Including or Excluding a Row
The first plus (+) sign in both the properties and Events rows will determine whether your Segment will include or exclude the conditions added into the row.
This is true of both the properties and Events rows, individual conditions and the AND/OR relation. APSIS One's Segment Builder supports double negatives.
If the row is set to include (+), the Segment will be formed by including Profiles who match the conditions in the row. For example, if you add a condition of Country equals Sweden, all Profiles that have Sweden as a Country value will be added.
If, however, the row is set to exclude (-), the Segment will be formed by excluding Profiles who match the conditions in the row.The AND/OR relation is affected as well. In that case, when the Country equals Sweden OR tagged as VIP conditions are added into an excluding row, the Segment will exclude all Profiles that have Sweden as a Country value AND are tagged as VIP.
Below you will see a common setup for creating a Segment based on Profiles' email activity, by including or excluding what could be an inactive Profile in terms of email campaigns.
Not only will the including and excluding conditions be affected by the initial exclude (-), but also the AND will become OR when the row is excluded.
These two rows are then equivalent:
And so are these two:
While the first example takes into consideration either or both of the conditions, the second example combines them so that both conditions must be met in order for Profiles to be included or excluded from the Segment.