Different segment types in Adobe Experience Platform

Understanding Segmentation in Adobe Experience Platform

Segmentation is a crucial process in marketing that involves categorizing your customer base into distinct groups based on specific attributes or behaviors. By segmenting your audience effectively, you can tailor your marketing strategies to target each group more precisely, enhancing engagement and conversion rates.

Creating Audiences

Audiences are created in Adobe Experience Platform through two primary methods: Audience Composition and Segment Definitions.

Audience Composition: This method allows marketers to directly compose audiences within the platform. It provides flexibility in selecting criteria such as demographics, behaviors, or interactions to define the audience segments.

Segment Definitions: Alternatively, segments can be defined using Segment Builder or APIs. This involves specifying rules and conditions using Profile Query Language (PQL) to dynamically fetch profiles that meet the segment criteria.

Evaluating Audiences

Adobe Experience Platform supports three methods for evaluating audiences:

Streaming Segmentation: This method continuously updates audience segments in real-time based on incoming data. It ensures that audience memberships remain current and relevant by processing additions and removals promptly.

Batch Segmentation: Unlike streaming segmentation, batch segmentation processes all profile data at once according to predefined segment definitions. Batch audiences are evaluated and updated every 24 hours, or on demand using segment jobs.

Edge Segmentation: This feature enables instant audience evaluation on the Edge Network, facilitating real-time personalization scenarios on web pages. It ensures that audience targeting and personalization efforts are seamless and responsive.

Considerations and Best Practices

When extending schemas or utilizing Experience Event expiration values, it’s essential to update segment definitions to reflect changes in data structure or event expirations. This ensures accuracy and consistency in audience segmentation over time.

Effective segmentation in Adobe Experience Platform empowers marketers to deliver targeted and personalized experiences to their audiences. By leveraging streaming, batch, or edge segmentation methods, businesses can adapt their marketing strategies dynamically to meet evolving customer needs and behaviors. This approach not only enhances engagement but also drives higher conversion rates by delivering relevant content and offers to each segmented audience group.

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