Segments define "who" you're presenting an experience to. Segments can be created as part of the experience creation flow. 

How to create a new segment

1. When creating a new experience, click the "Add Segment" at the bottom of the segment box.
2. Click "Add Attribute" and select the attribute you'd like to add.

   You can use multiple attribute types to create your segments. As you are creating your segments, remember that larger segments will reach significant results more quickly. It may be better to start with a wider audience personalization (ie "Financials") and narrow it down later (ie separate "Investment Banking" from "Asset Management").

   As you select attributes, you'll be able to see Monthly Est. Visitors and Conversion rate for different options.

   
3. Once you’ve added an attribute, you have the option to make your segment logic more complex by adding a new container. For example, if you wanted to capture “visitors that came from Desktop” OR “visitors that came from a certain utm_source and visited the pricing page”, you could build a segment like this.You can also drag and drop your attributes to different containers.
4. Finally, name your segment and click "Save".