Through Segmentation, define your own Segments and create personalized messages at scale. Get off to a quick start with our pre-defined smart Segments based on actions, Attributes and behavior. Your customers move between your Segments as they interact with your brand.
What is Segmentation?
By creating a Segment you specify the conditions Profiles will have to meet to qualify to be a part of your activity. Like receiving an email, seeing specific content, etc.
They are not to be confused with Topics. Those are where Profiles provide their consent according to their interest in your brand. Segments are included and excluded in APSIS One activities to provide personalized content. A Segment is like an intelligent, dynamic filter.
A Segment, then, reflects Profiles that meet Segment conditions.
Segment conditions can be properties, like Attributes, Profile tags and channel. Or they can be Events like website interactions and response data. So Segments are created by grouping Segment conditions and specifying their relationship. The result of combining conditions is what determines the demographic that the Profiles must match to receive an email or SMS, for example.
Profiles, on the other hand, are in no way tied to a Segment. A Segment merely determines conditions. Profiles may leave or enter a Segment with their actions or the data they provide with consent.
For example, Segments can be created to group those who clicked on a specific email or viewed a specific product. These things can change over time. The Profiles who enter and/or leave a Segment remain the same, as well as the Segment. It is only who receives the communications at a certain point in time that changes, as Profiles interact with your brand and your website.
In the Email and SMS tools you will be including and excluding Segments in the Send to step.
To reach Segments, navigate into the Audience pillar and click on the Segments tab.
This tab will allow you to create, edit, organise and generally manage your Segments.