Enrich Customer Profiles and Create Segments
Enrichment
Enrichment augments unified profiles with additional attributes. Know the main types: brand and interest data from Microsoft's data partnerships, and optional partner enrichments that require separate licensing and consent. Enrichment is configured against the unified profile entity, and enriched attributes become available for segmentation and measures. Candidates should understand that enrichment is additive and does not alter source records.
Segmentation
A segment is a set of unified profiles that meet defined criteria. Know the segment types: dynamic segments that refresh as data changes, and static snapshots. Build segments with the segment builder using attributes, measures, relationships (for example, customers with orders over a threshold), and logical operators. Understand that segments can be based on unified attributes or on activity-derived conditions. Know that segments feed exports and can be used in measures.
Traps
Questions often blur enrichment with unification-enrichment adds data, it does not merge duplicates. Another trap is assuming a segment updates instantly; it refreshes on a schedule or manual run. Watch for confusion between segment membership and measures, which aggregate numeric values rather than define populations. Also remember that relationship-based segments require correctly configured relationships.
Worked example
To find high-value customers: create a segment on the unified profile with a condition using a measure such as total lifetime spend greater than a value, combined with a relationship condition requiring at least two orders. Save, run, and review member counts before exporting.