Segments Tab

On the Segments tab, you manage segments for a marketing effort. You can add and edit the segments assigned to the marketing effort. You can also copy segments from an existing marketing effort. For more information about segment tasks, see Manage Segments on Marketing Efforts.

Note: Unlike other types of marketing efforts, you cannot add segments directly to a marketing acknowledgement effort. Instead, you assign revenue segments to marketing acknowledgement rules where you also set the package details and assumptions An assumption is your best guess at your goal for a particular measure.. For more information about managing segments on marketing acknowledgements, see Marketing Acknowledgement Segments.

For direct marketing efforts linked to a marketing plan, this tab automatically includes all the segment summaries defined in the plan.

After you activate a direct marketing effort, you can open individual segments, but you cannot edit their fields. You can edit segments and segment groups for public media efforts at any time.

After activation, the Segments grid displays gift counts, response counts, response rates, and more for each segment and segment group. The grid also includes record counts for segment exclusions. Additionally, the Indirect and unresolved responses grid appears on the Segments tab.

• Indirect responses are those from donors who did not receive an offer and gave a gift to this marketing effort. The donors were not part of the marketing effort but they gave a gift and it somehow got associated with the appeal and marketing effort ID. Essentially, the gift has the appeal and marketing effort ID even though the donor was not directly contacted through the marketing effort.

• Unresolved responses are those from donors who did not receive an offer and gave a gift to the appeal, but the gift cannot be resolved or credited to a specific marketing effort. The donors were not part of the marketing effort, but gave a gift that was somehow associated with the appeal, although it has no marketing effort ID. The gift has only the appeal.

When you refresh a marketing effort, a “matchback” process takes place. This process tries to place gifts into specific segments and remove them from the indirect or unresolved pool based on the source code on the gift record. For more information, see Refresh Marketing Efforts.

Use the arrows to move selected segments up or down in the grid. The order of segments in the grid is important because you can only include records in one segment. When you activate a marketing effort, segments are processed from top to bottom. If a record meets the criteria for multiple segments, only the first of those segments will include the record

If you move segments, select Calculate segment counts to view the updated counts. For more information about updating segment counts, see Calculate Segment Counts.

Note: You cannot change the order of segments on acknowledgement marketing efforts. You must change their order on the process template and then run the process again.

The Unresolved Responses report shows all the unresolved donors and all the possible marketing efforts that have been activated against the same appeal. After you generate this report, you can go back to your source system and correct the source code on the gifts that appear in the report.