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A persona/customer segment is built on the user and customer characteristics that you add to a persona/customer segment rule. You select these characteristics from groups of similar characteristics like the data fields on the Customer screen. You can also use characteristics outside of the Admin Console like the shopper's location. The groups of similar characteristics appear in the Rule Type dropdown field in the Rules Tab. When you choose a Rule Type the remaining fields in the Rule Tab are updated to display only the fields you need to complete for that Rule Type. The following tables list each Rule Type and the data fields that must be completed to build the persona/customer segment rule.

<table style="mc-table-style: url('../../../Resources/Stylesheets/TableStyles/Borders.css');" class="TableStyle-Borders" cellspacing="0"> <thead> <tr class="TableStyle-Borders-Head-Header1"> <th colspan="2" class="TableStyle-Borders-HeadD-Regular-Header1">User Custom Properties</th> </tr> </thead> <tbody> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyE-Regular-Row1">Custom Property Name</td> <td class="TableStyle-Borders-BodyD-Regular-Row1"> This text box is used to determine the User Custom Property that the rule will attempt to compare using the Comparison Operator and Value </td> </tr> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyE-Regular-Row1">Comparison Operator</td> <td class="TableStyle-Borders-BodyD-Regular-Row1"> This drop-down is used to select the comparison criteria. The options are: Equals, Not Equals, Less Than, Less Than or Equals, Greater Than, Greater Than or Equals, Matches, Range, List </td> </tr> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyE-Regular-Row1">Value</td> <td class="TableStyle-Borders-BodyD-Regular-Row1"> This text box will hold a value that the Comparison Operator will attempt to resolve against </td> </tr> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyB-Regular-Row1">Condition</td> <td class="TableStyle-Borders-BodyA-Regular-Row1"> An And/Or option that is used to determine if the rule is intended to resolve in addition to other rules, or if it is supposed to resolve true in an either/or case </td> </tr> </tbody> </table> <table style="mc-table-style: url('../../../Resources/Stylesheets/TableStyles/Borders.css');" class="TableStyle-Borders" cellspacing="0"> <thead> <tr class="TableStyle-Borders-Head-Header1"> <th colspan="2" class="TableStyle-Borders-HeadD-Regular-Header1">Customer Fields</th> </tr> </thead> <tbody> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyE-Regular-Row1">Criteria Property</td> <td class="TableStyle-Borders-BodyD-Regular-Row1"> This drop-down is used to determine the Criteria Property that the rule will attempt to compare using the Comparison Operator and Value </td> </tr> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyE-Regular-Row1">Comparison Operator</td> <td class="TableStyle-Borders-BodyD-Regular-Row1"> This drop-down is used to select the comparison criteria. The options are: Equals, Not Equals, Less Than, Less Than or Equals, Greater Than, Greater Than or Equals, Matches, Range, List </td> </tr> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyE-Regular-Row1">Value</td> <td class="TableStyle-Borders-BodyD-Regular-Row1"> This text box will hold a value that the Comparison Operator will attempt to resolve against </td> </tr> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyB-Regular-Row1">Condition</td> <td class="TableStyle-Borders-BodyA-Regular-Row1"> An And/Or Option that is used to determine if the rule is intended to resolve in addition to other rules, or if it is supposed to resolve true in an either/or case </td> </tr> </tbody> </table> <table style="mc-table-style: url('../../../Resources/Stylesheets/TableStyles/Borders.css');" class="TableStyle-Borders" cellspacing="0"> <thead> <tr class="TableStyle-Borders-Head-Header1"> <th colspan="2" class="TableStyle-Borders-HeadD-Regular-Header1">Distance from a Point</th> </tr> </thead> <tbody> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyE-Regular-Row1">Location Phrase</td> <td class="TableStyle-Borders-BodyD-Regular-Row1"> This text box is used to enter an address that will be translated into a specific Latitude and Longitude by Google Maps </td> </tr> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyE-Regular-Row1">Latitude</td> <td class="TableStyle-Borders-BodyD-Regular-Row1"> This text box is used to determine the Latitude for the origination point of this rule </td> </tr> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyE-Regular-Row1">Longitude</td> <td class="TableStyle-Borders-BodyD-Regular-Row1"> This text box is used to determine the Longitude for the origination point of this rule </td> </tr> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyE-Regular-Row1">Within/Outside</td> <td class="TableStyle-Borders-BodyD-Regular-Row1"> This selector is used to determine if the distance is intended to be within the area originating from the geographic location, or outside of that area </td> </tr> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyE-Regular-Row1">Distance</td> <td class="TableStyle-Borders-BodyD-Regular-Row1"> This text box and selector is used to determine the numerical distance from the origination point this rule will resolve true for, and if that distance is in Kilometers or Miles </td> </tr> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyB-Regular-Row1">Condition</td> <td class="TableStyle-Borders-BodyA-Regular-Row1"> An And/Or Option that is used to determine if the rule is intended to resolve in addition to other rules, or if it is supposed to resolve true in an either/or case </td> </tr> </tbody> </table> <table style="mc-table-style: url('../../../Resources/Stylesheets/TableStyles/Borders.css');" class="TableStyle-Borders" cellspacing="0"> <thead> <tr class="TableStyle-Borders-Head-Header1"> <th colspan="2" class="TableStyle-Borders-HeadD-Regular-Header1">Customer Custom Properties</th> </tr> </thead> <tbody> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyE-Regular-Row1">Custom Property Name</td> <td class="TableStyle-Borders-BodyD-Regular-Row1"> This text box is used to determine the Customer Custom Property that the rule will attempt to compare using the Comparison Operator and Value </td> </tr> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyE-Regular-Row1">Comparison Operator</td> <td class="TableStyle-Borders-BodyD-Regular-Row1"> This drop-down is used to select the comparison criteria. The options are: Equals, Not Equals, Less Than, Less Than or Equals, Greater Than, Greater Than or Equals, Matches, Range, List </td> </tr> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyE-Regular-Row1">Value</td> <td class="TableStyle-Borders-BodyD-Regular-Row1"> This text box will hold a value that the Comparison Operator will attempt to resolve against </td> </tr> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyB-Regular-Row1">Condition</td> <td class="TableStyle-Borders-BodyA-Regular-Row1"> An And/Or option that is used to determine if the rule is intended to resolve in addition to other rules, or if it is supposed to resolve true in an either/or case </td> </tr> </tbody> </table> <table style="mc-table-style: url('../../../Resources/Stylesheets/TableStyles/Borders.css');" class="TableStyle-Borders" cellspacing="0"> <thead> <tr class="TableStyle-Borders-Head-Header1"> <th colspan="2" class="TableStyle-Borders-HeadD-Regular-Header1">Current Location</th> </tr> </thead> <tbody> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyE-Regular-Row1">Criteria Property</td> <td class="TableStyle-Borders-BodyD-Regular-Row1"> This drop-down is used to determine the property type for the Location Criteria. The options available are: City, Country/Abbreviation, IDString, Latitude, Longitude, PostalCode, StateAbbreviation. </td> </tr> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyE-Regular-Row1">Comparison Operator</td> <td class="TableStyle-Borders-BodyD-Regular-Row1"> This drop-down is used to select the comparison criteria. The options are: Equals, Not Equals, Less Than, Less Than or Equals, Greater Than, Greater Than or Equals, Matches, Range, List </td> </tr> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyE-Regular-Row1">Value</td> <td class="TableStyle-Borders-BodyD-Regular-Row1"> This text box will hold a value that the Comparison Operator will attempt to resolve against </td> </tr> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyB-Regular-Row1">Condition</td> <td class="TableStyle-Borders-BodyA-Regular-Row1"> An And/Or option that is used to determine if the rule is intended to resolve in addition to other rules, or if it is supposed to resolve true in an either/or case </td> </tr> </tbody> </table> <table style="mc-table-style: url('../../../Resources/Stylesheets/TableStyles/Borders.css');" class="TableStyle-Borders" cellspacing="0"> <thead> <tr class="TableStyle-Borders-Head-Header1"> <th colspan="2" class="TableStyle-Borders-HeadD-Regular-Header1">Authenticated</th> </tr> </thead> <tbody> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyE-Regular-Row1">Value</td> <td class="TableStyle-Borders-BodyD-Regular-Row1"> This checkbox is used to check and see if the user has been authenticated. </td> </tr> <tr class="TableStyle-Borders-Body-Row1"> <td class="TableStyle-Borders-BodyB-Regular-Row1">Condition</td> <td class="TableStyle-Borders-BodyA-Regular-Row1"> An And/Or option that is used to determine if the rule is intended to resolve in addition to other rules, or if it is supposed to resolve true in an either/or case </td> </tr> </tbody> </table>