Prerequisites
Segment Builder is available to customers who have an active Data Studio instance integrated with their Salesforce CRM. We are actively working on expanding our integration capabilities to include List-Based, Hubspot, 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.
Article quick links:
- What is Segment Builder?
- How to Use Segment Builder
- Where to Use Segments
- Frequently Asked Questions
What is Segment Builder?
Feature Overview
Account lists in ABM programs are named groups of targeted accounts for marketing and sales over a specific period of time. However, one of the major challenges with utilizing account lists as they exist today is data relevancy. Account lists are static and can become stale over time, requiring manual maintenance. This can be time-consuming and resource-intensive, hindering the effectiveness of ABM programs and outreach efforts that rely on up-to-date data.
Introducing Terminus Segment Builder, 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:
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Entity:
An entity is an object-level category, which includes: -
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 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 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 -
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.
- AGGREGATION: This logic allows users to apply mathematical functions such as counts, sums, averages, minimums, and maximums to create more complex criteria for the segment.
How to Use Segment Builder
Segment Index Page
Create Segment
To create a segment, a user needs to:
- Click the "Create Segment" button on the Segment Index Page.
- They will then be directed to a new segment form where they need to enter the Segment Name (required) and Segment Description (optional).
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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.
- 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:
- Ensure that they have provided a valid segment name and completed the inclusion/exclusion rule criteria.
- Click the "Save and Close" button in their completed segment form.
- Once the save is successful, the user will be redirected to the Segment Index Page where they can view their saved segment.
- 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
To edit a segment, a user needs to:
- Click the ellipsis menu on the Segment Index Page and select the "Edit Segment" button.
- They will then be directed to the existing segment form where they can update the segment details and/or inclusion/exclusion rule criteria.
- Click the "Save and Close" button in their completed segment form.
- Once the save is successful, the user will be redirected to the Segment Index Page where they can view their segment.
- 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.
Delete Segment
To delete a segment, a user needs to:
- 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.
- When the "Delete" button is selected, the user will be prompted to confirm deletion.
- 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
To duplicate a segment, the user needs to:
- Click the ellipsis menu on the Segment Index Page and select the "Duplicate" button.
- 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.
- Click the "Save and Close" button in their completed segment form.
- Once the save is successful, the user will be redirected to the Segment Index Page where they can view their saved segment.
- 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 — other channel integrations are not yet supported. To learn how to add a segment to New Display Advertising campaigns, click here.
Frequently Asked Questions
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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.
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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.
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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.
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"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.
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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 or editing an existing segment, the data will be refreshed upon Save. For segments that are in an active state and being leveraged within a campaign, the data will refresh nightly. -
Why don't my CRM fields appear with a data picker?
Currently, the Segment Builder provides pre-filled data pickers for Terminus & Global Filters like Account Lists. You can identify these fields by the asterisk located at the end of their names in the dropdown. Although Segment Builder will soon support data pickers for Engagement & Intent entities, CRM fields are currently only available as open text fields and do not show up with a data picker. -
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.
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