It is easy to forget that users can find the segment builder an intimidating and confusing experience, especially those who are new, irregular users or just not so ’technically minded’. As a consultant specialising in Dynamics Marketing, I take these things for granted all too easily. So after a self-reality check - I decided to share this non techy user friendly gem that’s currently out in preview and before long I’m sure it will be here to stay!

“Natural language use in segments”

As opposed to un-natural language use? Apparently yes! So what this really means is you can use common words and phrases to describe the people you'd like to include in a segment - lovely! Although its ‘natural language’ there are still ‘better’ ways to speak to the magical segment building machine (lets call her ‘Barbra’).

Barbra likes…

Note: Barbra = magical segment building machine

When you talk about your contacts & accounts

Contacts and accounts are her favourite thing, here a few things she absolutely enjoyed helping me with

• Contacts under vegemite company

• Contacts job title is manager

• Contacts who live in Ireland

• Companies with no contact person or a contact person without a phone number

Public holidays and some special events, especially Christmas

Even when you have sloppy typing and cant even spell Christmas correctly. She’s a bit westernised on her events though and isn’t so keen on Chinese New year or Hanukah…

Barbra doesn’t like…

This is not a sales pitch and its not always sunshine and roses. Rather than grumbling, lets be grateful that Barbra will not be taking away your job anytime soon because she’s just so humble and appreciates your expertise (and maybe a bit dumb!)

When you talk about leads, activities, opportunities and other custom entities - she’s still learning.

I always want to jump in and ask super complicated ones that I’ve struggled to build in the past, unsurprisingly they don’t work.

According the the description she should be able to “fill the query fields from information collected from your contacts, accounts, leads, and activities.“ however it seems she’s not quite there yet. For now she can only create segment based on contacts and accounts but I’m sure with time this will come. To give her credit she fails pretty gracefully without quite admitting "I HAVE NO IDEA WHAT YOU ARE TALKING ABOUT”.

• Contacts with won opportunities

• Contacts with open leads

• Contacts subscribed to special offers

• Contacts who live in never never land

• Contacts with email bounces

• Contacts who don't like cheese

Also don’t expect her to segment on things that you don’t even have any data on, if you don’t know then how the heck is she supposed to?

When you speak too naturally

Although its ‘natural language’ there are still ‘better’ ways to speak to the segment building machine. There are some really good suggestions on the preview documentation on how Barbra likes to be talked to [1]. At least she is honest that she did half a job, sometimes all you need is this kind of push in the right direction.

I’m looking forward to introducing some of my customers to Barbra and being part of her upbringing to become the ultimate segment builder!

[1] Preview: Natural language use in segments - https://docs.microsoft.com/en-us/dynamics365/marketing/nl-segment-build