Segment Builder is a GUI that lets you define the target audience for a campaign and save it as a segment.

You can use Segment Builder to define your target audience, called a segment. A segment is your full audience filtered by category and attribute-based criteria, for example, “in market for car” and “earning more than 30k”. Segment Builder allows you to create a breakdown of your full audience by category and criteria, view the result as insights, and activate your segment to a campaign.

Before you begin

Before you can create a segment, you will need to use Audience Builder to define your full audience. Your full audience is the intersection between two or more datasets.

Creating a segment

1. Go to the Segments tab under Segments and select the New Segment button to open the Segment Builder.
2. Select the audience for your segment from the drop-down list. Total Rows shows the total number of rows in your full audience:
   

You are taken to to the Chart group tab, which does not contain any insights. You can rename this group and add insights to it. A group is a collection of insights.

Adding insights

Insights display counts for unfiltered baseline categories alongside any filters you have added to the categories.

Select Create New and select an insight group:

Under Add Empty Group, enter a name for your new group (for example, "High Spenders") and click Add to create a new group. By default, new groups do not contains any insights.

Alternately, Select a template to create a group containing predefined insights. For example, the group “Demographics” automatically adds insights for age and gender. The new group is added as a new tab. You can edit a group’s name after it is created.

To add an insight, click the drop-down list for Add an insight+ and select a category. 

You can only select categories that exist in the datasets that are used to build your audience.

Select the view buttons at the bottom of an insight to select how to view the insight:

Use the  buttons to download an insight as a chart or CSV file. 

Adding audience filters

Audience filters let you restrict the records included in your segment using the filters specified here. To add audience filters:

Select a select a category from the Audience Filters drop-down menu:

Next, define the attribute-based criteria to apply to your segment. For example, all customers who are in market for car with an income above 30k:

All insights and totals are updated to show the new counts for baseline and filtered statistics:

Filtered Rows show the new totals. The Total Rows count will never change as this is the intersection defined in your audience. If you prefer, you can hide the baseline counts from appearing in insight charts. Hover your mouse over a chart to show more details such as the percentage change for filtered results:

The screenshot below shows the filter bar chart with only the in market for car audience filter selected.

The filter bar chart shows the quality of your audience filtering:

• FILTER RESULTS shows how many records in the total audience match the selected audience filter and criteria (in this example, records where in market for car = 'Yes').
• FILTER COVERAGE shows how many records in the total audience match the selected audience filter regardless of criteria (in this example, records where in market for car = 'Yes' or 'No'). The dark blue area between the light blue bar and the red bar shows how many records match the selected filter, but not the criteria (in this example, records where in market for car = 'No').
• ROWS MISSING FILTER DATA shows how many records in the total audience do not match the audience filter regardless of criteria (in this example, records not matched where in market for car = 'Yes' or 'No'). Possible reasons for this are missing data in the total audience or because records are retrieved from an enrichment dataset.

Give your segment a name and select the Save button. Your segment can now be activated as a campaign. 

Activating a segment

Once you have created a segment, you can activate it to a campaign:

1. Go to the Segments tab, select Segments and double-click on a segment.
2. Select the New Activation button to enter details for the activation:

Tip: If you don't see the New Activation button, you will need to contact support@infosum.com to enable this option.

Select an activation dataset and an output column from the drop-down lists and name the campaign. The activation datasets that appear in the dropdown lists are the datasets that you have permissions to activate or your own activation dataset.

When building an activation query, you can rename the header row of an output data column in your campaign. To do this, type a new name for the selected output data column in the Output data column label field (leaving this field blank retains the original output data name). For example, to rename cookie to HeaderOverride:

This renames the selected output data column (cookie) to the label (HeaderOverride) in the destination CSV file:

Select Add a column of string values to add one or more columns of identical string values to every row in your campaign’s output CSV file. You will need to enter a name and value for each string value column (there is no limit to the number of columns you can add). These string values can then be used by in-house/downstream systems to recognize each identifier in the campaign’s output CSV file. This is very useful for recognizing and grouping a list of identifiers into different audience segments across technology providers.

Next, select the delimiter to separate the columns in your output file.

The Total Rows shown for the New Activation is the common audience between the activation dataset and the segment's Filtered Rows. The total number of rows for the selected output column (e.g. cookie) can only be seen in the Platform's Activation tab under Activate after the segment is activated.

Click Close at any time to exit the new activation and return to the previous Segment Builder page.

The string values you specify appear as a column in your activation output file. For example, specifying column name segment and column value in market for car for an activation query:

Adds the column name (segment) and column value (in market for car) to your destination CSV file as an additional column next to the output key column, cookie:

If you then query a different segment and specify a column name of sports lover, for example:

The example now outputs the segment column value as sports lover:

Define a column delimiter for your destination CSV file, such as tab, colon, semi-colon, pipe or space. 

Select ADVANCED OPTIONS and use Segment masking to control the percentage of noise added to an activation file by adding non-matching records from the underlying dataset. 

For activation queries, < 0.1% noise can be expected. Activation results are de-duplicated. You can add additional activation result noise up to 100%.

After you've built an activation query, select the Submit button.

To see the campaign, click View Activation to go to the Activation tab under Activate, where you can view the size of the resulting dataset and choose to push the results to an external Destination.