Subscriber and Data Management (26%) - Segmentation

Question 1

What is Data Segmentation

Answer 1

Segmentation allows marketers to split up audiences into smaller segments based on a set of applied conditions to deliver targeted communication to subscribers.

Question 2

What are the Benefits of Data Segmentation?

Answer 2

By creating audience segments, marketers can improve campaign performance and customer satisfaction.
Companies focus their marketing efforts on their most engaged clients by reaching out to subscribers interacting with marketing content.

Question 3

What types of Data Segmentation are available (6)?

Answer 3

Demographic
Geographic
Behavioural
Psychographic
Communication Preference
Previous Interactions

Question 4

What would Demographic Data Segmentation use?

Answer 4

Subscriber age, gender, occupation, education

Question 5

What would Geographic Data Segmentation use?

Answer 5

City, country, region, distance from a given location, time zoe

Question 6

What would Behavioural Data Segmentation use?

Answer 6

Loyalty membership, status (new customers, active, inactive), usage level, buying method.

Question 7

What would Psychographic Data Segmentation use?

Answer 7

Interests, attitudes, lifestyle

Question 8

What would Communication Preference Data Segmentation use?

Answer 8

Email, mobile messaging, social media

Question 9

What would Previous Interactions Data Segmentation use?

Answer 9

Email opens, clicks, time of interaction with marketing assets.

Question 10

What would Geographic Data Segmentation use?

Question 11

How can a user Segment Data in Email Studio (2)?

Answer 11

Random Data Extensions
Filtered Data Extensions

Question 12

How is a Random DE created in Email Studio

Answer 12

Based on existing DEs. Subscribers from the source DE are RANDOMLY allocation into a maximum of 12 new DEs created automatically by Marketing Cloud.
Destination DEs acquire the configuration of the source DE.

Question 13

How is a Filtered DE created in Email Studio?

Answer 13

Based on existing DEs.
Subscribers from the source DE are allocation to Filtered DE based on filtering logic applied during the creation process.
Destination DE is created automatically by MC and acquires the configuration of the source DE.

Question 14

What is a Use Case for a Random DE in Email Studio?

Answer 14

To create audiences for testing purposes where segments must be randomised and specific filter logic does not need to be applied.