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A  A TouchPoint segment contains criteria or statements, describing the group of people you want to select. Since a TouchPoint campaign evaluates conditions from the first (top) segment down to the last (bottom) segment, your most stringent criteria should be entered in the first segment, with each successive segment's criteria being more lenient.

Evaluating criteria in this cascading fashion yields the 'Waterfall Effect,' which is discussed later in this manual. By default, customers who match on more than one segment are only chosen once, at the first match. If you wish, you can allow customers to be selected on all matching segments.
 

Adding and Deleting Segments
You may add as many segments to TouchPoint as you need. There is no limit to the number of segments you can create.

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• • Highlight the segment you want to copy, then click the Copy toolbar button () or select Edit.
  • Choose Copy from the menu.
  • Highlight the position where you want to paste your segment.
  • Click the Paste toolbar button () or select Edit then choose Paste from the menu.

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Working with Statements in Segments
Criteria for TouchPoint segments are entered as one or more statements. The basic components of a TouchPoint statement are:

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Values are compared to the function and field using the condition.
 

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• • Highlight the statement you wish to delete.
  • You can either click the Delete Field toolbar button () or right-click and select Delete Field or press <Delete> on the keyboard.

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To Edit a Statement

• • Click the statement you would like to change.
  • Click the part of the statement you wish to make changes to.
  • Press OK to save locally or Publish to save to the library.

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Statement Connectors: () and ()
There are two kinds of statement connectors in TouchPoint: AND and OR. A statement is a single line in a segment representing a condition for selection. A statement connector joins two statements together. You may use any combination of AND and OR joined statements within a segment.
 

AND ()
AND is the default statement connector. Every statement you add is automatically joined by AND when two or more statements are in the same segment. The AND connector is used in situations where you want to return records that satisfy two or more statements. For example, suppose you want to mail to men with an income greater than $75,000. Your segment statements should say:
 

Segment 1

• Any value of Gender is Equal to M
• And Any value of Income is Greater than 75000

Example 1: Using AND connector in a statement
 

OR ()
The OR statement connector allows you to define an alternative statement within a segment. For example, suppose your Gender field is blank when the customer's gender is unknown. For your promotion, you want to mail to men, yet include those customers where the Gender field is blank. In other words, you want to mail to men or people whose gender is unknown. Your TouchPoint segment might look like this:
 

Segment 1

• Any value of Gender is Equal to M

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Example 2: Using OR connector in a statement
 

To Create an OR Statement

• • While in Segment Editor, drag multiple fields over from the left pane to the right pane.
  • Select the statement you wish to change
  • Click the ( ) operator twice to change it to ( ), while in the segment
  • Click it twice again to change it back to ( ).

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Field Names
The field name is what the value is tested against. For example, if you want to select customers in Montana, choose STATE as your field, and MT as your value.
 

Statement Conditions
A statement's condition, occasionally referred to as a Boolean Condition, is used to compare the field you specify with the value(s) you enter. Valid conditions include:
 

• Equal/Not Equal - EQUAL tests for exact matches. The two values being compared must be identical for this condition to be true. NOT EQUAL reverses this such that the values cannot be identical for the condition to be true.
• Greater Than/Less Than - Ensures that the rows selected are over or under the entered value. For numeric fields, standard arithmetic rules are used. For character data, an alphabetical comparison is used.
• Between/Not Between - Used to test for a range of values. For example, ACCOUNT_NUMBER BETWEEN 12345 AND 54321 asks for all the account numbers between, and including, 12345 and 54321. Likewise, ACCOUNT_NUMBER NOT BETWEEN 12345 AND 54321 asks for all the account numbers except for the ones between, and including, 12345 and 54321.
• In Any/Not In Any - Use IN ANY to enter a list of values to select customers where at least one of the values matches a customer record. Use NOT IN ANY to exclude customers who match at least one of the entered list of values.
• Is Null/Is Not Null - Searches for null, or missing values. If you use IS NULL or IS NOT NULL, you do not have to enter a value for the field. In fact, MarketWide does not allow you to do so. This menu option is not available if the selected field does not support nulls. Note that Null is not the same as a zero value.
• Like/Not Like - These conditions are useful for doing wild card searches. The LIKE operator allows you to search character data using partial matches. For example, you might want to retrieve all names containing the word "Corporation." The condition LIKE may only be specified for character fields.

Statement Values 
Statement values are the values you are choosing or excluding with your statements. Usually a single value like Product EQUAL TO xxxx or a pair of values like Order_Date BETWEEN MM/DD/YY AND MM/DD/YY fulfill your needs. Occasionally, you might want to compare the values of two fields.

For example, you might want to select customers that placed orders and had them shipped the same day, which would be ORDER_DATE EQUAL TO SHIP_DATE. The Enter Value dialog allows you to type a value manually or select one from a list of fields, expressions, Picklists, or Lookups.
 

To Enter a Value in a Statement

• • Double-click on the value area of a statement to open the Edit Value window.
  • In the Edit Value window, you can type a value in the ENTER VALUE field, or if the option is available click the Picklist or Lookup buttons and select values individually from there.

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The Match All object allows you to catch the remainder of the customers from your database universe without needing additional selection criteria. For example, if your universe had 1000 customers in it, and you wished to solicit customized material for the states of Virginia and Maryland, and then ship generic material to the rest, you would build out a campaign using Match All.

Two statements, one for each state, would catch all the customers who should receive the special material. Then, you would use the Match All object to touch the rest of the universe with generic material. To use the Match All object, drag the Match All ( ) object to the right portion of the TouchPoint campaign window. After a Match All object has been added, no additional segments may be added below it.

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