To create a segment, you must define the logic or rules for which subscribers belong in your grouping. These rules can be very simple or more complex. This page explains the basic concepts behind segmentation.
Simple or Complex Grouping
First, let's look at an example of a simple Segment:
Let’s presume that your utility is rolling out a rebate program that only applies to residents in Ohio. To create this grouping of subscribers, you want to target only those subscribers whose State attribute has a value that equals Ohio. To step through how you would create a simple segment, see Create a Basic Segment.
That's an example of a very basic and simple segment. With Engage you can create your segments based on simple rules such as these, or much more complex rule sets with And/Or comparisons. To step through how to create a more complex segment, see Create a Segment with Groupings.
More complex segments rely on the use of logic operators such as And and Or. These operators enable you to refine and define your segment criteria. The use of these operators enables you to add multiple rules and grouping of rules to narrow your subscriber selection down to just those individuals that meet your criteria.
- If you use And as an operator, then both of the logic statements that the And connects must be met in order for the subscriber to be placed in your segment grouping. For example, subscribers that live in Ohio And in Indiana can take advantage of your rebate program. (In this example, the segment size would be zero, because you're looking at one attribute - State - and subscribers would have only one value for State.)
- If you use Or as an operator, only one of the logic statements that the Or connects needs to be met for the subscriber to be placed in your segment grouping. For example, subscribers that live in Ohio Or Indiana can take advantage of the rebate program.
Rules don’t have to relate to just one attribute either. For example, let’s say that you want to target subscribers living in ZIP Code 12345 with Bob Smith as their account manager. To accomplish this, you would specify that the subscribers must have a ZIP code attribute of 12345 And that they have an account manager attribute with a value equaling Bob Smith.
If you later find out that the message should go to all subscribers who have an account manager of Bob Smith that live in ZIP codes 12345 or 54321, you would modify your segment criteria to include subscribers an account manager attribute of Bob Smith with a ZIP code value of 12345 Or 54321. That's a complex Segment requiring groupings.
The selection criteria for ZIP code would be grouped together so that the relationship between either one of these attribute values AND Bob Smith is clearly delineated.
You can also segment based on subscriber's membership in a specific List. Specifically, you can choose to segment to people who are members of a List, or who are not members of that List.
This can be used with other attributes or even other List affiliation, allowing for complex subsets via segmentation.
Each rule is comprised of a defined logic statement, such as account manager equals Bob Smith. If you start to add multiple rules they are related by either an And or Or statement, such as account manager equals Bob Smith AND ZIP code equals 12345.
Groupings are used when you want to define how multiple rules work in relationship to other rules. For example, if you want to segment all commercial, electric customers in the ZIP codes 12345 and 54321 that have Bob Smith or Mary Jones as an account manager, you would group the rules as follows:
Attribute of Commercial Customer is equal to True
Attribute of Customer Type contains Electric
Global Attributes – ZIP Code is equal to 12345
Global Attributes – ZIP Code is equal to 56789
Attribute of Account Managers is equal to Bob Smith
Attribute of Account Managers is equal to Mary Jones
Note: The account manager attribute group is based off the original statement. It follows the And rule with the zip codes and residential customer and customer type statements. It is not a grouping off the ZIP Code Rules, because that would change the overall segment to be “All Electric and Commercial customers in ZIP Codes 12345 or 54321 Or that have Bob Smith or Mary Jones as an account manager” That Or would imply that you could end up with electric commercial customers who have Bob Smith or Mary Jones as an account manager, but aren’t in zip codes 12345 or 54321.