Siebel Marketing Guide > Defining Filter and Segment Criteria >

About Criteria-Based Segments

Segments are collections of customers with common characteristics that are significant from a marketing or data analysis perspective.

Segment criteria, like filter criteria, are defined using expressions that represent the characteristics of the population you are targeting with offers. For example, segment criteria might be designed to locate customers with high account balances, who demonstrate brand loyalty and whose age is between 30 and 40 years old. When you define segments using Siebel Marketing's Segments views, you can make sure only those customers that meet the criteria are included in your target list. Segment criteria are applied to the data during snapshot generation after the data has been filtered.

Segment criteria can include bucket and attribute values, database fields, and numeric and date measures. You might create a complex segment by linking multiple attributes and measures using AND, OR, and NOT logical operators. You might also create a simple segment by using a single measure or attribute. Segments are reusable across marketing programs and are not tied to any specific list of customers.

You can modify segment criteria without having to regenerate the snapshot as long as the criteria do not require values from new fields or use new measures, or attributes. However, if you modify a segment's criteria to include a measure, field, or attribute that is not included in the current snapshot, the snapshot must be regenerated. In addition, if you modify the definition for a bucket or custom measure used in the snapshot, it must be regenerated.


 Siebel Marketing Guide 
 Published: 23 June 2003