Note:The terms Audiences and Segments are used interchangeably to refer to customer cohorts belonging to a specific category. An example of an audience/segment can be a specific group of customers who are over 18 years of age and have performed an addToCart event within the last 30 days.
Benefits of Segment Membership Calculated Attribute
- Ease of use - Using the segment membership calculated attribute, you can easily identify users who were part of a particular segment. Hence, by using that information, you can further create other segments by including or excluding those users as per your business need.
- Understand user behaviour - When running campaigns in platforms like Adobe, you may want to understand the various segments that a user is a part of. The segment membership attribute in your Profile API call helps you identify the users and thereby understand their behaviour and pattern.
How to Use Segment Membership Calculated Attribute in Audiences
Membership is a functionality that enables you, as a marketer, to keep your audience refreshed. Note that it labels users who become part of that audience through the Audience’s membership. This information can be further used through the Segment Membership Calculated Attribute for filtering. To do so, create a condition for Segment Membership Calculated Attribute while defining your Audience and enable membership on it as shown in the image below. For example, let’s say, you wish to exclude users associated with a specific audience without activating it on a Destination. You can achieve this by enabling the membership of this audience to include the most recent users.
Note:
Ensure that you are aware of the following points while working with Membership:
- Any audience that is already linked to a Destination does not require this functionality, as it refreshes based on the Destination’s refresh frequency.
- If you wish to enable the Membership functionality for your organisation, then reach out to your Zeotap POC.