How to create segments based on events

Goal

To inform clients and CM.com employees how to create segments based on event information.

Who can it help?

• Customers
• CM.com employees

Events & event properties

All Incoming data points, such as an email click, pre-registration, ticket sale, are called events in the Customer Data Platform (CDP). Profiles are being built up out of these events. Each event type has its own event properties, for examples pre-registration and email click:

The event Pre-registration can have the following event properties:
- First name
- Last name
- Email address
- Phone number

The event Email clicked can have the following event properties:
- Email address
- Subject
- Mail ID

Events appear in the timeline of a profile:

Sessions

Sometimes it's important to bundle multiple events. When an email campaign had been sent out, you want to know if that specific email is opened, not any email ever. For this we created sessions in which multiple events are being combined. Sessions are built based on a session key, such as campaign ID. That key holds the relevant events together.

Create segments

Now that you know what events and sessions are, it is important to know how to create segments with them. By doing so, we are able to create segments based on behavior. To do so, follow the steps below:

Step 1 -
Go to the Customer Data Platform and select the filter in Profile insights. If you scroll down, you can find all the event types and sessions.


Step 2 -
Select an event type and define the following things:
- At least or at most
- Amount of occurrences
- The time range

Step 3 -
You can further specify your filter settings by configuring event properties within the event type that you just selected. Click on "Refine event by..." and add a filter, now you see all the event properties. Select the event property that you would like to filter on, add the condition, and apply the filter.

Step 4 -
Add additional AND/OR filters to finalize the filters for the segment that you want to make.

Step 5 -
Save the segment by cicking "Save as segment" in the right top corner of the screen.

Terms

• Event type
  An event type is a source of data from which events are being received.
  For example: Pre-registration: CM.com Festival, EmailCampaigns: Email Opened, CM.com Ticketing: Ticket Sale.
• Event
  An event is a single data point from a specific source, that is received in the Customer Data Platform for a profile.
  For example: A certain pre-registration, A certain click, a certain ticket.
• Session
  A session is a bundle of multiple events that have something in common.
  For example: Email Campaigns. All email campaigns events for a certain campaign are being bundled into one session.

Video

Below you can find a video on how to create segments in Mobile Marketing Cloud.