Create and manage segments

Segments let you group your customers based on demographic, transactional, or behavioral attributes. You can use segments 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 records that you can export and take action on. Some service limits apply.

Unless stated otherwise, all segments are Dynamic segments, which are refreshed on a recurring schedule.

The following example illustrates the segmentation capability. We've defined a segment for customers who ordered at least $500 of goods in the last 90 days and who were involved in a customer service call that got escalated.

Multiple groups

Create a new segment

Segments are managed on the Segments page.

  1. In audience insights, go to the Segments page.

  2. Select New > Blank segment.

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

    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 to segment by. This 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. If the entity is connected to the unified customer entity through relationships, you need to define the relationship path to create a valid segment. Add the entities from the relationship path until you can select the Customer:CustomerInsights entity from the dropdown. Then, choose All records for each condition.

    Relationship path during segment creation

  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.

Manage existing segments

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

Each segment is represented by a row that includes additional information about the segment.

You can sort the segments in a column by selecting the column heading.

Use the Search box in the top-right corner to filter the segments.

Options to manage an existing segment

The following action are available when you select a segment:

  • View the segment details, including member count trend a preview of segment members.
  • Edit the segment to change its properties.
  • Refresh the segment to include the latest data.
  • Activate or Deactivate the segment. Segments have two possible states - active or inactive. These states come in handy when editing a segment. For inactive segments, the segment definition exists but it doesn't contain any customers yet. When you activate a segment, its state changes from 'inactive' to 'active" and it starts looking for customers that match the segment definition. If a scheduled refresh is configured, inactive segments have the Status listed as Skipped, indicating that a refresh wasn't even attempted. When an inactive segment is activated, it will refresh and will be included in scheduled refreshes. Alternatively, you can use the Schedule later functionality in the Activate/Deactivate dropdown to specify a future date and time for activation and deactivation of a particular segment.
  • Rename the segment.
  • Download the list of members as a .CSV file.
  • Add to option sends the list of customer IDs in the segment for processing in another application.
  • Delete the segment.

Refresh segments

You can refresh all segments at once by selecting Refresh all on the Segments page or you can refresh one or multiple segments when you select them and choose Refresh in from the options. Alternatively, you can configure a recurring refresh on Admin > System > Schedule.


There are six types of status for tasks/processes. Additionally, most processes depend on other downstream processes. You can select the status of a process to see details on the progress of the entire job. After selecting See details for one of the job's tasks, you find additional information: processing time, the last processing date, and all errors and warnings associated with the task.

Download and export segments

You can download your segments to a CSV file or export them to Dynamics 365 Sales.

Download segments to a CSV file

  1. In audience insights, go to the Segments page.

  2. Select the ellipsis in a specific segment's tile.

  3. Select Download as CSV from the actions drop-down list.

Export segments to Dynamics 365 Sales

Before exporting segments to Dynamics 365 Sales, an admin needs to create the export destination for Dynamics 365 Sales.

  1. In audience insights, go to the Segments page.

  2. Select the ellipsis in a specific segment's tile.

  3. Select Add to from the actions drop-down list and select the export destination you want to send the data to.

Draft mode for segments

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

It will be saved as an inactive segment, and can't be activated it until it's 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

It's currently possible to nest an OR operator under an AND operator, but not the other way around.

Combine multiple groups

Each group produces a specific set of customers. You can combine these groups to include the customers required for your business case.

  1. In audience insights, go to the Segments page and select a segment.

  2. Select Add Group.

    Customer group add group

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

    Customer group add union

    Select a set operator to define a new group. Save different groups to determine what data gets retained:

    • Union unites the two groups.

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

    • Except combines the two groups. Only data in group A that is not common to data in group B is retained.

View processing history and segment members

You can see consolidated data about a segment by reviewing its 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 member count. Hover over data points to see the member count on a specific date.

You can update 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.

Quick segments

In addition to the segment builder, there's another path for creating segments. Quick segments let you build simple segments with a single operator quickly and with instant insights.

  1. On the Segments page, select New > Quickly create from.

    • 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.
    • Select the Intelligence option to build a segment around one of the output entities you generated using either the Predictions or Custom Models capabilities.
  2. In the New quick segment dialog box, select an attribute from the Field dropdown.

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

    • For categorical fields, we'll 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. You can choose whether to generate the segment you've defined, or first revisit it to 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 the segment has finished processing, you can view it like any other segment you've created.

For the following scenarios, we advise using 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 than, and Less than operators
  • Creating segments with filters on date type fields

Next steps

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