Get started with Adobe Experience Platform segments

Journey Optimizer allows you to create Adobe Experience Platform segments using Real-Time Customer Profile data directly from the Segments menu, and leverage them into your journeys.

Note that segments can also be created from the Segmentation service itself. Learn more in the Adobe Experience Platform Segmentation Service documentation.

You can leverage segments in journeys in different ways:

  • Use a Read segment orchestration activity to make all individuals belonging to the specified segment enter the journey. Messages included in your journey are sent to the individuals belonging to the segment. Let’s say you have a “silver customer” segment. With this activity, you can make all silver customers enter a journey and send them a series of personalized messages.

    For more on how to use the Read segment activity, refer to this section.

  • Use the Segment qualification event activity to make individuals enter or move forward in a journey based on Adobe Experience Platform segment entrances and exits. For example, you can make all new silver customers enter a journey and send them messages. For more on how to use this activity, refer to this section.

  • Build complex conditions in your journeys using the simple or advanced expression editor. Learn more in this section.

Audience evaluation methods

In Adobe Journey Optimizer, audiences are generated from segment definitions using one of these evaluation methods:

  • Streaming segmentation – the audience list for the segment is kept up-to-date in real time while new data flows into the system. 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 Journey Optimizer. Segment additions and removals are processed regularly, ensuring your target audience remains relevant.

  • Batch segmentation – the audience list for the segment is evaluated every 24 hours. 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.

The determination between batch segmentation and streaming segmentation is made by the system for each segment definition, based on the complexity and the cost of evaluating the segment rule.

You can view the evaluation method for each segment in the Evaluation method column of the segment list.

After you have first defined a segment, profiles are added to the audience when they qualify.

Backfilling the audience from prior data can take up to 24 hours. After the audience has been backfilled, the audience is continuously kept up-to-date and is always ready for targeting.

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