Dynamic versus static
A static segment is a snapshot of an audience at a moment in time. It suits one-off campaigns where
a fixed list matters. For site personalization it does not work: someone who has just bought should
stop seeing buy this immediately, not a week later.
A dynamic segment is defined by rules, not by a list. Condition met — the user is in. Condition
broken — they are out. Automatically, with no manual work.
How the rules are built
The basic condition types that combine inside a dynamic segment:
| Condition type | Example |
|---|---|
| Event | Purchased at least once in the last 30 days |
| Absence of an event | Has not opened the app for 14 days or more |
| Attribute value | City equals Berlin |
| Affinity | Interest in the Sport category above 70% |
| Prediction | Churn score above 0.7 |
| Composite (AND/OR) | Purchased and has not opened the app and is in Berlin |
Applications in e-commerce
Trigger personalization. The segment added to cart, no purchase within 24 hours automatically
receives a reminder popup or a discount on the next visit.
RFM clusters. VIP customers (high recency, frequency and monetary value) form their own segment
and see exclusive offers. As those indicators fall, the shopper flows into an at-risk segment.
New user onboarding. Registered, no first order, within 7 days of signup is a dynamic segment
that works permanently, with no list building.
Important: the more precise the rules, the smaller the segment. Watch the balance: too narrow
and reach falls to zero, too wide and the targeting loses relevance.