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- Canonical event taxonomy defined and implemented.
- Access to customer attributes and consent flags.
- Define the job-to-be-done and KPI for the segment (activation, expansion, winback).
- List inclusion criteria using canonical events and attributes (e.g.,
signed_up, completed_onboarding, plan, geo).
- Add exclusion criteria to avoid conflicts (recent purchasers, no-consent, suppressed cohorts).
- Set freshness windows (e.g., last 7 days activity) and size thresholds.
- Validate with sample users and spot-check event timelines.
- Save as a reusable query or audience in your CRM/CDP.
- Segment members match criteria; no PII leaks; size within expected bounds.
- Too small: relax one criterion or extend lookback window.
- Too broad: add key behavioral filter or threshold.
- Stale: schedule refresh and add change-data-capture triggers.
- 30–60 minutes. Enables targeted messaging and cleaner experiments.
