Segmentation Service in Real-Time Customer Data Platform

Adobe Real-Time Customer Data Platform (Real-Time CDP) allows you to bring data from multiple sources to drive a coordinated and consistent experience for your customers. Delivering relevant personalized marketing campaigns can be achieved using the Segmentation Service, part of Adobe Experience Platform.

Real-Time CDP is built on top of Adobe Experience Platform and utilizes many of the Experience Platform services and functionality. Using the Segmentation Service, you can provide tailor-made marketing by dividing your customers into smaller groups with similar traits.

Segmentation

Segmentation is the process of defining specific attributes or behaviors shared by a subset of profiles from your profile store to distinguish a marketable group of people from your customer base. For example, in an email campaign called “Did you forget to buy your sneakers?”, you may want an audience of all users who searched for running shoes within the last 30 days, but who did not complete a purchase. Using different segments, you can focus on your various audiences, delivering a more customised marketing experience.

Evaluate Segments in Adobe Experience Platform

Platform currently supports three methods of evaluating segments: streaming segmentation, batch segmentation, and edge segmentation.

Streaming segmentation

Streaming segmentation is an ongoing data selection process that updates your segments in response to user activity. Once a segment has been built and saved, the segment definition is applied against incoming data to Real-Time Customer Profile. Segment additions and removals are processed regularly, ensuring your target audience remains relevant.

To learn more about streaming segmentation, please read the streaming segmentation documentation.

Batch segmentation

As an alternative to an ongoing data selection process, batch segmentation moves all profile data at once through segment definitions to produce corresponding audiences. Once created, this segment is saved and stored so that you can export it for use.

Batch segments are automatically evaluated every 24 hours. If you want to evaluate a batch segment on demand, you can use a segment job. To learn more about segment jobs, please read the segment jobs documentation.

Edge segmentation

Edge segmentation is the ability to evaluate segments in Platform instantaneously on Experience Edge, enabling same-page and next-page personalisation use cases.

To learn more about edge segmentation, please read either the API documentation or the UI documentation.

Segment Definition

The definition of the segment that it gets evaluated is based on complexity of the segmentation definition. Complexity is based on the following criterias:

• Number of trait conditions

• Number of behaviour conditions

• Look-back period (Now, Last 24 hours, Last 7 days., Beyond 7 days)

• Audiences

• Lookups

The below table describes the conditions for each segmentation type:

Condition	Now	Last 24 Hours	Last 7 Days	Beyond 7 Days
Single trait only	Edge	Edge	Streaming	Batch
Single event only	Edge	Edge	Streaming	Batch
Multiple unsequenced behaviors only	Edge	Edge	Batch	Batch
Multiple sequenced behaviors only	Streaming	Streaming	Batch	Batch
Multiple traits only	Streaming	Streaming	Streaming	Batch
Audience only	Streaming	Streaming	Batch	Batch
Lookups	Batch	Batch	Batch	Batch