Streaming segmentation

NOTE

The following document states how to use streaming segmentation using the UI. For information on using streaming segmentation using the API, please read the streaming segmentation API guide.

Streaming segmentation on Adobe Experience Platform allows customers to do segmentation in near real-time while focusing on data richness. With streaming segmentation, segment qualification now happens as streaming data lands into Platform, alleviating the need to schedule and run segmentation jobs. With this capability, most segment rules can now be evaluated as the data is passed into Platform, meaning segment membership will be kept up-to-date without running scheduled segmentation jobs.

NOTE

Segments evaluated with streaming segmentation may drift between ideal and actual membership if the segment is based off of another segment that is evaluated using batch segmentation. For example, if Segment A is based off of Segment B, and Segment B is evaluated using batch segmentation, since Segment B only updates every 24 hours, Segment A will move further away from the actual data until it re-syncs with the Segment B update.

Streaming segmentation query types

NOTE

In order for streaming segmentation to work, you will need to enable scheduled segmentation for the organization. For details on enabling scheduled segmentation, please refer to the streaming segmentation section in the Segmentation user guide.

A query will be automatically evaluated with streaming segmentation if it meets any of the following criteria:

Query type Details Example
Single event Any segment definition that refers to a single incoming event with no time restriction.
Single event within a relative time window Any segment definition that refers to a single incoming event.
Single event with a time window Any segment definition that refers to a single incoming event with a time window.
Profile only Any segment definition that refers to only a profile attribute.
Single event with a profile attribute Any segment definition that refers to a single incoming event, with no time restriction, and one or more profile attributes. Note: The query is immediately evaluated when the event comes. In the case of a profile event, however, it must wait 24 hours to be incorporated.
Single event with a profile attribute within a relative time window Any segment definition that refers to a single incoming event and one or more profile attributes.
Segment of segments Any segment definition that contains one or more batch or streaming segments. Note: If a segment of segments is used, profile disqualification will happen every 24 hours.
Multiple events with a profile attribute Any segment definition that refers to multiple events within the last 24 hours and (optionally) has one or more profile attributes.

A segment definition will not be enabled for streaming segmentation in the following scenarios:

  • The segment definition includes Adobe Audience Manager (AAM) segments or traits.
  • The segment definition includes multiple entities (multi-entity queries).

Please note the following guidelines apply when doing streaming segmentation:

Query type Guideline
Single event query There are no limits to the lookback window.
Query with event history
  • The lookback window is limited to one day.
  • A strict time-ordering condition must exist between the events.
  • Queries with at least one negated event are supported. However, the entire event cannot be a negation.

If a segment definition is modified so it no longer meets the criteria for streaming segmentation, the segment definition will automatically switch from “Streaming” to “Batch”.

Additionally, segment unqualification, similarly to segment qualification, happens in real-time. As a result, if an audience no longer qualifies for a segment, it will be immediately unqualified. For example, if the segment definition asks for “All users who bought red shoes in the last three hours”, after three hours, all the profiles that initially qualified for the segment definition will be unqualified.

Streaming segmentation segment details

After creating a streaming-enabled segment, you can view details of that segment.

Specifically, details about the total qualified audience size are shown. The Total qualified audience size shows the total number of qualified audiences from the last completed segment job run. If a segment job wasn’t completed within the last 24 hours, the number of audiences will be taken from an estimate instead.

Underneath is a line graph that shows the number of segments that were qualified and disqualified in the last 24 hours. The dropdown can be adjusted to show the last 24 hours, last week, or last 30 days.

NOTE

A segment is considered qualified if it goes from having no status to realized or if it goes from exited to realized. A segment is considered unqualified if it goes from realized to exited or from existing to exited.

More information about these statuses can be found in the status table within the segmentation overview.

Additional information about the last segment evaluation can be found by selecting the information bubble.

For more information about segment definitions, please read the previous section on segment definition details.

Next steps

This user guide explains how streaming-enabled segment definitions work on Adobe Experience Platform and how to monitor streaming-enabled segments.

To learn more about using the Adobe Experience Platform user interface, please read the Segmentation user guide.

Appendix

The following section lists frequently asked questions regarding streaming segmentation:

Does streaming segmentation “unqualification” also happen in real time?

For most instances, streaming segmentation unqualification happens in real-time. However, streaming segments that use segments of segments do not unqualify in real-time, instead unqualifying after 24 hours.

What data does streaming segmentation work on?

Streaming segmentation works on all data that was ingested using a streaming source. Segments ingested using a batch-based source will be evaluated nightly, even if it qualifies for streaming segmentation.

How are segments defined as batch or streaming segmentation?

A segment is defined as either batch or streaming segmentation based on a combination of query type and event history duration. A list of which segments will be evaluated as a streaming segment can be found in the streaming segmentation query types section.

Can a user define a segment as batch or streaming segmentation?

At this time, the user cannot define whether a segment is evaluated using batch or streaming ingestion, as the system will automatically determine which method the segment will be evaluated with.

Why does the number of “total qualified” segments keep increasing while the number under “Last X days” remains at zero within the segment details section?

The number of total qualified segments is drawn from the daily segmentation job, which includes audiences that qualify for both batch and streaming segments. This value is shown for both batch and streaming segments.

The number under the “Last X days” only includes audiences that are qualified in streaming segmentation, and only increases if you have streamed data into the system and it counts toward that streaming definition. This value is only shown for streaming segments. As a result, this value may display as 0 for batch segments.

As a result, if you see that the number under “Last X days” is zero, and the line graph is also reporting zero, you have not streamed any profiles into the system that would qualify for that segment.

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