Segment Manager

Updated 

8 hours ago

A segment manager in marketing is responsible for identifying target customer segments based on shared characteristics and needs. They analyze data to divide the market into distinct groups and develop targeted strategies for each segment. Their primary uses include optimizing marketing efforts, tailoring messages, allocating resources effectively, and improving customer acquisition and retention. By understanding different segments, companies can better meet customer needs and drive business growth.

Some popular use cases for segmentation

  1. Targeted Marketing Campaigns: A segment manager enables companies to create highly personalized and targeted marketing campaigns. By understanding the unique characteristics and preferences of different customer segments, the manager can develop tailored messages, offers, and promotions that resonate with each segment. This approach increases the likelihood of engaging customers, driving conversions, and maximizing marketing ROI.

  2. Customer Retention and Loyalty Programs: Segment managers play a crucial role in customer retention by identifying at-risk segments and developing strategies to address their needs. By analyzing customer behavior and feedback, they can identify patterns that indicate potential churn or dissatisfaction. With this information, segment managers can devise targeted retention initiatives, such as loyalty programs or personalized communications, to retain customers and enhance their loyalty.

  3. Product Development and Innovation: Segment managers contribute to product development and innovation by understanding customer preferences and identifying unmet needs within different segments. By analyzing data and conducting market research, they can uncover opportunities for new product features, improvements, or entirely new products that cater to specific segments. This customer-centric approach helps companies stay ahead of the competition and deliver products that resonate with their target audiences.

Path to Segment Creation Journey

Navigate to Segment Manager within Campaigns under Voice in Sprinklr Service.

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Steps to Create a Segment

Create a new segment as shown

Now, enter the details as below for better understanding:

  1. Segment name: The segment name works as a tag for the group of leads. It allows you to simply identify and manage various segments. 

    • Provide a descriptive name (this is mandatory).

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  2. When creating a segment, the first step is to choose the Segment Type, as it defines how leads are populated. Two options are available:

    • Filter-Based Segment

    • Data Connector–Driven Segment​

    When to Use Each Segment Type

    Choose Filter-Based Segments when:

    • You need to target leads using specific attributes or conditions.

    • Campaigns are scheduled or run in batches.

    • Real-time dialing is not necessary.

    Choose Data Connector–Driven Segments when:

    • Leads are received from external systems or APIs.

    • Calls need to be triggered immediately.

    • The use case involves high-intent actions such as callback or “call now” requests.

      Feature
      Filter-Based Segment
      Data Connector–Driven Segment
      Lead Ingestion
      Leads are included based on defined filter criteria
      Leads are added instantly via the selected API connector
      Filter Support
      Available
      Not available
      Include/Exclude Logic
      Supported
      Not supported
      Aggregation (Aggregate On)
      Available
      Not Applicable
      Data Source
      Existing leads within the system.
      Leads received through an API connector.
      Lead Addition Speed
      Depends on filter execution and refresh cycles.
      Near real-time ingestion.
      Common Use Cases
      Batch campaigns, recurring outreach, large datasets.
      Immediate call scenarios like “Call Me Now” or “Call Me Back”.
      Connector Requirement
      Optional, based on need.
      Mandatory to select an API connector.
      Editability of Segment Type
      Cannot be modified after creation.
      Cannot be modified after creation.
      Lead Lifecycle Management
      Controlled via filters and inclusion duration.
      Managed using Lead Inclusion Period.

  3. Evergreen: It is a segment that does not expire automatically when enabled. It remains active for all the time, making it useful for ongoing campaigns.

    1. Enable it by selecting the “checkbox”.

  4. Segment Expiry Date: This date is for setting deadline for the segment. After the expiry date, the segment becomes inactive, and won’t allow new leads to get added.

  5. Aggregate On: This means combining or grouping leads together based on something specific, for example, phone numbers. It helps in managing data in a better way.

    1. Specify the attribute (field) as phone number when creating a segment.

  6. Include Conditions: These are the conditions which decide what all leads will be a part of the segment

    1. For example: A user selects “PRODUCT” as an attribute and “SIMCARD” as the value with operators such as.

      1. In: It will search for all the records with PRODUCT attribute equal to “SIMCARD”

      2. Not In: It will search for all the records with PRODUCT attribute not equal to “SIMCARD”.

      3. Exists: It will search for all the records with PRODUCT attribute having any value (except empty).

      4. Starts With: It will Search for all the records with PRODUCT attribute starting with “SIM” as shown below.

      5. Ends With: It will Search for all the records with PRODUCT attribute ending with whatever value is entered.

      6. Like: It will search for similar characters in the attribute, for example, if value is entered as 003, then it will search for all the attributes that have “003” in them.

      7. Not Like: It will search for dissimilar characters in the attribute, for example, if value is entered as 003, then it will search for all the attributes that don’t have “003” in them.

        Note: Add a Filter Group
        Additional Filter Groups can be added, for example, if the user wants to include all the records on which the last call disposition is Venta (meaning a sale was made), the user can do it like this.

  7. Exclude Conditions: These are the conditions that will exclude all the records that match the mentioned conditions. Only applicable for Filter Based segments.

  8. Lead Inclusion Period: The Lead Inclusion Period defines the time range within which leads are eligible to be included in a segment. It helps ensure that only relevant and timely leads are considered.

    This setting is based on the Lead Creation Time, which represents when a lead was originally created in the system. Users can define the inclusion window using two inputs:

    • Number: Specifies the duration (for example, 1, 7, 30).

    • Unit: Selects the time scale for the duration:

      • Hours – includes leads created within the last X hours.

      • Days – includes leads created within the last X days.

      • Years – includes leads created within the last X years.

        Example: If the Lead Inclusion Period is set to 1 Year, the segment will include all leads that were created within the past one year from the current date.

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