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Any attribute that you've configured on a profile can be leveraged in a segment for either analytics purposes or cross-channel experience targeting. This article outlines how to reference attributes in campaigns and segmentation.

This Article Explains

This article details how to use attributes in campaigns and segments. For information on creating an attribute or viewing existing attributes in your dataset, please refer to  Modify Attributes at the User or Account Level .

Sections in this Article

Leveraging User Attributes in Segments and Campaigns

User Attribute Segmentation

  1. Create a Segment
  2. Select Gears from the initial drop-down
  3. From the mega-menu in the second drop-down, select User Attributes > Attributes
  4. This will open a third drop-down where you will be able to select from any of the user attributes that you have configured
  5. Select that attribute that you wish to build your segment around and then depending on the attribute type (string, multistring, integer, decimal, boolean, date) you will be presented with applicable configuration logic. Logic available for each attribute type includes:
    1. String: equals, does not equal, contains, does not contain, any value, no value
    2. Multistring: includes any/all, does not include any/all, any value, no value
    3. Integer/Decimal: equal to, at least, at most, between, any value, no value
    4. Boolean: true, false, any value, no value
    5. Date: for all time, today, in the last, in the next, between, on or after, on or before, between dates

User Attribute Campaign Targeting:

  1. Any user attribute segment created can be leveraged for campaign targeting across all campaign types
  2. In web or server-side campaigns, a business user can also leverage the same targeting options used to build a segment to target a campaign by selecting User Attributes > Attributes  in the campaign targeting screen
    1. This ability to reference attributes directly in campaign targeting means that you do not need to create a segment in advance in order to utilize information stored against attributes


When to Leverage Attribute Segmentation Logic Available via Metrics Option

If you are looking to build a segment around the Interaction Studio calculated engagement score, you should leverage Metrics > Engagement. Additionally, if you are looking to build a segment around % change for an integer or decimal attribute, you should leverage Metrics > KPI > % change

Leveraging Account Attributes in Segments

Account attributes are only accessible via the Metrics tab in the Account segmentation screen. To build an Account attribute segment, follow these steps:

  1. Create a Segment
  2. Add a Metrics rule
  3. Depending on the type of attribute, select either KPI or Text Attribute
  4. Select the attribute and complete any additional parameters

Segment Examples

Below are several examples of custom attributes used in segments. Some are passed from the CRM system, some are passed through a third party integration, and some are custom attributes created from a customer survey. 


Visitor has completed a survey and indicated a preference for yellow

Visitor's age as recorded in the CRM is over 25

Customer's Subscription end date is in the next 60 days

Customer has downloaded the mobile app

Account Segment Example: Support tickets increase by 20% for an account

Account Segment Example: A Plan Type exists in the CRM for the account