segment the full audience into smaller, targeted groups using multiple criteria to improve campaign performance. 

To achieve this scenario, first, segment the audience by distance to the closest store and then add the next level of segmentation. These segments are further categorized based on the proximity of customers to the stores.

Checklist for using segment criteria

Complete the following tasks to use segment criteria for the given scenario:

Setting up the audience

To set up the audience:

• In Include customers who, click the Add group icon.

  The system displays the Add Rule page.

• Click Customer Preferences and do the following:
  • Add the Email Opt-out rule.
  • Select the equal to operator.
  • Set the value to N.

• Click the Add rule icon.

  The system displays the Add Rule page.

• Click Customer Attributes and do the following:
  • Add the Email Status rule.
  • Select the equal to operator.
  • Set the value to V.

• Click the Add group icon.

  The system displays the Add Rule page.

• Click Event Activity and do the following:

  • Add the Performed an event with a marketing message rule.
  • Select the equal to operator.
  • Set the value to emailSend.
  • Click the Filter icon to add refinement to the Email Activity rule.
  • Select Message and add the Subject refinement.
  • Select the equal to operator.
  • Set the value to as your subject message.

  

• Click Next.

Setting up the segment criteria

To segment the audience:

• In Customer Attributes, enter Distance to Closest Store.

• Click Add Content, select Machine Learning Segments, and add Likelihood to Buy - Today.

  

• Click Next.

Setting up the segments and variants

To set up the segments and variants:

• Drag and drop the Distance to Closest Store filter to the canvas, to the right of the Audience block.

• Click the Audience node.

  The system displays the icons to resize and connect segments downstream.

• Click and drag the arrow icon on the Audience node and connect it to the node at the top of the Distance to Closest Store block.
• To define the filter split for the Distance to Closest Store,

  • On the Distance to Closest Store box, click the Add icon.

    The system displays the Create Segment dialog box.

  • Enter the segment name as 5 miles.
  • Select the less than or equal to operator.
  • Set the value to 5.
  • Click Apply.

  • In the Create Segment dialog box, repeat the steps to create segments of customers less than 10 miles and 15 miles away from their closest stores.

    CDP segments your audience into four groups, the system adds an extra group called Remainders when you retrieve the counts or execute the campaign. The remainders contains the records who are more than 15 miles away from their closest store are included in the Audience.

    The following step adds another level of segmentation to divide these groups into the people most likely to buy from you in the next 30 days using the Likelihood to Buy Machine Learning model.

• Drag and drop the Likelihood to Buy -Today filter to the canvas.
• On the Distance to Closest Store box, connect the 5 miles node to the Likelihood to Buy - Today filter.
• To define the filter split for the Likelihood to Buy - Today:

  • On the Likelihood to Buy - Today box, click the Add icon.

    The system displays the Create Segment dialog box.

Setting up the content

The Customer Attributes category and the Email address attribute are added by default.

Before exporting your segmented audience to the marketing channel, refresh the audience count. On the Content step, click the Refresh icon. CDP displays the detailed view of the segment count and the percentage split based on the main audience. This becomes available in a few minutes.

To differentiate the segments in your destination, you must configure the content. The Global section contains the list of segment names with numerical values.

The following are the methods to set up the echo content:

• Default: Creates a one-to-one relationship where it transforms all the segment names and groups under a single header. You can primarily use this method for organizing customer record data, especially in the context of your export.
• Custom: Creates a one-to-many relationship that involves remapping split, enabling the association of multiple header and values. You can primarily use this method for organizing customer record data, especially in the context of your export.

Setting up the echo content using the default method

To add the default Echo attribute:

• Select any segment from the Global section.

• On the top right corner, click the List icon.

  

  CDP automatically assigns a default header name and segment name. The segment names are grouped as values. You can add additional content in the Global section. If you do not add any other content, this is the file structure. The file structure consists of the following fields:

  • customersummary_mastercustomerid
  • customersummary_email: The email address [email protected] contains one header.
  • segment_name: List of segments.
  • execution_id

  

Setting up the echo content using the custom method

To add a custom Echo attribute:

• Select any segment from the Global section.
• On the top right corner, click the Add icon.

• Rename the header and customize the values as required.

  

  You can add additional content in the Global section. If you do not add any other content, this is the file structure. The file structure consists of the following fields:

  • customersummary_mastercustomerid
  • customersummary_email: The email address [email protected] contains two headers.
  • segment_name: List of segments. Header “LTB5milesStoreRadius” contains the value VIP. Header “LTB10milesStoreRadius” is blank, which creates a NULL value.
  • execution_id

  

Before you send the file downstream, the field and the values are pivoted. Click Next.

Selecting the destination

• On the Destination(s) page, click Add new destination channel.

  The system displays a list of destinations that are configured for your environment.

• Select a destination channel to export the audience and content.

  For example, Secure File Transfer Protocol (SFTP), Data Management Platform (DMP), Email Service Provider (ESP), and Social Media.

• Click Next.

Reviewing the summary

• On the Summary page, review the summary of the campaign.
• To send the campaign, click Send Now.

Using segment criteria