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Segment Explainers

A segment is a portion of an existing audience. Segments can be created by filtering members of the audience down to the desired size of your segment. If you want to target only a specific slice of your audience, you can create filters to specify desired audience members and a segment will be created with members that match the filter criteria.

How does filtering an audience list work?

When you create an audience in AMP, you also created the "attributes" for that audience. Those attributes are then associated with each member of that audience. When you create a segment you will also create a filter set that will be used to query audience members. Members that match the query will be included in the segment. You can see how many members match a given filter set by clicking the "preview" button.

For example, let's say you have an audience called ParentAudience. ParentAudience's attributes are first_name, last_name,  and revenue. Although you can filter based on any audience attribute, revenue is probably the one you will be filtering on. So, if you want to create a segment from ParentAudience with only members that spent more than $250 on their last purchase,

What is a Segment Overlap?

While creating your filters you may have noticed these two tabs:

Up until this point, we have been focused on creating Custom filters. Now we'll focus on how to create a segment using Segment Overlap.

Segment overlap is a way to filter an audience using filter sets from existing segments. This can be extremely useful for creating complex filter sets for a segment. To begin creating a segment using segment overlap, make sure that the "Segment Overlap" tab is selected.

To demonstrate how segment overlap works, let's say we want to create a segment composed only of members that meet the following criteria:

  1. Female

  2. Customer Lifetime Value (CLV) values above 2500.

  3. Spent more than $100 on their last purchase.

We can do this with segment overlap by including all customers with CLV values greater than 2500 and excluding all members that are either male or have revenue values less than 100.

What is a Split Segment?

Because "segment" can refer to several different things in this article and words are hard, "segment" will be used to refer to a generic segment, "Segment" will refer to the segment that was split, and "partition" will refer to a segment that is the result of a split.

Once a segment is created, it can be split into two new partitions. The original Segment will still remain unchanged after it is split and the partitions are created.

What do you mean by "split"?

When we say a segment can be split, what we are really saying is two new partitions can be created by dividing a Segment's members between them. For example, if we evenly split a Segment that has 500 members into two new partitions, each resulting partition will have 250 members. In other words, one of the partitions will receive one half of the Segment's members and the other partition will receive the other half.

Ok I see why you just say "split" now.


Why would I want to split a segment though?

Sometimes it can be super useful to do some A/B tests on a segment. For example, you could test different creative assets on two partitions and look at which creative is performing better.

How is splitting a segment different from just duplicating it?

Duplicating a segment creates a new segment that is the same size as the original one. When you split a segment, you can choose the size of the partitions. So if you want to create a partition that has 70% of the members of Segment, you can do so by setting the size value to 70.

What's the difference between a partition and a "normal" segment?

Literally nothing at all. When a segment is split, the resulting partitions can be treated just like any other segment. You can edit them, activate them, Netflix and chill with them, etc. In other words, anything you do with a "normal" segment you can do with a partition.

I'm trying to split a segment but I don't see the "split" button.

The "split" button will only appear on the "Edit Segment" page. It will not appear on the "Create Segment" page. You can get to the "Edit Segment" page by clicking on the "Segments" link in the sidebar and then clicking on a segment's name. The "Edit Segment" page should say "Edit Segment" in the title and the "split" button will be next to the "preview" button. 

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