Create your first segment

This tutorial walks you through creating your first fan segment in Nevent. By the end, you’ll have built a real segment, you’ll understand what each part does, and you’ll know how to expand it whenever you want.

You don’t need any prior experience with marketing tools. You only need access to Nevent and fans in your database.

What you’ll learn

By completing this tutorial you’ll know:

• What a segment is and what it’s used for in practice.
• How to choose a criteria category.
• How to configure a simple condition.
• How to preview the result before saving.
• How to save the segment with a name that helps you find it later.

What a segment is, explained without jargon

Imagine you have a list of every attendee who has ever bought a ticket to your events. That’s thousands of different people: some live nearby, others travel from far away; some buy months in advance, others at the last minute; some have been with you for three editions, others just met you.

A segment is, simply, a subgroup of that list. You define one or more conditions, and Nevent shows you who meets them.

The reason this matters is straightforward: when you send the same message to everyone, most people ignore it because it’s not relevant to them. When you send a message built for a specific group, more people open it and act on it.

The example you’ll build

Over the course of this tutorial you’ll create this segment:

Name: Experienced Madrid fans

Conditions:

• City of residence: Madrid
• Number of events attended: two or more

This is a beginner-level segment. It has only two criteria, results in a reasonably sized audience, and its purpose is clear: local fans with an attendance history, suited to presale campaigns or communications about events in their city.

Once you’re done, we’ll explain how to expand it if you want.

Step 1. Open the segmentation engine

Log into Nevent and go to the segmentation section. You’ll see the list of segments that already exist (if any) and a button to create a new one.

Click New segment.

The segment editor will open. At this point you’ll see a blank form with space to name the segment and a section to add criteria.

Tip

If this is your first time in, the editor might show you a help message or a pre-configured example. You can close it and start from scratch.

Step 2. Name your segment

Type a descriptive name in the name field. For this tutorial, use:

Madrid_RepeatAttendees

A good name answers two questions: who’s in it, and why you’re grouping them. Avoid names like “Segment 1” or “Test”, which tell you nothing when you look for them weeks later.

Step 3. Choose the first criterion’s category

In the editor you’ll see that criteria are organized into categories. Nevent groups the available filters into six main categories:

• Attendance: data about the events your fans have gone to (event name, ticket type, number of times attended, artist, music genre…).
• Fan attributes: personal information such as city of residence, age or language.
• Spend and consumption: purchase data such as total spend or the date of the last transaction.
• Interaction: how they respond to your emails (whether they open them, whether they click).
• Channels: whether they have the app installed, a verified phone number, connected social media.
• Nevent Score: the automatic engagement score Nevent calculates for each fan (explained below).

For the first criterion in this tutorial, select the Fan attributes category.

Step 4. Configure the first criterion: city of residence

Inside the Fan attributes category, select the City of residence criterion.

You’ll then see two more fields:

• Operator: defines how the value is compared. Select Is equal to.
• Value: type or select Madrid.

This tells Nevent: “I want fans whose city of residence is exactly Madrid.”

Note

When you type “Madrid” in the value field, Nevent will show suggestions based on the real data in your database. Select the correct option from that list to avoid typos.

Step 5. Add the second criterion: number of events attended

Now add a second condition. Click Add criterion (or the equivalent button in the interface).

Select the Attendance category and the Number of events attended criterion.

Configure it like this:

• Operator: Greater than or equal to
• Value: 2

This adds the condition: “the fan must have attended at least two of your events.”

The two criteria are joined with the AND operator, which means the fan must meet both at once: living in Madrid and having attended two or more times. If they meet only one of the two, they don’t enter the segment.

Tip

The AND operator narrows the segment but increases its precision. If you wanted to reach more fans, you could use just one of the two criteria. For this tutorial, having both together makes sense: we’re looking for local fans with prior attendance history.

Step 6. Preview the result

Before saving, use the preview function.

Nevent will calculate how many fans meet the criteria at that moment and show you:

• The estimated number of fans in the segment.
• A sample of 10 to 20 real profiles so you can check the result makes sense.
• The breakdown by Nevent Temperature: each fan appears classified into one of six levels (Very Hot, Hot, Lukewarm, Cold, Very Cold or Frozen); see Nevent Score and Temperature if you want to understand what each level means.

Look at the total number. If you see something like this, here’s how to read it:

Result	What it means	What you can do
Fewer than 50 fans	The criteria are too restrictive	Lower the attendance threshold to 1, or widen the city
Between 200 and 2,000 fans	Right size for most campaigns	Continue and save
More than 5,000 fans	A broad segment	Fine for general campaigns; add a third criterion if you want more precision

If the number looks off, review the criteria. A typo in “Madrid” or an incorrect operator are common causes.

Step 7. Save the segment

If the preview looks right, save the segment.

Confirm the name is Madrid_RepeatAttendees and click Save (or Create segment, depending on the interface version).

The segment will be saved and available to use in your campaigns.

Note

By default, the segment is saved as dynamic: every time you use it in a campaign, Nevent recalculates who meets the criteria at that moment. If a fan moves away from Madrid, or if someone who lived in Madrid attended their second event yesterday, the segment will reflect that automatically.

What you just learned

You’ve created a segment with two criteria, previewed the result, and saved it. Along the way you learned:

• The six criteria categories (Attendance, Attributes, Spend, Interaction, Channels, Nevent Score).
• The Greater than or equal to operator for numeric criteria.
• The Is equal to operator for text.
• The AND logical operator, which requires every condition to be met.
• The preview function and how to interpret segment size.
• Nevent Temperature as a quick engagement indicator.

What to try now

The natural next step is to add a third criterion to refine the segment further, or to create a new one with different logic. Here are three concrete ideas:

Idea 1. Add temperature as a third filter

Inside the segment you just created, add the Nevent Temperature criterion and select Hot or Very Hot. That leaves you with only the experienced Madrid fans who are also active right now.

Idea 2. Change the city

Duplicate or create a new segment with the same logic but a different city. If you run events in several cities, having one segment per city lets you communicate with each group independently.

Idea 3. Try a single criterion

Create a segment with just one criterion: Temperature Very Hot. This is the simplest possible segment and one of the most useful: your most engaged fans, regardless of where they live or how many times they’ve attended.

Related documents

To keep learning about segmentation in Nevent:

• The 6 criteria categories - a full reference of every available filter.
• Operators and AND/OR logic - how to combine criteria with AND and OR to build more complex segments.
• Nevent Score and Temperature - an explanation of how the automatic engagement score is calculated.
• Segmentation best practices - common rules on segment size, send frequency and naming.