Customer groups help you organize customers for targeted offers, rewards, promotions, messaging, and reporting.
Antavo provides three ways to organize customers into groups: segments, customer lists, and audiences. The main difference between them is how the group is created and how customer membership is maintained.
Segments | Customer lists | Audiences | |
|---|---|---|---|
How the group is defined | In the Management UI using customer attribute conditions | In the Management UI by selecting customers | Through the Audiences API |
How membership is determined | Automatically based on configured customer conditions | By explicitly adding or removing customers | By explicitly adding or removing customers |
How membership can be managed | Automatically as customer data changes | Through the Audiences API or Workflows | |
When to use it | When you want to target customers based on characteristics or behavior that may change over time. | When you want to work with a specific, explicitly selected group of customers within your loyalty program. | When you want to use a reusable customer group for targeting across the Promotion Engine and the Loyalty Engine (only accessible in Rewards and Challenges now, in beta) |
Availability | Loyalty Engine | Loyalty Engine | Promotion Engine Loyalty Engine
|
Module requirement | No additional module required | No additional module required | The Audiences module must be enabled |
Customer lists are treated as a type of segment in Antavo configurations. Customer lists appear alongside segments in Segment selectors, and the in segment and not in segment relations in filters are used for both segments and customer lists. For detailed instructions on configuring and using each grouping method, see Segments, Customer lists, and Audiences.