A Segmentation Model divides your audience into groups called segments. Customers are only placed in one segment and never qualify for more than one segment. If a customer is qualified for more than one segment, that customer is placed in the first segment for which they qualify.
Every segmentation model automatically has a Leftovers segment except when you choose random equal size segments. Leftovers include all customers who do not meet any other criteria in any other segment. This ensures that all customers in the audience are included in exactly one segment. After defining your segments, you define a specific message for each segment.
Segmenting your audience allows you to send different messages to different segments. The segments are broken down for easy comparison in the Reporting module. You also have the option to send the same message to all segments. In this case, segmentation is solely a reporting aide used to compare responses from different customer groups.
There are two benefits to using segmentation models in your campaigns. First, you can target different messages to different groups. Second, you can break down campaign reports by segment, so you can measure and compare the behaviors of different segments. You can use a segmentation model even if you are sending the same message to the entire campaign audience.
- Customer Attributes – for example, Gender, home state or favorite sport.
- Customer Behavior – for example, define a segment made up of customers who have clicked at least one link in the messages sent in the past quarter.
- Random Customer Segmentation – for example, allows you to do A/B testing, to see how random samples respond to different messages.
