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Segmentation

Build powerful customer segments using both rule-based logic and AI-driven intelligence to tailor targeting strategies, personalize experiences, and optimize campaign performance.

Types of Segmentation in FirstHive

FirstHive supports three core segmentation approaches:

  • Rule-Based Segmentation: Build segments using specific attributes, behaviors, and event conditions. Segments can be:
    • Static: One-time snapshot
    • Dynamic: Continuously updates as new data flows in
  • Predictive Segmentation (AI-Based): Leverage machine learning to create static segments based on predicted customer behavior—like likelihood to convert or churn.
  • First-Party Lookalike Segmentation (AI-Based): Identify customers who resemble your most valuable audiences using your own first-party data.

Creating Dynamic Segments

Best practices before you build a segment: Before building customer segments in FirstHive, ensure the following:

  • Attribute Visibility: Confirm that all relevant customer attributes and behavioral events are accessible in the Segmentation UI.
  • Conversion Event Configuration: Verify that key conversion events are properly set up to support accurate predictive modeling and cohort creation.

Dynamic segments are ideal for campaigns that need always-updated targeting lists. Use FirstHive’s no-code Segment Builder to define and manage these audiences effortlessly.

  • Access the Segment Builder from the UI
  • Leverage unified customer attributes from all connected data sources
  • Preview segment definitions with real-time audience sizing

In addition to manual segmentation, FirstHive’s AI engine continuously analyzes customer data to surface high-value audience opportunities. These intelligent recommendations help marketers go beyond static rules and discover predictive, data-backed segments.

  • Receive ML-powered segment suggestions tailored to your campaign goals
  • Use predictive segments for conversion likelihood, churn risk, or re-engagement targeting
  • Accelerate audience discovery without manual analysis or guesswork

Advanced Segmentation Options

Beyond basic filtering, FirstHive enables advanced audience segmentation to support highly targeted and strategic marketing efforts. These options allow you to tailor engagement based on behavior, lifecycle stage, and predictive insights:

  • Behavioral Segments: Group customers based on real-time actions and engagement patterns (e.g., clicks, purchases, or page visits)
  • Predictive Segments: Leverage machine learning to identify customers likely to convert, churn, or take specific actions
  • Journey-Based Segments: Target customers based on where they are in their lifecycle or buying journey (e.g., new users, high-value repeat buyers)
  • Lookalike Segments: Identify new prospects who exhibit traits similar to your most valuable customers