Creating segments based on interactional data

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This post applies to the Realtime Marketing module in Dynamics 365 Marketing. The feature is available from release 1.94.2009.0 (May 2023), which will be gradually rolled out this month.

Before this months’ release, it was already possible to create segments in Realtime Marketing based on demographic or firmographic data. This means that you could use attributes from the Lead or Contact (and related, like Accounts) tables to build your segments.

Since the new update it is also possible to create segments based on interactional data. We can utilize this to target customers more precisely through journeys. This was already available in Outbound Marketing, but not in Realtime Marketing.

Let’s dive in!

First, let’s create a new segment. For this segment, we will create a segment based on contacts who attended an event. So we will name it ‘2023 Event Attendees’ and target contacts.

The segment designer will now open. Our second step is to create the conditions for the segment, which is attending an event. To do this, you can click on the tab ‘Behavioral’.

We can see all different sorts of interactions in this tab; we can use Customer Voice survey submissions, email interactions (email opens for example), marketing form submissions or event check-ins. The last one is the one we can use for our segment, so we select that option.

The interaction will be added to the query. Now we can further define the query. In this example, I selected the event ‘Business Conference’. This means that all contacts who attended this specific event will be dynamically added to the segment.

Of course, we can always add more extensive conditions to the segment, like more conditions based on interactional data, but we can also combine it with demographic and/or firmographic data.

When going live, it will automatically query the existing contacts’ database and all contacts who meet the query will be added to the segment.

From here, we can create a journey if we want, so we can send emails, SMS or push notifications and/or create follow up sales activities. We can go through journeys in future posts.

That’s it for now! Please let me know if you have any comments or feedback regarding this post!

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