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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.
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.
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.
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.
Open ten members and assess whether they belong there. Spot checks catch errors that the numbers conceal.
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.
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