Within Profiles, segmentation enables deliberate organization of customer records. Instead of working with the entire profile base, users can group selected profiles into structured segments aligned with specific business objectives.
What is a Segment?
A segment is a named collection of customer profiles created within Profiles.
It represents a defined group of profiles that share a business purpose. Segments function as organizational containers for customer records.
A single profile can belong to more than one segment, allowing flexible organization of customer groups based on different objectives.
Profiles segments
Building and using segments
Segments are created within Profiles by defining a segment name and manually assigning selected profiles to it. Profiles are added from the Profile List, forming a structured group without altering the underlying customer records.
When a user selects a segment, the platform displays the complete list of profiles assigned to it. This provides immediate visibility into the exact customers grouped under that segment, allowing teams to review, validate, and manage the selected audience directly from a single view.
Once created, segments can be modified as business needs evolve. Profiles may be added to or removed from a segment at any time, and segments can be renamed or deleted when no longer required. Since a profile can belong to multiple segments, users can organize and refine customer groups across different contexts as needed.
Why are Segments used
As defined earlier, a segment represents a purposeful grouping of customer profiles. This grouping becomes valuable when teams need to focus on specific subsets of customers rather than reviewing the entire profile base.
Not every individual who interacts with a business represents the same type of customer. Some may be campaign participants, others may be linked to a specific product, and some may represent recurring buyers. Organizing profiles into segments allows users to isolate relevant audiences and structure their analysis more effectively.
Segments provide a practical framework for understanding customer behavior, managing targeted groups, and supporting informed decisions within Profiles.