Introduction to Segment Builder

Prerequisites 

Segment Builder is available to customers who have an active Data Studio instance integrated with their Salesforce or Hubspot CRMs. We are actively working on expanding our integration capabilities to include List-Based and MS Dynamics, which will allow all of our Data Studio customers to take advantage of the full range of features available in Segment Builder.

Quick links:

• What is Segment Builder?
  • Feature Overview
  • Supported Data in Segment Builder
  • Understanding Rule Criteria in Segment Builder
• How to Use Segment Builder
  • Segment Index Page
  • Create Segment
  • Save Segment
  • Edit Segment
  • Refresh Segment
  • Delete Segment
  • Details & Reporting
• Where to Use Segments
• Frequently Asked Questions

What is Segment Builder?

Feature Overview

Terminus Segment Builder is a highly efficient and versatile segmentation tool that empowers users to precisely segment their data, from simple to complex segments with ease. The dynamic and automated nature of Segment Builder segments ensures that accounts are continuously included or excluded based on changes in source data and rule criteria, eliminating the need for any manual maintenance.

Some key benefits of using the Segment Builder within the Terminus platform include:

• Easier to use: Simplifies audience creation and increases flexibility by supporting a wide range of data sources and expanded targeting capabilities, resulting in a more user-friendly experience.
• Improved targeting: Users can create highly targeted segments of their ideal customer profiles, allowing for more personalized and effective outreach.
• Increased efficiency: The dynamic nature of the segments saves time and resources by eliminating the need for manual updates and maintenance of static lists, leading to more efficient platform use.
• Better sales and marketing alignment: By using the same segmentation across sales and marketing teams, there is greater alignment and consistency in the messaging and outreach to prospects and customers.

Supported Data in Segment Builder

Segment Builder can utilize a multitude of data sources, including Global Filters, Account Lists, Terminus event data, and any attribute that has been ingested into Data Studio from the user's CRM.

When building a segments rule, there are several data elements that will need to be defined:

1. Entity:
   An entity is an object-level category, which includes:
   • Account
   • Campaign Member
   • Click
   • Engagement Spike
   • Impression
   • Intent Surge
   • Opportunity
   • Person
   • Site Visit
     
     
2. Attributes:
   Attributes set up on that entity object will appear in the next dropdown. These will vary for each customer's Data Studio configuration and integrated CRM. For entities that can be integrated with the customer’s Data Studio, the list of attributes will extend to include the custom attributes ingested for each object. If the attribute(s) are not configured, they will not be displayed in the dropdown. Below are the standard attributes for each entity listed above:
   
   

   Account
   Default Fields	Data Type
   Account Name	VARCHAR(255)
   CRM Account ID	VARCHAR(36)
   CRM Org ID	VARCHAR(36)
   CRM Type	VARCHAR(36)
   Created Date	TIMESTAMP
   Date Entered Funnel	TIMESTAMP
   Funnel Stage	VARCHAR(36)
   Known People	INTEGER
   Last Activity Date	TIMESTAMP
   Last Campaign Response Date	TIMESTAMP
   Last Modified Date	TIMESTAMP
   Open Opportunities Count	INTEGER
   Website	VARCHAR(255)
   CRM Fields	Data Type
   — Dependent on Data Studio Integrations Setup —
   Email Experiences	Data Type
   First Terminus Email Date	TIMESTAMP
   Last Terminus Email Date	TIMESTAMP
   Propensity to Purchase	INTEGER
   Relationship Score	VARCHAR(16)
   Firmographics	Data Type
   Employee Count	INTEGER
   Revenue	INTEGER
   Global Filters	Data Type
   — Dependent on Data Studio Global Filters Setup —
   Terminus Filters	Data Type
   Account List	VARCHAR(255)
   Employee Range	VARCHAR(255)
   Engagement Model	VARCHAR(255)
   Industry	VARCHAR(255)
   Intent Topic	VARCHAR(255)
   Last Engagement Spike	TIMESTAMP
   Last Intent Surge	TIMESTAMP
   Propensity to Purchase	INTEGER
   Relationship Score	VARCHAR(16)
   Revenue Range	VARCHAR(255)
   Campaign Member
   Default Fields	Data Type
   Activity Date	TIMESTAMP
   Campaign Cost	TEXT
   Campaign Group	VARCHAR(255)
   Campaign Member Company	VARCHAR(255)
   Campaign Member Name	VARCHAR(121)
   Campaign Member Title	VARCHAR(128)
   Campaign Name	VARCHAR(80)
   Campaign Start Date	TIMESTAMP
   ID	VARCHAR(36)
   Is Last Touch	BOOLEAN
   Total Campaign Responses	INTEGER
   Status	VARCHAR(255)
   Responded	BOOLEAN
   CRM Fields	Data Type
   — Dependent on Data Studio Integrations Setup —
   Global Filters	Data Type
   — Dependent on Data Studio Global Filters Setup —
   Click
   Default Fields	Data Type
   Daily Click Count	INTEGER
   Date	DATE
   Tactic Name	VARCHAR(36)
   Engagement Spike
   Default Fields	Data Type
   Model Name	VARCHAR(255)
   Surge Date	DATETIME
   Impression
   Default Fields	Data Type
   Daily Impression Count	INTEGER
   Date	DATE
   Tactic UUID	VARCHAR(36)
   Intent Surge
   Default Fields	Data Type
   Surge Date	TIMESTAMP
   Topic	VARCHAR(255)
   Opportunity
   Default Fields	Data Type
   Amount	DECIMAL(12,2)
   Close Date	TIMESTAMP
   Closed	CHAR(1)
   Created Date	TIMESTAMP
   ID	VARCHAR(36)
   Name	VARCHAR(120)
   Post-Opportunity Responses	INTEGER
   Pre-Opportunity Responses	INTEGER
   Stage	VARCHAR(40)
   Total Attributed Campaign Responses	INTEGER
   Type	VARCHAR(40)
   Unique Campaigns Count	INTEGER
   Won	CHAR(1)
   CRM Fields	Data Type
   — Dependent on Data Studio Integrations Setup —
   Global Filters	Data Type
   — Dependent on Data Studio Global Filters Setup —
   Person
   Default Fields	Data Type
   Company	VARCHAR(255)
   Created Date	TIMESTAMP
   Department	VARCHAR(80)
   Lead ID	VARCHAR(36)
   Lead Stage	VARCHAR(80)
   Name	VARCHAR(121)
   Title	VARCHAR(128)
   CRM Fields	Data Type
   — Dependent on Data Studio Integrations Setup —
   Global Filters	Data Type
   — Dependent on Data Studio Global Filters Setup —
   Site Visit
   Default Fields	Data Type
   Daily Page Views	INTEGER
   Daily Unique Visitors	INTEGER
   Visit Date	DATE

3. Operator & Input:
   After an attribute is selected, an operator and input type will appear and dropdown options will display based on the attribute type that has been selected.
   
   

   Data Type	Operator	Input Type	Input Values
   Alphanumeric (String)	Equals	Single input box	Multiple values allowed; Multiple values joined by "or"
   	Does not equal	Single input box	Multiple values allowed; Multiple values joined by "or"
   	Contains	Single input box	Multiple values allowed; Multiple values joined by "or"
   	Begins with	Single input box	Multiple values allowed; Multiple values joined by "or"
   	Ends with	Single input box	Multiple values allowed; Multiple values joined by "or"
   	Is empty	No input needed
   	Is not empty	No input needed
   Alphanumeric (List)	Contains	Single input box	Multiple values allowed; Multiple values joined by "or"
   	Is empty	No input needed
   	Is not empty	No input needed
   Integer/Decimal	Equals	Single input box	Single value only
   	Does not equal	Single input box	Single value only
   	Is greater than	Single input box	Single value only
   	Is greater than or equal to	Single input box	Single value only
   	Is less than	Single input box	Single value only
   	Is less than or equal to	Single input box	Single value only
   	Is between	Two input boxes	Single value only in each input; Range is inclusive of the values entered.
   	Is not between	Two input boxes	Single value only in each input; Range is exclusive of the values entered.
   	Is empty	No input needed
   	Is not empty	No input needed
   Date/Timestamp	Equals	Single input box	Single value only; Date picker available.
   	Does not equal	Single input box	Single value only; Date picker available.
   	Is before	Single input box	Single value only; Date picker available.
   	Is on or before	Single input box	Single value only; Date picker available.
   	Is after	Single input box	Single value only; Date picker available.
   	Is on or after	Single input box	Single value only; Date picker available.
   	Is between	Two input boxes	Single value only in each; Date picker available.
   	Is not between	Two input boxes	Single value only in each; Date picker available.
   	Is empty	No input needed
   	Is not empty	No input needed
   	Is within last number of days	Single input box	Single value only, i.e. “within last 30 days”
   	Is greater than last number of days	Single input box	Single value only, i.e. “greater than 30 days ago”
   	Is within next number of days	Single input box	Single value only, i.e. “within next 30 days”
   	Is greater than next number of days	Single input box	Single value only, i.e. “greater than 30 days from today”
   Boolean	Is true	No input needed
   	Is false	No input needed

Understanding Rule Criteria in Segment Builder

When creating segments, users must define rule logic to ensure they are targeting their intended audience. The Segment Builder currently supports the following logic:

• INCLUSION: This logic includes accounts that meet the specified criteria from the segment.
• EXCLUSION: This logic excludes accounts that meet the specified criteria from the segment.
• AND: This logic allows users to create rules that require multiple conditions to be met for an account to be included in the segment.
• OR: This logic requires at least one of the specified criteria to be met for an account to be included in the segment.
• NESTING/GROUPING: This logic allows users to combine multiple rules on an entity to simplify rule creation.

• FORMULAS: This logic allows users to apply mathematical formulas to create more complex segment criteria.

  • Sum: Calculates the total sum of specified values.
    I want to market to accounts where the total ad impressions in the last 30 days is greater than 1,000
    
    

  • Count: Determines the total count of specified elements or occurrences.
    I want to market to accounts with at least 7 intent surges in the last 30 days
    
    

  • Average: Calculates the average value within the specified dataset.
    I want to market to accounts where the average open opportunity value is greater than $100k
    
    

  • Minimum: Identifies the minimum value within the specified dataset.
    I want to market to accounts where the minimum opportunity value is equal to $100k
    
    

  • Maximum: Identifies the maximum value within the specified dataset.
    I want to market to accounts where the maximum opportunity value is equal to $100k

Create Segment

To create a segment, a user needs to:

1. Click the "Create Segment" button on the Segment Index Page.
   
   
   
   
2. They will then be directed to a new segment form where they need to enter the Segment Name (required) and Segment Description (optional).
   
   
   
   

3. The user must then enter their inclusion and exclusion rule criteria. Optionally, a user can:

   • Add additional rule criteria by selecting the ellipsis and choosing their desired rule logic (e.g., "+ AND") from the menu. A new rule will be added below the completed rule and joined by their selected rule logic.
     
     
     
     
   • Remove rule criteria by selecting the ellipsis and choosing "Delete" from the menu.
     
     
     
     
   • Apply formulas by toggling on then applying desired criteria
     
     
     
     
   • Remove formulas by toggling off (Note: existing rule criteria will persist when turning off formulas)
     
     
   • Discard in-progress changes by clicking the "Discard" button at the top of the form. A user will be prompted with a modal to discard changes or cancel. If no changes have been made on the form, the "Discard" button will remain grayed out and not clickable.
     
     
     
     
     

Save Segment

To save a segment, a user needs to:

1. Ensure that they have provided a valid segment name and completed the inclusion/exclusion rule criteria.
2. Click the "Save and Close" button in their completed segment form.
3. Once the save is successful, the user will be redirected to the Segment Index Page where they can view their saved segment.
4. Brand new segments will kick off an initial refresh upon Save. They will remain in "New" status until the processing begins, at which point they will move into "Processing" status. When the data cycle refresh completes, the segment will move into "Active" status, which will make it available for use.

Edit Segment

There are two ways in which a user can edit their segment:

Option 1:

1. Click the ellipsis menu on the Segment Index Page and select the "Edit Segment" button.
2. They will then be directed to the existing segment form where they can update the segment details and/or inclusion/exclusion rule criteria.
3. Click the "Save and Close" button in their completed segment form.
4. Once the save is successful, the user will be redirected to the Segment Index Page where they can view their segment.
5. Edited segments will refresh upon Save. It will remain available for use but in "Processing" status. When the data cycle refresh completes, the segment will move into "Active" status, which will make the new criteria available for use.

Option 2:

1. Click the segment name on the Segment Index Page and select the "Edit Segment" button on the top right.
2. They will then be directed to the existing segment form where they can update the segment details and/or inclusion/exclusion rule criteria.
3. Click the "Save and Close" button in their completed segment form.
4. Once the save is successful, the user will be redirected to the Segment Index Page where they can view their segment.
5. Edited segments will refresh upon Save. It will remain available for use but in "Processing" status. When the data cycle refresh completes, the segment will move into "Active" status, which will make the new criteria available for use.

Refresh Segment

If the segment is not being used in an active campaign, it will continue to refresh nightly for approximately two weeks before no longer refreshing. For stale segments, you can manually refresh them using the following instructions:

1. Click the ellipsis menu on the Segment Index Page and select the "Refresh Segment" button. If the "Refresh Segment" button is disabled, this means the segment is currently being refreshed.
   
   
   
   Please note: Currently, segment status remains active during the manual segment refresh process; we are actively working to update this behavior.

Delete Segment

There are two ways in which a user can delete their segment:

Option 1:

1. Click the ellipsis menu on the Segment Index Page and select the "Delete" button. If the "Delete" button is disabled, this means the segment is currently being used and cannot be deleted.
   
   
   
   
2. When the "Delete" button is selected, the user will be prompted to confirm deletion.
   
   
   
   
3. Upon confirmation, the segment is deleted from the system and is no longer visible in the Segment Index Page or available for use elsewhere.

Option 2:

1. Click the segment name on the Segment Index Page, select the ellipses button on the top right and select the "Delete" button. If the "Delete" button is disabled, this means the segment is currently being used and cannot be deleted.
   
   
   
2. When the "Delete" button is selected, the user will be prompted to confirm deletion.
   
3. Upon confirmation, the segment is deleted from the system and is no longer visible in the Segment Index Page or available for use elsewhere.

Duplicate Segment

There are two ways in which a user can duplicate their segment:

Option 1:

1. Click the ellipsis menu on the Segment Index Page and select the "Duplicate" button.
2. A new segment form will open, and they will see a duplicated version of the saved segment. This includes the name, description, and inclusion/exclusion rule criteria. They can update the segment details and/or inclusion/exclusion rule criteria as needed.
3. Click the "Save and Close" button in their completed segment form.
4. Once the save is successful, the user will be redirected to the Segment Index Page where they can view their saved segment.
5. Brand new segments will kick off an initial refresh upon Save. They will remain in "New" status until the processing begins, at which point they will move into the "Processing" status. When the data cycle refresh completes, the segment will move into the "Active" status, which will make it available for use.

Option 2:

1. Click the segment name on the Segment Index Page, select the ellipses button on the top right and select the "Duplicate" button.
2. A new segment form will open, and they will see a duplicated version of the saved segment. This includes the name, description, and inclusion/exclusion rule criteria. They can update the segment details and/or inclusion/exclusion rule criteria as needed.
3. Click the "Save and Close" button in their completed segment form.
4. Once the save is successful, the user will be redirected to the Segment Index Page where they can view their saved segment.
5. Brand new segments will kick off an initial refresh upon Save. They will remain in "New" status until the processing begins, at which point they will move into the "Processing" status. When the data cycle refresh completes, the segment will move into the "Active" status, which will make it available for use.

Where to Use Segments

Segment Builder segments can be used within Advertising Experiences or Web Experiences — other channel integrations are not yet supported.

Click here to learn how to use a segment in Advertising Experiences.
Click here to learn how to use a segment in Web Experiences.

Frequently Asked Questions

• If I add both inclusion and exclusion logic to my segment — which criteria takes priority?
  In the case that both inclusion and exclusion criteria is defined in a segment, we will always apply exclusion logic first, followed by any inclusion logic.
  
• Do segments auto-save while I am creating them?
  Currently, segments do not auto-save and require the user to select "Save and Close" when it's complete.
  
• What do the statuses mean on the Segment Index Page?
  The Segment Index Page displays four statuses that a segment can be in:
  • "New" status indicates a brand new segment has been saved but has not yet been submitted to our query service for processing and data refresh.
  • "Processing" status indicates a brand new segment or existing segment has been submitted to our query service and is in some stage of processing (e.g., in queue or actively being refreshed) but the updated accounts are not yet available.
  • "Active" status indicates a segment has been successfully refreshed, and the updated accounts are available for use.
  • "Needs Attention" status indicates an error occurred during processing or is in a state that the user should investigate. Some reasons that could trigger a segment to move into this status could be that a column used in the segment has been disabled from their CRM configuration or the criteria is no longer valid.
    
• How can I use an already created Account List in my Segment Builder segment?
  Account Lists will appear under the Account entity, and will list the public and read-only folders defined in the client account. 
• Why does my segment show 0 recipients when I've included a newly added Account List?
  When adding a new Account List to Data Studio, the list will become immediately available in the Segment Builder. However, the underlying account data can take up to 24 hours to refresh. As a result, you may not see the accounts available in your segment immediately when using a new Account List as part of the segment's criteria.
• How frequently is the data refreshed?
  When creating a new segment or editing an existing one, the data will be refreshed upon saving. For segments in an active state and being utilized by Advertising Experiences (within an active campaign) or Web Experiences, the data will refresh nightly. If the segment is not being utilized within an active campaign, it will continue to refresh nightly for approximately two weeks before no longer receiving nightly updates.
• Why don't my CRM fields appear with a data picklist?
  Currently, the Segment Builder provides pre-filled data pick list for Terminus Filters, Global Filters, Engagement Model and Intent Topic. You can identify these fields by the asterisk located at the end of their names in the dropdown. CRM fields are currently only available as open text fields and do not show up with a data pick list.
• Can I leverage my segments within Global Filters?
  Yes, you can leverage your segments within Global Filters, just as you can select and apply segments (similar to how you can currently do it with Account Lists) within the global filters toolbar. Click here to learn more.
• What is the difference between selecting Global Filters vs. Entities in the Segment Builder?
  The distinction between selecting Global Filters and Entities in the Segment Builder lies in how the data is stored and processed within the database tables. Global Filters operate by aggregating and summarizing data based on the most recent event. When you define a specific topic or engagement model using Global Filters, it looks back to identify accounts that have surged or spiked for that specified model or topic on the latest surge or spike event. When you specify an Engagement Spike or Intent Surge within the 'last X days,' it searches for accounts that have experienced any surges or spikes during the predefined time period.In contrast, Entities provide a more flexible solution that doesn't aggregate the data. Instead, it utilizes the individual surge or spike events, making them queryable. This flexibility enables the application of complex rule logic concerning model/topic filtering, timeframe criteria, and future calculations within the segmentation logic. In summary, Global Filters focus on the latest surge or spike events and are primarily model/topic-driven, while Segmentation entities offer greater granularity by querying individual surge or spike events, considering both the model/topic and timeframe.