The Segment Builder gives you the ability to group individuals (called contacts or leads) based on firmographic data, such as industry, region, job title, and buying persona. You can also use attendee data within a workspace, based on actions and engagement.

Segments allow you to:

Create personalized experiences for your audience
Execute campaigns and programs at scale with broader audiences
Track analytics of certain types of users and how they interact with your content

Segments are created in Segment Builder by defining rules or groups of rules. There are no limits to the number of rules or conditions within rules you can create.

Things to Know

Note: The AI-Powered ACE or Personalization by Segment Package is required for Segment Builder.

Segments will pull from registrants and attendees in each workspace and associated child workspaces.
Segments can only be used for personalization if the segment is created in the same workspace as the experience you are looking to personalize.
Segments referencing registration data will look at the latest value for each field stored in any ON24 event.
- For example, if a user registered for a webinar as living in California last month, but registers as living in New York for an event held yesterday, all segment-based content shown to the user will be the New York version.
- To get the most from Segment Builder, it's important to configure the same registration fields for each experience (webinars, Engagement Hubs, etc.). This ensures all the registrant data you wish to use is available in Segments.
- This includes any custom registration fields you create. For example, if Custom Field #1 is used for "area of interest" with a picklist value, it should always be used that way so that Custom Field #1 can be used in creating segments.
- Find more information on Registration Mapping.
Custom fields can also be used as part of Segment Builder. Both standard and custom fields can be populated via ON24 registration forms or through external registration.
- When using external registration, you can send over data to any field, even if the data is not on your form but stored in an external contact record.
- This can help provide supplemental information like region, division, partner vs. non-partner, etc., which can then be used for creating segments for personalizing experiences.

Creating & Editing Segments

To start, open Segments under the Platform Tools menu. Then in the Segments tab on the side navigation bar, click Create Segment.

To edit an existing segment, click on the name of segment, make the necessary changes, then save.

You can also search for, copy, or delete a segment from this screen.

Segments and Rules can be reordered by dragging and dropping them into the desired order using the = icon.

segement home screen overview.png

Segment Details

For each segment (whether creating a new segment or editing an existing one), first you'll enter Segment Details on the Segment Overview page. Add the Segment Name and Segment Description to help you keep track of your segments.

Once the segment has been created, this section will also show who created it, when it was created, when it was last updated, and the number of contacts (results) in the segment.

segment 10.png

Data Source

To add a Rule to your segment, choose your Data Source from the dropdown. See a list of Data Source filtering options.

Available Data Sources include:

Registration Fields
- Based on fields you built in your registration forms
  - Data from Partner Referral and UTM parameters are also available. UTM parameters will pull from the last value stored.
- Data is pulled from any registration form in any product.
- The latest submitted value will be used.
Engagement Activity
- Uses data based on how viewers interact with your events, Engagement Hubs, Target Content Experiences, and Go Live events.
- You can also find data pulled from the Prospect Engagement Profile.
Segments
- Create a segment that references rules from another segment, allowing you to build segments quickly without starting from scratch
  - Note: Referencing a segment that already references other segments will trigger an error.
- Referenced segments cannot be deleted.
- Segments cannot reference themselves.
6sense External Data
- You must have a license for 6sense to see these options.
- Find more information on 6sense.
Marketo Program ID
- You must have Marketo to see these options.
- Find more information on using Marketo data.

segment 1.png

Conditions & Values

Choose the Condition next. Conditions available in the dropdown are dependent on the Data Source chosen.

Depending on the Data Source you choose, you may also be required to choose a time frame.

Next, add a Value. The Value will either be text based or numerical (0-100) based on the Data Source chosen.

Additional Guidance for Adding Conditions and Values:

You can use the is in list Condition to add multiple values (up to 50) in a single rule
- For example, you could select Country for Data Source, is in list for Condition, and add multiple countries under Value.
- Pro Tip: If adding multiple values, enter each value then press the 'Enter' key on your keyboard to easily continue adding additional values (up to 50).
If you're using is as the Condition, the Value field will support wildcards, using an asterisk (*).
- For example, if you're creating a segment for contacts from ON24, use ON24* as the Value to include all variations of the company name.
- Multiple wildcards are supported.

segment 12.png

Adding Additional Values or Rules

Use the +OR button to add additional Values to a Rule. This allows you to include all variations of the Rule you want to catch. This is similar to using a wildcard in the Value, but using the +OR option allows you to use any condition necessary.

For example, if your Data Source is the attendee's state, add an +OR option to include multiple ways of entering their state (California, CA, etc.)

Use the +AND button to add additional Rules to the segment.

For example, you could add an additional Rule so your segment captures those that are in New York AND that have registered for your Engagement Hub in the last 30 days.

Click the X to remove a Value, or the trash can icon to remove a Rule. Use the arrows to reorder Rules.

segment 2.png

Pre-Populated Segments

When a workspace is enabled with AI-powered ACE Segment Builder, a default set of segments will be created as examples so you can easily get started based on ON24 registration data.

Pre-populated segments may be deleted, if desired.

The default segments included will be:

Seniority - based on Title registration field
- Directors
- Vice Presidents
- C-Level
Geographic Region - based on Country registration field
- Europe
- West Asia (Middle East)
- South Asia
- East Asia
- Africa
- Australia
- Central America
- South America
Positive Response
- This pre-populated segment gives you a starting place for building a segment based on a custom registration field, and using the data to personalize based on getting a positive response
- If you want to use this pre-populated segment, you'll need to use Custom Field #10 on your registration form. Modify the field as needed, then update the pre-populated segment to match the modifications.
- See Example 2 below for more information on how this can work.

Contacts in Segments

Once a segment has been created, you can review the list of contacts who meet the criteria. Open the desired segment from your list of segments on the Segments tab, then click Contacts in Segment under Segment Details.

Click the refresh button to get the most current number of contacts.

Note: When using 6sense or Marketo, the contact count will not show, as the data is dynamic.

click on contacts in segments to see users info.png

Reporting data for segments is visualized in Analytics, but to download the segment contact data you'll want to download it from the Segment Contacts list. In Segment Contacts, you can search for a contact, choose the registration fields you'd like to see in the chart, and export the list as an Excel file.

contact list based on segment.png

Example Use Cases

The examples below demonstrate how you can use an ON24-powered registration form to create segments, then use those segments to personalize your audience experience.

Example 1

In this example, we've built a segment based on registrant business goals.

First, we added a custom registration field to our registration form and updated the field to reflect business goals.

Choose the Data Source option that matches the registration field used to create the question.  In this example, we used Custom Field #10 to create our question. The Condition will be contains,  and the Value will be based on one of the choices from the registration field.

In this example, we would create three different segments, one for efficiency, one for growth, and one for customer experience, so we could capture segments of our audience based on their answer to this question.

These three segments will then be used to configure personalization tools. Here, we've set up the Take Action by Segment tool for each of the three segments, so the correct version of the tool appears to attendees based on their answer on the registration form.

Example 2

In this example, we'll build a segment based on a yes/no question and personalize experiences based on a positive response. This example uses the pre-populated Positive Response segment, but can be created as its own segment if necessary.

Using a custom registration field, we built the question "Are you currently evaluating providers?" and added answer options of Yes and No.

Next we'll create the segment. Choose Custom Field #10 as the Data Source. The Value we'll use is Yes.

Finally, we'll personalize the Related Content tool using our evaluation segment. Those that answered Yes to the "Are you currently evaluating providers?" question will see the additional content.

Example 3

For this example, we're going to build and use a segment based on a pre-populated field in the registration form.

We've added the Title field to our registration form, then we'll create a segment for those that choose Manager.

Once the segment is created, we'll use it to personalize a category in the Engagement Hub. Only those that choose Manager when registering will see this category.

Example 4

For this example, we're building a segment capturing contacts in specific countries using the "is in list" Condition within a Rule.

You can use the "is in list" Condition to add multiple values (up to 50) in a single rule.

To capture contacts in United Kingdom, France, Germany, and Italy, we'll select Country for Data Source, is in list for Condition, and add United Kingdom, France, Germany, and Italy under Value.

Using the "is in list" Condition allows you to easily add multiple values, instead of adding each value individually with +OR (Country is United Kingdom, OR Country is France, OR Country is Germany, OR Country is Italy).

Condition is in list 7-11-24 Release.png

Additional Resources

Check out these ON24 blogs for more tips.

Segment Rule Filter Options.xlsx
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Things to Know

Creating & Editing Segments

Contacts in Segments

Example Use Cases

Additional Resources

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Segment Builder User Guide

Things to Know

Creating & Editing Segments

Contacts in Segments

Example Use Cases

Additional Resources

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