Segment Builder Guide

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.

 

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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:

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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.

Step 3 - Part 1: Activation

To change the activation partners a segment is being sent to, click theBildschirmfoto_2017-11-17_um_14.46.23.pngicon (action menu) next to the segment end select "Update Partners" from the dropdown. This brings you to the same screen as in Step 2 - Part 5.

Step 3 - Part 2: 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 3: 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 4: 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 5: 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.

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Step 3 - Part 6: CDIM

CDIM is for Cross Device Identity Management. Salesforce DMP allows you to create a larger segment out of one any of your segments which include devices that we believe belong to the users. To do so, click the action menu item and select CDIM. Click on the "high", "medium" or "low" similarity bar and then on "Create segment".

Deterministically matched users are always added to your segments. The similarity setting controls our probabilistic algorithm. Please find more info on CDIM segments here:

 

Appendix A: Rule Logic – How rules are processed

1. Segment without a Rule Group

If you create a segment which looks like the following:

The above rules are processed as follows: (Rule1 OR Rule2 OR Rule4) AND (Rule3)

Segment without a Rule Group using "AND NOT"

If you create a segment which looks like the following:

The above rules processes as follows: Rule 1 or Rule 2 or Rule 4 AND NOT Rule 3

2. Segment with a Rule Group using "OR"

If you create a segment which looks like the following:

The above rules are processed as follows: (Rule1 OR Rule2) OR (Rule3 AND Rule4)

3. Segment with a Rule Group using "AND"

If you create a segment which looks like the following:

The above rules are processed as follows: (Rule1 OR Rule2) AND (Rule3 AND Rule4)

4. Segment with Rule Groups using "OR" and "AND"

If you create a segment which looks like the following:

The above rules are processed as follows: ((Rule1 OR Rule2) OR (Rule3 AND Rule4) OR (Rule7 OR Rule8)) AND (Rule5 OR Rule6))

Need Help?

If you need help building segments, don't hesitate to contact the Salesforce DMP Support team at kruxhelp@krux.com.

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