Segmentation
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A segment is a group of customers created by using data that tracks behavior and profile characteristics. Each segment has conditional criteria that qualifies certain customers from your customer database.
Segments you create can be exported to other Oracle marketing orchestration tools for implementing campaigns, such as Oracle Responsys and Oracle Eloqua.
- They have children in their household (data available from third-party sources such as Oracle Data Cloud)
- And their average purchase amount of the three most recent orders in the past 90 days is over $50
- And the product category most frequently purchased is "apparel"
- And they have opted in to receive messages through email, SMS, or push channels
In addition to building segments with attributes and other segments in your data model, you have the option of using aggregated attributes that Oracle Unity offers. Aggregated attributes can be found in the Smart data section of the segment creation page under Intelligent attributes. For example, your segment can include Window shoppers, Brand loyalists, Customers about to churn, and so on. As well, when you integrate with a third-party data source such as Oracle Data Cloud, you get access to additional attribute data under Data enrichment.
Every segment you create comes with a set of personalization attributes for customers in the segment. Learn more about Personalization attributes.
You have the option of creating segments through the Oracle Unity API. Learn more about creating external segments.