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Creating Segments

<div id="content"><div class="parentsection"><div class="section"><div tabindex="0"><h3>CDP insight – understand what is driving your customer</h3></div><p tabindex="0"></p><div class="kalturaVideoLessonWrapper"><div id="1_t2uljqq1" data-testid="video" class="kalturaVideoLessonContainer"></div></div></div></div><div class="parentsection"><div class="section"><div tabindex="0"><h3>Define segments</h3></div><p tabindex="0"></p><div class="kalturaVideoLessonWrapper"><div id="1_8axl0sk0" data-testid="video" class="kalturaVideoLessonContainer"></div></div></div></div><div class="parentsection"><div class="section"><div tabindex="0"><h3>Creating a new segment</h3></div><p tabindex="0">In this video, you‘ll learn how to create a segment based on the defined activity indicators.</p><div class="kalturaVideoLessonWrapper"><div id="1_9n5nodlx" data-testid="video" class="kalturaVideoLessonContainer"></div></div></div></div></div>

CDP Insight and Segment

Exploring SAP Customer Data Platform Essentials

CDPInsightUnderstand_01_Ani.mp4

In the CDP, segments enable you to classify customers based on their demographic attributes, behavioral attributes, or activities. Once segments are defined, they appear in the customer profiles as attributes. In this course, segments will be used to create a customer audience based on the segment classification of the customers. In the CDP, segments are built using rule sets that apply to the customer profile and activity indicators. The rule sets use include, exclude, and, and, or conditions, as well as value operators to define segmentation rules. Segments are made up of different values. Values are segment classifications to which a customer may belong to. Multiple segments can be applied to a customer. However, in each segment, a customer may belong to only one classification or segment value. Segment values are made up of conditions, which can be customized according to the logics that a specific segment value needs. You can nest conditions within each other to create more complex conditions, and the segment value becomes a more specific category of customers. Once segments are defined in the CDP, a real-time evaluation or recalculation of segment membership will be triggered in the following cases. First, when a customer profile is updated. Second, when you create or edit a segment, the entire customer user base is evaluated to check whether they match the segments. Third, each time an event is ingested into the CDP, the related customers are evaluated to check which segments they belong to.

CDPInsight_UWDYC_Ani.mp4

Now let's take a look at an example scenario where we have defined four segments based on the customer's behavior or activities in a web shop. On the left side, you'll see some profile entity attributes and a few activity indicators for aggregating the customer purchase order activities. Based on the profile entity and activity indicators, we can define a few segments to group the customers into different categories for further engagement or activation. The first segment, High Loyalty, is quite straightforward. We can use an annual Total Spend activity indicator as a condition to include customers into this classification value. The second segment is defined by the channel the customers are placing orders on. we can use the Online Channel Order Count and Offline Channel Order Count Activity Indicator to define the segment. The Third and Fourth Segments are defined in a similar way, where we can count the number of SNS Posts and Customer Service Calls. Once the Activity Indicators and Segments are defined and while various Application Events are ingested into the CDP, Activity Indicator values will be populated with values aggregated from real-time incoming event data. Then, Segments will be able to pull the Activity Indicator values and classify the customers into different values or groups.

Segments-Demo.mp4

In this demo, we'll show how to create a book reader's segment based on the total number of book view activity indicators. Before we can define a new segment, we need to first define the building blocks which make up the segments, the profile schema, activity schema and activity indicators. In the CDP console, hover your mouse over the hamburger button on the top left corner and click on the Segments menu under the Customers section. At the top right corner, click on the Add New Segment button and in the pop-up select the profile entity. We'll enter the name, book readers, and optional description, customers who love reading books from various categories, for the new segment. Select Add New Value to create the first value for this segment. We'll enter the name, Drama Book Readers, for the segment value. Click on the check mark button to confirm the new name. On the left hand side, you can see your profile entity attributes and activity indicators in the customer schema. Expand to find the relevant Attribute or Activity Indicator, for example, Total Drama Book Views, or search for it using the search bar at the top. Drag the Activity Indicator Total Drama Book Views from under the Book View Activity into the blue dashed box on the right side canvas. Select from the Include Exclude drop-down, we'll choose Include for this demo. Select the value operator, at least, from the operator's drop-down and set the value as 3. If you want to add more conditions just click on the plus and or plus or button to drag and drop another attribute or indicator onto the canvas for the current segment value. To add another value to the segment click on the add new value button and give the new value a name like Biobook Readers. Then, click on the checkmark button to confirm the new name. Like the previous segment value we just created, you can drag the additional indicator Total Biobook Views from the left side to the blue dashed box on the canvas. Again, let's use include from the include-exclude drop-down and at least as the operator, and set the value of 3. Now once you have more than one value in the segment, you can change the order of the values by using the order number drop-down on the left side of the segment value name. Click on the Save button to save the segments and values in the CDP. Now select Search under the Customers menu to see all the customer profiles in the CDP. In the View dropdown at the top left, you can choose between Unified Customer Profile and Contextual Profile to view the customer profiles. Let's use the Unified Customer Profile view to see the ingested customer data. In the search box at the top right, type Adamo and you will find a customer named Adamo Franka. Click on the next button to see the full customer profile and to check out the new segment. On the Customer Profile screen, click on the Details tab at the top to see the Customer Attributes, Subscriptions, and Segments Membership. Scroll down to the bottom and you'll see the Segments Membership table. The newly created Book Reader's segment is recalculated based on the value of the Drama Book Reader's Activity Indicator when customer data events are ingested into the CDP. This completes the segments demo.