The segmentation capability in Dynamics 365 Customer Insights enables you to group your customers based on demographic, transactional, or behavioral attributes. You can use segmentation to target promotional campaigns, sales activities, and customer support actions to achieve your business goals.

You can define complex filters around the Customer Profile entity and its related entities. Each segment, after processing, creates a set of customer entity records that you can export and take action on.

There are two types of segments:

  • Static segments: Segments that are processed only once — either after the creation or update of any of its filters. Use static segments when properties are not expected to change over time or when they are expected to be used only once. For example, customers who attended a specific event.
  • Dynamic segments: Segments that are processed according to a recurring schedule. Use dynamic segments when customers' attributes change over time. For example, customers who have bought products worth more than $500 in the last three months.

The following example illustrates the depth of the Customer Insights segmentation capability. We have defined a segment for customers who ordered goods for more than $500 in the last 90 days and who were involved in a customer service call that got escalated.

Multiple groups

Manage existing segments

On the Segments page, you can view all your saved segments and manage them.

Each segment is represented by a tile that includes the segment's name, description, last date of data refresh, and historical trend (if it exists). Hover over the trend line to see how the customer count in the segment evolved over time.

To see your segments in a table format, select the table format icon.

Static segment

To manage a segment, select the ellipses on the segment's tile.

Explore segments

The following options are available:

  • Edit the segment
  • View the segment's members
  • Export the segment
  • Change a state of a dynamic segment to inactive or active
  • Run the processing of a static segment
  • Delete the segment

Create a new segment

Segments are managed on the Segments page in Customer Insights.

  1. Go to the Segments page in Customer Insights.

  2. Select New segment.

  3. In the New segment pane, choose a segment type and provide a Name.

    Choose segment type

    Optionally, provide a display name, and a description that helps identifying the segment.

  4. Select Next to get to the Segment builder page where you define a group. A group is a set of customers.

  5. Choose the entity that includes the attribute you want to segment by.

  6. Choose the attribute by which you want to segment. The attribute can have one of four value types: numerical, string, date, or Boolean.

  7. Choose an operator and a value for the selected attribute.

    Custom group filter

    Number Definition
    1 Entity
    2 Attribute
    3 Operator
    4 Value
  8. Add entities that are related to that entity until getting to the Customer Profile entity. To this step, you might need to first define relationships between entities on the Relationships page.

  9. Select Save to save your segment. Your segment will be saved and processed if all requirements are validated. Otherwise, it will be saved as a draft.

  10. Select Back to segments to go back to the Segments page and view the segment you just created.

Draft mode for segments

If not all requirements to process a segment are met, you can safe the segment as a draft and access it from the Segments page.

  • For a Dynamic segment, it will be saved as a draft.

  • For a Static segment, it will be saved as an inactive segment.

You can't run or activate the segment until it's a valid segment. You'll see a message in the app if you try to run or activate a segment that isn't valid.

Add more conditions to a group

To add more conditions to a group, you can use two logical operators:

  • AND operator: Both conditions must be met as part of the segmentation process. This option is most useful when you define conditions across different entities.

  • OR operator: Either one of the conditions needs to be met as part of the segmentation process. This option is most useful when you define multiple conditions for the same entity.

    OR operator where either condition needs to be met

Note that currently, it's possible to nest an OR operator under an AND operator but not vice versa.

Combine multiple groups

Each group produces a specific set of customers and you combine these groups to get include the customers you need for your business case.

  1. Open a segment on the Segments page.

  2. Select Add Group.

    Customer group add group

  3. Select one of the following set operators: Union, Intersect, or Exclude.

    Customer group add union

    Selecting a set operator enables you to define a new group. Saving different groups determines what data gets maintained:

    • Union unites the two groups. In general, this creates a larger group in total.

    • Intersect overlaps the two groups. Only data that is common to both groups is maintained in the unified group.

    • Exclude combines the two groups. Only data that is not common to both groups is maintained.

View processing history and segment members

You can see consolidated data about a segment by reviewing it's details.

On the Segments page, select the segment you want to review.

The upper part of the page includes a trend graph that visualizes changes in of member count. Hover over data points to see the member count on a specific date.

You can update the the time frame of the visualization.

Segment time range

The lower part contains a list of the segment members.


Fields that appear in this list are based on the attributes of your segment’s entities.

The list is a preview of the matching segment members and shows the first 100 records of your segment so that you can quickly evaluate it and review its definitions if needed. To see all matching records, you need to export the segment.

In addition to the segment builder, there is another path for creating segments in Customer Insights. Recommended segments lets you build simple segments (with a single operator) quickly.

  1. Select one of the tiles on the Segments page to get started.

    Select a tile for a quick segment

    • Select the Profiles option to build a segment that is based on the unified Customer entity.
    • Select the Measures option to build a segment around each of the Customer Attribute type of measures you have previously created on the Measures page.
  2. In the New quick segment dialog box, select an attribute from the Field drop-down.

  3. The system will provide some additional insights that help you create better segments of your customers.

    • For categorical fields we will show 10 top customer counts. Choose a Value and select Review.

    • For a numerical attribute the system will show what attribute value falls under each customer's percentile. Choose an Operator and a Value, then select Review.

  4. The system will provide you with an Estimated segment size so you can choose whether to actually generate the segment you have defined or first revisit it get a different segment size.

    Name and estimation for a quick segment

  5. Provide a Name for your segment. Optionally, provide a Display name.

  6. Select Save to create your segment.

  7. After segment finished processing, you can view your segment like any other segment you have created.

For the following scenarios,we advise to use the segment builder rather than the recommended segments capability:

  • Creating segments with filters on categorical fields where the operator is different than the Is operator
  • Creating segments with filters on numerical fields where the operator is different than the Between, Greater then and Less then operators
  • Creating segments with filters on date type of fields

Next steps

Export a segment and explore the Customer Card and Connectors to get insights on the customer level.