---
title: "Using segment criteria"
date: "2024-03-18T09:16:49+00:00"
summary: "Learn how to effectively use segment criteria in CDP campaigns. Discover step-by-step instructions for audience segmentation, content personalization, and targeted marketing across multiple channels."
image:
type: "page"
url: "/customer-data-platform/using-segment-criteria"
id: "5684be0e-4ae1-440f-86c3-226f22c7134c"
---

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:

S.No.

**Task**

**Description**

**Link to detailed steps**

1

**Setup**

Log in to the CDP user interface and create a new campaign.

[Setting up a campaign](/node/56968/#section-setup)

2

**Audience**

Set up the audience for your campaign.

[Setting up the audience](#set-up-main-audience)

3

**Segment Criteria**

Segment the audience.

[Setting up the segment criteria](#segment-audience)

4

**Segments & Variants**

Create segments and variants.

[Setting up the segments and variants](#setup-variants)

5

**Content**

Assign personalized content to export with the audience.

[Setting up the content](#setup-content)

6

**Destination(s)**

Select a destination channel to export the audience and content.

[Selecting the destination](#select-destination)

7

**Summary**

Review, schedule, and execute your campaign.

[Reviewing the summary](#review-summary)

Setting up the audience
-----------------------

To set up the audience:

1.  In **Include customers who**, click the **Add group** icon.
    
    The system displays the Add Rule page.
    
2.  Click **Customer Preferences** and do the following:
    1.  Add the **Email Opt-out** rule.
    2.  Select the `equal to` operator.
    3.  Set the value to `N`.
3.  Click the **Add rule** icon.
    
    The system displays the Add Rule page.
    
4.  Click **Customer Attributes** and do the following:
    1.  Add the **Email Status** rule.
    2.  Select the `equal to` operator.
    3.  Set the value to `V`.
5.  Click the **Add group** icon.
    
    The system displays the Add Rule page.
    
6.  Click **Event Activity** and do the following:
    
    1.  Add the **Performed an event with a marketing message** rule.
    2.  Select the `equal to` operator.
    3.  Set the value to `emailSend`.
    4.  Click the **Filter** icon to add refinement to the **Email Activity** rule.
    5.  Select **Message** and add the **Subject** refinement.
    6.  Select the `equal to` operator.
    7.  Set the value to as your subject message.
    
    ![Audience setup](https://acquia.widen.net/content/qptyhid9uk/jpeg/cdp_segment-criteria-audience.jpeg?position=c&color=ffffffff&quality=80&u=lcfvma)
    
7.  Click **Next**.

Setting up the segment criteria
-------------------------------

To segment the audience:

1.  In **Customer Attributes**, enter **Distance to Closest Store**.
2.  Click **Add Content**, select Machine Learning Segments, and add **Likelihood to Buy - Today**.
    
    ![Segment the audience](https://acquia.widen.net/content/uj2be094oi/jpeg/cdp_segment-criteria.jpeg?position=c&color=ffffffff&quality=80&u=lcfvma)
    
3.  Click **Next**.

Setting up the segments and variants
------------------------------------

To set up the segments and variants:

1.  Drag and drop the **Distance to Closest Store** filter to the canvas, to the right of the Audience block.
2.  Click the **Audience** node.
    
    The system displays the icons to resize and connect segments downstream.
    
3.  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.
4.  To define the filter split for the **Distance to Closest Store**,
    1.  On the **Distance to Closest Store** box, click the **Add** icon.
        
        The system displays the **Create Segment** dialog box.
        
    2.  Enter the segment name as `5 miles`.
    3.  Select the `less than or equal to` operator.
    4.  Set the value to `5`.
    5.  Click **Apply**.
    6.  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](#section-audience) 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.
        
5.  Drag and drop the **Likelihood to Buy -Today** filter to the canvas.
6.  On the **Distance to Closest Store** box, connect the **5 miles** node to the **Likelihood to Buy - Today** filter.
7.  To define the filter split for the **Likelihood to Buy - Today**:
    1.  On the **Likelihood to Buy - Today** box, click the **Add** icon.
        
        The system displays the **Create Segment** dialog box.
        
    2.  To build a high-value segment, enter the segment name as `5 miles_high-value`.
    3.  Select the `in` operator and select the values as 1 and 2. These are the high value deciles. 
    4.  Select the `equal to` operator for a single high-value and the `in` operator for multiple groups of high-values.
    5.  Click **Apply**.
    6.  In the **Create Segment** dialog box, repeat the steps to create `5 miles_medium-value` and set Likelihood to buy decile to 3-5, and `5 miles_low-value` set Likelihood to buy decile to 6-10.
8.  Repeat Steps 5 to 7 to create a filter split for **10 miles** and **15 miles**.
    
    ![Splitting the audience](https://acquia.widen.net/content/ds2ebfkc3s/jpeg/cdp_segments-variants.jpeg?position=c&color=ffffffff&quality=80&u=lcfvma)
    

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.

![Retrieve audience count](https://acquia.widen.net/content/vjero1o9rv/jpeg/cdp_segment-criteria-audience-count.jpeg?position=c&color=ffffffff&quality=80&u=lcfvma)

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

![Segments in global section](https://acquia.widen.net/content/eukp3bklw1/jpeg/cdp_segment-criteria-segments.jpeg?position=c&color=ffffffff&quality=80&u=lcfvma)

Note

If you select a segment from the **Global** section, CDP suppresses and does not send that segment to the downstream channel.

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:

1.  Select any segment from the **Global** section.
2.  On the top right corner, click the **List** icon.
    
    ![Default echo content](https://acquia.widen.net/content/jgiu4d90w8/jpeg/cdp_segment-criteria-echo-content.jpeg?position=c&color=ffffffff&quality=80&u=lcfvma)
    
    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 `user1@acquia.com` contains one header.
    *   `segment_name`: List of segments.
    *   `execution_id`
    
    ![Default file execution](https://acquia.widen.net/content/y8c0fbiv3j/jpeg/cdp_default-content.jpeg?position=c&color=ffffffff&quality=80&u=lcfvma)
    

### Setting up the echo content using the custom method

To add a custom Echo attribute:

1.  Select any segment from the **Global** section.
2.  On the top right corner, click the **Add** icon.
3.  Rename the header and customize the values as required.
    
    ![Custom echo content](https://acquia.widen.net/content/whjlxjuyxb/jpeg/cdp_custom-content.jpeg?position=c&color=ffffffff&quality=80&u=lcfvma)
    
    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 `user1@acquia.com` 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`
    
    ![Custom file execution](https://acquia.widen.net/content/q5vcajsyjf/jpeg/cdp_custom_content_file.jpeg?position=c&color=ffffffff&quality=80&u=lcfvma)
    

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

Selecting the destination
-------------------------

1.  On the Destination(s) page, click **Add new destination channel**.
    
    The system displays a list of destinations that are configured for your environment.
    
2.  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.
    
3.  Click **Next**.

Reviewing the summary
---------------------

1.  On the Summary page, review the summary of the campaign.
2.  To send the campaign, click **Send Now**.