Waterfall Segment Tool

Use the Waterfall Segment tool in a campaign track to create multiple segments where records are allocated to mutually exclusive groups and the remainder cascade down to form the available universe for the next group: if a record meets the criteria of the first group in the waterfall, it is included in it even though they may also meet the inclusion criteria of the next group. You can assign each group an action—allocated to a cell or be assigned a Tactic.

For example, the waterfall criteria could be used to separate active customers from lapsed customers where you wish to communicate with these two groups differently. The remainder from the waterfall could be classified as prospects and assigned to another campaign track.

Procedure

1. Drag the tool into the required timeline node.

2. Select the Before/After check box to add two additional nodes to the waterfall, one before and one after the waterfall branch.

The Before node is used to perform is used to perform an action against the audience before they are processed through the Waterfall segment. The After node is used to perform and action against the audience after they have passed through the Waterfall segment. When you select the Before/After check box, in a situation where a file output tactic has been implemented against a banded column, then two output files are created for each 'when' band.

3. Dedupe Level: This defines the table resolution level for ensuring mutual exclusivity. For example, where customers have made multiple orders, deduping on the Customer table will ensure that each customer is only allocated to a single segment.

Alternatively if you set the de-dupe level to be Household you will get a single record selected per household.

4. In the area below (a standard segment editing tool):
   • Drag in segments from the Data Explorer; or
   • Make a selection from the Create new drop-down to engineer a segment.

Each segment that you build will create a mutually exclusive When node below, which you can then add individual actions to. By default, there is a Remainder node that you can also add actions to. You should also note that if you have selected the de-dupe level to be Household, the remainder will include any records that were de-duped in the previous waterfall branches along with any records that were not selected. This can enable you to send these recipients to other tracks for further processing.

In the following example, the remainder is sent to a Finish track.

• Tools
  • AB Testing (Multivariate Segment)
  • Campaign Variable
  • Check Cell
  • Check Event
  • Clear Control Group
  • Creating Tactics
  • Go to Track
  • If Branch tool
  • Implement Tactic tool
  • Import Events
  • Increment Variables
  • Is Subscribed
  • Is Unsubscribed
  • Numeric Campaign Variable
  • Response Attribution
  • Set Cell
  • Set Control Group
  • Set Variable
  • Split
  • Split on Data
  • Subscribe
  • Unsubscribe
  • Waterfall Segment
    • Random Sample and Waterfall Counts
  • When in Segment
  • When in Track