Which type of Insight can be used in Segmentation?

• A. Streaming Insight
• B. Calculated Insight
• C. Commerce Insight
• D. Profile Insight

Answer: (B)

Segmentation relies on derived metrics created by applying formulas to your data. Calculated Insight provides exactly that capability, letting you compute new measures like recency, frequency, monetary value, engagement scores, or other tailored metrics from your events, transactions, and profile attributes. With these computed values, you can define precise segments such as “recent, high-spending customers with strong engagement” or “inactive users with low engagement scores,” which you wouldn’t be able to express as clearly using static profile data alone.

Streaming Insight focuses on real-time data flow, which can feed segmentation but doesn’t by itself define the segment criteria. Commerce Insight offers data tied to purchasing activity, which is useful but limited to commerce signals. Profile Insight uses existing attributes, which may not capture dynamic behavior across interactions. The flexibility and configurability of Calculated Insight make it the most effective for building nuanced, data-driven segments.