MERIDIANCreate Segments in MDP8:02
Three kinds of segments
A segment is a saved query against the unified profile. MDP's Segment Builder gives you three patterns. Each answers a different question about your customers.
PROFILE ATTRIBUTE
loyaltyTier equals "Platinum" AND region equals "US-East"
BEHAVIORAL EVENT
purchased in last 30 days where orderValue > 200
SEQUENTIAL
viewed product then added to cart then NOT purchased within 7 days

Which one when

Attribute → "who they are" (loyalty tier, region, brand). Event → "what they did" (purchased, browsed, opened). Sequential → "what they did in what order" (browse → cart → no purchase). Most real segments combine attribute + event.

Streaming vs batch evaluation
Every segment has an evaluation mode. The choice affects how quickly a profile qualifies — and how downstream journeys behave.
  • Streaming — segment is re-evaluated in real time as new events land. Profile enters and exits the segment instantly. Use for journey triggers and real-time personalization.
  • Batch — segment is re-evaluated on a daily schedule. Slower, cheaper to compute. Use for stable audiences (loyalty tier, lifetime value) that don't need real-time accuracy.
  • Edge — segment is evaluated at the edge (CDN level) for ultra-low-latency personalization decisions. Reserved for high-traffic web personalization.

Default to streaming

Unless you have a reason to use batch, streaming gives you the most flexibility. The cost difference is small. The behavioral difference is enormous — batch segments lag the customer experience by up to 24 hours.

Activating a segment
A segment by itself does nothing. It becomes useful when activated — connected to a downstream system that will act on it.
Segment in MDP
→
Meridian Journey (entry condition)
Personalize (audience)
External destinations (paid media)

Sandbox first

Estimate the audience size before activating. A segment that matches three profiles is broken. A segment that matches three million might be too broad. Use the size estimator in the Segment Builder before you send the segment anywhere downstream.

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