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An Interaction Studio segment is a real-time grouping of users/customers or accounts based on a set of criteria you define. Interaction Studio segments can include those you've already defined in your CRM, DMP, or Marketing Automation Platform. From the moment someone arrives on your website or accesses your app, Interaction Studio identifies the segment(s) he or she belongs to based on real-time session activity. Segment updates happen in real time, so any membership changes occur immediately, even during the same visit. When you combine these details with unlimited historical behavior, situational data like location, weather conditions and source, and profile details you can define even more granular customer segments. You can also segment your audiences based on email or ad campaigns and use the results to adjust visitor experiences accordingly.

This Article Explains

This article provides guidance on accessing data in segments. Refer to Create a Segment  for more information about creating segments in Interaction Studio.

Sections in this Article

Segment Detail Tabs

There are five tabs that provide information within a segment:

  1. Users (or Accounts)–lists the users who are currently part of the segment. Account segments are visible if your dataset is configured to support both users and accounts
  2. Membership–includes segment trends and the option to add other segments to compare the number of users for a specific time period
  3. Segment Compare–compare KPIs like conversion rate, visit duration, and engagement score in a particular segment to other segments or that of all visitors to your site as a whole
  4. Category Affinities–(retail/e-commerce only) sunburst chart that gives visual representation, numerical data, and percentages of visitor affinities by category
  5. Setup–create or edit rules for the segment as well as set up automated segment alerts that gives you a daily update of added and removed users


  1. List view shows user information which can be sorted by clicking User or Last Activity
  2. Users currently active on your site are indicated by a green circle
    1. Select a segment member to see more details about that user
    2. The Overview tab shows details about the member as defined in the segment including location, visit length, and visit actions
    3. The In Segments tab lists the other segments to which the member belong
    4. Click the User ID to view the Unified Customer Profile for that user


You can compare across multiple segments to see when users are added or removed from the segment. This can help you analyze how a campaign affected a particular segment by the addition or removal of users. For example, if you have segments defined for first-time visitors and returning visitors, this is a great way to compare KPIs for these visitor groups.

  1. Segment Trends shows segment membership trends as compared to the global average
  2. Click Select a segment to add additional segments to the Segment Trends graph
  3. Remove a segment from the comparison list by clicking x next to the name of the segment

Segment Compare

The Active Users History graph shows a comparison of users, engagement, activity, KPIs, and other actions across segments, displayed as averages or totals. 

  1. Click Select a segment to add additional segments to the Active Users History graph
  2. Remove a segment from the comparison list by clicking x next to the name of the segment in the chart

Category Affinities

Visible for retail and e-commerce sites, Category Affinities shows views, view time, purchases, and revenue by category for users currently in this segment. The sunburst chart represents hierarchical data in rings with the innermost ring being the top-level category, second ring being all second-level categories, and so on depending on the complexity of your site.

  • Hover over an inner level band to see affinities for a top level category 
  • Hover over the next level band to see affinities for that category
  • In the segment example at the right, nearly half of the views are for Women’s clothing (43.8%), with Handbags (13.3%) getting the most views, followed by Tops & Blouses (8.40%), Shoes (6.29%), Dresses & Skirts (4.86%), Jewelry (4.39%), Pants & Denim (4.26%), and finally, New Arrivals (2.31%).


This is where you control the segment configuration. Learn more about how to Create a Segment and Common Segment Examples by Function in our other articles on Understand and Build Segments.