Documentation
Customer Segments
Creating and managing customer segments in Quotient
Customer Segments
Segments in Quotient let you group customers based on shared characteristics or behaviors. They provide a powerful foundation for targeted marketing, personalization, and customer journey management.
Understanding Segments
A segment is a group of customers who match specific criteria you define. Segments update dynamically - as customers' data changes, they'll automatically move in and out of segments based on whether they meet the criteria.
Segments are particularly valuable for:
- Sending targeted emails
- Creating personalized customer journeys
- Analyzing customer behavior patterns
- Prioritizing sales and support resources
Creating Segments
Quotient offers two different approaches to create segments, letting you choose the method that works best for your needs:
- Visual Editor - A drag-and-drop interface for creating segments with precise control
- Audience Agent - An AI assistant that can build segments from natural language descriptions
You can freely choose between these methods depending on your preferences, the complexity of your segment, and your comfort level with technical details. Both approaches create the same type of segments with identical capabilities.
1. Segment Editor
Navigate to Segments under the Audience section to use our visual editor. The editor lets you combine multiple filters with logical operators to define your target audience.
Available Filter Types
Person Filters
- Properties: Filter based on custom properties you've defined (text fields, numbers, dates, etc.)
- Email Subscription: Target based on subscription status (subscribed, pending, unsubscribed)
- Location: Filter by country, region, city using standard codes
- Timezone: Filter by IANA timezone identifiers
Analytics Filters
- Events: Filter based on actions like page views, add to cart, email opens
- Event Frequency: Target based on number of occurrences (exactly, greater than, less than, between)
- Time Periods: Filter events within specific timeframes (hours, days, weeks)
Company Filters
- Company Name: Target customers from specific companies
- Company Location: Filter by company's geographical location
- Company Industry: Segment by industry categories
- Company Revenue: Filter by company revenue ranges with currency options
- Company Size: Segment by employee count (enterprise, SMB, startup)
Deal Filters
- Deal Amount: Filter based on deal values (high, mid, low value deals)
- Deal Status: Target based on deal stages (in progress, won, lost, early stage)
Shopping Filters
- Orders: Filter by order count, frequency, or recency
- Total Spent: Target based on customer spending thresholds
Logical Operators
Combine filters with:
- AND: Customers must match all conditions
- OR: Customers must match at least one condition
- NOT: Exclude customers who match specific conditions
2. Audience Agent
Our AI assistant can help you build segments through natural conversation. Simply describe the customers you want to target, and it will help create the appropriate segment.
Example Prompts for the Audience Agent
Basic Segments:
- "Create a segment of customers who spent over $100 last month"
- "Show me customers who haven't opened emails in 30 days"
- "Find customers in the Pacific timezone who bought recently"
Company-Based Segments:
- "Create a segment of customers from tech companies in California"
- "Find people from healthcare companies with more than 100 employees"
- "Segment customers from companies with over $10M in revenue"
Deal-Based Segments:
- "Create a segment of people with deals in the proposal stage"
- "Find customers with high-value deals over $50,000"
- "Segment people with won or lost deals in the last quarter"
Complex Segments:
- "Create a segment of customers from financial companies who opened our last email and have active deals"
- "Find male customers in Canada who have spent over $500 and have viewed our product page at least 3 times"
- "Create a segment of enterprise customers who haven't engaged in 90 days but have previously purchased"
Advanced Segmentation Strategies
Behavioral Segmentation
Target customers based on how they interact with your business:
- Engagement Level: Highly engaged vs. at risk of churn
- Purchase Frequency: Frequent buyers vs. one-time customers
- Product Interest: Based on page views, searches, or cart additions
- Email Response: Regular openers vs. non-responders
Lifecycle Segmentation
Target based on customer journey stage:
- New Subscribers: Recent signups who haven't purchased
- First-Time Buyers: Converted from prospects to customers
- Repeat Customers: Made multiple purchases
- VIP Customers: High lifetime value, frequent purchasers
- At-Risk: Declining engagement or purchase frequency
- Lapsed: Haven't engaged in a defined timeframe
B2B Segmentation
For business customers, leverage company and deal data:
- Industry Vertical: Target specific industries with relevant messaging
- Company Size: Different approaches for enterprise vs. SMB
- Deal Stage: Tailor content based on sales funnel position
- Deal Value: Prioritize high-value prospects
- Decision Maker Role: Target based on position in company
Using Segments
Once created, you can use segments in multiple ways:
Email Broadcast Targeting
- Select specific segments as the audience for your email broadcast
- Exclude segments from receiving certain campaigns
- Create more personalized messaging for different customer groups
- A/B test campaign effectiveness across different segments
Customer Journey Personalization
- Start journeys for specific segments
- Create conditional branches in journeys based on segment membership
- Customize journey actions based on which segments a customer belongs to
Best Practices
Segment Design
- Start with clear objectives: Define what you want to achieve before creating segments
- Keep segments focused: Create specific segments for clear use cases rather than trying to cover too many criteria in one segment
- Use descriptive names: Name segments clearly to communicate their purpose (e.g., "High-Value Tech Companies" is better than "Segment A")
- Add detailed descriptions: Document segment criteria and intended use cases
Segment Management
- Update regularly: Review and update your segments periodically to ensure they remain relevant
- Archive unused segments: Keep your workspace clean by archiving segments you no longer need
- Test before sending: Always preview your segment size and composition before using it in campaigns
- Start small: When using a new segment, test with a small campaign before scaling
- Track segment performance: Monitor how different segments respond to your marketing
Optimization Strategies
- Refine based on performance: Adjust segment criteria based on campaign results
- Progressive profiling: Build more detailed segments over time as you gather more customer data
- Segment hierarchies: Create broader segments for general campaigns and more specific sub-segments for targeted messaging
- Combine behavioral and demographic data: The most effective segments often use both types of information
Troubleshooting
Common Issues
- Empty segments: If a segment contains no users, check for overly restrictive criteria or data issues
- Oversized segments: Very large segments may need more specific criteria for effective targeting
- Slow-updating segments: Some segment criteria may take time to evaluate for large customer bases
- Conflicting criteria: Using contradictory conditions may create unexpected results
Getting Help
The Audience agent can help you:
- Diagnose issues with existing segments
- Optimize segment criteria for better targeting
- Suggest new segmentation strategies based on your business goals
- Convert natural language descriptions into technical segment definitions