Segments

Segments serve as the target audience for all campaign types, including customer journeys. They are organised into three distinct categories:

• Favourites ("Watched"):
  Segments marked as favourites appear under the "Watched" section.

• All Segments:
  All segments including favourites are listed in this section.

• Archive:
  Segments that are not currently in use but are retained for potential future applications are stored here.

Segment Filter Attributes

Segment filter attributes are organised into several categories, each displayed under its respective tab:

• Product-Specific Attributes:
  These attributes are grouped under the tab corresponding to each product.

• General Attributes:
  Attributes that are not associated with a specific product are grouped under the general tab. Player custom attributes are also available in general attributes. These are a list of 4 text attributes and 4 numeric attributes assigned to every player. Any custom attributes sent through the integration can be used as segmentation filters.

• Player Lists: Copy and paste a comma delimited customer list.

Importing Player Lists

Users can import a list of up to two hundred thousand player identifiers into the player list area. The list should be formatted using either carriage returns or commas as delimiters. This feature supports lists copied from CSV files or Excel sheet columns. Additionally, the player list function allows for:

• Inclusion:
  Players listed will be included in the segment.

• Exclusion:
  Selecting the Exclude option will omit the listed players from the segment.

• This feature is particularly useful to exclude a black list of customers from campaigns.

Automatic Segment Refresh

Segments update automatically according to a system-defined interval. For a detailed overview of segment filters and their refresh rates, refer to the Segment section in the logged in Knowledgebase. When a segment includes multiple attributes, the refresh timing for the entire segment is determined by the attribute with the most frequent update schedule.

Segment Count

Once filters have been applied to a segment,  the user can click on the Rebuild button or the People icon, which triggers the system to re-calculate the player count within the segment and display the current number of customers in the segment.

Creating a Journey or Campaign

After a segment is created, users can directly create a campaign or journey from the segment user interface. By selecting the Create Campaign or Create Journey option, the process begins immediately, ensuring that the campaign or journey targets the defined segment effectively.

Workspace Organisation

To maintain an organized workspace, users are advised to:

• Delete Segments:
  Remove segments that are no longer needed to reduce clutter and enhance efficiency.

• Archive Segments:
  Archive segments that may be useful for future campaigns. This helps in keeping active segments prominent while retaining past work for reference.

• Use an Efficient Naming Convention:
  Implementing a clear and consistent naming convention is essential for quick identification and retrieval of segments, campaigns, and journeys. An effective naming strategy may include elements such as:

  • Date or Time Period:
    Including the creation or target date helps in tracking the currency of the segment.
    Example: 2025-Q1 UK Casino Users

  • Target Audience or Region:
    Indicate the primary audience or geographic focus for clarity.
    Example: UK HighRoller Segments

  • Purpose or Campaign Type:
    Specify the objective or campaign type, such as promotion, reactivation, or loyalty.
    Example: Email Promo WinterSale

  • Versioning or Iteration:
    When segments or campaigns are updated frequently, version numbers can be added to differentiate revisions.
    Example: Loyalty Campaign v2

  Adopting these practices not only streamlines the management process but also improves collaboration among team members by ensuring everyone is familiar with the structure and can easily locate and reference the required segments or campaigns.

Segments and Clusters

Segments and clusters play a crucial role in audience targeting and campaign execution within the system. While both are used to define target groups, they function differently:

• Clusters: Automatically created by the system based on predefined metrics.
• Segments: Manually configured using filters, allowing users to group similar customers for personalized campaigns and data analysis.

The system provides the flexibility to create macro (broad) or micro (highly specific) segments using over 1,000 attributes, covering player behavior, financial activity, demographics, and more. Most industry-standard attributes, metrics, KPIs, and events are supported.

For additional attributes, refer to the Custom Attributes section.

Attribute Groups in Segments

The CRM offers a comprehensive set of attribute groups for segment creation:

General Attribute Groups

• Acquisition Source – Includes promo codes and btag sources.
• App Visits – Tracks website visits on desktop and mobile.
• Bonuses – Attributes related to bonus redemptions.
• Campaigns – Data linked to past campaign participation.
• Communication Channels – Tracks opt-outs, unsubscribes, and preferred contact methods.
• Customer Data – Includes demographic and personal data attributes.
• Deposits – Tracks customer deposit activity.
• Exclusions – Used to exclude specific users from segments.
• Key Performance Indicators (KPIs) – Pre-calculated KPIs.
• Payouts – Tracks payout-related data.
• Player Favourites – Identifies preferred games, sports, or products.
• Sign-ins – Tracks sign-in activity.
• Sign-ups – Captures sign-up related attributes.
• Sub-Clusters – Tiers based on KPIs and metrics.
• Wagers – Tracks wagering behavior.
• Withdrawals – Records customer withdrawal activity.

Product-Specific Attribute Groups

Attributes are further categorized based on product verticals:

• General – Attributes not tied to a specific product.
• Casino – Casino-specific attributes.
• Sports – Sportsbook-specific attributes.
• Parimutuel – Attributes related to parimutuel betting.
• Lottery – Lottery-related attributes.
• Bingo – Bingo-specific attributes.
• Instant Games – Attributes for instant win games.
• Custom – Custom attributes/events sent via the Custom Events API.
• Player List – A manually created list of players, separated by comma, tab, or space.

Attribute & Segment Limitations

• A segment can contain a maximum of 10 attributes (9 for lifecycle-based campaigns).
• Limits apply depending on segment type:

Attribute-Specific Limits

Advanced Segmentation Features

Favorite Categories & Player Preferences

The CRM automatically identifies a player's favorite sport, casino game, lottery, or betting category based on activity over the last 3 months. If no recent data is available, historical data is used.

Example:

• Mark primarily wagers on NFL (sportsbook) but also plays table games (casino).
• If a segment filters Favorite Sport = NFL, Mark will be included.
• If another segment filters Favorite Game Category = Table Games, Mark will also be included.

This feature enables precise targeting based on individual player preferences.

Predominant Channel Segmentation

The system determines a player's primary engagement channel based on lifetime activity.

• Common Filters: Uses sign-ins + wager activity to determine the dominant channel.
• Product-Specific Filters: Uses wager activity within a specific product to classify engagement.

If a player's primary activity occurs on mobile, they will be identified as a mobile-first user, allowing targeted campaigns based on preferred engagement channels.

Including and Excluding Segments

• Include a Segment: Allows intersections or unions of multiple segments (up to 2 segment levels).
• Exclude a Segment: Enables exclusion of players from campaigns or segments typically used as a blacklist.

Consecutive Wagers Without Payouts

Filters are available to segment players based on a losing streak:

This segmentation allows operators to create retention campaigns for players experiencing long losing streaks.

Custom Attributes & Events

The system enables users to pass custom attributes and events if a specific attribute is not natively supported. There are two types:

1. Custom Fields (One-Dimensional)

• Passed during player registration or via the Player Update API.
• Supports 8 custom fields (4 string-based, 4 numeric).
• Used to assign custom attributes to players that are not natively available.

Example: Assigning a Subscription to a Player

• A subscription type (e.g., Subscription X or Y) is stored in Custom Field String 1.
• The field can then be queried within segment filters under General Filters.

⚠️ Custom field names cannot be changed after assignment and must have a unique name and dataype combination.

2. Custom Attributes & Events (Multi-Dimensional)

• Passed at any time via the Custom Events API.
• Supports timestamps, units, and data types for advanced segmentation.
• Allows for more granular targeting.

Example: Storing Subscription Data Using Custom Attributes

• A Custom Attribute API request is created with:
  • Name: Subscription
  • Value: Subscription Y
  • DataType: Text (ID 9)
  • Timestamp: Date of subscription purchase
• The Subscription filter is then used in segment creation under Custom Filters.

For multiple subscriptions, each subscription type is assigned as a boolean value within the Custom Events API and updated dynamically.

The CRM segmentation system provides highly flexible targeting capabilities, allowing users to create dynamic, behavior-driven segments using:

• Predefined player attributes, KPIs, and engagement data
• Custom attributes and events via API
• Automated player clustering for predictive modeling

By leveraging these tools, operators can design highly personalised campaigns that drive engagement, retention, and customer lifetime value.