---
title: "Using segments and variants"
date: "2024-03-18T09:50:55+00:00"
summary: "Learn how to create effective holiday marketing campaigns using segments and variants in CDP. Optimize your Google Matchback strategy with A/B testing and targeted audience segmentation for maximum engagement and ROI."
image:
type: "page"
url: "/customer-data-platform/using-segments-and-variants"
id: "2710a884-57f4-4a8a-8839-9b7039bc1b6e"
---

This page provides information about how to use segments and variants for the following scenario:
=================================================================================================

Marketers want to create a holiday season marketing campaign, specifically focused on launching a new Google Matchback campaign within the Google Ads channel. The primary objective is to execute a segment A/B test to assess four different combinations of ads. Strategically segment the holiday shoppers into smaller groups to obtain valuable insights into the campaign bids that generate the highest return on engagement. The value of this campaign is to retarget people who are not contactable by email.

Checklist for using segments and variants
-----------------------------------------

Complete the following tasks to use segments and variants 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-audience)

3

**Segment Criteria**

No setup required for the given scenario.

\-

4

**Segments & Variants**

Create segments and variants.

[Setting up segments and variants](#set-up-segments-variants)

5

**Content**

Assign personalized content to export with the audience.

[Setting up the content](#set-up-variant-content)

6

**Destination(s)**

Select a destination channel to export the audience and content.

[Selecting the destination](#select-destination-segments-variants)

7

**Summary**

Review, schedule, and execute your campaign.

[Reviewing the summary](#review-summary-segments-variants)

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 Attributes** and do the following:
    1.  Add the **Email Opt-out** rule.
    2.  Select the `equal to` operator.
    3.  Set the value to `Y`.
3.  Click the **Add rule** icon.
    
    The system displays the Add Rule page.
    
4.  Click **Purchase Activity** and do the following:
    
    1.  Add the **Spent a certain amount in a transaction** rule.
    2.  Select the `greater than` operator.
    3.  Set the value to `75`.
    4.  Select the `in the last` operator.
    5.  Set the value to `30` `Days`.
    6.  Select the `in` operator.
    7.  Set the value to `Shipped`.
    8.  Click the **Filter** icon to add refinement to the **Purchase Activity** rule.
    9.  Select **Organization** and add the **Channel** refinement.
    10.  Select the `equal to` operator.
    11.  Set the value to `Physical`.
    
    ![Setting up the audience](https://acquia.widen.net/content/dkxovnjin2/jpeg/cdp_segment-variant-audience.jpeg?position=c&color=ffffffff&quality=80&u=lcfvma)
    
5.  Click **Next**.

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

You can set up segments and variants methods by using any of the following methods:

*   A/B Test: It is a common practice in marketing domain and data analysis. It involves dividing your audience into multiple segments of equal sizes. For example, A, B, C, and the remainder.
*   Limit by Quantity: It is a segmentation method that restricts the size of your main audience to a predefined number of individuals. This is useful when you want precise control over the audience size in each segmented variant.

### Setting up the segments and variants using A/B Test

To set up segments and variants using A/B Test:

1.  Drag and drop the **A/B Test** filter to the canvas.
2.  Click the **Audience** node.
    
    The system displays the icons to resize and connect segments downstream.
    
3.  Click and drag the **Audience** node and connect it to the **A/B Test** node.
4.  To define the filter split for the **A/B Test**:
    1.  On the **A/B Test** box, click the **Add** icon.
        
        The system displays the **Create Variant** dialog box.
        
        ![Create variant using AB test](https://acquia.widen.net/content/tx5u0wnwoy/jpeg/cdp_create-variant-campaign-plus.jpeg?position=c&color=ffffffff&quality=80&u=lcfvma)
        
    2.  Enter the variant name as `Shopper_Group_A`.
    3.  Enter the variant percentage as `25`.
    4.  Click **Apply**.
    5.  In the **Create Variant** dialog box, repeat the steps to create filter splits for `Shopper_Group_B` and `Shopper_Group_C`, ensuring the variant percentage of `25`.
        
        ![Setting up the segments and variants](https://acquia.widen.net/content/vvoocxlkyz/jpeg/cdp_segment-variant-segment-criteria.jpeg?position=c&color=ffffffff&quality=80&u=lcfvma)
        

### Setting up the segments and variants using Limit by Quantity

To set up segments and variants using Limit by Quantity:

1.  Drag and drop the **Limit by Quantity** filter to the canvas.
2.  Click the **Audience** node.
    
    The system displays the icons to resize and connect segments downstream.
    
3.  Click and drag the **Audience** node and connect it to the **Limit by Quantity** node.
4.  To define the filter split for the **Limit by Quantity**:
    1.  On the **Limit by Quantity** box, click the **Add** icon.
        
        The system displays the **Create Variant** dialog box.
        
        ![Create variant using limit by quantity test](https://acquia.widen.net/content/klg2g40o1v/jpeg/cdp_create-variant-limit-by-quantity.jpeg?position=c&color=ffffffff&quality=80&u=lcfvma)
        
    2.  Enter the variant name as `Shopper_Group_A`.
    3.  Enter any number as the variant count.
    4.  Click **Apply**.
    5.  In the **Create Variant** dialog box, repeat the steps to create filter splits for `Shopper_Group_B` and `Shopper_Group_C`.
5.  Click **Next**.

Setting up the content
----------------------

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

To downstream your data, you must configure the content. The **Global** section contains the list of segment names with numerical values.

![Global segment values](https://acquia.widen.net/content/nlmif8j2rv/jpeg/cdp_segment-variants-global.jpeg?position=c&color=ffffffff&quality=80&u=lcfvma)

Note

If you select a segment name, CDP does not push that segment downstream.

The following are the methods to set up the echo content (echo content link: https://docs.acquia.com/customer-data-platform/actions/campaigns/standard-content-elements#section-calculated-content-models):

*   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.  On the top right corner, click the **List** icon.
    
    ![Default echo content](https://acquia.widen.net/content/nhqigwsosn/jpeg/cdp_segment-variant-default-echo.jpeg?position=c&color=ffffffff&quality=80&u=lcfvma)
    
    CDP automatically assigns a default header name as `variant_name`. The variant names are grouped as values.
    
    The file structure consists of the following fields:
    
    *   The email address `user1@acquia.com` contains one header.
    *   The following is the specific transformation:
        
        Header “segment\_name” contains all the values **Shopper\_Group\_A**, **Shopper\_Group\_B**, **Shopper\_Group\_C**, and **Remainders**.
        
        ![Default echo file](https://acquia.widen.net/content/ukopy225li/jpeg/cdp_segment-variant-default-file.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.  On the top right corner, click the **Add** icon.
2.  Rename the header and customize the values as required.
    
    ![Custom echo content](https://acquia.widen.net/content/nmegbpait1/jpeg/cdp_segment-variant-custom-echo.jpeg?position=c&color=ffffffff&quality=80&u=lcfvma)
    
    The file structure consists of the following fields:
    
    *   The email address `user1@acquia.com` contains two headers.
    *   The following is the specific transformation:
        *   Header **CustomHeader1** contains the value “ShopperA”.
        *   Header **CustomHeader1** and **CustomHeader1** are black, which creates a NULL value.
    
    ![Custom echo file](https://acquia.widen.net/content/b9o3biaiwh/jpeg/cdp_custom-echo-file.jpeg?position=c&color=ffffffff&quality=80&u=lcfvma)
    
    Before the file is ready to be downstreamed, the field and the values are pivoted.
    
3.  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**.