Segment your insights

[This topic is pre-release documentation and is subject to change.]

What is segmentation?

As customers move through the sales or service process, groups of customers can reach the same process point. You can use Dynamics 365 for Customer Insights to segment customers at that point so you can gather insights about them and take actions suitable for their stage.

For example, you can target communications and offers for several weeks before a shopping deadline such as Valentine's Day, and show a different set of responses a few days before the deadline: "Your gift can still get there in time for Valentine's Day!"

To segment your insights, you will:

  • Design marketing segments based on the complete customer journey.
  • Identify groups of customers who are at the same stage of their journey.
  • Automatically update segments based on the latest customer interactions.

There are three types of segments:

  • Static: A static collection of profile data not automatically refreshed.
  • Dynamic: A collection of profile data automatically refreshed.
  • Compound: Combines Dynamic and Static segments.

Create a static segment

  1. Open your Customer Insights Customer 360 application.

  2. Select Show Menu .

  3. Select All Options > Segmentation.

  4. Under Static select Create.

  5. Fill in the values and select Save.

    Properties

    Item Description
    Segment Name The name of the static segment.
    Description A description of the segment.
    Audience type The profile to segment on.

    List members

    Choose the members to be included in the segment. For example, the customers who requested to not be contacted.

Create a dynamic segment

  1. From the Segmentation Dashboard, select Add > Dynamic Segment.

    .

  2. Fill in the values and select Save.

    Properties

    Item Description
    Segment Name The name of the dynamic segment.
    Description A description of the segment.
    Audience type The profile to segment on.
    Status

    Flow: Use this to visually build your segment.

    Designer: Choose this for an interactive approach more suited to advanced users.

    Query: Use this to manually enter a query.

Example: Using Flow to define a dynamic segment

The following are settings for a dynamic segment to find customers using security products with low satisfaction.

A group consists of profiles joined together by set operations such as union, intersect, and exclude.

Note that all profiles included with the group end with the node selected in Audience type; in this case, Customer.

Let's say you want to segment a group that has the following attributes:

  • Customers who use security products
  • Security product 5567 is not included
  • Customer satisfaction is < 60

Here are the steps:

  1. On the Properties page for Dynamic Segment, select + Add Group.

  2. In the group, select Product, enter "Security" for Product.Category, and then click Add (+).

  3. For Product.ProductID, enter "5567", click Add (+), and then click And.

  4. For Customer.CustomerSatisfaction, select <, enter "60", the click Add (+).

  5. Select OK to save these group settings.

The group created from these steps consists of people using security products (excluding 5567) whose satisfaction is less than 60 out of 100.

Select the Query tab to see the group settings defined as a query.

Create a compound segment

  1. From the Segmentation Dashboard, select Add > Compound Segment.

    .

  2. Fill in the values and select Save.

    Properties

    Item Description
    Segment Name The name of the compound segment.
    Description A description of the segment.
    Status

Example: A compound segment for high value customers

The following steps show the creation of a compound segment of high credit card balance customers who should be sent a followup communication.

  1. Select the dynamic segment of high balance customers.

  2. Exclude the customers who do not want to be contacted.

    There are four customers who will be excluded.

  3. Select Save and the compound segment is added to the dashboard.

View your segment details

Select a segment in the dashboard to see member and trendline information.