Operator Use Cases

OR indicates you want the union of subscribers satisfying one case or another. For example, select the union of subscribers who bought shoes with the subscribers who bought equipment. A subscriber only needs to appear in one of these categories.

AND indicates you want the intersection of subscribers satisfying multiple criteria. For example, select the intersection of subscribers who bought shoes with the subscribers who bought equipment. A subscriber must appear in both of these categories.

INCLUDE indicates you want the subset of subscribers meeting certain criteria who appear in the superset of subscribers meeting some other criteria. For example, select subscribers who made a purchase in the last 30 days, and then select only those subscribers who purchased shoes.

This diagram compares the different operators as used in the application with the corresponding data table.

Using this data table, these behaviors for each operator identify subscribers who placed orders:

• OR – Person IDs 1 and 2 placed an order in category B. Person IDs 1, 2, and 3 placed an order costing $90. The resulting audience contains all 3 persons since each person either bought something in category B or purchased $90 worth of products.
• AND – Person IDs 1 and 2 placed an order in category B. Person IDs 1, 2, and 3 placed an order costing $90. The resulting audience contains Person IDs 1 and 2 because they both made a purchase in category B and reached a total purchase of $90.
• INCLUDE – Person IDs 1 and 2 placed an order in category B. Person IDs 1, 2, and 3 placed an order costing $90. The resulting audience contains only Person ID 2 as the only person who made a purchase from category B where that specific purchase cost $90.

After dragging attributes from the Attribute Library onto the canvas, the attributes appear as criteria rows for further manipulated.

Use Case for Excluded Subscribers

This example demonstrates how to exclude subscribers who did not perform a specific action:

• Select subscribers whose page browsed IS NOT some-specific-page-name
• Select subscribers whose product purchased IS NOT Light Bulbs
• Select subscribers whose last click IS NOT Last 30 Days
• Select subscribers whose Product Category Browsed IS NOT Men's:

The previous examples include 1-to-many records. If the subscriber satisfies any other criteria, the filter will include that subscriber.

This example shows subscribers who did not purchase a docking station. However, the filter will include purchasers of docking stations if they purchased anything else.

To accomplish the exclusion, use a non-publishing segment. Select those subscribers in a segment and then don't publish that segment. The Segment tab provides 1:1 records and ensures that you remove all of those subscribers that meet your exclusion criteria.

In this example, the segment criteria select subscribers who browsed a particular section of your website. When that segment appears at the top of your segmentation rules, the rules exclude those subscribers from subsequent criteria.

Finally, when publishing the audience, you exclude the segment from your published data set: