Operating Your Signature Segmentation Over Time

After your initial delivery, your segmentation enters ongoing operation. This article covers re-runs, drift monitoring, and rebuilds.

At your initial delivery, the segment definitions are locked. New records submitted afterward are classified against the existing scheme — not into a newly generated one. The archetypes stay stable across re-runs.

Rebuilds generate a new scheme from scratch and produce new archetypes.

• An avg. of six times a year, approx. every 8 weeks is the standard cadence

• Longer cycles — quarterly, semi-annual, or annual — are available if your business processes require them

• Cadence is set at engagement initiation and can be revisited with your Customer Success Manager

• Updated segmented file with segment labels applied against the locked scheme

• Drift Analysis report for the cycle

New records are classified for the first time. Existing records are re-classified if their attributes have shifted.

Drift Analysis runs with every re-run. It monitors whether your audience's composition has shifted meaningfully since the scheme was locked and reports one of three states: stable, drifting, or rebuild recommended.

When a rebuild is recommended, the Data Integrations team includes a narrative interpretation explaining what has changed.

Rebuilds are triggered by one of three signals:

• Drift Analysis recommends a rebuild — the most common trigger

• The 24-month backstop — even without drift indication, rebuilds are recommended after 24 months

• A major business event — M&A, portfolio change, market entry, or strategic pivot that materially changes your customer file

Questions? Contact your Customer Success Manager or resonatesupport@resonate.com.