How do you build a segment based on customer profiles?
Created with AI.
A segment built on unified profiles can use data from all connected systems simultaneously. That is the whole point of the platform—and it affects how you should formulate the criterion.
- 5 steps
- Total time: 55 min
- Preparation: 25 min
- Result: A segment that can be used across channels
Required tools
- Customer Insights – Data — With profiles that have already been put together.
Formulate the criterion
1.Use data from multiple sources deliberately
The strength lies in combining data: customers who have purchased more than a certain amount according to the accounting system, but who, according to the CRM, have not been in contact with a salesperson for six months. Such criteria are impossible to define in a single system, and they are what provide new insights.
2.Include consent if the segment will be used for marketing
If the segment is to be activated for a channel, consent must be part of the rule. Add it now, rather than as a manual check afterward.
Review and activate
3.Critically assess the number
If the segment is much smaller than expected, a field is usually missing for many profiles. If it is much larger, the criterion is less restrictive than you think. Both should be investigated before use.
4.View a selection of profiles
Open ten members and assess whether they belong there. Spot checks catch errors that the numbers conceal.
5.Activate against the channel
The segment can be used in customer journeys or other channels. Decide how often it should be updated and who will own it if the person who created it leaves.
Discussion
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