Activating Subsegments in a Data 360 Waterfall Segment

You can activate an individual subsegment in a waterfall segment or all subsegments at one time. Including all subsegments in a waterfall segment in a single data extension eliminates the need for multiple activations and additional post-activation stitching. When you activate the data extension, all the users are entered into the journey but directed down different paths based on their subsegments. It improves marketing campaign effectiveness and efficiency. After creating a waterfall segment, activate the segment to the Marketing Cloud Engagement activation target or any file storage target.

When selecting the subsegments within the waterfall segment for activation, you have the option to select ‘All Segments’ or individual subsegments. The activation outcome depends on your selection.

For example, your waterfall segment contains subsegments A, B, and C. You activate all three segments to the target by selecting All Segments . Later, when you add subsegments D and E to the waterfall segment, they’re automatically included for activation in the next publish.

However, if you activate subsegments A, B, and C individually, subsegments that you add later to the waterfall aren’t included automatically in the next publish. Instead, you must manually select these subsegments for activation.