About this Article

This article details how to eﬀectively set-up a segment in the Salesforce DMP Konsole.

Step 1: Navigation

Hover over the "People" menu item and select "Segments" the click "+New Segment" and choose the type of segment you want to create.

In most cases select "Standard" – "Real Time" segments are used to capture users immediately without looking at historical activity (for example, delivering an ad immediately after users submit a registration or perform a search).

Step 1: Segment Creation

Segments can be built from first and third-party attributes, events, and existing segments. The left-margin of the segment builder displays all available options. Note that your team may have configured your display differently than what is shown but this represents how your data can be organized in the platform.Step 2: Segment Creation

Step 2 - Part 1: Using Attributes to Build a Segment

First-party data, including keywords and all attributes listed above, can be used to create segments.

EXAMPLE SEGMENT

An RFP for a video streaming company with a new device that allows consumers to view their content on TVs requests "males in the 18-29 range who consume a high volume of video content".

There are 3 ways to connect rules and fulﬁll a segment:

AND	both rule X and Y must be satisﬁed (narrows the segment pool)
OR	either rule X or Y must be satisﬁed (expands the segment pool)
OR NOT	rule X must be satisﬁed and anyone who qualiﬁes for rule Y must be excluded (narrows the segment pool)

Step 2 - Part 2: Using Third-party Data to Build a Segment

Salesforce DMP has many third-party data options - use the search field or expand the third-party data provider folders to find an appropriate segment.

Step 2 - Part 3: Using an Existing Segment to Build a Segment

Segments can also be built from existing segments. This is a great option if you have core segments already built (i.e. basic demographic information or site/section visits) that you can add to for more complex segments.

Step 2 - Part 4: Creating Rule Groups

Rule Groups link sets of attributes together using an "AND" or an "OR" conjunction.

EXAMPLE

To target Men with HHI of $60k+ or women who live in Boston, use a Rule Group like this:

To complete a Rule Group

After clicking 'Add Group' follow the same steps to create a new rule, repeating until you have added all attribute values. Your layered first and third-party data allows for increased reach.

Step 2 - Part 5: Naming & Saving a Segment

The ﬁnal step in creating your segment is to name it.

Classify your segments by Type, Category, and Subcategory in whatever way works for your team, but we strongly recommend following a consistent taxonomy so that segments can be easily managed.

Finally, enable it for the Salesforce DMP Interchange/Private Exchange, and save it.

See below for an example:

Type

Recommended Types	Description
Behavioral	Based on user's recent activity
Geographic	Based on a user's location
Psychographic	Based on user mindset, lifestyle, attitudes, personality
Lookalike	Similar to existing audience target

Category

Recommended Category	Type	Description
Age	Demographic
Auto	Behavioral	Visitors in-market or near-market for a vehicle or vehicle parts
Arts & Entertainment	Behavioral	Visitors who've shown interest in books, music, movies, TV
Business	Behavioral	Visitors who've shown interest in business news or topics
Education	Demographic	Education level of the visitor (e.g. high school, college, grad school)
Ethnicity	Demographic
Family & Parenting	Behavioral	Visitors who've shown interest in parenting or family topics
Food & Drink	Behavioral	Visitors who've shown interest in food or drink content (e.g. recipes, wine tasting)
Gender	Demographic
Health & Fitness	Behavioral	Visitors who've shown interest in health topics or products
Hobbies	Behavioral	Visitors who've shown interest in very speciﬁc, niche activities. Think needlework, bird watching, roleplaying games, comic books, etc.
Home & Garden	Behavioral	Visitors who've shown interest or shopping intent in appliances, gardening, home theater or repair products
Income	Demographic	Household income (HHI)
Lifestyle	Psychographic	Meant to call out speciﬁc mindsets as expressed by visitor's lifestyle (e.g. Green Lifestyle)
Marital Status	Demographic
Net Worth	Demographic
Personal Finance	Behavioral	Visitors who've shown interest in personal ﬁnance topics
Pets	Behavioral	Visitors who've shown interest in pet topics or products
Politics	Behavioral	Visitors who've shown interest in legal, government & political topics
Profession	Demographic	Visitors belonging to a particular profession, industry, or functional area
Real Estate	Behavioral	Visitors in-market for a new apartment or home, or interested in real estate content
Religion & Spirituality	Behavioral	Visitors interested in religion or spirituality topics
Science	Behavioral	Visitors interested in topics including astronomy, weather, physics, biology, etc.
Sports	Behavioral	Visitors interested in sports content & news
Style & Fashion	Behavioral	Visitors interested in fashion, jewelry, clothing, and beauty topics or products
Technology & Computing	Behavioral	Visitors interested in technology -related content (includes networking technology, software, databases, consumer tech, etc.)
Travel	Behavioral	Visitors interested in travel, business or personal

Sub-Category

Recommended Sub-Category	Description
First-Party	Segments made entirely with first-party data
Third-Party (data provider used)	Segments made entirely with third-party data
Blended	Segments made with a mix of first- and third-party data

This is how we employed the naming taxonomy outlined above to the Young Male Video Viewer example:

Step 3: Segment Utilization

Once the segment has been saved, segments will populate within approximately 1-2 hours. New segments will appear in the Segments > Manage Segments list.

The Manage Interchange button at the top of the Segments List displays the segments within Interchange and displays information about their Max CPM and Test status.

Click the View Reports button to view Segment Reports.

Here are a few key ways that segments can inform your site audience:

Step 3 - Part 1: Lookalikes

Using lookalikes (from the Actions menu above) is a valuable way to expand your segment size by ﬁnding people who are nearly similar to the population in the segment. Note that it generally takes about two weeks to be able to use the lookalike functionality for a new segment.

This example shows a Healthy Moms segment using first-party registration data. By using the lookalikes functionality, we can increase the population size of this valuable segment by ﬁnding a pool of users who are 70% similar across first and third-party attribute to their known Healthy Moms.

To use this new segment, you simply click on the point on the graph you want to use and then click "Create Lookalike" button, following the same steps outlined earlier to save the new segment

Step 3 - Part 2: Overlap Report

Another valuable tool to gain insight into your segment's audience makeup is the Overlap Report, which allows you to view segments that overlap with a given segment. For example, if a publisher had a segment made up of subscribers, it could be impactful to ﬁnd out what other characteristics subscribers have. Similar to the lookalike function, it also lets you expand a segment by adding site visitors who fall into diﬀerent segments but are similar across thousands of attributes.

To access the overlap report, click "Segment Overlaps" shown above. See below for more information about the report.

Using the example “Healthy Moms” segment, you can hover over each circle on the overlap report to see details about the overlapping segments. The larger the circle, the more overlap between the segment populations.

These segments can be combined to expand the original segment size. For example, the existing segment has a 64% overlap with the Subscribers segment. By combining these similar segments, you would open the population to over 4M users, and could provide an advertiser with a new, potentially interesting target group.

Step 3 - Part 3: Audience Profile

The Audience Profile for a segment displays User Activities and Uniques, followed by Audience Profile details. Clicking the Export to PDF button at the top right of the chart allows exporting a logo-branded PDF report.

Step 3 - Part 4: Site Distribution

The Site Distribution for a segment displays the distribution of that segment across all the sites you manage. It lists the Total Uniques per site and each site’s Index. Below the chart, the data is presented in a sortable table.