Build Segments

A segment defines a specific attribute profile that can be used to initiate marketing campaigns using the list of customers that match that profile.

Use the visual editor in the Segments tab to easily build a segment from a series of drop-downs and picklists. As you build the attribute profile refresh segment insights to see how many customers match and to see how much value they bring to your business. When the segment is ready, activate it, and then use it to initiate marketing campaigns.

Segments tab

The Segments tab contains a list of active segments along with recommended segments highlighted across the top of the page.

The Segments tab.

How segments work

The Visual Segment Editor is the user interface for building segments in AmpIQ. This editor uses a series of drop-downs, picklists, conditions, and values to define an attribute profile. Refresh segment insights to see how many customers match the profile, and then active it as a segment.

The Segment Editor is located within the Segments tab in Amperity.

The Segment Editor is available from the Segments tab. Click Create from the Segments tab to open the editor, and then start building your segment.

Follow this sequence when building a segment:

  1. Give your segment a name.

  2. Select a table that contains the attributes you want to use, and then use the drop-downs, picklists, conditions, and values to define the attribute profile.

    Note

    The Customer_360 table is the default. For many segments it’s the only table you will need.

  3. When more than one attribute is present within an attribute group use AND or OR to filter values on more than one condition.

  4. Click Add criteria to add attributes to an attribute group.

  5. Click Add section to add additional attribute groups.

    Each attribute group has the same requirement for using AND or OR to filter values. There is another AND versus OR choice that must be made in-between each each attribute group.

    Note

    When first adding a segment criteria, the filter value is defaulted to AND. To change the default AND filter value to the OR filter value, click the AND button. Click the AND or OR buttons to change the filter value.

  6. For each attribute group that is added to the segment, select the database table that contains the attributes, and then select attributes.

    Tip

    Any table that is listed in the lower right may be used to build the attribute profile. Open the Data Explorer to learn more about the individual attributes within these tables.

  7. To view updated segment insights based on the currently-defined attributes, click REFRESH. This will validate the segment, after which segment insights are updated to match the condition-value pairs associated to all of the attributes in the segment.

  8. When the segment returns the parameters that meets the goals for your campaign, click ACTIVATE.

Segment names

A good segment name is clear and concise, is not longer than necessary, uses patterns to help lists of segments stay organized, and considers how it might be represented in downstream workflows, such as lists of segments in the Campaigns tab in Amperity, but also external systems such as Braze, Campaign Monitor, Facebook Ads, Google Ads, Klaviyo, HubSpot, and Mailchimp.

Database tables

You can use any database table that is available to the Segments tab to build attribute groups. All of the tables in the currently-selected database are available from the drop-down menu in each attribute group and are shown in the bottom right corner of the Segment Editor.

Important

Tables must be configured to be available to the Segments tab. This must be done by a member of your team who manages databases and tables from the Customer 360 tab.

Select a database to use tables in that database to build an attribute profile.
  1. You may change the selected database by choosing another one from the drop-down menu.

  2. The list of tables is refreshed to show the tables in that database.

Attribute groups

Marketers use attribute groups, a preconfigured set of sub-attributes, to gather information on the specific ways their customers interact with their brand.

Marketers can easily add an attribute group, a preconfigured set of sub-attributes, to a segment in the Visual Segment Editor that provides them with information about specific customer behaviors.

A segment with transactional behavior, sources, and filters.

Use attribute groups

How to add attribute groups to a segment

  1. From the Segment Editor window, click Add criteria.

  2. Select the desired attributes, from the Transactional Activity menu.

  3. Select the desired source from the Sources menu.

    Tip

    You can also use the Search field to find the desired source.

  4. In the next menu, select the desired segment attribute.

  5. In the Operators menu, select the desired operator.

    Note

    You can delete an attribute by clicking on the ‘x’ to the right of the criteria.

  6. Enter information into the required fields.

  7. Click Add filter.

  8. From the Filters window, select the appropriate operators and values.

  9. Click Save. The filters appear on the Visual Segment Editor window beneath the associated attributes.

  10. When done adding the desired criteria and sections, click Save to create/edit the segment.

Attribute groups

You can apply the following attributes groups to a segment to gather information on the specific ways customers interact with your brand.

Transactional behavior attribute groups

Marketers use transactional behavior, with a preconfigured set of sub-attributes, to gather information on the transactional behavior of customers interacting with their brand.

Use the following attributes groups to gather information on the transactional behavior of customers interacting with your brand.

Attribute Group Name

Definition

First Order

Find customers whose very first order in their customer lifetime was in a certain time period.

Note

You can also filter data about a customer’s first order by product category, brand, and channel.

Most Frequent Order

Find customers whose most frequent order in a defined time period contained contents from specific product categories, brands, and channels.

Repeat Order

Find customers who made a repeat order during their customer lifetime in a defined time period.

Tip

You can also filter for a customer’s repeat order that contains information from a specific product category, brand, and channel.

Total Value of Orders

Find customers who made one or more orders in a time period with total value across orders meeting some threshold.

Note

You can filter for orders in a time period that contained data from specific product categories, brands, and channels.

Has Not Purchased (Total Order Count = 0)

Find customers who did not make any purchases in a time period.

Tip

You can filter for orders that contained contents from specific product categories, brands, and channels.

Has Purchased (Total Order Count > 0)

Find customers whose order frequency in a time period that surpasses a threshold (excluding zero purchases).

Note

In the amount field, you can enter an exact number or a number that exceeds a threshold (i.e., greater than 1x or 5x).

Tip

You can filter for order counts that contained information from specific product categories, brands, and channels.

Transactional behavior filters

Use the following attributes–with a chosen condition and a chosen value or values–to return more refined data on your customer’s transactional behavior.

Attribute Name

Definition

Purchase Channel

Use the Purchase Channel attribute to return customer records with purchase channel information associated with a chosen condition and a chosen value or values.

Product Category

Use the Product Category attribute to return customer records with product category information associated with a chosen condition and a chosen value or values.

Product Subcategory

Use the Product Subcategory attribute to return customer records with product subcategory information associated with a chosen condition and a chosen value or values.

Product Description

Use the Product Description attribute to return customer records with product description information associated with a chosen condition and a chosen value or values.

Product Gender

Use the Product Gender attribute to return customer records with product gender information associated with a chosen condition and a chosen value or values.

Store ID

Use the Store ID attribute to return customer records with store ID information associated with a chosen condition and a chosen value or values.

AND vs. OR

The Segment Editor builds segments using a series of WHERE clauses. Each WHERE clause defines a single attribute group. There are two locations in the Segment Editor where you must specify the use of AND and/or OR operators within a WHERE statement.

Important

All conditions within an attribute group must use the same operator. In addition, the same operator must be used between all attribute groups. In both situations you have a single choice: AND or OR.

AND and/or OR operations may appear:

  1. Across all attribute groups

  2. Within individual attribute groups

Use AND to set multiple conditions, where each condition is evaluated separately and only records that satisfy all conditions can be included in the results. For example, an attribute group that uses AND returns customers who are in the Gold loyalty tier and who have made at least one purchase for the ACME brand.

Tip

Attribute groups that use the AND operator will typically become smaller as more attributes are added to the attribute group.

Use OR to combine conditions, where at least one of the conditions must be satisfied to be included in the results. For example, an attribute group that uses OR returns customers who are in the Gold loyalty tier or who have made at least one purchase for the ACME brand.

Tip

Attribute groups that use the OR operator will typically become larger (or at least stay the same) as more attributes are added to the attribute group.

Segment insights

Note

Segment insights are available when the customer 360 database contains the Unified_Transactions, Transaction_Attributes, and Transaction_Attributes_Extended tables.

Segment insights within the Segment Editor include the following categories:

  1. The number of unique customers in this segment.

    Note

    In order display unique customers in this segment, the Unique Customers insights card queries Amperity IDs to match them up with each unique customers.

  2. The sum of order revenue in this segment over the previous 12 months.

    Note

    In order to display the total revenue for this segment over the past 12 months, the 1-Year Active Customers insights card queries data from transaction attributes, total revenue, and Amperity IDs.

  3. The total order revenue for all unique customers in this segment who have ordered in the previous 12 months.

    Note

    In order to display the total revenue for this segment over the past 12 months, the 1-Year Segment Revenue insights card queries data about transaction attributes and total revenue.

  4. The number of reachable customers in this segment.

    Note

    In order to display reachable customers in this segment, the Reachable Customers insights card customer queries customer contact information, including at least one phone number, email address, and/or physical mailing address.

When you start building a segment, the values for segment insights represent 100% of your customers and revenue across all categories. As you apply attributes to your segment refresh segment insights and review the the updated values.

Segment insights are available when using the Segment Editor.
  1. Segment insights are shown when you start using the Segment Editor.

  2. As you apply attributes segment insights are reset. Click the Refresh button to update segment insights based on the attributes you have selected. The values for each category are updated.

SQL editor

The SQL Segment Editor is an optional interface that allows you to build an attribute profile with SQL. Start with a SELECT statement that returns the Amperity ID, and then apply a series of WHERE statements to define one (or more) attribute groups that match specific conditions and values.

There SQL Segment Editor has the following requirements:

  1. The only field that can be returned by the SELECT statement is amperity_id.

  2. All conditions and values must be contained within a WHERE clause.

  3. A WHERE clause must use one of the following operators: AND or OR.

Example segments

For example, a segment that uses the OR operator to return customers whose first name begins with “Mi”, last name begins with “Smi”, and who reside in California:

SELECT
  "amperity_id"
FROM
   "Customer_360"
WHERE
  (
    (LOWER("given_name") like '%mi%')
     OR LOWER("state") = 'ca'
     OR (LOWER("surname") like '%smi%')
  )

The following example is identical to the previous example, but shows each condition in its own WHERE clause, using UNION ALL between each clause to group the results together:

SELECT
  "amperity_id"
FROM
   "Customer_360"
WHERE
  (
    (
      "amperity_id" IN (
        SELECT
          "t0"."amperity_id"
        FROM
          "Customer_360" "t0"
        WHERE
          ((LOWER("t0"."given_name") like '%mi%'))
        UNION ALL
        SELECT
          "t1"."amperity_id"
        FROM
          "Customer_360" "t1"
        WHERE
          (LOWER("t1"."state") = 'ca')
        UNION ALL
        SELECT
          "t2"."amperity_id"
        FROM
          "Customer_360" "t2"
        WHERE
          ((LOWER("t2"."surname") like '%smi%'))
      )
    )
  )

Segment overview

A segment overview highlights the most important information about a segment, including:

  • How much opportunity does this segment have?

  • Which channels should I engage on?

  • What is the predicted revenue for this segment?

Use the information on the segment overview to help determine the best way to initiate a marketing campaign.

A segment overview available after a segment is activated.

Each segment overview contains the following details:

  1. The number of unique customers in this segment.

    Note

    In order display unique customers in this segment, the Unique Customers insights card queries Amperity IDs to match them up with each unique customers.

  2. The sum of order revenue in this segment over the previous 12 months.

    Note

    In order to display the total revenue for this segment over the past 12 months, the 1-Year Active Customers insights card queries data from transaction attributes, total revenue, and Amperity IDs.

  3. The total order revenue for all unique customers in this segment who have ordered in the previous 12 months.

    Note

    In order to display the total revenue for this segment over the past 12 months, the 1-Year Segment Revenue insights card queries data about transaction attributes and total revenue.

  4. The number of reachable customers in this segment.

    Note

    In order to display reachable customers in this segment, the Reachable Customers insights card customer queries customer contact information, including at least one phone number, email address, and/or physical mailing address.

  5. Revenue statistics, including historical revenue and predicted revenue trends.

  6. The channels through which this segment has customer opportunity.

  7. Segment insight charts for customer behaviors and customer attributes. These charts have a configurable date range and up to six may be selected. Click the Actions menu, and then select Customize charts to choose up to six charts for customer behaviors and for customer attributes.

  8. The list of customers who belong to this segment.