Name: Understanding Segmentation Modelling in SAP Marketing Cloud
Uploaded: 2018-6-7
Duration: 246 s
Description: Watch this video for an introduction to the segmentation terminology in SAP Marketing Cloud.Please note, that your SAP Marketing Cloud interface might look slightly different, but the overall process stays the same.

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<div><div><div>Watch this video for an introduction to the segmentation terminology in SAP Marketing Cloud.<br><br>Please note, that your SAP Marketing Cloud interface might look slightly different, but the overall process stays the same.</div></div></div>

Understanding Segmentation Modelling in SAP Marketing Cloud

In this video, you will be introduced to the terminology used in segmentation and the available options for the creation of a segment model in SAP marketing Cloud. Let's start with the terminology that is used in SAP Marketing Cloud. You will work on segmentation models based on a specific segmentation profile. Your segmentation model will consist of at least one segment. For example, information such as country, marital status, age, or buying propensity, which by various operations can be tailored to your needs. Every segmentation model is based on a segmentation profile. The segmentation profile is used to select the base or population data source from a segmentation object. You can see the corresponding segmentation profile on the left upper side. In this example, ERP customers is the profile used to create the segmentation model. Now let's further explore the concept of a segment with an example. Segmentation profile consists of 8796 customers. Initially, the attribute country is chosen to find customers from the United States, France, Great Britain and India. A second arrow indicates that a random sample of 500 customers is also treated as a segment, as well as a merge of two different groups pointed at by a third arrow. Building blocks are reusable blocks in segmentation. For example, you can create a segmentation structure with a set of frequently used segmentation filters and then save and publish it as a building block. Building blocks are based on a segmentation object and, similar to the segmentation model, contain a wide range of segments. Let's investigate the differences between segmentation profile and segmentation object. From a business process perspective, the segmentation object defines whatever is counted within segmentation. It is the unit for all counts visible on a segment. Contrarily, the segmentation profile defines a specific view on this object. For example, there could be a few regional profiles based on one segmentation object for which different end users might have authorizations for only what they are responsible for. From a technical point of view, a segmentation object has one or several assigned data sources. The columns of those data sources can be used within the segmentation modeling as attributes. To be able to count, store, and processed the segmentation object. You need to define keys. The segmentation profile is used to select the base or population data source from a segmentation object. Optionally, you can define filters to reduce the whole population of a segmentation object. Profiles are also the basis for role based authorizations in segmentation. Let's look at three available options for creating a segmentation model. You can initiate the process by creating a new model in segmentation modeling. You may also edit an existing segmentation model and then save it as a new one. Or you can use the predefined building blocks as a template for the creation of a new segmentation model.