Audience Segments

An audience segment is an addressable eligibility segment with a durable identity in the system that builds it. It is not a Consumer State, a persona label, or proof that anyone may be contacted.

What you can do with a audience segment

• tableCampaign Brief · Tactics
• tableLifecycle Map · Segments

Its audience segments— 1

• Lapsed customersexemplarAn addressable eligibility segment: consumers with no qualifying activity in the lookback window, held under a durable segment identity and version.

Why it matters

What goes wrong without it, as the commitments that license this kind say it, each standing on its sources.

• Keep audience eligibility, preference and permission basis distinctThese answer three different questions — can this person be reached, how do they want to be reached, and are we permitted to reach them — and collapsing them is how an organisation comes to treat membership of a segment as a consent. Eligibility is an addressing fact, preference is a stated choice, and a permission basis is a condition with a purpose and a jurisdiction. Only the last has anything to say about whether an activation is allowed.
  Regulation (EU) 2016/679, Article 6 · Audience Taxonomy · Global Privacy Protocol · Data Privacy Vocabulary · Regulation (EU) 2016/679, Article 7: Conditions for consent · Consent Receipt Specification 1.1 · Transparency and Consent Framework v2.2 · RFC 8058: Signaling One-Click Functionality for List Email Headers
• An exemplar shows the shape a record takesA model with no instances cannot be evaluated, and a model with invented instances cannot be trusted. Treating an example as documentation of a concept rather than an assertion about the world resolves the bind: one marked exemplar shows what a record of the kind looks like, while the claim that any such record exists stays unmade.
  SKOS Simple Knowledge Organization System Reference · Toward Principles for the Design of Ontologies Used for Knowledge Sharing