Customer Segmentation is a feature in the Customer Data Platform (CDP) that allows users to automatically group customers based on specific criteria, such as customer properties (default & custom fields) and customer activity. With this feature, users can create more specific customer segments based on customer characteristics or activity, such as segments for loyal customers, high-value leads, or customers who are no longer active.
Created segments are dynamic, so the list of customers in a segment will be continuously updated automatically according to the specified criteria. Customers will enter a segment when they meet the requirements and leave the segment when they no longer meet those requirements.
Through the Customer Segmentation feature, users can manage customer activity more efficiently, simplify targeting for broadcasts and campaigns, and reuse the same segment without manually filtering data each time.
The following are some things to know about the Customer Segmentation feature:
- Segments can be created using filters based on default fields, custom fields, and basic customer events.
- Several criteria can be combined to create more specific segments.
- Segment details display customers who match the specified criteria.
- Segment data is updated automatically every day.
- Segments can be used directly for broadcasts through WhatsApp.
The following explains how to create and manage Customer Segmentation according to your customer grouping needs.
A. Segment Page Overview
| No. | Column Name | Description |
| 1 | Create segment | Creates a new segment. |
| 2 | Segment filter | Filters the segment list based on the selected category. |
| 3 | Date filter | Filters segments based on the creation date. |
| 4 | Search segment name | Searches for segments by segment name. |
| 5 | Segment name | Displays the names of created segments. |
| 6 | Status | Displays the segment status, such as Active. |
| 7 | Created by | Displays the user who created the segment, along with its creation date and time. |
| 8 | Actions | Displays actions that can be performed on the segment, such as Send campaign and View details. |
B. Customer Segmentation Criteria
a. Default Fields by Qontak
| Field | Field Type | Available Filters | Field Behavior |
| Customer ID | Single-line text | is, is not, contains, does not contain, starts with, ends with, is empty, is not empty | Displays all customer IDs |
| Full name | - | ||
| Phone number | - | ||
| - | |||
| Username(s) | - | ||
| Job title | - | ||
| Owner | Dropdown | is, is not, is empty, is not empty | Displays all user names |
| Assignee | Displays all user names | ||
| Sex | - | ||
| Address picker | is, is not, is empty, is not empty | Displays regional data such as provinces and cities | |
| Source | is, is not, is empty, is not empty | Custom field provided by Qontak | |
| Status | is, is not, is empty, is not empty | Custom field provided by Qontak | |
| Date of birth | Date | on, before, after, is between, is empty, is not empty | Opens the date picker. |
b. Custom Fields by User
| Field Type | Type | Available Filters | Field Behavior |
| Single-line text | Text | is, is not, contains, does not contain, starts with, ends with, is empty, is not empty | Not case-sensitive |
| Multi-line text | is, is not, contains, does not contain, is empty, is not empty | Reads the entire text content | |
| Dropdown selection | Dropdown | is, is not, is empty, is not empty | Only one value can be selected |
| Multiple selection | Multi-select | is, is not, is empty, is not empty | The order of selections does not matter |
| Number | Number | equals, not equals, greater than, less than, between, is empty, is not empty | Supports number comparisons |
| Date | Date | on, not on, before, after, between, is empty, is not empty | Follows the system time zone |
| URL | Text | is, is not, contains, does not contain, starts with, ends with, is empty, is not empty | The URL protocol is ignored unless specified |
| File upload | File | is empty, is not empty | Only checks whether a file is available |
| Signature | Signature | is empty, is not empty | A partial signature is considered unsigned |
| GPS | GPS | is, is not, contains, does not contain, starts with, ends with, is empty, is not empty | Checks whether a location exists. |
c. Basic Events
| Field Type | Type | Available Filters | Field Behavior |
| Single-line text | Text | is, is not, contains, does not contain, starts with, ends with, is empty, is not empty | Not case-sensitive |
| Multi-line text | is, is not, contains, does not contain, is empty, is not empty | Reads the entire text content |
C. Rule Builder
Rule Builder is used to arrange filter conditions for data segmentation using AND / OR logic. AND means that all conditions must be met, while OR means that at least one condition must be met.
Important
Each filter criterion can accept only ONE value. If you select a second value in the same filter, the system will replace the previous value. To match multiple values, you need to create separate filters and use the OR logic between them.
Example:
You can create the filter Source is WhatsApp to find customers who came from WhatsApp. To include customers who came from WhatsApp and Email, use Source is WhatsApp OR Source is Email.
Invalid: Source is WhatsApp, Email.
Valid: Source is WhatsApp OR Source is Email.
AND / OR Logic
| AND — all conditions must be met | OR — one of the conditions can be met |
|
Source is WhatsApp AND Province is Jakarta |
(Country=Indonesia AND Tier=Gold) OR (Country=Singapore AND Tier=Gold) |
| Only customers from WhatsApp who are located in Jakarta | Gold-tier customers in either of those countries. |
D. How to Create a Segment
The following are the steps to create a segment in Segments Builder.
- Log in to your Qontak account, then select the Customers menu.
Then, in the Segments section, click the ‘settings’ icon.
Then click “Create Segment”.
Then click “Add criteria”.
Then select the field to use as a criterion.
For example, if you select the Source criterion, you will be directed to the following view.
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Select the operator according to the condition you want to specify. For example, select is to match customers with the selected value.
Operator is the condition used.
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Next, select the value to match the criterion. For example, select WhatsApp.
Value is the value to be matched.
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To add a criterion to the filter, click the “+” icon.
A maximum of 2 criteria groups can be included in one segment.
Then select the field to add as a criterion. For example, select Source.
Select the logic to use to connect the two criteria. For example, select OR to include customers who meet either criterion.
Select the operator and value that match the criterion you want to specify. For example, select the is operator and the Email value.
- After selecting the field, operator, and value, the added criteria will be displayed as follows.
- Check the filter criteria pattern to ensure that the specified combination of criteria is correct.
- Click “Preview customers” to view customers who meet the specified criteria.
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You can then view the number of customers who meet the criteria and the criteria that were met in the Preview customers section.
If there are no matching customers, the system will display an empty state.
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If the preview results are correct, click “Save as segment” to save the segment.
If you click “Cancel” while creating the segment, all entered data will be canceled and not saved. This applies to both the Segment Info and Rule Builder stages. In this case, the segment name, description, and created rule filters will not be saved.
- Next, you will be directed to the Save segment section. Enter the segment name and description, then click “Save”.
- After the segment is successfully saved, you will be directed back to the Segments page and the “Segment saved” notification will appear.
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After it is successfully saved, the segment will be displayed on the Segments page with the Active status.
The segment will be saved and displayed on the Segments page. Auto recalculation will run starting at the next 10:00 AM and 2:00 PM WIB.
E. How to View and Edit Segment Details
- To view the segment details that have been created, return to the Customers page, then select a segment.
- The following explains each section on the Segment Details page.
| No. | Feature Name | Description |
| 1 | Segment Info | Displays segment information, such as the status, segment name, description, creation time, and filter criteria pattern. |
| 2 | Customer Engagement Score & Campaign Readiness Score | Displays the customer engagement score and the segment's readiness for use in a campaign. |
| 3 | List of Customers | Displays a list of customers who match the segment criteria. |
| 4 | Activity Log | Displays the activity history for the segment. |
| 5 | More actions |
Provides other actions that can be performed on the segment: |
| 6 | Send campaign | Used to send a campaign to customers in the segment. |
- To edit the Segment info, click “More actions”, then select “Edit segment info”.
- Then edit the segment name and description, and click “Save changes”.
- To edit the Segment criteria, click “More actions”, then select “Edit segment criteria”.
- Then configure the filters again. Make sure all data has been entered, then click “Save changes”.
F. Feature Access
Access to the segmentation feature is managed through four types of permissions with three access levels: All Access, Owned Only, and Disabled.
|
Permission Key |
All Access | Owned Only | Disabled |
| View Segment | Users can view all segments | Users can only view segments they created |
Section hidden |
| Add Segment | Users can create segments | - | The Create button is hidden/ disabled |
| Manage Segment | Users can edit all segments | Users can only edit segments they created | The edit action is hidden/ disabled |
G. Integration with the Campaign Feature
Segments can be used directly as the recipient list when creating a WhatsApp broadcast campaign. The system will validate recipient reachability before users can continue.
The following are the entry points for sending a campaign using a segment:
“Actions” and “Send campaign” buttons.
Send a campaign from the Segment index page through the Customers menu.“Create campaign” page
The “Audience” field on the WA Campaign creation page.
When a segment is used as the Audience for a WhatsApp campaign, the system will display an estimated number of recipients with valid phone numbers.
The following should be noted:
- The actual number of recipients may differ from the estimate due to META regulations, campaign permissions, or invalid contact data.
- The number of recipients in the campaign will not be automatically updated even if the segment continues to grow.
- The Continue button will only be active if there is at least 1 customer with a valid phone number.
On the WhatsApp channel, the audience display shows the number of matched customers with a phone number entered. Users can continue the campaign process only if there is at least 1 customer with a valid phone number.
Important
If no customers have valid contact information on the selected channel, the “Continue” button will be disabled. The audience display will show the number of valid customers as “0 of total matched customers”.
If the selected campaign template contains a variable, the Variable Mapping section will be displayed. Users can map each variable to:
- Default customer field (such as name, email, phone number, and others).
- A custom field created by the user.
If the template does not contain a variable, this section will not be displayed.
H. How to Send a Campaign Using a Segment
- In one of the Segment Details pages, click “Send campaign”.
On the Send campaign to segment page, you can view the Estimated recipients size who can receive the campaign. Then click “Continue”.
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You will be directed to the Create campaign page. The information in the Audience and Recipient list size sections will be filled in automatically based on the selected segment. Learn more about customer segmentation audiences here.
All default fields and customer custom fields can be used for variable mapping.
Next, follow the WhatsApp Campaign creation flow to complete your campaign. Then click “Send campaign”.
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The campaign you created using the segment has been sent successfully.
Learn more about the Customer Segmentation concept through the following video:
This concludes the explanation of Segmentation in Mekari Qontak.