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 activities. With this feature, users can create more specific customer segments based on customer characteristics or activities, for example, segments of loyal customers, high-value leads, or inactive customers.
Segments created are dynamic, so the list of customers within the segment will continuously update automatically according to the defined criteria. Customers enter the segment when they meet the criteria and leave the segment when they no longer meet those criteria.
Through the Customer Segmentation feature, users can manage customer activities more efficiently, simplify the targeting process for broadcasts or campaigns, and reuse the same segments repeatedly without needing to manually filter data each time.
Here are some key points to know about the Customer Segmentation feature:
- Segments can be created using filters based on default fields, custom fields, or basic customer events.
- Multiple criteria can be combined to create more specific segments.
- Detailed segment information displays customers that match the specified criteria.
- Segment data is automatically updated daily.
- Segments can be used directly for broadcasts via WhatsApp.
Below is an explanation of how to create and manage Customer Segmentation according to your customer grouping needs.
A. Segment Page Overview
| No. | Column Name | Description |
| 1 | Create segment | Create a new segment. |
| 2 | Segment filter | Filter the list of segments based on the selected category. |
| 3 | Date filter | Filter segments based on creation date. |
| 4 | Search segment name | Search segments by segment name. |
| 5 | Segment name | Display the names of created segments. |
| 6 | Status | Display the segment status, such as Active. |
| 7 | Created by | Display the user who created the segment along with the creation date and time. |
| 8 | Actions | Display 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 province and city | |
| 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 a date picker. |
b. Custom Field 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 | Case insensitive |
| Multi-line text | is, is not, contains, does not contain, is empty, is not empty | Reads entire text content | |
| Dropdown selection | Dropdown | is, is not, is empty, is not empty | Can only select one value |
| Multiple selection | Multi-select | is, is not, is empty, is not empty | Order of choices does not matter |
| Number | Number | equals, not equals, greater than, less than, between, is empty, is not empty | Supports numeric comparisons |
| Date | Date | on, not on, before, after, between, is empty, is not empty | Follows system timezone |
| URL | Text | is, is not, contains, does not contain, starts with, ends with, is empty, is not empty | URL protocol is ignored unless specified |
| File upload | File | is empty, is not empty | Only checks file availability |
| Signature | Signature | is empty, is not empty | Partial signatures are considered unsigned |
| GPS | GPS | is, is not, contains, does not contain, starts with, ends with, is empty, is not empty | Checks for location presence. |
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 | Case insensitive |
| Multi-line text | is, is not, contains, does not contain, is empty, is not empty | Reads entire text content |
C. Rule Builder
The Rule Builder is used to compose filter conditions in data segmentation using AND / OR logic. AND means all conditions must be met, while OR means at least one condition must be met.
Important
Each filter criterion can only accept ONE value. If you select a second value for the same filter, the system will replace the previous value. To match multiple values, you need to create separate filters and use OR logic between them.
Example:
You can create a filter Source is WhatsApp to find customers originating from WhatsApp. To include customers from both 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 — any one condition 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 located in Jakarta | Gold-tier customers in either country. |
D. How to Create a Segment
Here are the steps to create a segment using the Segments Builder.
- Log in to your Qontak account, then select the Customers menu.
Next, under Segments, click the ‘settings’ icon.
Then click “Create Segment”.
Next, click “Add criteria”.
Then select the field you want to use as criteria.
For example, if you select the Source criteria, you will be directed to the following view.
-
Choose the operator according to the condition you want to set. For example, select is to match customers with the selected value.
Operator is the condition used.
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Next, select the value you want to match with the criteria. For example, select WhatsApp.
Value is the value to be matched.
-
If you want to add criteria to the filter, click the “icon +”.
Maximum 2 criteria groups within one segment.
Then select the field you want to add as criteria. For example, select Source.
Choose the logic to connect the two criteria. For example, select OR to include customers who meet either criterion.
Select the operator and value that match the criteria you want to set. For example, choose operator is and value Email.
- After selecting field, operator, and value, the added criteria will be displayed as follows.
- Check the filter criteria pattern to ensure the combination of criteria is correct.
- Click “Preview customers” to see customers who meet the defined criteria.
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You will see the number of customers who meet the criteria and the criteria met under Preview customers.
If no customers match, the system will display an empty state.
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If the preview results are satisfactory, click “Save as segment” to save the segment.
If you click “Cancel” during segment creation, all entered data will be discarded and not saved. This applies to both the Segment Info and Rule Builder stages. Segment name, description, and filter rules 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 redirected back to the Segments page and a “Segment saved” notification will appear.
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Once saved, the segment will be displayed on the Segments page with the status Active.
Segments will be saved and appear on the Segments page. Auto recalculation will run starting from the next scheduled time at 08:00.
E. How to View and Edit Segment Details
- To view the segment details you created, go back to the Customers page, then select a segment.
- Here is an explanation of each section on the Segment Details page.
| No. | Feature Name | Description |
| 1 | Segment Info | Displays segment information such as status, segment name, description, creation time, and filter criteria pattern. |
| 2 | Customer Engagement Score & Campaign Readiness Score | Displays scores for customer engagement level and segment readiness for campaign use. |
| 3 | List of Customers | Displays the list of customers matching the segment criteria. |
| 4 | Activity Log | Displays the activity history for the segment. |
| 5 | More actions |
Provides additional action options for the segment, including: |
| 6 | Send campaign | Used to send campaigns to customers within the segment. |
- To edit Segment info, click “More actions”, then select “Edit segment info”.
- Then edit the segment name and description, and click “Save changes”.
- To edit Segment criteria, click “More actions”, then select “Edit segment criteria”.
- Then reconfigure the filter settings. Make sure all data is filled, then click “Save changes”.
F. Feature Access
Access to segmentation features is controlled through four types of permissions with three access levels: All Access, Owned Only, and Disabled.
| Permission Key | All Access | Owned Only | Disabled |
| View Segment | User can view all segments | User can only view segments they created |
Section hidden |
| Add Segment | User can create segments | - | Create button hidden/ disabled |
| Manage Segment | User can edit all segments | User can only edit segments they created | Edit actions hidden/ disabled |
G. Integration with Campaign Feature
Segments can be used directly as recipient lists when creating WhatsApp broadcast campaigns. The system will validate recipient reachability before allowing users to proceed.
Here are the entry points for sending campaigns using segments:
“Actions” and “Send campaign” buttons.
Send campaigns from the Segment index page via the Customers menu.“Create campaign” page
The “Audience” field on the WhatsApp Campaign creation page.
When a segment is used as the WhatsApp campaign Audience, the system will display an estimate of recipients who have valid phone numbers.
Some points to note:
- 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 automatically update even if the segment grows.
- The Continue button will only be active if there is at least one customer with a valid phone number.
On the WhatsApp channel, the audience display shows the number of matched customers who have a phone number filled in. Users can only proceed with the campaign if there is at least one 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 variables, the Variable Mapping section will be displayed. Users can map each variable to:
- Default customer fields (such as name, email, phone number, etc.).
- Custom fields created by the user.
If the template does not have variables, this section will not be shown.
H. How to Send a Campaign Using a Segment
- In one of the Segment Details, click “Send campaign”.
On the Send campaign to segment page, you can see 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 automatically filled based on the selected segment. Learn more about audience types for customer segmentation 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”.
The campaign you created using the segment has been successfully sent.
This concludes the explanation of Segmentation in Mekari Qontak.