A (Fictional) Marketer Explores Segmentation: Build Platform and Channel Segments

Miguel thought this was a really smart approach, and a great way to get a better sense of what kind of user base he’s working with in terms of devices and channel subscriptions. So he mapped out the platforms Calorie Rocket is available on (and where his team is tracking user behavior through the Braze SDK), as well as the messaging channels he’ll be using in Braze. Here’s what he’s got:

Platforms:

• Android
• iOS
• Web

Channels:

• Email
• Mobile Push
• In-App Messages
• Web Push
• In-Browser Messages
• SMS

Then he mapped those back to Braze filters, and determined that he needed eight core segments to cover the different platform and channel combos. Since the native Braze filters made it pretty intuitive to build these basic segments, it was a breeze getting them all set up. For example, his iOS mobile push segment was simply one filter:

And then he got really crazy. Instead of just having the positive side of the channel segments (i.e. opted in to receive push on iOS), he made the negative side, too (i.e. not opted in to receive push on iOS). Miguel figured those might be useful when it came to determining alternative outreach methods when he actually started setting up Canvas journeys in the future.

And then he got even crazier. Like, really wild. And created some segments to understand how much channel adoption overlapped. Like, what percentage of the Calorie Rocket audience was opted into both email AND push? Knowing this might help prioritize the use of different channels or creating campaigns around channel adoption encouragement.

By the time he was done, Miguel had more than a dozen segments, but also a broad understanding of where he can best reach his customers.