SAP hybris Marketing

Segmentation
Application Information
February 2015

Objectives

1.

2.

3.

Distinguish
Audience Discovery
and Targeting from
other solutions of
SAP hybris
Marketing

Explain the
functions and
features of
Audience Discovery
and Targeting

Segment large data

sets by using
Audience Discovery
and Targeting

Agenda
Overview of Audience Discovery and Targeting
Features of Audience Discovery and Targeting in Detail
Using the Interactive Visualization in Segmentation
Segmentation Models Overview List
Using the Preview
Creating new Segmentation Filters
Segment Actions
Using Reference Objects
Segmentation Building Blocks
Creating Target Groups

Overview

Hybris Marketing
The comprehensive digital marketing process
Events & interactions
from all channels

Listen & explore

Intelligence
through Predictive
Analytics

Personalized
targeting &
orchestration

Campaign execution
in all channels

Market data & events

Digital & social channel

Sales & service data

Personalized commerce

Financial data

Interaction center

Big data industry

Lead, Opportunity

Social media, web

Traditional channel

Capturing response

Plan, measure & optimize

SAP hybris Marketing Audience Discovery and Targeting

AUDIENCE DISCOVERY & TARGETING
WITH PREDICTIVE ANALYSIS
Real-time 360 View to chose the right target audience
High performance customer segmentation on Big Data
Unmatched flexibility in slicing & dicing customer data
Optimization leveraging data mining and predictive analytics
Insight to action with or without SAP CRM campaign management

SAP hybris Marketing

Audience Discovery & Targeting (Segmentation)

SEGMENTATION ENGINE BASED ON SAP HANA

Usability

Flexibility

Performance

Optimization

Simple waterfall UI
Finding the right target group easily
Aggregation of data and calculation of KPIs
on the fly
Runs on any data in SAP HANA
High speed performance on big data
Manage billions of records
Create large target groups in seconds

Integration with data mining and predictive

analytics for campaign optimization

Run it standalone or integrate with SAP

CRM Marketing
Create huge CSV files in seconds

Integration

Overview
Audience Discovery and Targeting

IDENTIFY THE RIGHT AUDIENCE BY SEGMENTING HUGE DATA SETS VIA

INTERACTIVE VISUALIZATIONS AND APPLYING PREDICTED SCORES

Usability

CREATE NEW SEGMENTATION MODELS TO BUILD UP SEGMENTATION

STRUCTURES
Create segments based on filter criteria (attributes)
Use the preview to support your decision
SEARCH FOR EXISTING SEGMENTATION MODELS

Usability

Usability

Change and enhance existing models

Use a segmentation model as template

CREATE TARGET GROUPS OUT OF SEGMENTS

Trigger marketing activities

Features
Segmenting Customers Using the Interactive Visualizations

Features
Creation of a New Segmentation Model

TO CREATE A NEW SEGMENTATION MODEL YOU HAVE THE FOLLOWING

OPTIONS:

1.

Initiate process by creating a new Segmentation Model in the workset Audience Discovery and Targeting:
Create new
Segmentation
Model

Select
Segmentation
Profile

Create
Segments

Save the
Segmentation
Model

Create Target
Group

2. Open an existing Segmentation Model (as template), change it and save it under a new name:
Open existing
Segmentation
Model from
List

3.

Delete,
change or add
Segments

Save Model
under a new
name

Create Target
Group

During segmentation, you can use predefined Building Blocks, which are a set of often used
segmentation filters:
Create new
Segmentation
Model

Select
Segmentation
Profile

Insert
Building
Block(s)

Create
Segments

Save the
Segmentation
Model

Create Target
Group

Features
Segmenting Customers Screen Sections
Header area
contains name,
profile and
administrative data

Interactive
Visualization
contains the graphical
structure of the
segmentation model

Preview
Attribute List
contains building blocks,
characteristics and key
figures which can be used
for the segmentation

shows for the selected

segment either the counts
(segment preview) or the
counts and values per
attribute (attribute preview)

Features
Segmenting Customers Screen Functions
Recalculation of all segment
counts incl. the re-execution of
database select statements

Expanding the whole

segmentation tree

Some settings for the

modeler can be
personalized
The size of the model
can be changed by
zooming in or out

Position the tree within the

visualization section via drag &
drop (i.e. panning)

The width of the attribute list

can be changed

The size of the preview

panel can be changed to
either enlarge the model
panel or the preview panel

The preview panel can be

collapsed to have more
screen space for the
segmentation tree

Features
Attribute List
THE ATTRIBUTE LIST CONTAINS BUILDING BLOCKS, CHARACTERISTICS AND KEY
FIGURES WHICH CAN BE USED FOR THE SELECTED SEGMENTATION PROFILE
You can search for building
blocks and attributes by using
the search field on top of the
attribute list (could be helpful if
list contains a lot of attributes)

You can collapse / expand the

attribute groups using the
triangle

You can personalize whether

you want to display icons to
visualize the kind of attribute
(characteristic or key figure)

All private and public building blocks

allowed for the selected
segmentation object/profile are
displayed
Attribute Groups for grouping the
attributes can be defined in the SAP
ADT customization

You can personalize whether

you want to display the attribute
tree collapsed or expanded

Features
Using the Interactive Visualizations

Highlight a segment (blue

color) and an attribute in the
attribute list to display the
values and counts for a chosen
attribute in the preview panel

CREATE A NEW SEGMENT BY APPLYING FILTERS (VIA

DRAG & DROP, PREVIEW PANEL OR SEGMENT
ACTIONS / CONTEXT MENU)

Mouse over a segment to get

segment details

Segment actions menu for

executing different actions
on this segment

Drag and drop an attribute or a

building block from the attribute list on
a segment

Features
Change your Personal Settings

IN THE SEGMENTATION UI, THERE ARE A NUMBER OF

PERSONALIZATION OPTIONS AVAILABLE TO SUPPORT
EVERY USER IN HIS WORK PREFERENCES.

You can decide, whether you want to

show attribute icons in the attribute tree
open the attribute tree with collapsed attribute groups (e.g. in case of many groups
and attributes)
open the segmentation tree expanded
open the segmentation modeler with a collapsed preview
automatically select the newly created segment
display the tooltip on a segment

Features
Segmentation Model Overview List (OWL)

Features
List of Segmentation Models (OWL)

THE LIST OF SEGMENTATION MODELS ALLOWS YOU TO SEARCH FOR

AND DISPLAY EXISTING SEGMENTATION MODELS.

Use the search field for searching for all segmentation models

The result list shows information as for the model, the used profile and administrative
data (created by, created on etc.)
Filter buttons allows to display own vs. all segmentation models

You can create new or delete existing segmentation models using the buttons.

Features
Change the Segmentation Model Name

YOU CAN CHANGE THE NAME OF A SEGMENTATION MODEL AFTERWARDS

1. Hover over the segmentation model name

2. Click the pencil button which appears
3. Change the name
4. Save the model

Features
Using the Preview

Features
Segment Previews and Attribute Previews
THE PREVIEW SECTION PROVIDES DETAILED INFORMATION ABOUT THE
SELECTED SEGMENT

SEGMENT PREVIEWS

ATTRIBUTE PREVIEWS

The reference object preview

displays the counts for defined
audience levels for a selected
segment (independent from an
attribute)

The attribute previews display the

values and counts per selected
segment and selected attribute

Features
Preview for Characteristics

THE PREVIEW FOR CHARACTERISTICS DISPLAYS VALUES AND

COUNTS FOR THE SELECTED SEGMENT AND THE SELECTED
CHARACTERISTIC.
The values are displayed as table and/or in different chart types.
It allows you to preview the distribution of the segment's customers according to the values of the
selected attribute.
Different chart types provide a graphical visualization of the values and counts.
Therefore, the preview can support you in finding the right decision.
You can use the preview to quickly create new segments.

TABLE

CHART

Features
Preview for Characteristics Table

THE TABLE LISTS THE VALUES AND CORRESPONDING COUNTS OF THE

SELECTED SEGMENT AND CHARACTERISTIC; IT ALLOWS YOU ALSO TO
CREATE NEW SEGMENTS DIRECTLY.
To create new
segment(s) click on the
buttons

You can search for

attribute values

You can sort and filter

the table

You can select

multiple values

You can change the

number of displayed
values (e.g. for faster
display restrict the
number of values)

Features
Preview for Characteristics Chart Types

YOU CAN SELECT DIFFERENT CHART TYPES FOR THE CHARACTERISTICS

PREVIEW
Pie Chart

List with
Bar Chart

Which chart type is allowed for a specific characteristic

and which one is used as default can be defined in
Customizing

Tag Cloud

Geo Map

Calendar
View

Features
Preview for Characteristics Bar Chart and Pie Chart

THE BAR CHART AND PIE CHART DISPLAY CHANGE BASED ON THE
FILTERING AND THE SORTING OF THE LIST VIEW.
The bar chart is a graphical view of the count within
the table
The pie chart shows the values with counts that
exceed 2% of the current segments total count.
Mouse over a bar or pie to display details, such as
name, count, percentage
Switch between the chart types by the drop-down list
on the top right:

Features
Preview Panel for Characteristics Geographical Map

THE GEOGRAPHICAL MAP CAN BE ASSIGNED TO ATTRIBUTES

CONTAINING COUNTRY CODES

Bold colors indicate a higher count than pane

colors
Mouse over a country displays the name and
the count of the country
Zooming in and out possible via mouse, as well
as shifting the map
New segments can be created by doubleclicking on a country (only mode Keep is
possible)
Regional maps can be developed on a project
basis (an example for the US states ships with
SAP ADT)

Features
Preview Panel for Characteristics Tag Cloud

THE TAG CLOUD CAN BE ASSIGNED TO ANY CHARACTERISTIC. THE

VALUES OF THE CHARACTERISTIC ARE DISPLAYED IN AN UNSTRUCTURED
WAY AS CLOUD.

The bigger the font the higher the count of the

attribute value.
You can highlight / select a value by clicking on
it (deselect it by clicking again on it).
Highlighted values are blue.
You can highlight several values.
New segments can be created using the
buttons.

Features
Preview Panel for Dates Calendar View

THE CALENDAR VIEW CAN BE ASSIGNED TO ANY CHARACTERISTIC OF

TYPE DATE.

The color represents the count / number of segmentation object

members for this date (the darker the more).
You can select a date by clicking on it. You can select several dates
and date ranges.
Selected dates have an orange frame.
The date representing the current date (i.e. today) has a red frame.
New segments can be created for the selected dates using the
buttons.

Features
Preview for Key Figures

KEY FIGURE VALUES ARE VISUALIZED IN THE PREVIEW PANEL IN THE

FORM OF A HISTOGRAM THAT SHOWS THE FREQUENCY DISTRIBUTION
OF THE VALUES IN A COLUMN CHART.
To create new
segment(s) click on the
buttons

The count of the selected

customers is displayed on
the top right of the chart.

Mouse over a bin for the

interval details, and the
number of customers
contained in the bin.
If mandatory or optional
conditions are defined for
a key figure (in
Customizing), you apply
the conditions here
The interval ranges and
boundaries can be adapted
in Customizing

Click on a bin to select the customers

contained in the bin, or draw a
selection rectangle to select one or
more bins

Features
Creating New Segmentation Filters

Features
Segmenting Customers Create New Segments

THERE ARE DIFFERENT WAYS TO CREATE A NEW SEGMENT

1.

You can drag & drop an attribute from the attribute panel on a
segment. A filter dialog opens.

2.

You can choose the action Create Segment in the action menu of a
segment. A filter dialog opens.

3.

You can use the attribute preview (Restricted filter definition)

Features
Create Segment Using an Attribute - Characteristic

USING DRAG & DROP OR THE ACTION CREATE SEGMENT WITH A

CHARACTERISTIC, A FILTER DIALOG OPENS WHERE YOU DEFINE YOUR
SEGMENTATION FILTER
Select a Comparison Operator
You can use the search help for entering values
Decide whether you want to insert the new
segment into the exisiting path or add it below
the segment
Select a segmentation mode

Value Help:

You can enter a segment name

(optional)

You can search for values

Multi-selection of values is possible

Features
Segmentation Filter With Key Figures

USING DRAG & DROP OR THE ACTION CREATE SEGMENT WITH A KEY
FIGURE, A SLIGHTLY DIFFERENT FILTER DIALOG OPENS:
Further restrictions within a key figure filter are
possible:
Therefore you can select additional conditions and
enter operators and values.
Conditions can be marked as mandatory or
proposed within the SAP ADT customizing:
Mandatory: * the user has to enter a value and the
condition cannot be removed
Proposed: the user can remove the condition from
the list

You can also use input parameters from SAP HANA

views as conditions

Features
Create Segment Using an Attribute - Comparison Operators

THE OPERATOR DETERMINES HOW THE DATA IS FILTERED TO GENERATE

THE NEW SEGMENT.
THERE ARE SEVERAL COMPARISON OPERATORS AVAILABLE.
Equal To / Not Equal To:
Selects one or several single values / or excludes those values.
Greater Than (or Equal To) / Less Than (or Equal To):
Selects all values greater / less than the entered value (or equal to).
Between / Not Between:
Selects the value range between the two values entered / or excludes this value.
Contains Pattern / Does Not Contain Pattern:
Selects all values containing the entered search pattern / or excludes those values. You can enter any pattern
with or without wildcard*.
Contained in File:
Allows you to upload a list of attribute values from a file.
Only for key figures:
Top N / Top N%:
Selects the Top N or the Top N% of a ranked list of the attribute values.
Bottom N / Bottom N%:
Selects the Bottom N or Bottom N% (Last N) of a ranked list of the attribute values.

Features
Example 2 Cases Using a Segmentation Filter With Key Figures
Case 1: Filter on key figure Sales (> 1000) incl.
additional filter on dimension of this key figure
(Sales Org. = 1000)
Case 2: Filter on a key figure (without a filter on a
dimension) applied on an existing segment
representing the same characteristics filter as used
as a dimension filter in case 1 (Sales Org. = 1000)
Leads to different results!
Reason: Only when filtering a key figure via
dimensions this filter works as AND filter, in the
example all customers who have a sales volume
greater than 1000 in sales organization 1000!
In case 2, there are 10 customers out of the 1,362
customres who are assigned to sales organization
1000 but also to another sales organization. The
following key figure filter then selects customers who
have a sales volume of more than 1000 across all
sales organizations.

Features
Create Segment Using an Attribute Date Attribute

WHEN FILTERING ON DATES, YOU CAN CHOOSE BETWEEN:

Preset Period: select one predefined period (e.g. last month)
Custom Period: create your own selection statement by combining search parameters (e.g. next 14 days)
Offset and Duration: enter an offset and a duration
Offset: Via the offset you can shift the start date of the time range into the future or into the past. You can enter a positive or negative value
Duration: Indicates the length of the time range going into the future from the calculated start date.

Date range: select start and end date using calendar

ALSO, YOU CAN CHOOSE BETWEEN:

Fixed filters:
the restriction is fixed with reference to the date when the segment has been created

Dynamic filters:
the restriction is dynamic with reference to the current date. You can recalculate the result
by using button Recalculate in the segmentation modeler (e.g. customers who
purchased a product in the last 7 days related to the current date

Features
Segments

Indicates the kind of

segment filter

Segment name (is generated

automatically and can be
changed manually)

Indicates that a target

group or control group
exists for this segment

Click to open the segment

actions menu

Click to collapse /
expand subtree of the
segment

Count of the segment

(segment size)

Features
Segment Actions

Features
Using Segment Actions Create Segment

FOR EACH SEGMENT YOU CAN TRIGGER SEGMENT RELATED

SEGMENTATION ACTIONS, SUCH AS CREATING A SEGMENT BASED ON
THE SEGMENT FROM WHICH YOU TRIGGER THE ACTION.

CREATE SEGMENT:
Using an Attribute: Create a new segment for the highlighted attribute via filter dialog.
Using a Set Operation: Combine two segments by executing different set operations (merge, intersect, subtract).
Using Object Key Upload: Upload a list of segmentation object keys.
By Splitting Randomly: Split a segment randomly into two or more segments.
By Reducing Randomly: Reduce the segment randomly based on a specified count or percentage.

Features
Using Segment Actions

FURTHER SEGMENT ACTIONS

Change Segment: Change a segment to adapt e.g. filter type, name, values etc.
Remove
Segment: Remove the selected segment only.
Subtree: Remove all subordinate segments assigned to this segment (the selected segment itself is not removed).
Segment and Subtree: Remove the selected segment and all subordinated segments assigned to this segment.

Show summary: Display detailed information for this segment, such as parent segments, applied filters,
counts and percentages.
Create Target Group: Create a target group for this segment without opening it.
Open Target Group: Open the target group for this segment in a new window.

Features
Combine Segments Set Operations

YOU ARE ABLE TO COMBINE EXISTING SEGMENTS BY EXECUTING

DIFFERENT SET OPERATIONS

1.
2.

Drag & drop: You can drag a segment from the segmentation model and drop it onto another segment.
A filter dialog opens.

Segment Action: You can choose the action Create Segment Using a Set Operation in the
action menu of a segment. Then click on another segment.
A filter dialog opens.

Features
Combine Segments Set Operations

THE FOLLOWING SET OPERATIONS CAN BE EXECUTED

MERGE
Creates a new segment by merging segment A and segment B.
The new segment contains all the members in segment A or segment B or in both.

INTERSECT
Creates a new segment by intersecting segment A and segment B.
The new segment contains all the members that are in both segments, segment A and
segment B.

SUBTRACT (B-A)
Creates a new segment by subtracting segment A from segment B.
The new segment contains all the members that are in segment B but not in segment A.

SUBTRACT (A-B)
Creates a new segment by subtracting segment B from segment A.
The new segment contains all the members that are in segment A but not in segment B.

Features
Reduce Segments

YOU CAN REDUCE A SEGMENT RANDOMLY BASED ON A SPECIFIED

COUNT, OR PERCENTAGE
US
100000

45%
US Random 45%
45000

REDUCING SEGMENTS ALLOWS YOU TO

reduce the audience randomly to a specific number of accounts.
Typical use cases for such a feature are creating mail campaign target groups which do not exceed the number of printed
product catalogs.

Features
Reduce Segments

1.

Open the action menu and select Create Segment by Reducing

Randomly

2.

YOU CAN
change the count or percentage of a segment afterwards
adapt the segment name
reduce the segment per reference object

In the dialog box enter

the percentage or count

Features
Split Segments

YOU CAN RANDOMLY SPLIT A SEGMENT INTO TWO OR MORE NEW

SEGMENTS, BASED ON PERCENTAGE OR COUNTS
US

45%

100000

45%

10%

US (45%)

US (45%)

US (10%)

45000

45000

10000

Target Group 1

Target Group 2

Control Group

Campaign 1

Campaign 2

No Campaign

SPLITTING SEGMENTS ALLOWS YOU TO

create several target groups and control groups in order to execute different campaigns
and therefore measure and increase the effectiveness of your marketing campaigns

Features
Split Segments

1.

Open the action menu and select Create segment by Splitting

Randomly

2.
YOU CAN
change the count or percentage of a segment afterwards
adapt the segment name
remove split segments and remove the whole split group
split segments by a reference object

In the dialog box enter the

percentages or counts.
You can also enter a segment name.

Features
Create Segments Using Object Key Upload

YOU CAN CREATE A SEGMENT BY UPLOADING A LIST OF

SEGMENTATION OBJECT KEYS FROM A FILE
Thus, you are able to create a filter for segment objects based on
segmentation object keys which are provided by a file upload.
This allows you for example to create a segment for all
accounts who registered themselves at a trade fare and are listed
in an Excel file.

Features
Create Segments Using Object Key Upload

1.

Open the action menu and select Using Object Key Upload

2.

Click Browse to select the file that contains the list

of object keys.

3.

As a result, the file is checked. The file size,

and the number of lines contained in the file
are displayed.

4.

Mark the checkbox With

Header Line if the file has a
header line

Features
Change Segments

YOU CAN ADAPT A SEGMENT AFTERWARDS AT ANY TIME IF REQUIRED

1.

Open the action menu and select Change Segment

2.

In the dialog box you can select a different operator, enter

different values and a new name.
You can also switch the filter mode (Keep / Exclude).

In case you change a combined segment, you will get the Change Combined Segment dialog.
In case you change a segment belonging to a split group, you will get the Change Split Group dialog
In case you change a reduced segment, you will get the Change Reduce Segment dialog

Features
Segment Summary

THE SEGMENT SUMMARY LISTS INFORMATION ABOUT THE CURRENT

SEGMENT AND ALL SEGMENTS IN THE HIERARCHY ABOVE ON THE PATH
TO THE ROOT SEGMENT.
DISPLAY AS TABLE

DISPLAY AS TEXT:
Business View
Technical View

Features
Using Reference Objects

Features
Using Reference Objects Business Scenarios

ANSWERING COMPLEX BUSINESS QUESTIONS, SUCH AS

Addressing one contact person per
account, for example, one subscriber
per household.

Selecting the top 5 customers per

country based on sales volume.

Selecting the decision makers within accounts for

which at least one account member meets a specific
criteria (e.g. selecting all CEOs for companies of
which at least one employee has expressed interest
in product ABC)

Creating target groups of contact persons for different

product offers which do not overlap on a household or
account level (e.g. to avoid that two different discounts
are offered within the same household)

Selecting the one person within a

household with the highest revenue

Selecting the top 20 accounts per assigned

sales representative based on margin (e.g.
for load balancing reasons)

Features
Using Reference Objects within Segmentation

THOSE QUESTIONS CAN BE ANSWERED BY SWITCHING THE AUDIENCE

LEVEL (= INVOLVING AN ADDITIONAL SEGMENTATION LEVEL). THIS IS
CALLED REFERENCE OBJECT.
You can enter a reference object in the following segmentation scenarios:
CREATING A SEGMENT FOR A KEY FIGURE WITH OPERATOR TOP N/N% / BOTTOM N/N%
Selects the Top N / N% per reference object.
For example, Top 5 per country

REDUCING A SEGMENT
Reduces the segment to N / N% customers per reference object.
For example, 50 customers per Sales Representative

SPLITTING A SEGMENT
Creates several segments based on split reference objects.
For example, create two segments, each with subscribers of 50% of the accounts (as a result, there is no overlapping of
accounts in both segments)

SUBTRACTING TWO SEGMENTS (A-B OR B-A)

Subtracts one segment from another based on reference objects found in both segments.
For example, exclude customers which share the same Email address

INTERSECTING TWO SEGMENTS

Combines two segments based on the same reference objects found in both segments.
For example, find all customers which share the same Email address

Features
Using Reference Objects - Examples
EXAMPLE: Selecting the top 2 customers per country
based on sales volume

EXAMPLE: Sending an email only to accounts, that dont have

any subscriber participating in rate plan E

1. Create a new segment for the attribute Sales Volume

1. Create two segments for the attribute Rate Plan: one

contains all accounts participating in E (A), one those who are
not participating in E (B)

2. To exclude those accounts who have assigned subscribers

in both segments, you subtract A from B by reference object
subscriber (= email address)
2. Select the comparison operator Top N / Top N%
3. Select Country as reference object
RESULT:
RESULT:

Features
Using Reference Objects - Segment Preview

THE REFERENCE OBJECT PREVIEW DISPLAYS THE COUNTS PER

REFERENCE OBJECT / AUDIENCE LEVEL FOR A SELECTED SEGMENT.
There is a graphical view and a list view
The blue bubble represents the main segmentation object, the orange bubbles the reference objects
The size of the bubbles indicates the count of available different reference objects of the selected segment

EXAMPLE:
Segmentation Object: Consumer
Reference Objects: Account ID, Email address
=> In the segment Country = US there are 420
different accounts and 19529 different email addresses

Features
Segmentation Building Blocks

Features
Segmentation Building Blocks

A SEGMENTATION BUILDING BLOCK IS A SEGMENTATION STRUCTURE

INCLUDING A SET OF OFTEN USED SEGMENTATION FILTERS.
YOU CAN REUSE THE BUILDING BLOCK IN SEGMENTATION MODELS.
EXAMPLE: You often select customers in the countries US and Canada which have a high Sales Volume

1.

Create a
Building Block

2.

Use Building Block

in Segmentation Model

Features
Segmentation Building Blocks Overview List
Display your own or all
Building Blocks

Search for Building

Blocks
Create and delete
Building Blocks

Features
Segmentation Building Blocks Visibility

YOU CAN DECIDE WHETHER YOUR BUILDING BLOCKS ARE FOR PRIVATE
USE OR PUBLIC USE
PRIVATE
Only the user who created the Building Block
can see and use it

PUBLIC
The Building Block is visible and can be used
by all users who have authorization

All Building Blocks are created as private Building Blocks and can then be published.

Features
Segmentation Building Blocks Usage Type

YOU CAN DEFINE HOW A PUBLISHED BUILDING BLOCK IS USED IN

SEGMENTATION
COPY
Building Block is resolved in contained
segments
Segments are included as any other
segments
Copy is independent from BB

REFERENCE

COPY & REFERENCE

Building Block is not resolved

By default, BB is used by reference

One segment represents the BB in the

Segmentation Model

User can dereference the BB

Changes in referenced BB apply also to

the Segmentation

BB is then used by copy

Features
Create Segmentation Building Blocks

1.

Select a segmentation object for which the

building block can be used

Enter a description for the

Building Block
Save the Building Block
as private

You can discard a

Building Block

Save and publish the

Building Block

You can change the

usage type for public
building blocks

Select a segmentation
profile for checking the
counts

2.

Create a segmentation structure by

defining filters as usual

Features
Use Segmentation Building Blocks in Segmentation
In the attribute tree of the segmentation screen, private and public building blocks are visible.
Only those building blocks are displayed which involve the same segmentation object as the
selected segmentation profile.
Private Building Blocks

Public Building Blocks

Drag & drop Building

Block on segment

Features
Using Predictive Measures

A PREDICTIVE MEASURE REPRESENTS A

CALCULATED KEY FIGURE WHICH FORECASTS
THE FUTURE DEVELOPMENT.

The standard attribute list (delivered by SAP) also provides predictive

measures like Churn Probability and Customer Live Time Value
(based on SAP ERP data)
Additional predicted scores can be created using tools like SAP
Predictive Analysis, the Predictive Analysis Library of SAP HANA, or
via decision tables in SAP HANA

Features
Creating Target Groups

Target Groups
Creating a Target Group From a Segment

YOU CAN CREATE A TARGET GROUP FOR EACH SEGMENT

IN THE SEGMENTATION MODEL VIA THE ACTION MENU

You can enter a name and description for the

target group in the dialog box
You can select the type of the target group
(target group or control group)
You can directly open the target group

Only one target group can be created for a segment

An icon on the segment indicates whether a target group or control group exists
Target groups can be displayed from the segment via action menu (Open Target Group) and can be found on the
corresponding overview page (Target Groups)

Target Groups
Overview List
Toggling My/All

Filter tiles
Free-text
search
Target Group
Operations

THE TARGET GROUPS OVERVIEW PAGE OFFERS

A list of target groups (as tiles or list)
Filter tiles for different status
Toggle buttons to switch between the owner (i.e. My/All Target Groups)
Free-text search capabilities
The possibility to combine target groups to new target groups using set operations

Summary

Summary
YOU SHOULD NOW BE ABLE TO
Explain Audience Discovery and Targeting
Use the features of Audience Discovery and Targeting
Create target groups from segments in ADT

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