---
schema_version: "1"
id: 789fcc9b3ef9e7e924523b029ac6f99a1f0ebc82361f67ca0b37bf7a83688ae8
title: About Using Segments with Marketing Cloud Personalization
collection: admin
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locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mc_pers_segment_use_about.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mc_pers_segment_use_about.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: 17decbc570ce5190410aed93bc781d5a68c46725e31a0e31265a871b7b8b87a8
description: Learn about using segments.
products:
  - Marketing
  - Salesforce Personalization
release: "264"
---
# About Using Segments with Marketing Cloud Personalization

Learn about using segments.

## Ways to Use Segments in Campaigns

There are several ways you can use segments to increase the impact of your campaigns:

 
| Approach | Description |
| --- | --- |
| Personalize campaigns | You can target segments of users with specific personalized content. For example, you can show first-time users an introductory video about your company, but not show it the next time they visit your site. |
| Set goals and filters | You can use a segment to specify certain actions as the goals for a campaign. For example, the goal for first-time users who watch your introductory video is to connect with an advisor by completing a short web form. You can also use segments to set a global goal. |
| Filter statistics | You can use segments to filter campaign statistics to see how various groups of users are reacting to a campaign. |
| Analyze trends and engagement | You can see trends in a particular segment, view specific users or accounts in a segment, or compare data across multiple segments. With Segment Compare, you can compare certain segments with other segments, or with your entire site, to see differences in key metrics and behaviors. You can also filter reports by segments to learn more about a segment's behavior. |
| Analyze member details | Each segment user has a unified customer profile that shows specific details about their behavioral data. |
| Import or export segment membership | You can sort and export segment data, including any defined segment rules. You can also synchronize segments with your CRM so you can include everything the Personalization system captures about a lead, contact, or account. |

## Campaign Qualification

You can use segments to show a campaign to a specific subset of users based on the criteria you set. For example, you only want to show a campaign to users who have read three blog articles today. You already have a segment that captures users who meet this criteria, so you can use it to create a campaign-wide rule.

In this example, users who read their second blog article today don't qualify to see the campaign. As soon as those users read their third blog, they immediately join the segment and qualify to see the campaign. See Add Rules for Campaigns, Experiences, and Messages for more information.

## Experience Qualification

There are several ways to determine the effectiveness of campaign experiences against each other and against a control group:

 
| How Determine | Description |
| --- | --- |
| A/B testing | Split traffic randomly into different groups and show each group variations of a message to see which version is most effective. |
| Rule-based testing | Create multiple experiences, then assign rules that control the visibility of each experience to target specific groups of visitors. |

## Retail Examples

The following examples show ways to use segments for retail business.

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small ">
        <colgroup>
          <col style="width:20.28397565922921%">
          <col style="width:32.251521298174445%">
          <col style="width:47.46450304259635%">
        </colgroup>
        <thead class="slds-text-title_caps ">
          <tr class="">
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d84148e199">Target</th>
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d84148e202">Strategy</th>
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d84148e205">Settings</th>
          </tr>
        </thead>
        <tbody>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e199 ">Cart abandonment</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e202 ">Prevent cart abandonment with a bounce message campaign.</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e205 ">
              <p>Category: Items</p>
              <p>Rule: Item Action Count</p>
              <p>Rule parameters: added to cart, any, Products, at least, 1, today</p>
              <p>AND</p>
              <p>Category: Items</p>
              <p>Rule: Item Action Count</p>
              <p style="margin-bottom:0;">Rule parameters: purchased, any, Products, at most, 0, today</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e199 ">Upsell</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e202 ">Group users who purchase a certain value in a specified time period, so
              you can target them with a campaign for an upsell.</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e205 ">
              <p>Category: Items</p>
              <p>Rule: Purchases Value</p>
              <p style="margin-bottom:0;">Rule parameters: Purchased between, $XX, and $XXX, worth of any,
                Products, in the last, X days</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e199 ">Lifetime Value</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e202 ">Group your high-value customers so you can target them or analyze their
              behavior.</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e205 ">
              <p>Category: Items</p>
              <p>Rule: Purchases Value</p>
              <p style="margin-bottom:0;">Rule parameters: Purchased at least, $XXXX, worth of any, Products, in
                the last, X days</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e199 ">Persona</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e202 ">Identify your customers by their affinities for brand, category, price,
              and so forth, and create personalized campaigns for them.</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e205 ">
              <p>Category: Items</p>
              <p>Rule: Favorite</p>
              <p style="margin-bottom:0;">Rule parameters: Select an option from the <strong class="uicontrol">User’s favorite</strong>
                dropdown and configure the applicable parameters.</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e199 ">Lead generation</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e202 ">Identify users who haven’t signed up for your email marketing
              efforts.</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e205 ">
              <p>Category: Thirdparty</p>
              <p>Rule: External ID</p>
              <p style="margin-bottom:0;">Rule parameters: has or does not have; select the application and
                configure the applicable parameters.</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e199 ">Location</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e202 ">Identify your International users.</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e205 ">
              <p>Category: Location</p>
              <p>Rule: In</p>
              <p style="margin-bottom:0;">Rule parameters: User’s country, is not one of, United States</p>
            </td>

          </tr>
        </tbody>
      </table>

## Travel Examples

The following examples show ways to use segments for travel business.

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small ">
        <colgroup>
          <col style="width:20.28397565922921%">
          <col style="width:32.251521298174445%">
          <col style="width:47.46450304259635%">
        </colgroup>
        <thead class="slds-text-title_caps ">
          <tr class="">
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d84148e381">Target</th>
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d84148e384">Strategy</th>
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d84148e387">Settings</th>
          </tr>
        </thead>
        <tbody>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e381 ">Persona</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e384 ">Identify users based on actions they take on your site.</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e387 ">
              <p>Category: Actions</p>
              <p>Rule: Action Count</p>
              <p style="margin-bottom:0;">Rule parameters: User did, any of specific actions, enter an action and
                configure its settings </p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e381 ">Location</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e384 ">Identify users based on location</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e387 ">
              <p>Category: Location</p>
              <p>Rule: In</p>
              <p style="margin-bottom:0;">Rule parameters: User’s country, is one of, select country</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e381 ">Lead generation</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e384 ">Group users that subscribe to your other marketing channels, so that you
              can communicate with them in a more personalized manner.</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e387 ">
              <p>Category: Metrics</p>
              <p>Rule: Text Attribute</p>
              <p>Rule parameters: User Name (userName), exists</p>
              <p>AND</p>
              <p>Category: Metrics</p>
              <p>Rule: Text Attribute</p>
              <p style="margin-bottom:0;">Rule parameters: External User ID (extUserId), exists</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e381 ">Upsell</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e384 ">Identify users that purchased during a previous season and deliver a
              targeted upsell.</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e387 ">
              <p>Category: Items</p>
              <p>Rule: Purchases Value</p>
              <p style="margin-bottom:0;">Rule parameters: Purchased at least, $1, worth of any, Products, between
                dates, MM/DD/YYYY and MM/DD/YYYY</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e381 ">Behavior</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e384 ">Group users based on the content they interact with, such as users who
              look at wedding-related content.</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e387 ">
              <p>Category: Items</p>
              <p>Rule: Item Action Count</p>
              <p style="margin-bottom:0;">Rule parameters: viewed, specific, Category, enter a category, at least,
                1 times, for all time</p>
            </td>

          </tr>
        </tbody>
      </table>

## Customer Success

The following examples show ways to use segments to target customer success.

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small ">
        <colgroup>
          <col style="width:20.28397565922921%">
          <col style="width:32.251521298174445%">
          <col style="width:47.46450304259635%">
        </colgroup>
        <thead class="slds-text-title_caps ">
          <tr class="">
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d84148e539">Target</th>
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d84148e542">Strategy</th>
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d84148e545">Settings</th>
          </tr>
        </thead>
        <tbody>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e539 ">First login</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e542 ">Identify users that log in for the first time.</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e545 ">
              <p>Category: Visits</p>
              <p>Rule: Time Since First</p>
              <p>Rule parameters: Visited, for the first time for all time</p>
              <p>AND</p>
              <p>Category: Visits</p>
              <p>Rule: Anonymous</p>
              <p style="margin-bottom:0;">Rule parameters: User is not anonymous</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e539 ">No login</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e542 ">Identify users that don’t log in for a certain amount of time.</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e545 ">
              <p>Category: Visits</p>
              <p>Rule: Visit Recency</p>
              <p style="margin-bottom:0;">Rule parameters: Did not visit, in the last X days</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e539 ">New feature usage</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e542 ">Identify users that use a new feature.</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e545 ">
              <p>Category: Actions</p>
              <p>Rule: Action Count</p>
              <p style="margin-bottom:0;">Rule parameters: User did, any of specific actions, enter an action, at
                least 1 time, for all time</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e539 ">Feature usage</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e542 ">Identify users that use one feature, but not another.</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e545 ">
              <p>Category: Actions</p>
              <p>Rule: Action Count</p>
              <p>Rule parameters: User did not do, any of specific actions, enter an
                action, at least 1 time, for all time</p>
              <p>AND</p>
              <p>Category: Visits</p>
              <p>Rule: Time Since First Visit</p>
              <p>Rule parameters: Visited, for the first time in the last, 15 days</p>
              <p>AND</p>
              <p>Category: Actions</p>
              <p>Rule: Action Count</p>
              <p style="margin-bottom:0;">Rule parameters: User did, any of specific actions, enter an action, at
                least X times, for all time</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e539 ">Subscription change</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e542 ">Identify users that have a change in their subscription level.</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e545 ">
              <p>Category: Subscription</p>
              <p>Rule: Time Since Lifecycle</p>
              <p style="margin-bottom:0;">Rule parameters: transitioned from Customer (Pick), to Customer (Paying),
                in the last, 30 days and, stayed in that state</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e539 ">Unsubscribed</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e542 ">Identify users that unsubscribe from email or push
              notifications.</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e545 ">
              <p>Category: Metrics</p>
              <p>Rule: Text Attribute</p>
              <p style="margin-bottom:0;">Rule parameters: Exact Target Status (etStatus), equals, unsubscribed</p>
            </td>

          </tr>
        </tbody>
      </table>

## Demand Generation

The following examples show ways to use segments for demand generation.

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small ">
        <colgroup>
          <col style="width:20.28397565922921%">
          <col style="width:32.251521298174445%">
          <col style="width:47.46450304259635%">
        </colgroup>
        <thead class="slds-text-title_caps ">
          <tr class="">
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d84148e743">Target</th>
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d84148e746">Strategy</th>
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d84148e749">Settings</th>
          </tr>
        </thead>
        <tbody>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e743 ">Engaging with blogs</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e746 ">Identify users who read your blogs.</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e749 ">
              <p>Category: Actions</p>
              <p>Rule: Action Count</p>
              <p style="margin-bottom:0;">Rule parameters: User did, any of specific actions, enter an action (such
                as Blog - View Article), at least X times, for all time</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e743 ">Engaging with email</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e746 ">Identify users who sign up for email.</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e749 ">
              <p>Category: Metrics</p>
              <p>Rule: Text Attribute</p>
              <p style="margin-bottom:0;">Rule parameters: Email Address (emailAddress), exists</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e743 ">Engaging with content but not video</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e746 ">Identify users who view content, but not video.</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e749 ">
              <p>Category: Items</p>
              <p>Rule: Action Count</p>
              <p>Rule parameters: Viewed, any, Products, at least, 1 times, for all
                time</p>
              <p>AND</p>
              <p>Category: Actions</p>
              <p>Rule: Action Count</p>
              <p style="margin-bottom:0;">Rule parameters: User did not do, any of specific actions, enter a video
                option, at least X times, for all time</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e743 ">Engaging with favorite products</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e746 ">Identify users by a favorite product.</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e749 ">
              <p>Category: Items</p>
              <p>Rule: Favorite</p>
              <p style="margin-bottom:0;">Rule parameters: User’s favorite Category, enter a category, measured by
                viewed, for all time</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e743 ">Engaging with demos</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e746 ">Identify users from a known company that request a free demo.</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e749 ">
              <p>Category: Actions</p>
              <p>Rule: Action Count</p>
              <p>Rule parameters: User did, any of specific actions, enter a demo action,
                at least 1time, for all time</p>
              <p>AND</p>
              <p>Category: Location</p>
              <p>Rule: Company</p>
              <p style="margin-bottom:0;">Rule parameters: User’s Company is known</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e743 ">Engaging with free trials</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e746 ">Identify users that participate in a free trial and log in multiple
              times.</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e749 ">
              <p>Category: Metrics</p>
              <p>Rule: Text Attribute</p>
              <p>Rule parameters: UserAccountType, equals, Free Trial</p>
              <p>AND</p>
              <p>Category: Visits</p>
              <p>Rule: Visit Count</p>
              <p style="margin-bottom:0;">Rule parameters: Visited, 1 or more times, for all time</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Target" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e743 ">Engaging with customers</td>

            <td data-label="Strategy" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e746 ">Identify users who log in.</td>

            <td data-label="Settings" class="slds-cell-wrap" style="vertical-align:top;" headers="d84148e749 ">
              <p>Category: Actions</p>
              <p>Rule: Action Count</p>
              <p style="margin-bottom:0;">Rule parameters: User did, any of specific actions, ClickedLogin, at
                least 1 time, for all time</p>
            </td>

          </tr>
        </tbody>
      </table>