Build your first audience segment

Go to Audience > Segments, select Create Segment and describe the customers you want in plain English. Refine the result with follow-up prompts, then select Create a segment, give it a name and description and save it.

Before you start

By the end of this tutorial you will have one active segment in Audience Segmentation. You will be able to open it, review its members and export them. The examples build a segment of churned customers, but any audience works the same way.

Audience Segmentation builds segments from a profile for each of your customers. A profile holds:

• Contact details and location
• Purchase history and order totals, for the customer’s lifetime and for recent periods
• Activity on your site, such as product views, cart adds and searches
• Favorite brands and categories
• AI-generated signals such as churn risk, loyalty, engagement, purchase intent and price sensitivity, updated daily

Profile data comes from your connected store. Activity on your site comes from Onsite Tracking. Customer and order data isn’t imported from Shopify stores today, so segments based on purchases need a Magento or Adobe Commerce store. See Connect a Magento or Adobe Commerce store or Connect a Shopify store.

If you connected your store recently, allow up to about a day for shopper behavior to appear. Treat this as a guide rather than a guarantee.

Work in the Webscale AI console in your browser. Audience Segmentation isn’t available in the standard view of the Webscale AI app inside Shopify.

Step 1: Open the segments page

In the Webscale AI console sidebar, go to Audience > Segments. You can also start from Get Started > Engage your Audience > Create a Segment.

The Segments page lists your segments with their Name, Type, Members, Created by and Created columns. You should see the Segment Library and Create Segment buttons at the top.

Step 2: Describe the customers you want

Select Create Segment. The segment builder opens with the heading Know more about your segment and example cards under Try asking…, such as Churned Customers, Top Spenders and New Customers.

Type a description of your audience in the Define your segment box, for example “Show me customers who haven’t purchased in the last 6 months.” Type @ to see suggested fields you can add to your description. Press Enter or select the arrow to send it.

Specific descriptions work best. Include a time window or a threshold, such as “customers with 3 or more orders” or “customers who signed up in the last quarter.”

To start from a template instead, select Segment Library on the Segments page. Templates are grouped under Revenue & Value, Customer Lifecycle, Engagement & Activity and Behavioral Patterns. Selecting a card opens the builder with its prompt filled in. Review the prompt, then send it. Some templates rely on data many stores don’t collect, such as wishlists, reviews, referrals or loyalty tiers.

Step 3: Review and refine the result

Audience Segmentation shows its reasoning as it works, in a collapsible block labeled Answer Preparation Steps. Expand it to see how your description was turned into rules. Select Stop generating if you want to stop and rephrase.

When a segment is ready, a Create a segment button appears under the answer. If the result isn’t quite what you meant, type a follow-up in the box that says “Enter a prompt here,” for example “Only include customers with 3 or more orders.” Each follow-up refines the same segment.

Use Was this helpful? under an answer to tell Webscale whether the result matched what you asked for.

Step 4: Save the segment

Select Create a segment. In the Create a Segment panel, enter a Segment name and a Description. Both are required. Select Save.

The chat confirms that segment creation has been queued. Members load shortly afterward and the segment becomes active.

Step 5: Review the members

Go back to Segments and open your new segment. Use the Status filter to find it if your list is long.

The segment page has five tabs:

Tab	What it shows
Members	Each member’s Name, Email, Phone number and Created date
Growth	Segment size plus members added and dropped. Updates in near real time but can be delayed up to an hour
Engagement	Open rate, click rate and average order value over the past 30 days. Fills in once you send campaigns to the segment from a connected email platform
Schedule	Schedules that refresh the segment’s members
Sync	Sends the segment to Klaviyo

The Manage segment menu lets you Edit the segment in the chat, Clone it, Rename it, Export its members or Delete it.

Step 6: Schedule a refresh

A new segment has no schedule. To refresh its members on a regular cadence, open the Schedule tab and select Create Schedule.

Choose a Schedule Type of Daily, Weekly, Bi-weekly or Monthly. Set the Execution Time and the Timezone, which defaults to UTC. For a weekly or bi-weekly schedule choose the Day of Week. For a monthly schedule choose the Day of Month. Then save the schedule.

The schedule appears in the Schedule Management table with its Next Execution time and a switch to make it Active or Inactive. Execution History shows each run as Success, Failed or Running, with the number of records affected.

A schedule refreshes the segment in Webscale AI only. It does not send the segment to Klaviyo. To update Klaviyo, sync the segment from its Sync tab.

What you set up

• An active segment built from a plain-English description of your customers
• A member list you can review on the Members tab and export as a CSV file
• Growth tracking that shows members joining and leaving the segment
• An optional schedule that refreshes the segment’s members

Only active segments can sync to a marketing destination or run on a schedule.

Next steps

• Sync a segment to Klaviyo to use your segment in email and SMS campaigns
• Connect a Magento or Adobe Commerce store to bring in the customer and order data that purchase-based segments need
• Glossary for the terms Audience Segmentation uses