Audience Segmentation: Building Static & Dynamic Lists

To finalize your CRM setup, you can organize customer data into targeted tracking lists. This lesson covers the fundamental differences between static and dynamic lists, how to apply precise "and/or" logic filters to customer feedback data, and how to utilize segmented groups to drive restorative or promotional marketing campaigns.

Key Takeaways

• Static vs. Dynamic Lists: The platform offers two distinct architecture types for managing data groups:

  • Static List: Captures a strict "snapshot in time". Only customers who meet the criteria at the exact moment of creation are placed on the list. Future submissions or profile updates will not alter its membership.

  • Dynamic List: Continuously and automatically updates. Every time a customer submits a feedback form or updates an attribute, the system immediately audits their criteria and files them into the list accordingly.

• Configuring Multi-Value Attribute Filters: To isolate specific audience groups (e.g., customers who had a great experience), set your filter type to Contact > Attribute, pick your custom field (e.g., "Tell us how we did"), set the operator to Any of the values, and select your target parameters (such as 4 and 5).

• Mastering "And" vs. "Or" Logic Blocks: Understanding filter placement is critical when mapping data:

  • The "And" Function: Stacking multiple conditions inside the same filter block means a customer must satisfy every single condition to qualify. For example, putting "is equal to 1" and "is equal to 2" in the same box fails, because no customer can give a feedback rating that is simultaneously a 1 and a 2.

  • The "Or" Function: Clicking the "or" button generates a separate filter group. This ensures the system captures contacts who meet either the first set of rules or the second set (e.g., isolating users who scored a 1 or scored a 2).

• Database Activation: Newly built lists will appear completely empty until criteria are formally processed. Clicking Activate triggers the system to calculate the active parameters, display an accurate target member count on-screen, and instantly populate the audience segment.

• Strategic Marketing Paths: Segmenting data by extreme ends of the spectrum yields distinct, actionable marketing opportunities:

  • High-Sentiment Segment (4 & 5 Ratings): Perfect for automated workflows requesting online reviews, brand advocacy, or additional descriptive feedback.

  • Low-Sentiment Segment (1 & 2 Ratings): Ideal for targeted customer-service outreach or win-back campaigns packed with exclusive incentive rewards to repair the relationship and make guests feel heard.

Dashboard Checklist

1. Navigate to CRM > Lists and click Add list in the top right corner.

2. Choose Dynamic list to future-proof your tracking, name your segment clearly, and click Submit.

3. Click inside your empty list, create a filter group, set the type to Contact, and choose Attribute.

4. Select your custom feedback attribute, set the operator to Any of the values, choose your target numerical scores, and save.

5. (Optional) Use the "or" button to layer secondary filter groups if you prefer to build out individual conditional logic paths.

6. Review your on-screen target metrics, click Activate, and watch the dashboard update with your live customer database rows.