SUMMARY: The article explains how to use eInsight segments in the Criteria Editor to construct a desired audience, highlighting four segment colors: purple, blue, green, and orange. It describes how segments can be stacked or nested to target audiences more precisely. Typically, a purple segment is combined with a nested blue segment for exclusions or inclusions with an "OR" argument. Multiple purple segments can be used, provided they are linked to different data sources. Tips include keeping PMS data and uploaded lists in separate purple segments and arranging filters logically for easy reference.
Segments
In the Criteria Editor, use segments to build your desired audience. There are 4 different segment colors: purple, blue, green and orange.
One purple segment for your Data Source appears when you begin building a new audience. Select New Segment to add more segments to your audience.
The four distinct color segments stack or nest within one another via drag & drop, starting with the purple and progressing to blue, green and then orange. The more segments within, the more targeted the audience.
While you are able to use a variety of segment combinations, the most common combination you will use is a purple segment with a nested blue segment. This combination typically involves an exclusion of some kind (which would be a blue segment) or the blue segment could also be an "Include" with an "OR" argument.
It is possible to include multiple main segments (purple) in a criteria. For instance, if you're targeting past guests in the last two years and you would like to send to your uploaded Spa Offers List, you would use this criteria:
Two purple segments are used because the exclusions and additional filters in the first segment only apply to the PMS; they do not apply to the Spa Offers list. You can use as many purple segments as needed. However, the reason why this example will work is because the segments are set to two different data sources, PMS and Client. You cannot set two segments with the same data source.
However, if you're using multiple uploaded lists and exclusions are not needed, you can include them all in the same Data Source filter box like this:
Tips
- When building an audience comprised of PMS data and uploaded lists, keep the PMS and uploaded lists in separate purple segments.
- While the order of the filters within the segments do not matter, it's best practice to keep them in a logical order in case you need to refer to it later.
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