Hi,
I know the title of the post sounds almost like a dissertation (and maybe it should be 🙂 ).
To give a bit of context, the company I work for is multinational, we work with more than 20 markets. Our content is dynamic and we use a main "Country" segmentation to control this.
Several times I have come across filters in our emails that only include a subset of countries for that specific email, or also in business logic campaigns (unqualify automatically if this and that is true).
What this results in, of course, is in outdated logic and a lot of different lists of countries in filters that need to be maintained, to the point where it is almost impossible to remember which country should get what or what rules should apply to what country, or more than that, simply remember which smart campaigns need updating after every request to change the business logic.
There should be a way to handle this in a more scalable / clean way. I was thinking of using segmentations to have some sort of "central" control panel where things can be turned on and off, but I can also see it can get out of hand easily, if each segmentation only has one purpose.
For instance, let's say i want to activate / deactivate welcome emails for a subset of countries (each country has different, changing needs) - I would need a segmentation like "Welcome emails switch" with segments "active" and "inactive", where I include all countries for which they should be active and vice versa.
Let's also say, there is a specific logic rule like "Unqualify if no Driver's license" with segments "active" and "inactive".
I also have an MQL segmentation, which contains the MQL threshold for each country
I could keep doing this for every single email really and every single logic rule, so way more than the 20 segmentations included. On top of that, for every release of a new Market, I would need to go into all of these segmentations, add the new country in the right state (active / inactive) and re approve.
So should segmentations even be used like this? (use them exclusively for content personalization or also for logic)
Should they have only one purpose or multiple? (to try to get around the 20 segmentation limit - which i know can be increased... )
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