--- title: 🎯 Segmentation in the CDP description: Smarter Segmentation, Better Results — Here's How --- [Skip to content](https://help.datatalks.se/segmentation-in-the-cdp#main-content) English Show submenu for translations [![Data-Talks-1](https://help.datatalks.se/hs-fs/hubfs/Data-Talks-1.png?width=200&height=100&name=Data-Talks-1.png)](https://datatalks.se/) Open main navigation Close main navigation - English Show submenu for translations - [Log in to the CDP](https://app.datatalks.se/) [Log in to the CDP](https://app.datatalks.se/) Hello! How can we help you? - There are no suggestions because the search field is empty. 1. [Data Talks CDP Help Center](https://help.datatalks.se/?hsLang=en) 2. [Segmentation](https://help.datatalks.se/segmentation?hsLang=en) 3. [Segments](https://help.datatalks.se/segmentation?hsLang=en#segments) # 🎯 Segmentation in the CDP ## Smarter Segmentation, Better Results — Here's How Segmentation is where all the hard work of data collection and unification turns into value. It’s how you identify your fans, customers, or audience members in meaningful groups — and then take action on those insights. Whether you’re sending targeted communications, analyzing audience behavior, or sharing with ad platforms, segmentation is where data becomes *strategy*. Let’s walk through how segmentation works in the CDP — no code, no SQL, just results. --- #### 🧩 Configuration: Laying the Foundation Before you can build segments, the segmentation engine needs to know what to work with. This setup is handled by the **Customer Success team** during your onboarding or whenever you add new data sources. With the introduction of the new segmentation engine, the **Story-Based Segmentation (SBS)**, users are also able to configure any source-related or calculated segmentation attributes independently. You won’t need developers or consultants to use segmentation - the technical part is already done for you. Regular Admins also have the ability to: - Configure any source-related or Custom Calculated Attribute (only in SBS) - Rename attributes for clarity (Field Alias) - Organize attributes into Categories (e.g. *Ticketing*, *Email*, *Profile*) - Change free text values to dropdowns and view what values are available in the database for Dropdown attributes - Toggle visibility of attributes in the UI This keeps your dropdowns clean and your segmentation experience focused. These options are available under **Admin / Segmentation**.  ![Screenshot 2025-06-18 at 16.49.57](https://help.datatalks.se/hs-fs/hubfs/Screenshot%202025-06-18%20at%2016.49.57.png?width=670&height=371&name=Screenshot%202025-06-18%20at%2016.49.57.png) #### 🧠 Defining Conditions with Attributes Conditions are the rules that decide *who* belongs in a segment. They’re built using the available attributes, which can be sorted in three main categories. ### 1. **Source-Related Attributes (Bootstrapped attributes)** These are based on raw data from your connected systems - like ticketing, e-commerce, or CRM. Any field from any of your sources can be used as a segmentation attribute. Example: > “Bought a match ticket for Event X” ### 2. **CDP-Defined Attributes** These are calculated or aggregated behaviors tracked within the CDP.  Example: > “Opened last email”, “Opted in to marketing”, "Belongs to another existing segment" ### 3. **Custom Calculated Attributes** These are advanced logic-based attributes built during onboarding to reflect your business goals. Customers using SBS can configure these themselves. Example: > “Attended 5+ away matches and bought merchandise” 💡 Story-based Segmentation is available to a selected group of customers. The upgrade of the rest of the customers is ongoing. With questions, reach out to your Customer Success Manager.  --- #### ✍️ Creating a New Segment Building a segment is straightforward and entirely visual. You start by clicking on **Segments** on the menu and then on **Create New Segment**: - A **segment name (each segment will get a unique ID as well once saved)** - An optional **description** You then define the audience using a **visual rule builder**. The system lets you combine conditions using simple “AND” / “OR” logic, create nested rule groups, and apply filters without ever needing to write a query. As you build your segment, click **Preview** at any time to see how many profiles match your criteria. This gives you real-time confidence in the quality of your audience before launching any actions. ### Setting Values with No-Code Controls Depending on the type of attribute, you’ll see different input controls: - Dropdowns (e.g. for event names) (Dropdowns display a maximum of **100 values** (e.g. event names). If there are more, the UI switches to a free-text input for performance reasons. Need a higher limit? Contact support via the chatbot.) - Radio buttons (e.g. Yes/No) - Date pickers - Free-text fields - Number inputs You can use condition types like: - `Equals`, `Not equal` - `Contains`, `Starts with`, `Ends with` - `Between`, `Greater than`, `In`, `Not in` - `Empty`, `Not empty` You can also **negate** any condition (e.g. "Not opted in") to include or exclude specific groups. --- #### 🌀 Segment Types: Ad-Hoc vs. Recurring When saving a segment, you’ll choose between two formats: ### 🔹 **Ad-Hoc Segment** This is a static snapshot in time. The audience it contains won’t change unless you manually re-run or edit it. Ideal for one-time reports or exports. ### 🔁 **Recurring Segment** This is a dynamic segment that updates automatically on a schedule — daily, weekly, monthly, or yearly. It’s perfect for use cases like birthday emails, event countdowns, or re-engagement campaigns. You can define: - Start and end dates (to stop recalculation after a specific event or campaign) - Update frequency (daily is most common) For example: > A recurring segment for “Fans with a birthday today” will update every morning to reflect that day’s birthdays — no manual work needed. --- #### ✏️ Editing Existing Segments You can always edit the **rules or schedule** of both an ad-hoc and a recurring segment — for example, update the filters or change the end date. However, it’s important to know: > **Ad-hoc segments will run as you save it and update immediately.** > > **Recurring segments don’t update immediately after edits.** > Instead, the changes take effect the **next time** the segment is scheduled to run. So if you modify a daily segment at 4 PM after it already ran that morning, the updated logic won’t apply until the next day’s run. --- #### 🔎 Exploring Segment Details Clicking on a saved segment brings you to the **Segment Details** view — a helpful page for reviewing and managing what you’ve built. ![Screenshot 2025-06-18 at 17.00.18](https://help.datatalks.se/hs-fs/hubfs/Screenshot%202025-06-18%20at%2017.00.18.png?width=670&height=455&name=Screenshot%202025-06-18%20at%2017.00.18.png) Here, you’ll find: - Total number of matching profiles - Segment rules and logic - Creation and Last modified date - Export options to CSV - Indication whether the segment is actively shared with any 3rd party tool, such as Meta or Google Ads Under the **Profiles tab**, you can even see a list of profile names and emails in the segment. This lets you validate your logic, troubleshoot, and confirm whether someone should (or shouldn’t) be included. There’s also a search function to find individual profiles quickly. --- #### 📤 Exporting Profiles to CSV or External Platforms Sometimes you’ll want to take your segment data outside the CDP — and that’s easy too. ![Screenshot 2025-06-18 at 17.00.50](https://help.datatalks.se/hs-fs/hubfs/Screenshot%202025-06-18%20at%2017.00.50.jpg?width=670&height=615&name=Screenshot%202025-06-18%20at%2017.00.50.jpg) From the Segment Details page, you can: - Export matching profiles as a **CSV** - Choose which profile fields to include - Use the data for reporting, analysis, or import into other systems While Data Talks encourages working *within* the CDP for consistency, exports are there when needed. Segments can also be shared directly to connected platforms like: - Google Ads, Meta, and X (formerly Twitter) — for building custom and lookalike audiences. For Meta, you can configure multiple Ad accounts as well to share to simultaneously - Loyalty apps — to reward certain groups - Mobile apps — to send targeted push notifications - Marketing automation tools — for advanced workflows ![Screenshot 2025-06-18 at 17.03.54](https://help.datatalks.se/hs-fs/hubfs/Screenshot%202025-06-18%20at%2017.03.54.png?width=496&height=434&name=Screenshot%202025-06-18%20at%2017.03.54.png) These integrations turn your CDP into a powerful activation engine on top of the in-built channels, ensuring your audience strategy is aligned across every tool you use. --- #### ⚡ Triggered Actions: Set It and Forget It Segments can trigger **automated communications, emails and SMS** as soon as someone enters them. Learn [how to configure Triggered Actions and what the most typical automated newsletter types are HERE.](https://help.datatalks.se/triggered-actions-automate-engagement-effortlessly?hsLang=en) ![Screenshot 2025-06-18 at 09.41.55](https://help.datatalks.se/hs-fs/hubfs/Screenshot%202025-06-18%20at%2009.41.55.png?width=485&height=439&name=Screenshot%202025-06-18%20at%2009.41.55.png) --- #### 🤖 AI Assistant: Smarter Segment Suggestions Not sure where to start? Let the AI help. Inside the segment builder, switch to the **AI Assistant** tab and describe your goal in plain language, such as: > *"I want to sell more family tickets for Saturday’s game."* The assistant will suggest relevant combinations of filters — up to three ideas at a time — based on the attributes available in your system. You can accept, reject, or adjust the suggestions as needed. --- #### 🚀 Story-Based Segmentation In 2025 Data Talks has released a new, next-generation segmentation engine called **Story-Based Segmentation**. This segmentation engine is: - **Truly real-time**, updating segments as events happen - **Fully self-service**, without needing setup from Customer Success - **More user-friendly**, allowing deeper drill-down and richer visualizations of your audiences This feature is continuously evolving and will bring even more power and simplicity to your segmentation work. --- ### **Story-Based Segmentation (SBS)** ### The next generation of segmentation in the Data Talks CDP. --- #### **Overview** Story-Based Segmentation (SBS) is the **new segmentation engine** in the Data Talks CDP, designed for **real-time audience creation** and **greater flexibility**. It powers all segmentation for new customers and is being rolled out gradually to existing users. While the look and feel of the standard **Segmentation Builder** remains familiar, the new engine introduces a completely redesigned backend — the **Segmentation Admin** — where users can define and manage segmentation attributes freely, without technical support. --- #### **What’s New** - **Real-time updates:** new ticket purchases, events, and interactions are instantly reflected in segments. - **Automatic data access:** every incoming data source appears in segmentation without manual configuration. - **Custom segmentation attributes:** build your own metrics and logic directly in the interface. - **Dynamic dates:** create rolling conditions like *“tickets in the next 7 days”* or *“birthdays next month.”* - **Calculated fields:** new calculation options such as *AGE*, *LATEST*, and *LAST* make it easy to set up use cases like *“days since last purchase”*. - **Out-of-box system attributes:** automatically available for campaigns, profiles, and data sources. --- #### **Two Interfaces** SBS introduces a two-part structure to segmentation: ### **1. Segmentation Builder (Front-End)** The user-facing builder where you create segments using: - AND / OR logic - Grouping and negations - Real-time validation and preview This interface works the same way as before, ensuring a smooth transition for existing users. ### **2. Segmentation Admin (Back-End)** A [new configuration interface](https://app.datatalks.se/admin/segmentation) that allows you to: - Define which attributes are available for segmentation - Combine attributes from multiple data sources - Create custom and calculated segmentation fields - Manage attribute visibility and naming This UI gives data and marketing teams complete control over the segmentation framework — without needing engineering input. ![Screenshot 2025-10-24 at 16.11.11](https://help.datatalks.se/hs-fs/hubfs/Screenshot%202025-10-24%20at%2016.11.11.png?width=670&height=402&name=Screenshot%202025-10-24%20at%2016.11.11.png) - **Rule visualization:** All segmentation rules now include a visual representation of the attributes involved and their relationships, making complex segments easier to understand and validate. This diagram is available under the Admin / Segmentation pages. ![Screenshot 2026-01-07 at 19.40.18](https://help.datatalks.se/hs-fs/hubfs/Screenshot%202026-01-07%20at%2019.40.18.png?width=670&height=463&name=Screenshot%202026-01-07%20at%2019.40.18.png) --- #### **Example Use Cases** - Supporters who **have tickets for upcoming games** in the next 30 days - Fans who **attended more than two matches this season** - Profiles with **birthdays today** **![Screenshot 2025-11-18 at 09.15.29](https://help.datatalks.se/hs-fs/hubfs/Screenshot%202025-11-18%20at%2009.15.29.png?width=670&height=105&name=Screenshot%202025-11-18%20at%2009.15.29.png)** - Members who **bought merchandise but haven’t attended a game recently** - Supporters who **clicked on a campaign URL** but **did not complete a purchase** - Profiles who **belong to a data source** oranother **segment** - Supporterswho **attended games of Thursdays (or any other day of the week) ** **![Screenshot 2025-10-24 at 16.11.11](https://help.datatalks.se/hs-fs/hubfs/Screenshot%202025-10-24%20at%2016.11.11.png?width=670&height=402&name=Screenshot%202025-10-24%20at%2016.11.11.png)** #### **New settings** Story-Based Segmentation is by default **case insensitive:** values such as "budapest" and "Budapest" will be counted as identical. You can however update the setting using the Cogwheel in the segment-builder.  **![Screenshot 2025-10-24 at 16.15.01](https://help.datatalks.se/hs-fs/hubfs/Screenshot%202025-10-24%20at%2016.15.01.png?width=670&height=203&name=Screenshot%202025-10-24%20at%2016.15.01.png)** #### **Day-of-Week Segmentation** You can now **filter and segment profiles based on actions that occur on a specific day of the week** — for example: - “Supporters who attend games on Thursdays” - “Fans purchasing tickets on weekends” This enables more detailed audience insights and allows for weekday-based campaign planning, perfect for optimising communication around matchdays or recurring engagement patterns. ![Screenshot 2025-11-11 at 17.00.10](https://help.datatalks.se/hs-fs/hubfs/Screenshot%202025-11-11%20at%2017.00.10.png?width=670&height=192&name=Screenshot%202025-11-11%20at%2017.00.10.png) #### **Combined Attributes in Segmentation** You can **create a combined attribute** from two existing fields — for example: `match date + match name → 2025-10-29 || Data Talks FC vs. Data Silent FC` This feature is especially useful when your data source (e.g., ticketing system) doesn’t include a unique match ID. By combining attributes, you can easily identify and segment data related to specific events or matches. **How it's built in the Custom Rule Builder:** ![Screenshot 2025-10-29 at 15.59.19](https://help.datatalks.se/hs-fs/hubfs/Screenshot%202025-10-29%20at%2015.59.19.png?width=670&height=298&name=Screenshot%202025-10-29%20at%2015.59.19.png) **How it appears when building a segment:** **![Screenshot 2025-10-29 at 16.27.15](https://help.datatalks.se/hs-fs/hubfs/Screenshot%202025-10-29%20at%2016.27.15.png?width=670&height=106&name=Screenshot%202025-10-29%20at%2016.27.15.png)** ### Release 1.111 **Random Sample size selection:** SBS also allows users to create a segment with only a randomly selected sample of everyone matching the segment's conditions. E.g.: a user can set a segment of 1000 profiles of those who have attended at least 1 game this season. This is particularly useful to handle cases such as survey-invitations or creating control groups for campaign performance measurement.  --- #### **Availability** Story-Based Segmentation is available for **all new customers** by default. 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