You are here:
Activate Segments on Households
Activate segments built on the Household object in Data Cloud to target individuals within those households.
When you create a segment that identifies specific households, you can use activation to send marketing campaigns to them. Since a household itself doesn't have a contact point like an email address, the activation process targets individuals within the household.
After you select a segment built on the Household object, you can choose how to target its members using Activation Membership. This is the activate-on entity.
Activate on Household: Target One Individual or Unified Individual Per Household
For each household in your segment, Data Cloud selects the single best individual or unified individual to target. Data Cloud uses your configured source priority and contact point filtering rules to determine the individual or unified individual and contact point (for example, the most reliable email address) to represent the household. This is useful for campaigns where you only need to reach each home once, such as catalogs, or a single promotional email addressed to the household.
Activate on Unified Individual or Individual: Target All Household Members
For each household in your segment, Data Cloud targets every individual (or unified individual) associated with that household. The activation sends a record for each person in the household to the destination target. This option is useful for campaigns where the message is relevant to each person, such as offers for a family mobile plan, announcements for a local event, or information about a new streaming service.
Refine Your Audience with Activation Membership Filtering
There might be certain members of the household that don't wish to receive the campaign message. For example, you might want to send a special offer only to the individuals in a household who don't yet use a certain service or product. You can achieve this with Activation Membership Filtering.
This feature is useful when your Segment On entity (Household) is different from your Activate On entity (Individual or Unified Individual). It allows you to apply a second layer of filtering to the members of the households your segment has already selected.
For example, your campaign goal is to send a promotional offer to all households with at least one member that has an annual pass, but only send an offer to the individuals in the household that don’t have an annual pass.
Your segment can identify households with at least one Annual Pass Holder. To send a promotional offer to the non-subscribers in those homes, first choose to activate on Individual or Unified Individual to target all household members. Then use Activation Membership Filtering to target individuals in the household that do not have the Annual Pass, like Annual Pass Holder is equal to 'No'. This action precisely targets only the desired members of the household.
