Segmentation

Overview

Segmentation should be a huge part of your strategy because it addresses each part of today's marketing mantra: send the right message to the right person at the right time.

For that reason, we created the Audience Builder. You are able to query all your data in one tool, build complex audience rules and see the results in real-time.

The Audience Builder

The audience builder is used throughout the platform for searching contacts, sending messages, saving and recalling audiences, building audience trend reports, as well as filtering results in event dashboards and event data reports. 

Audiences are built using one or more rules that enable you to query all the data in your account.

Learn more about creating and saving audiences.

Audience Rule Definitions

Use audience rules to create dynamic segments of contacts. Audience operators help to refine search parameters to create specific audience segments.

Audience Rule Operators

Once a rule has been selected for an audience, a list of operators becomes available to narrow search results.

Email

SMS

Push

Attributes

Lists

Cart

Supplements

System Events

Custom Events

Linked Audiences

Create your audience once and link the audience into any message or data job.

Linked Audiences are saved audiences created and referenced (linked) into any message -- batch, automations, and/or orchestrations. Any changes made to the original saved audience will cascade wherever that audience is used, which is extremely helpful for scheduled messages, recurring automations, & behavioral triggers.

Creating a Linked Audience

In any message, click to add an audience. When in the Audience Builder, clicking on the Audiences tab will display all saved audiences. Drag any of the saved audiences into the canvas to see a read-only view of the audience.

Deleting a Linked Audience

On the Audience list page, saved audiences can be removed if they are not linked. If the audience is linked with another audience, you’ll want to go into each of the places where the linked audience is being used and manually remove them. Then you can delete the saved audience.

Segmentation and Personalization

Of course, segmentation is only one part of the puzzle. The power of Cordial's personalization should not be overlooked because it could actually take the place of segmentation in some situations, reducing the need for unnecessary message clutter.

For example, you could create 2 separate messages each segmented according to gender, male or female, or you could create one message and use Cordial's template syntax (Smarty) to display conditional content based on if the contact is male or female. This example can be further extended to include other contact attributes such as language preferences or purchase history. The more you take advantage of personalization, the less you'll need to rely on segmentation and multiple messages.

The More Data, the Better

The more data you collect, the more powerful your segmentation (and personalization) can be.  Make sure you are capturing all available data points such as contact attributes, events, products and purchases. Learn more about data management and work with your developer to make sure you're capturing as much data as possible! 

Some example segmentations you can perform using the audience builder include:

• Geography
• Age
• Gender
• Industry
• Job Title
• Education Level
• Past purchases
• Buying frequency
• Engagement
• Birthdays and Anniversaries
• Email type
• Device type
• Open type
• Cart items
• Browse behavior

The list could go on and on, but you get the point. Let's see the tool in action.