Overview

Waterfall segmentation is an advanced way of performing segmentation that helps you visualize the changing reachable user pattern when applying filters while running a segmentation query. The visualization can act as a guide to determine which filters are causing a drop in the final reachable user count and at the same time how the user count evolves on changing the filters.

Use cases

• If the use case is to reach a pre-defined number of users via campaigns, the waterfall segmentation can guide you to reach the expected count. The visualization can help you figure out which filters or values are leading to an increase/drop in the reachable user count, which can be further used to replace the filters/values that can help you reach the expected reachable user count.
• In addition to reachable users count, if the use case is to understand the evolving user count for a set of filters, Waterfall segmentation can be used. By observing the users qualifying for certain filters at each step, you can understand how many users are dropping from one step to another sequential step while performing segmentation itself.

How to use Waterfall Segmentation?

To use waterfall segmentation, perform the following steps:

1. On the sidebar menu in MoEngage, hover over the Segment menu item . The Segment menu appears.
2. Click + New Segment.
   
    The Create segment page appears.
3. Add the required filters. For more information, refer to Create Segments.
   
4. Click the Show count button.

   info	Information It can take up to 2 minutes to generate the waterfall funnel bar.

5. After a successful evaluation, you will see a horizontal funnel bar with the total number of reachable users.
   
6. Hover your cursor over the funnel bar to view the following user reachability details:
   • The ratio of the total number of users reachable to the maximum number of users.
   • The number of users reachable through channels such as Push notification, SMS, Email, and WhatsApp.
     

How to use Filters in Waterfall Segmentation?

+ Filter

To create a segmentation query using multiple different filters, you can add filters by clicking the + Filter button.

A funnel chart is generated for each filter, providing a more accurate analysis once you hit the Show count button.

To ensure a seamless process, MoEngage automatically switches the segment filter's operator from AND to OR if you have the AND operator selected in your nested filters and vice versa.
To learn more, see Filters in Segmentation.

Nested Filter

If you want to create complex segmentation queries with a combination of AND and OR operators, you can use a Nested filter. You can add nested filters to your segmentation query by clicking the + Nested Filter button.

To learn more, see Segment Nesting.

How do you Interpret or Understand the Reachable Users Count in Waterfall Segmentation?

• When you add multiple filters to your segmentation, each filter narrows or expands the data set further, and the resulting funnel represents the subset of the previous results.
  For example, consider a segmentation process for an e-commerce website:
  • In the first block, you may apply a filter to target users from a specific country. In the second block, you may add another filter to include users who have visited the website in the last 30 days. In the third block, you may add another filter to include users who have purchased an item on your website in the last 30 days.
    • The count corresponding to the first block will show the reachable user count for the filters used in the first block.
      Reachable users of the 1st bar = Users whose country is China Only.
      
    • The count corresponding to the second block will show the reachable user count that includes the filters of both the first block and the second block, which can be conditioned with the AND/OR operator.
      Reachable users of the 2nd bar = Union of users satisfying the filters (Query block 1 OR Query block 2).
    • The count corresponding to the third block will show the reachable user count that includes the filters of the first, second, and third blocks, which can be conditioned with the AND/OR operator.
      Reachable users of the 3rd bar = Union of users satisfying the filters (Query block 1 OR Query block 2 OR Query block 3).
      This behavior will continue for subsequent blocks.

• Waterfall visualization may vary between the AND and OR operators.
  • AND operator - The AND operator between segmentation filters operates like an intersection condition between both filters. Users satisfying/performing all of the filter conditions will be segmented. The visualization will typically show a narrowing effect, as applying each subsequent filter reduces the dataset to only those users who meet all conditions.
    For example, (Filter A) AND (Filter B) = Intersection of (Filter A, Filter B) will segment users only if they satisfy/perform both of the filter conditions.
    
  • OR operator - The OR operator between segmentation filters operates like a union condition between both filters. Users satisfying/performing any of the one filter conditions will be segmented. The waterfall visualization will appear in ascending order/inverted funnel view as each filter expands the data set further.
    For example, (Filter A) OR (Filter B) = Union of (Filter A, Filter B) will segment users satisfying/performing either one of the filter conditions.
    

    info

    Information By default, there is a limit of 5 filters that can be used to generate a Waterfall segmentation. A warning message pops up when you try to add more than five filters to your segment. When you exceed the maximum number of filters that can be added to your waterfall segmentation, the waterfall visualization will not be generated.

Edit Filters

You can edit the filters to see the new user reachability count for the corresponding filters rather than creating new queries from scratch.
Every time a filter is edited, a warning message will appear on it and the subsequent filters.

After clicking the “Show count” button, an updated waterfall segmentation can be generated. The chart helps you interpret how the count changes relatively as you add filters.

Error Status

The following errors can occur while creating the waterfall segment:

Limitations/Out of scope features:

Features that won’t be supported along with waterfall segmentation:

• Teams 2.0
• Warehouse audience
• Campaigns (Not in this phase, will be released in the upcoming release)
• AnalyticsPII tokenization