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:

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 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.

      

   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 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.

      

   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.

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.

   

   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 [email protected] 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.

     

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.

   

   The file structure consists of the following fields:

   • The email address [email protected] 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.

   

   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.

Using segments and variants