What should be included when creating a segment in AEP for a promotional campaign?

When creating a segment in Adobe Experience Platform (AEP) for a promotional campaign, it is crucial to include web visits and purchase order data. This data provides insights into user behavior and purchasing patterns, which are vital for targeting the right audience effectively. Understanding how users interact with a website—such as the frequency and nature of their visits—along with their purchasing history, allows marketers to craft personalized experiences that resonate with potential customers.

Web visits give an indication of user interest and engagement with products or services, while purchase order data reveals the types of products that appeal to specific segments of the audience. Combining these two data sets enables marketers to identify high-value segments, design targeted promotions, and optimize conversion rates during campaigns.

In contrast, demographic data alone does not provide the comprehensive insights needed for effective segmentation in a promotional context, and neither do retention rates, churn data, or historical marketing data, as these may not directly correlate with immediate promotional campaign objectives. Focusing on real-time web interactions and purchase history better aligns with the goal of increasing conversion and sales during a promotional effort.