Purpose of segmentation
Specific engagement targeting
Segmentation is used for targeting specific demographics with highly tailored engagements designed just for them. The targeted demographic is called the Audience.
Segmentation is also used to create a demographic of users and to observe their behavior in aggregate. You can see when they access the site, how many pages they view and more.
Creating a segment
Create a segment by clicking on the INTELLIGENCE drop-down at the top and then select SEGMENTS.
Click the Create a Segment button in the top right
Name your segment, then add filters to define this segment. For example, you could make a segment for users who have recently signed up, who work at Example, Inc (Account ID: 8302). Then the segment would be “User Attribute: Account ID Equals 8302,” and “Sign Up Date: Include users who signed up before May 1, 2021.” Select the appropriate filters on the left, then edit them for your needs.
Remove a filter by clicking on the X on the top right corner of the filter.
Using it in engagement creation
When creating an engagement, you must select an audience. The audience of an engagement can be customized to be everyone or even a specific person. Audience filtering is identical to segmentation.
Segments vs Audience
Segments are ideal for demographics or user groups that are used or examined frequently and are frequently the target of engagements.
Audiences are ideal for target segments that require only minor customization, such as the time of day that an engagement might appear for a segment or a random selection from the target audience segment. Segments can be the target audience of an engagement, so it can be easier to create a commonly used segment as the target audience.
What you see in the Segment Detail
For more information on Segment Detail pages, please visit our article on Segment Detail (Dashboard Guide)