DMP segments are segmentation criteria that enables you to create a segment.
The DMP purpose is to gather consumers data, from multiples contact points. It will analyze data, and sort it to create specific audience segments.
If you AB Tasty account is connected to your DMP, AB Tasty will provide you with all the audience segments created on the DMP side.
Depending on the DMP used, all your “DMP segments” will be available in a drop-down list.
You can include or exclude one or more “DMP segments” and choose to match some or all conditions to create a suitable audience segment.
💡 Use case
It can be very useful to target certain segments of your DMP when creating on-site personalization campaigns.
This could help you identify a segment of in-store buyers who later created an online account, for example. You could send them a message to promote your Click & Collect services and encourage them to plan their next trip to their local store.
For more information, refer to DMP segmentation criterion.
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