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XM Directory Segments

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Qtip: Segmentation is not available to all licenses. If you are a Brand Administrator who is interested in this feature and you do not see a Segments tab in your directory, reach out to your Customer Success Representative.

About XM Directory Segments

Segmentation is the process of dividing the contacts in your XM Directory into different groups, based on demographics, needs, priorities, common interests, and other psychographic or behavioral criteria. XM Directory allows you to easily define segments based on these attributes.

Qtip: Segments can only be created and edited by users who have the permission Manage Directory enabled. Any user with Access Contacts enabled can distribute to existing segments.

Using Segments Across XM Directory

Once you’ve created segments in XM Directory, they can be used across Qualtrics in many of the same places that mailing lists and samples can. However, the benefit of segments is that the group of contacts is more dynamic in nature because contacts can be added and removed based on changes in their attributes.

Distribute surveys through email or SMS to segments. You can also use segments for digital intercept targeting.

Distributions tab; distributing, segments is in the dropdown for recipient types, along with lists and samples

You can also distribute surveys to segments from inside the Distributions tab of a survey.

When choosing a contact list, also have the option to choose from segments in the directory

Qtip: Survey distribution automations can also be sent to segments.

Creating Segments

As segments are created, you and other directory managers will be able to see them in the Segments tab of the directory.

Once a segment is created, all contacts in your directory that meet the conditions will be added to the segment. Segments are refreshed every 24 hours, so that as new contacts are added to the directory that meet the criteria, or contacts are updated so they no longer meet criteria, segments are updated accordingly. You can also manually rebuild the segment.

  1. Navigate to your Directories.
  2. Select the directory where you’d like to add a segment. You may have access to just one.
    Topmost navigation bar of the screen. Clicking the name of the directory and seeing a dropdown with a list of all other directories
  3. Go to the Segments & lists tab.
    Image shows the segments and lists tab of the directory, specifically the segments section
  4. Make sure you have Segments selected to the left. (This is the default page you will land on.)
  5. Click Create a segment.
  6. Name your segment.
    New window opens where criteria can be set
  7. If desired, add a description for the segment.
  8. Determine whether all the conditions you will add must be met in order for a contact to be added to the segment, or if it can be any condition.
  9. Select the field you want to define the segment by.
    Qtip: You can see more on what’s available on Fields You Can Filter By and Creating Segments Based on Survey Responses. More often than not, you will probably be using embedded data or transactional data from your directory.
  10. Specify how you will define the value.
    Qtip: Is it an exact match? Choose Equal To. Is it a phrase or term that may be present in the value? Choose Contains. You can also specify whether a value is empty or not, or set numeric fields based on relative values, such as Greater than or equal to.
  11. Enter the value, or select an existing one from the dropdown.
  12. Add more conditions or condition sets as needed.
  13. Click Create.

The segment will search through existing directory contacts to build the segment. This may take some time, especially if your directory has many contacts, so you can safely leave the page while the segment is being generated.

Qtip: You can create up to 20 segments per brand.

Setting Segment Criteria

Setting the criteria for a segment is similar to building filters in XM Directory. You can set criteria for your segment based on XM Directory information and survey responses. You can learn more about the available XM Directory fields and how to build condition sets at the links below.

Creating Segments Based on Survey Responses

In addition to creating segments based on XM Directory information, you can create segments based on survey responses. This allows you to segment your contacts based on their responses to your surveys. Follow the steps below to use survey criteria in your segments.

  1. Create your segment by following the steps above until you reach step 9.
  2. Select Survey as the field you want to define the segment by.
    New window opens where criteria can be set
  3. Select a specific survey.
  4. Select a specific survey field to define the segment by:
    • Question: Build your segment based on how your contacts answered a specific question from the survey.
    • Date of response: Build your segment based on when your contacts finished the survey.
    • Number of responses: Build your segment based on the number of times each contact completed the survey.
  5. Specify how you will define the value.
  6. Enter the value, or select an existing one from the dropdown.
  7. Add more conditions or condition sets as needed. Conditions based on survey information include the following options:
    • Select New survey filter to add a condition based on a contact’s response to a survey question. You can add up to 10 date filters per segment.
      setting segment criteria based on a survey question
    • Select New count filter to add a condition based on the number of times a contact responded to the survey. You can add one count filter per segment.
      setting segment criteria based on survey response count
    • Select New date filter to add a condition based on when a contact responded to the survey. You can add one date filter per segment.
      setting segment criteria based on a survey response date
  8. Click Create.

The segment will search through existing directory contacts to build the segment. This may take some time, especially if your directory has many contacts, so you can safely leave the page while the segment is being generated.

Rebuilding Existing Segments

Segments are refreshed every 24 hours. This means that as you add new contacts to the directory that meet the segment’s criteria, or as contacts are updated so that they no longer meet criteria, the segment will take note of these changes and incorporate them once a day by default.

However, if you do not want to wait, you can rebuild the segment at any time.

  1. Go to the Segments & lists tab.
    Image shows the segments and lists tab of the directory, specifically the segments section
  2. Make sure you have Segments selected to the left. (This is the default page you will land on.)
  3. Click the name of the segment you want to rebuild.
  4. Click Segment Options.
    Once inside segment, "segment options" button
  5. Select Rebuild Segment.

The segment may take some time to rebuild. Feel free to leave this page while it loads.

Changing the Criteria for an Existing Segment

You can change the criteria for an existing segment. Once you do this, the segment will automatically rebuild itself, incorporating the appropriate contacts and removing those that do not fit the new criteria.

You can edit a segment’s criteria by using the dropdown and selecting Edit.

Dropdown next to segment expanded, first option to edit it

Or, if you’re inside the segment, click Segment Options and select Edit Segment.

Inside a segment, first option in segment options dropdown is to edit it

Managing Contacts in a Segment

Managing a contact in a segment is mostly the same as managing it in the directory. See Managing a Single Directory Contact for more information. In this section, we’ll cover functionality unique to segments.

You can opt-out contacts on a segment level. This means that the contact will not receive messages sent to that segment. However, they can still receive messages sent to the entire directory, or to a mailing list that they’re opted-in to.

Attention: You can only change the opt-out status for contacts in segments that you own.

To change the opt-out status for a contact in a segment, click on the contact and go to the Lists section. Then, click the menu button and Opt-out of segment to change their opt-out status.
navigating to the lists section of a contact in a segment, and opting them out of the segment

You can also change the opt-out status of many contacts in your segment at once by following these steps:

  1. Click the checkbox for every contact whose status you want to change.
    selecting contacts in a segment, clicking the gear icon in the top right, and then selecting an opt out status
  2. Click the gear icon.
  3. Select your desired opt-out status.

Contacts can be opted-out on multiple different levels. See Opt Out Behavior to see how these levels interact with each other.

Copying Segments

Copying segments can be useful if you plan to make a lot of similarly-formatted segments, and only need to change a few criteria at a time.

You can copy a segment by using the dropdown and selecting Copy.

Dropdown next to segment expanded, second option to copy it

Or, if you’re inside the segment, click Segment Options and select Copy Segment.

Inside a segment, third option in segment options dropdown is to copy it

From there, you will be given the exact same criteria and can edit it before you finish creating your new segment. Don’t forget to give your segment a new name.

Window opens showing segment's criteria

Deleting Segments

Warning: Once you delete a segment, it is irretrievable. Do not delete a segment unless you are absolutely sure that is what you want to do!

You can delete a segment by using the dropdown and selecting Delete, or, from inside the segment, by clicking Segment Options and selecting Delete Segment.

Dropdown next to segment expanded, third option to delete it

Inside a segment, fourth option in segment options dropdown is to delete it

Using Segments in CX Dashboards

Attention: This feature requires a migration to Transformation Service. Please talk to your Customer Success Representative if you’re interested and would like to learn more.
Attention: Modifying these settings may pause dashboard updates for a short time.

Once you have created segments in your directory, you can use these segments to build filters and widgets in your CX Dashboards. You just have to enable them first.

Qtip: This setup works best if your dashboard data pulls from a survey that was distributed through some kind of mailing list (email, SMS, personal links, authenticator, etc.) as opposed to the anonymous link.
  1. Go to the dashboard where you want to be able to filter by segments.
  2. Select the settings gear.
    Button that says Settings and has a gear icon
  3. Go to Directory Segments.
    Directory segments section of the dashboard settings
  4. Select Filter by directory segments in this dashboard.
  5. Select the directory the segments are saved in.
  6. Click Apply.

Once this finishes loading, you will see Segments mapped in your dashboard data. You will then be able to add segments to widgets or add dashboard filters.

Attention: For responses collected before Feb 1, 2020, the dashboard will not immediately show the segments the contacts belong to until the data has been fully processed. This process can take a few days before data will appear.