Compound segments in Dynamics Marketing

segmentation-illustrationRecently I had a conversation with my customer, and they asked me about how to get a list of members for their last marketing campaign who didn’t open received marketing e-mail. So, let’s go through the ways to extract needed segments directly from the executed customer journey and use them later to extract the required data.

In case you are not familiar with the segments, I highly recommend you to read documentation from Microsoft about this topic Segments in Dynamics Marketing.

First of all, let’s retrieve all those members who opened the e-mail received from your marketing campaign. Please open your campaign journey and click on e-mail send action. Then switch to the “Data” tab and click to save KPI called “Unique opens”.

cjkpi

Once you’ve clicked on the “Save” button, the system will ask to provide the name for the segment which will be created. Provide an appropriate name and click “Save”.

As you might see, there are a couple of different KPIs you can save as segments for your customer journey. These segments can later be used as an initial version for some more complicated queries.

The system created a new interaction segment, which now contains all contacts of our customer journey who has opened the e-mail. Now as we have a segment which was initially used to reach your target audience and the segment which contains only those who opened the e-mail we can deduct one range from another and get the final result.

To do so, we will use a compound segment. To create a “Compound segment” don’t forget to change the type of the segment in the “General” tab while creating a new segment.

Compound segments are the segments which allow you to perform operations on other segments like Union, Exclude, Intersect.

Once you’ve saved your compound segment go to the “Definition” tab and choose your initial segment which contains all people you wanted to target. Then click on operation Exclude and choose your KPI segment, which includes only those who opened the e-mail.

The final result should look like the following:

compsegment

As you see, it is quite simple to create compound segments and extract different data.  You can use more than two segments as part of a compound segment if you need. Once conditions are defined, you can save the segment and click “Go Live” to start using the segment.

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