Types of Segmentation in Salesforce Data Cloud
Different types of segmentation are supported in Salesforce Data Cloud to serve different business requirements. Each type has a purpose and a situation where it is most effective.
Let’s explore the most common segmentation types in simple terms.
1. Standard Segments
Standard segments are the most basic form of segmentation. They are created using fixed rules and conditions based on customer data.
For example,
- Customers who purchased in the last 6 months
- Users who signed up for a newsletter
- Customers from a specific country
These segments do not automatically update in real time. They generally have to be refreshed or rebuilt to incorporate new information.
When to Use Standard Segments
- For one-time or planned campaigns
- When customer data doesn’t change often
- For reports or analysis
Standard segments are easy to make and to understand, so they are a great place for beginners to start.
2. Real-Time Segments
Real-time segments update automatically as new data enters Salesforce Data Cloud. These segments respond instantly to customer behaviour.
For example,
- Customers currently browsing a product page
- Users who just abandoned a cart
- Visitors who clicked a specific link
Real-time segmentation enables companies to respond immediately. This is particularly helpful for urgency campaigns.
Benefits of Real-Time Segments
- Immediate personalisation
- Better customer experience
- Faster response to behaviour
When to Use Real-Time Segments
- Live website personalisation
- Instant notifications or messages
- Time-based promotions
Real-time segments keep companies timely in dynamic situations.
3. Waterfall Segments
Waterfall segmentation applies when a single customer qualifies for more than one segment , but only one action is to be taken.
For example, a customer may qualify for,
- A loyalty discount
- A seasonal offer
- A new customer promotion
With waterfall segmentation, you can set a priority order. The system checks each rule and assigns the customer to the highest-priority segment only.
Why Waterfall Segments Matter
- Prevents sending multiple messages
- Avoids customer confusion
- Keeps communication clean and focused
When to Use Waterfall Segments
- Promotional campaigns
- Offer prioritisation
- Customer journey control
This type of segmentation helps manage complexity and ensures consistent messaging.
4. Nested Segments
Nested segments are formed by placing one segment inside another. You begin with a large audience and then filter down.
For example,
- Start with all active customers
- Narrow to customers who purchased recently
- Further filter to customers who opened the last email
This layered approach helps create highly targeted audiences.
Benefits of Nested Segments
- Reusable segment logic
- Better organisation
- More precise targeting
When to Use Nested Segments
- Advanced targeting strategies
- Multi-step campaigns
- Detailed audience analysis
Nested segments save time and improve consistency across campaigns.
5. Einstein Lookalike Segments
Einstein Lookalike Segments use artificial intelligence to find new customers similar to your best-performing ones.
You start with a seed segment, such as:
- Top buyers
- Most engaged users
- High-value customers
Einstein analyses patterns and finds other customers who behave in similar ways.
Why Lookalike Segments Are Powerful?
- Helps discover new audiences
- Expands reach without guessing
- Uses data-driven insights
When to Use Lookalike Segments
- Customer acquisition campaigns
- Advertising expansion
- Growth-focused marketing
This type of segmentation is best suited for expanding already proven campaigns.
