Segmentation

Segments are created and stored within the Segments section of the Navigation Bar, within the Data section.

Any segment can be moved into any folder at any time. Moving a segment does not affect its function, but provides an easy way to keep your segments organised.

A segment may contain Criteria and Criteria Groups to define its function. Criteria Groups allow Criteria to be nested, making it easy to add and manage very complex segments.

Criteria

This can be one or more criteria. One Criteria is represented as a single line in the Query builder

Example:

└── Email Domain Equal To 'hotmail.com'

Example with multiple criteria:

├── Email Domain Equal To 'hotmail.com'
├── OR Email Domain Equal To 'yahoo.com'
└── OR Email Domain Equal To 'aol.com'

Criteria Groups

A Criteria Group allows multiple Criteria to be grouped together and then be named. The group can be linked in sequence to other Criteria or Criteria Groups using AND or OR logic.

Example:

└── AND GROUP My primary b2c domains
    ├── Email Domain Equal To 'hotmail.com'
    ├── OR Email Domain Equal To 'yahoo.com'
    └── OR Email Domain Equal To 'aol.com'

Mixed Logic

Do not mix AND with OR at the same level. This can lead to unexpected results.

If some criteria use AND, add a Criteria Group which contain the OR criteria, or vice-versa.

This can be demonstrated using a simplified example segment below, where X, Y & Z are Criteria to match profile data:

├── X
├── AND Y
└── OR Z

There's no way of telling if a Recipient who matches X and Z would be included. It's ambiguous whether a recipient who matches X also needs to match Y, or could be X and Z. Also, is a Recipient who only matches Z included? There's no way to tell.

Option 1

├── GROUP
│   ├── X
│   └── AND Y
└── OR Z

If the segment is changed to put the AND criteria in a Group, it's now clear that a Recipient must match both X and Y to be included, or they could just match Z on its own.

Option 2

├── X
└── AND GROUP
    ├── Y
    └── OR Z

If the segment is changed to to put the OR criteria in a Group, it is similarly now clear that every Recipient must first match X, and then needs to also match one of Y or Z.