About 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 Segment Editor to build any audience using a series of drop-downs and picklists.
As you define the attribute profile for an audience be sure to refresh segment insights to see how many customers match your audience and to see how much value they bring to your business.
When the segment is ready, activate it, and then use it use it in a campaign to send to your preferred destinations for customer activation.
About the Segments page¶
The Segments page contains a list of active segments along with recommended segments highlighted across the top of the page.
Click Create Segment to open the Segment Editor. Build your segment using a series of drop-downs and picklists. Refresh segment insights to see how many customers match and to see how much value they bring to your brand. Activate the segment when you’re ready to use it in marketing campaigns.

Summary page¶
The Summary page 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 Summary page to help determine the best way to initiate a marketing campaign.

Each Summary page contains the following details:
The number of unique customers.
The number of customers who have been active within the last year.
The amount of revenue generated from these customers within the last year.
The number of customers who are reachable.
Revenue statistics, including historical revenue and predicted revenue trends.
Tip
Historical revenue represents the sum of order revenue for all customers who made at least one purchase during the previous year.
The channels through which this segment has customer opportunity.
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.
The list of customers who belong to this segment.
How segments work¶
The 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 activate it as a segment.

The Segment Editor is available from the Segments page. Click Create Segment from the Segments page to open the editor, and then start building your segment.
Follow this sequence when building a segment:
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 page in Amperity, but also external systems such as Braze, Campaign Monitor, Facebook Ads, Google Ads, Klaviyo, and Mailchimp.
Important
Users of downstream systems are often not the same set of users who configure and manage segments in Amperity.
If you send a segment named and if you send them a segment named “Untitled segment (43) - 2021-08-13-09-34-35” your downstream users might not know what to do with it.
Be sure to follow good naming patterns to ensure that downstream users can always find your segments when they need them. Add details like “historical”, “daily”, or “test” as appropriate.
Be sure to include the brand name and/or the region name if you have multiple brands or have multiple regions.
Some examples:
“Birthdays_Under_40_CA”
“Birthdays_Under_40_NY”
“High_AOV_Active_Loyal”
“High_CLV_Historical”
“Acme_Daily_Churn”
Prefix a segment that is located in a folder with that folder name as often as possible.
For example, if you have folders named “Braze” and “TikTok” use segment names like “Braze_Birthdays_Under_40_CA” and “TikTok_Birthdays_Under_40” for all segments that exist within those folders.
If your downstream systems will have data from non-Amperity systems, consider using Amperity as the first prefix: “Amperity_Birthdays_Under_40_CA”.
Use leading zeroes if a sequential numbering system is a prefix. For example: 0001, 0002, 0003, …0100 is preferable to 1, 2, 3, …100. This will help ensure that your segments are ordered sequentially in the Amperity Segments page and downstream systems.
Attributes¶
- end-before
Tip
Amperity makes attributes available to you as part of standard output.
The following tables are standard output of Amperity. These tables (and the attributes within them) are always available to the Segment Editor:
Predicted Affinity (when predictive modeling is enabled for your tenant)
Predicted CLV Attributes (when predictive modeling is enabled for your tenant)
This topic collects all of the attributes that are available in standard output into a single topic. It is organized alphabetically by table, and then within each table attribues it is organized alphabetically by attribute name.
Purchase behaviors¶
Marketers use purchase activities to gather information about how customers are (or are not) interacting with their brands and to build audiences around ideas like first orders, repeat orders, most frequently ordered, total value or orders, who has purchased and who has not purchased.
You can use any of the following purchase behaviors in your segments:
Note
Your tenant must use Amperity standard field names, including for your product catalog, to use purchase behaviors in your segments.
Segment insights¶
Segment insights show you answers to the following questions:
How many customers are in your segment?
How many of these customers have been active in the past year?
How much did these customers spend in the past year?
How many of these customers have a contactable email address, phone number, or physical address?
When you start building a segment, the values for segment insights represent 100% of your customers and revenue across all categories.
As you refine your segment by adding more attributes you can use the Refresh button to update the answers to those four questions.
For example:

Segment insights include the following categories:
Unique Customers shows the number of unique customers who are in the segment, where a unique customer is represented by a unique Amperity ID.
1-year Active Customers shows how many unique customers have made a purchase within the past year.
1-year Segment Revenue shows the total revenue for all purchases made by active customers within the past year.
Reachable Customers shows the number of unique customers who have at least one contactable email address, phone number, or physical mailing address.
Note
Segment insights are available when your customer 360 database contains certain tables.
Unique Customers, 1-year Active Customers, and 1-year Segment Revenue require access to the Transaction Attributes Extended and Customer 360 tables.
Reachable Customers requires access to the Customer Attributes table.
Databases and tables¶
You can use any database table that is available to the Segments page 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.
You may change the selected database by choosing another one from the drop-down menu.
The list of tables is refreshed to show the tables in that database.

Important
Tables must be configured to be available to the Segments page. This must be done by a member of your team who manages databases and tables from the Customer 360 page.
AND vs. OR¶
AND and OR are used in SQL languages to specify how results should be filtered when more than one condition is present.
Use AND to return a smaller (and more specific) list of customers. A customer must match all conditions to belong to the list.
Use OR to return a larger (and more broad) list of customers. A customer may match any condition to belong to the list.
Amperity uses AND and OR to help you choose which type of behavior – larger audiences or smaller audiences – you want to use in your segment.
The AND and OR conditions may be set in two locations:
Within a group of attributes
Between groups of attributes
The default is AND. Use the slider to switch to OR.
How AND and OR work¶
The following examples describe how AND and OR conditions work.
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.
Note
The SQL Segment Editor is an optional interface that allows you to build an attribute profile using Presto 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:
The only field that can be returned by the
SELECT
statement is amperity_id.All conditions and values must be contained within a
WHERE
clause.A
WHERE
clause must use one of the following conditions:AND
orOR
.
Example segments
For example, a segment that uses the OR
condition 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.

Summary¶
Each segment summary contains the following details:
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.
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.
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.
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.
Revenue statistics, including historical revenue and predicted revenue trends.
The channels through which this segment has customer opportunity.
The list of customers who belong to this segment.
Customer details¶
The Customers page shows the all data for all of the customers in this segment as a series of columns pulled from various tables in your Customer 360 database.