Segments are tag value expressions which can be a combination of more than one consumer tag value applied to the consumers. The Segment tag values support complex tag value expression by allowing the ‘AND’, ‘OR’ and ‘NOT’ functions to specify a segment audience. Once created, the Segment can be used in the consumer segment targeting filter just like other consumer tag values.
The Plexure platform supports two levels for the tag value expression, e.g. a Segment which comprises of consumers who are Male and between the Age Group of 20-25 will be represented as ((Male AND 20-25)). This expression can be formed on the Create Segment page by selecting consumer tag values under “Consumers that [Are Tagged] with [All] of the following tags”. Similarly, the tag value expression ((Male OR 20-25)) can be constructed by selecting consumer tag values under “Consumers that [Are Tagged] with [Any] of the following tags”. Lastly, the tag value expression to select Males not between 0-17, i.e. ((Male) AND (NOT (0-17))) can be constructed by selecting consumer tag values “Consumers that [Are Tagged] with [Any/All] of the following tag values: Male” AND “Consumers that [Are Not Tagged] with [Any/All] of the following tag values: 0-17”. The created Segment tag value expression can always be viewed on the Segments page.
The Owner (Marketing Manager) can create a Segment with as many tag value expressions and functions, i.e. ((TagExp1) Function1 (TagExp2) Function2 … (TagExpN) FunctionN …) where each function is ‘AND’, ‘OR’ or ‘NOT’. Each unit of tag value expressions forms a Sub Group. The Sub Groups can further be combined with either an ‘AND’ or ‘OR’ function to form a Group as described above in the “Males not between 0-17” example. Furthermore, the Groups can be combined together, again with either an ‘AND’ or ‘OR’ function to form even more complex Segments.
The Segment builder also shows the Reach Estimate at the Sub Group, Group and Total levels. The Total Estimated Reach is the final estimate of the consumer the Segment will be able to target. At the sub group level, it is also possible to view the Reach Estimate represented as a percentage of total potential recipients.
Before creating a Segment, it is important to enter Name and Reference Code for the Segment and tick the checkbox if you want to view the reporting for the Segment. Once the tag values for the Segment have been selected through the tag expression(s), you may either choose to Save as Draft or Publish it. Only published Segments can be used for targeting. Please note that Segments take up to 24 hours to be applied to consumers after publishing, so plan the campaigns accordingly.
Segments Overview Page