# Segmentation concepts: attributes, containers and population

*Data 360 Consultant Study Guide · Data Activations and Utilization · Last updated October 16, 2026 · https://www.certifyforce.com/study-guide/data-360-consultant/data-activations-and-utilization/segmentation-concepts-attributes-and-population*

What segmentation is for and how the segment canvas thinks: Segment On, the attribute library, direct versus related attributes, containers and filter logic, population counts and preview, and building segments from natural language with Einstein segments or the Data 360 Marketing Agent.

- Certification: Salesforce Data 360 Consultant
- Exam section: Data Activations and Utilization
- Study guide: https://www.certifyforce.com/study-guide/data-360-consultant

**Official exam objective:**

> Define basic concepts of segmentation and use cases.

## What the exam expects

- Recognize what segmentation is for (targeted audiences, mutually exclusive offers) and which tasks belong to identity resolution or data modeling instead.
- Explain why an object can or can't be chosen for Segment On, and why a mapped field can be missing from the attribute library.
- Classify an attribute as direct or related and predict what one container versus separate containers returns.
- Explain when the population count updates, who can preview a segment, and how filter values treat case.
- Recommend Einstein segments or the Data 360 Marketing Agent when a marketer wants to describe an audience in plain language.

Key terms:
- **Segment On:** the target object whose distinct records form the audience.
- **Attribute library:** the attributes mapped in the data model and marked for use in segmentation.
- **Direct attribute:** one data point per segmented record, such as postal code.
- **Related attribute:** many data points per record, such as purchases or email opens.
- **Container:** a group of related-attribute conditions evaluated against the same related records.

## Key facts

| Fact | Detail | Source |
|---|---|---|
| Segment On eligibility | Objects marked Profile or Engagement type during ingestion | [Create a Standard Segment](https://help.salesforce.com/s/articleView?id=data.c360_a_create_a_segment.htm&language=en_US&type=5) |
| Lookback Window | Default 90 days; up to 2 years (360 in Days); container window wins | [Create a Standard Segment](https://help.salesforce.com/s/articleView?id=data.c360_a_create_a_segment.htm&language=en_US&type=5) |
| Attribute library | Depends on the Segment On object | [Segment On](https://help.salesforce.com/s/articleView?id=data.c360_a_segment_on.htm&language=en_US&type=5) |
| Attribute eligibility | Mapped in the data model and marked for use in segmentation | [Navigate Data 360 Segmentation](https://trailhead.salesforce.com/content/learn/modules/customer-360-audiences-segmentation/navigate-customer-360-audiences-segmentation-) |
| Keys on the canvas | Primary and foreign keys don't appear | [Segment Canvas](https://help.salesforce.com/s/articleView?id=data.c360_a_segment_canvas_interface.htm&language=en_US&type=5) |
| Filter values | Not case sensitive | [Create Filtered Segments](https://trailhead.salesforce.com/content/learn/modules/customer-360-audiences-segmentation/create-filtered-segments) |
| Container path joins | Case sensitive, not configurable | [Segment Canvas](https://help.salesforce.com/s/articleView?id=data.c360_a_segment_canvas_interface.htm&language=en_US&type=5) |
| Sum, Average, Max, Min | Numeric data only; Count works on any type | [Create Filtered Segments](https://trailhead.salesforce.com/content/learn/modules/customer-360-audiences-segmentation/create-filtered-segments) |
| Population refresh | After publishing or an on-demand count | [Navigate Data 360 Segmentation](https://trailhead.salesforce.com/content/learn/modules/customer-360-audiences-segmentation/navigate-customer-360-audiences-segmentation-) |
| New filter or container count | Shows Calculate population until refreshed | [Segment Canvas](https://help.salesforce.com/s/articleView?id=data.c360_a_segment_canvas_interface.htm&language=en_US&type=5) |
| Preview access | Segment view or edit rules permissions plus Data Explorer access | [Create a Standard Segment](https://help.salesforce.com/s/articleView?id=data.c360_a_create_a_segment.htm&language=en_US&type=5) |
| Einstein segments filtering | Bias-prone demographics deselected; attributes under 10 results removed | [Einstein Segments](https://help.salesforce.com/s/articleView?id=sf.c360_a_create_segment_einstein.htm&language=en_US) |

## Check yourself

- Why does a red backpack audience need both conditions in one container?
- When does a newly added filter show its count?
- Which attribute type is email opens?
- Why might a custom DMO be missing from Segment On?

## Sources

- [Navigate Data 360 Segmentation](https://trailhead.salesforce.com/content/learn/modules/customer-360-audiences-segmentation/navigate-customer-360-audiences-segmentation-)
- [Segment Canvas](https://help.salesforce.com/s/articleView?id=data.c360_a_segment_canvas_interface.htm&language=en_US&type=5)
- [Create Segments in Data 360](https://help.salesforce.com/s/articleView?id=data.c360_a_segments.htm&language=en_US&type=5)
- [Segment On](https://help.salesforce.com/s/articleView?id=data.c360_a_segment_on.htm&language=en_US&type=5)
- [Create a Standard Segment in Data 360](https://help.salesforce.com/s/articleView?id=data.c360_a_create_a_segment.htm&language=en_US&type=5)
- [Consider Data Implications for Segmentation](https://trailhead.salesforce.com/content/learn/modules/customer-360-audiences-segmentation/consider-data-implications-for-segmentation)
- [Create Filtered Segments](https://trailhead.salesforce.com/content/learn/modules/customer-360-audiences-segmentation/create-filtered-segments)
- [Einstein Segments in Data 360](https://help.salesforce.com/s/articleView?id=sf.c360_a_create_segment_einstein.htm&language=en_US)
- [Learn About Data 360 Insights](https://trailhead.salesforce.com/content/learn/modules/customer-data-platform-insights/learn-about-customer-data-platform-insights)
- [Create a Waterfall Segment](https://help.salesforce.com/s/articleView?id=data.c360_a_create_a_waterfall_segment.htm&language=en_US&type=5)

## About the full unit

The "Core concepts", "Exam traps" and "Worked scenario" sections of this unit, its 10 linked practice questions, and unlimited timed mock exams are included with the Data 360 Consultant pack (USD $19): https://www.certifyforce.com/practice-exams