Personas order filters allow you to analyse a specific subset of order data in Audience > Personas.
By default, Marketing analyses all eligible order data in your account. When you apply an order filter, Marketing recalculates Personas using only the orders that match the filter criteria. Order filters are useful if you manage multiple product ranges, regions, or business units from a single account.
For example, a retailer might operate in multiple regions:
United Kingdom
Ireland
France
Without an order filter, Personas analyses customer activity across all regions. With a filter, you can analyse customers using orders associated with a specific region.
How order filters work
Order filters can:
Identify orders that match the filter criteria.
Create a filtered dataset.
Recalculate customer personas.
Update Personas reports using the filtered dataset.
Order filters affect the data used for analysis. They do not change the report layout.
Personas data is only recalculated when you apply or refresh filters.
Filters can change persona classifications
Order filters change the dataset used to calculate personas.
When you apply a filter, Marketing recalculates personas using only matching orders. As a result, a customer might be assigned a different persona because the calculation uses different data.
Filters change the dataset, not the customer
Order filters change the orders used in persona calculations.
The customer remains the same, but the dataset used to calculate the persona changes.
Example
A customer has:
15 orders from the United Kingdom
2 orders from Ireland
Without a filter, the customer might be classified as a Champion. After you apply an Ireland filter, Marketing evaluates only the Ireland orders. The customer might be assigned a different persona because the calculation uses different data.
This allows you to understand customer behaviour within a specific region or business unit.
Order filters vs contact filters
Personas supports two types of filters:
Filter type | Recalculates Personas data |
Order filters | Yes |
Contact filters | No |
Order filters change the order data used to calculate personas.
Contact filters restrict reporting to a selected list or segment. They do not recalculate persona classifications.
You can combine both filter types to analyse a specific audience within a filtered order dataset.
Filter rules
Order filters use rules to determine which orders are included in the analysis.
For example:
Country equals Ireland
Order filters support include and exclude rules, as well as AND and OR logic.
Learn more in Create a Personas order filter.
How order filters affect Personas reports
Order filters apply across the entire Personas area.
After you apply a filter, all Personas reports use the same filtered dataset.
An active filter remains in place until you apply a different filter or clear it.
We recommend checking which filter is active before reviewing reports or creating segments because persona classifications and report data might vary between filtered datasets.