Implementing Extensibility in Segmentation


After completing this lesson, you will be able to:

  • Extend the data model by creating custom business objects and custom fields and make them available for segmentation

Extensibility in Segmentation

Let’s have a look at the extensibility options in Segmentation.

Using the standard fields, companies can collect customer data such as name, region, birthday, phone number, and so on, which can be used in segmentation. In case you want to extend or customize segmentation, you can use one of the following options:

  • custom fields
  • custom business objects
  • custom views

Custom Fields in Segmentation

You can use this feature to add custom fields to the standard fields. You can add custom fields to various business contexts such as marketing, contacts, and interaction contacts.

Create and assign custom fields using the Custom Fields app or the Marketing Extensibility app. The Marketing Extensibility app has a link to navigate to the Custom Fields app. It is also possible to clean up your unwanted custom fields even if they are transported to the production tenant. Delete the custom fields after removing all the usages in the quality system and then transport these changes to the production system

Once you have created your custom field, you should assign a custom field to segmentation in order to see the new custom field in the segmentation builder.

Follow the steps to use a custom field in segmentation:

  1. First, launch the Marketing Extensibility app and navigate to the Assign to Segmentation app under the Custom Field section.
  2. Ensure that custom fields are enabled for the segmentation object in which you want to use the custom field.
  3. Select Configure Custom Field Visibility for the object you want to make custom fields visible in for segmentation or export. This action takes you to the Assigned Data Source configuration for the segmentation object.
  4. Find the custom fields you want to see in the segmentation object and adjust the visibility settings.
  5. Export the custom fields, generated custom field views, segmentation object, and segmentation data source from the quality system.
  6. Import the custom fields, generated custom field views, segmentation object, and segmentation data source into your production system.
  7. Finally, use the custom fields in Segmentation.

Custom Business Objects in Segmentation

Another way to extend segmentation is to use custom business objects to extend the data model of SAP Marketing Cloud by adding a custom table. This slide shows the steps to assign a custom business object containing information related to an interaction contact to segmentation.

To learn more, please check the documentation on the Help Portal.

Assigning a Custom Business Object to Segmentation

Watch the following demo on how to enable a custom business object for B2B relationship segmentation object and use it in segmentation:


To assign a custom business object to a segmentation object, ensure that the root node of the custom business object contains an association to the business object Marketing: Contact and Corporate Account or interactionUUID if you want to assign to Interactions.

Supported Assignments per Segmentation Object

Click on each option to learn about the supported assignments per segmentation object.

Custom Segmentation Views

Custom segmentation views can be used as data source in Segmentation Configuration. You can use custom views to add aggregated or calculated fields. Use this option when you want to use fields that are aggregated or calculated from an existing set of fields.

The Custom View in Segmentation app allows you to assign custom views to segmentation object and subsequently use its attributes in segmentation. You can use this app to:

  • Assign a custom view to the already existing view.
  • Overwrite an existing view assignment and replace it with the new custom view. In this case, all the attributes of the existing view are hidden and only attributes of the new custom view are visible for segmentation.

To learn about how to add custom views to segmentation, please refer to this document on the Help Portal.

Best practices on SAP HANA Modeling for Segmentation

Read this CX Works article to learn about Segmentation Extensibility options and when to choose which option. Additionally, you will learn how to build Custom Views for Segmentation as well as how to build SAP HANA views to customize or extend business objects such as Contact or Interaction for the use within Segmentation.

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