Segmentation

Use Segmentation with Campaign Management to group contacts and prospects into targeted audiences. With Segmentation, you can:

  • Create targeted contact and prospect lists according to demographic and behavioral patterns or other include/exclude criteria.
  • Split segments into multiple lists and prioritize the segments.
  • Eliminate duplicates in lists.
  • Perform controlled and repeatable list pulls.
  • Create n-Select or random select segments for message or delivery testing.
  • Get counts for communications collateral before production.
  • Assign unique source codes to segments to effectively analyze an effort's success.
  • Copy segmentation jobs and purge inactive jobs.
  • Reuse query definitions for multiple campaigns.

Segmentation drives the criteria that will be used to select and segment those customers who will receive your marketing messages. A segmentation job is a set of queries that are run in a specific order and result in the selection of the first occurrence of each matching record.

Segmentation data is prepared and run before the data is attached to its source code and the final output is generated. This allows for data criteria testing, test or dummy selects, or to get counts before the final list is prepared. Because the data can be purged and lists can be run again, you can continue to target your message.

Segmentation jobs have two levels of hierarchy:

  • The job - The job can have a universe query attached to it. It's not essential that a universe query be attached to a job.
  • The segment definition - The segment definition also has a query associated with it. This query is called the population query and contains the minute criteria needed to define which customers fall into which segments.

Do the following to create segmented lists:

  1. Create a segmentation job.
  2. Add, split, or delete segments.
  3. Populate the segments to create lists.

Note: Where you see the (Desktop only) notation, refer to the Classic Desktop documentation for more information.