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How to Make Both Simple and Complex Segments


Summary of Contents


 

What is a Segment?

When you segment your market, you are taking a broad audience and narrowing them into one specific target market. Using this segmentation strategy will give you the ability to communicate with your subscribers with relevant content at the right time.

 

Building a Simple Segment

Step 1 - Navigate to the Segment screen

Click on the List tab and select Segments.

Step 2 - Create a New Segment

Scroll to the bottom of the page in order to see the Create New Segment option. Select a Brand and Segment name. Remember, Brands are purely for organizational purposes.

Name your segment and click the Create New button.

Hint: A good practice is to have a descriptive name for your segment. If you have a Data Field called Gender and you want to build a segment with only Female subscribers, then you would set up a rule where:

[Gender] is equal to [Female]  (See screenshot in Step 3 below)

A good name for this segment might be Female.

Step 3 - Add New Parameter Criteria For Segment

Select Data: Use the drop down menu to pick a Data Field. (To learn more about Data Fields and how to add them, click here).

Select Comparison: Use the drop down menu to select from any of the available comparison options. Comparison options include both qualitative and quantitative fields, like "is greater than", "was (n) days ago", and "contains text".

Value: Input a value that EXACTLY matches a Field Type from your Data Field. In our example for the data field Gender, the available field types are Male and Female. Therefore, you must have a value of either Male or Female. If you wrote Woman or Man it would not work.

IMPORTANT: Click Add Parameter to save.

Step 4 - Validate a Simple Segment

Each parameter you build has a number which will become more useful moving forward into building complex segments. These numbers are also known as Filter Operators. In the image below, the Filter Operators are the numbers boxed in red.

Under Step 1: Modify your segment, you can control how your filters interact with one another. Since we currently only have one segment, there isn't any real modification that can be done. Hit Validate Segment to translate the parameters' numerical symbols back into words, which will be displayed under Step 2: Validate your segment.

IMPORTANT: The segment will be auto saved after you click Validate Segment. Do not click Delete segment unless you are absolutely positive you wish to delete.

(OPTIONAL) Calculating your segment is a great way to tell how many recipients currently meet your segment parameters. Choose which list you'd like to test, and then simply press Calculate. If you're testing the segment on a very large list, the calculation may take up to a minute.

 Hint: Use ctrl + click to select multiple lists.

 

Building Advanced Segments

Step 1 - Create a Segment and Add Parameters

In order to build a complex segment you must first know how to build a simple segment, so be sure to review the previous section thoroughly.

Step 2 - Add Additional Parameters

To create a complex segment, you can either create a new segment or build upon one you've already created. In this case, I will continue using the Example Segment that already contains the filter where gender is equal to female.

To add additional parameters, find your segment (organized by Brand) and click the Edit Icon under Action. This will take you to the page you were on for Step 4 of building a simple segment.

Click Add New, located on the bottom right-hand side of the Segment Criteria section. Select the DataComparison, and Value just as you did in Step 3 of building a simple segment and click Add Parameter. Do this as many times as necessary for each criterion you would like to add.

Step 3 - Build a Filter Condition

Once you've added all the criteria you'd like to create your segment, you're ready to build a Filter Condition by combining your parameters any way you like. 

Remember, the numbers boxed in red are Filter Operators. These are numerical stand-ins for each criteria you have created, and make constructing Filter Conditions much simpler.

There are 5 main ways to construct a Filter Condition, using the logic conditions AND and OR.

Remember: OR is inclusive, meaning that if you were to use the filter 1 OR 2, a person would be added to the segment if they met the conditions for 1, for 2, or for both 1 and 2. For instance, if 1 was "Gender equals Female" and 2 was "Age equals eighteen," all female subscribers regardless of age and all subscribers who are 18 regardless of gender would be added to your list. These categories would of course include all 18-year-old female subscribers.

Sample Filter Conditions:

(1 AND 2) OR 3

1 and 2 are both True OR just 3 is True.

 

1 AND (2 OR 3)

1 and 2 are both True OR 1 and 3 are bothTrue

 

(1 AND 2) OR (1 AND 3)

EITHER 1 and 2 is True OR 1 and 3 is True.

 

(1 OR 2 OR 3) AND 4

EITHER 1 and 4 are both True OR 2 and 4 are both True OR 3 and 4 are both True.

 

(1 AND (2 OR 3)) OR 4

EITHER 1 and 2 are both True OR 1 and 3 are both True OR just 4 is True.

 

IMPORTANT: Be careful of where you are placing your parentheses. The different between (1 AND 2) OR 3 and 1 AND (2 OR 3) is immense. This is where the next step, Validation, comes in handy.

Step 3 - Validate, Save, and Calculate your Segment

Once you have filled in your segment modification, click Validate segment in order to translate the filter operators back into text.

If you have made an error - for example, leaving a parenthesis unclosed or using a term that is not in MarketTraq's lexicon, like AND NOT - then MarketTraq will show you an error message detailing what is wrong.

 

Examples of Advanced Segments

Here are five examples of the main parameters used in the filter conditions, using my Example Segment from earlier:

Example One:

(1 AND 2) OR 3

Gender is female AND Age is 18 OR Age is 25.

In this case, your segment would contain women who are 18 years old, and would contain all 25-year-olds regardless of gender. (Remember: the OR is inclusive, though in this case it is impossible for a person to fulfill the conditions of 2 and 3 simultaneously.)

 

Example Two:

1 AND (2 OR 3)

Gender is female and Age is 18 OR Gender is female and Age is 25.

In this case, your segment would only contain women who are 18 or 25. Every person in your segment would be a woman, since1 always needs to be true.

 

Example Three:

(1 AND 2) OR (1 AND 3)

Either Gender is female and Age is 18 OR Gender is female and Age is 25.

Like in Example Two, all members of this segment would be female and either 18 or 25.

 

Example Four:

(4 OR 2 OR 3) AND 1

Either Age is greater than 25 and Gender is female OR Age is 18 and Gender is female OR Age is 25 and Gender is female.

This segment would include all female subscribers who are 18 or 25 and older.

 

Example Five:

(1 AND (2 OR 3)) OR 4

Either Gender is female and Age is 18 OR Gender is female and Age is 25 OR Age is greater than 25.

This segment would include female subscribers who are 18 or 25, and all subscribers older than 25 regardless of gender.

 

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