If you are just joining us, I am working on a series to learn about Dynamics 365 and Customer Insights using superheroes! You can check out the full series on the Hero Insights page. Enjoy!
Welcome back to HQ, my dynamic band of heroes! Today we are going to talk about segments. A segment is just a portion of the customer base. So we want to define characteristics that fit a certain customer profile so we can group those records together for additional analysis or marketing or other fun stuff.
Creating Your First Segment
To get started, simply go to Segments on the left-hand side.
This is obviously very simple but could quickly get more complicated with different ‘And / Or’ logic. You may also notice that between our two data sets there is an Intersect operator. Here we can choose between Union (grab records that meet either of these criteria), Intersect (grab records that meet both of these criteria) or Except (Union then remove the Intersect).
For those of us from a historic CRM background this level of detail is really cool! If you have used Marketing Lists in the past, this type of logic would be very difficult and likely be a static, manually maintained or recreated list. So I love the additional flexibility here.
Plus you can use these segments as criteria for other segments. Bur wait there’s more! You can also use the customer measures we will create tomorrow as criteria. So many possibilities!
After you finish your logic you will need to save and activate. This will take a little bit to run depending on the size of your data. When it’s ready you can view the stats on the Home page of Customer Insights.
These segments will automatically update as your data updates then you can see those changes overtime based on the small graph.
As I am looking at these segments I am quickly seeing how this could be used by an evil villain to plot against the good guys … will our heroes make it out unscathed? Can they figure out how to create measures without turning to the dark side? Find out in tomorrow’s post!