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How to build meaningful customer segments
Segments are your way search for customers, and cluster them into clever and meaningful groups for insights and targeting. Let's explore the process of building segments using our Segment Builder.
What is a Segment?
A segment is a group of customers defined by some search criteria. Customers can exist in multiple segments, depending on their current attribute values. A customer can enter or leave a segment if their attribute values change, which means your segments are dynamic and live. Segments are defined in the Segment Builder and use Attributes as the building blocks. Attributes in your segments can be derived from CRM, ecommerce, email engagement sources and more.
An example of a segment is 'Recent High Value Purchasers', which are customers that have made an online purchase in the last 6 months, and have spent over $100. We can construct this search using the attribute 'Total Spend (last 6 months)'.
What types of Attributes can I use?
Lexer Attribute types vary, and are used differently depending on your use case. In some instances, you’ll want to find all profiles within a certain range of values, others you might want to choose from a specific category. Whatever you’re searching for, there’s an Attribute tailored to your needs. To find out more about your Attributes, and how to use them, check out our guide on types of Attributes.
How to build a Segment
Building a segment begins in the Attribute Picker - your tool for searching the hundreds of attributes you have loaded in your CDP. Once you have found your attribute, click it to add it to your Segment Builder. You can modify your query by placing the attribute into one of three areas:
Every profile in this audience must have all Attributes shown in this field.
Should also have at least one of the Attributes listed in this field. You can choose how many Attributes you require your profiles to have as a minimum, up to 10.
Must not have any of the Attributes listed in this field.
Once you’ve compiled your segment, hit the Search button and review the attribute aggregations and profiles that have returned. Once you’re happy with your results, click Save as New Segment.
You'll need to provide the following information for your segment:
- Name: display name for your Segment in Lexer
- Category: keep your segments organized
- Description: a brief description for your colleagues
- Color: coordinate your Segments with color
- Groups: who in your team can access this segment
Selecting a Segment by default will add it to your search every time you open Segment, and is applied for everyone in your team. Segments must belong to at least one Group in your team, and allows you to control access to this segment. Once you save your segment, you can now search for it in the Attribute Picker, and it will appear in the Saved Segments list.
The idea of the search structure in Identify, is to create a tiered search. Generally, you’ll have at least one Attribute in the 'Must Have' field, and all profiles must have this value. The fields below ('Should Have' and 'Not Have') will then create OR queries, that will append to, or suppress Attributes or Segments from the profiles pulled in through the 'Must Have' field.
We’ll take you through a few scenarios here to show you how this structure would apply when constructing a query to hone in on your target audience.
1. Active customers who have made a purchase in the last 6 months
- Must have: Customer Record, Date of last order = last 6 months
- Should have:
- Not have:
2. Profiles that have created an account, but never made a purchase
- Must have: Customer Record (finds all customers)
- Should have:
- Not have: Orders (excludes anyone with an order value)
3. Profiles who are not customers, have added products to their cart, but did not check out
- Must have: Products Placed in Cart (Lexer Tag)
- Should have:
- Not have: Customer Record (excludes all customers)
Putting your Segments to work
Segments are used to defined audiences in Lexer Activate, allowing you to target customers who match a particular segment criteria in marketing and advertising platforms.