Text Segmentation - Mapping Smarter HQ Use Cases to Wunderkind – Help Center

Overview: moving from SHQ to Wunderkind—what this means for you

Wunderkind is upgrading your segmentation from SmarterHQ (SHQ) to our Autonomous Marketing Platform (AMP) and Connect so you can reach more of the right customers, activate audiences across more channels, and do it all with less manual work.

Key Benefits of switching to Wunderkind’s AMP:

Smarter targeting with PrivacyID and AI audiences means you’ll identify and reach more high-intent shoppers—this improves both precision and scale.

Powerful segmentation in Connect lets you combine real behavior (views, carts, purchases) with rich profile data (geo, loyalty, purchase dates, birthdays) to build high-performing audiences.
New AI Experiences like AI Catalog and AI Abandonment will help you grow revenue with less lift by personalizing what goes out, when, and to whom—without manual rules.
Take your audiences further with Meta Audiences—use your Wunderkind segments to power paid social for retargeting and prospecting, while keeping a single source of truth.
Day-to-day work gets easier: recent Connect enhancements (extended lookbacks, include/exclude logic, custom uploads, engagement criteria) mirror familiar SHQ workflows—now with more flexibility.
Enrich your stack with Build (SDKs, APIs, Signals) to orchestrate messages from your ESP/CDP and keep data flowing seamlessly across systems.

Before you start

Inventory and prioritize SHQ segments in use. Start with high-impact segments (e.g., affinity audiences, win-back/reactivation) that you already use in SHQ. These segments are easily viewable within the SHQ platform and will be available for reference.
Understand identity and gating differences. It’s normal to see some differences vs. SHQ because Connect only activates identities that can be confirmed as text opted-in.
Confirm profile data availability (if using “user attributes”) Segmentation on profile attributes (e.g., geo, loyalty, purchase dates, birthday) is supported in Connect once those feeds are ingested and mapped. This capability was rolled out as “Profile data available in Segmentation.”

Mapping guide: SHQ use cases in Connect

Use this as a pattern library to rebuild SHQ segments in Connect. Where applicable, combine with Text opt-in gating and recent conversion suppressions.

SHQ use case	Typical SHQ definition	How to build in Connect	Notes
All SMS subscribers	“SMS subscriber equals true.”	Condition: Is subscribed to Text.	Segment reach may appear lower/higher than homepage active subscribers due to deviceID vs phone counting differences.
Customers vs Prospects	“Customer = true/false” (often from SHQ or client CRM).	Customers: Conversion Event >= 1 within X days (plus pre-Wunderkind converters via CSV, if needed). Prospects: Conversion Event = 0 within X days.	Historical customer status prior to Wunderkind requires file upload/seed; use Custom Segment Uploader.
Women’s/Men’s/Kids Affinity	“Viewed 2+ PDPs OR Carted OR Purchased” for category in last 180 days.	Product Affinity = desired category AND (Conversion >=1 OR View Category >=2 OR Carted >=1) within 180 days; exclude recent converters (e.g., Conversion <=0 within last 5 days).	Product Affinity is available for category-level targeting; then add behavioral thresholds and suppress recent converters.
Birthday and anniversary	“Birthday month” or “Anniversary date” audiences.	Profile attribute: Birthday equals [month] or date-based comparisons; Anniversary equals [date] with greater/less than or “within X days.”	Requires profile data feed with DOB/anniversary mapped to Connect.
Loyalty status/tier	“Loyalty member = Y; Tier = Gold,” etc.	Profile attribute: Loyalty Status = Y; Loyalty Tier = [tiers]; Loyalty Points/Till Next Tier with numeric comparators.	Works once loyalty attributes are ingested and mapped.
Store vs online purchasers	“In-store purchaser” or “Online purchaser” flags.	Profile attribute: Store Purchaser = Y; Online Purchaser = Y; combine with behavioral rules as needed.	Ensure attributes are present in the profile feed.
Geography	“Include/exclude Region/City/Postal Code.”	Profile attributes: Region equals/does not equal [list], City equals [value], Postal Code equals [value/list].	Historically, “does not equal” with missing region data undercounted; if your counts look off, sanity-check the logic and data completeness.
Reactivation / Win-back	“Lapsed customers” (e.g., no purchase in N days) with recent site activity.	Last Purchase Date > N days AND Conversion = 0 in last N days; optionally AND “Visited site in last 6 weeks.”	Combining profile “last purchase date” with recent behavior is a recommended pattern.
Credit card holder messaging	“Card holder = Y” or tiered card offers.	Profile attribute: Store Card Holder = Y; optionally add Tier or spend thresholds if available.	Requires card-holder flags in profile data.
Audiences/SHQ list import	“Recurring audience export from SHQ.”	Import CSV via Custom Segment Uploader, or use the Audiences integration feeding into Connect; uploaded lists will be matched to known identities and filtered to Text opt-in for sending.	New incoming SHQ/Audiences lists are expected to overwrite the previous list for that segment; confirm your refresh schedule.

Example: rebuild an SHQ “Women’s Affinity” segment in Connect

1) Add Product Affinity = Women’s Clothing (or your feed’s category label).

2) Add at least one engagement threshold within the lookback window (e.g., View Category >= 2 OR Carted >= 1 OR Conversion >= 1 within 180 days).

3) Add a recent conversion suppression (e.g., Conversion <= 0 within last 5 days) to avoid post-purchase fatigue.

4) Ensure sending audience is Text opted-in (this is enforced at send time, but you can preview calculated reach in the segment).

5) Validate expected reach vs SHQ: some drop is normal due to email→phone matching and opt-in gating in Connect.

Working with user attributes (profile data)

Confirm profile/user attributes are being ingested (uCRM), mapped, and refreshed on a regular cadence; these are prerequisites for segmenting on geo, loyalty, subscription flags, birthday, etc.
Once available, you’ll see those attributes as conditions in Connect segmentation (Profile data available in Segmentation).

QA and troubleshooting checklist

Validate segment membership for a known POC: download the segment from Connect and check that the expected phone is present; if a user didn’t receive a send, confirm they’re actually included in the current list/logic.
Use the Text Audit Dashboard to confirm deliveries/events for a specific phone during the send window.
Reasonable deltas vs SHQ: it’s expected that Connect counts are lower because SHQ counts email-identified users while Connect activates only matched, subscribed phones.
Count mismatches inside Connect: homepage subscriber count (phones) vs segment reach (deviceIDs) can differ; this is normal.
Geo exclusion nuance: if you “exclude TX,” ensure profiles have region populated; earlier logic excluded users missing region entirely, which deflated reach—verify results after changes.

Do we cover “all SHQ use cases”?

Yes—Wunderkind supports all major SHQ use cases, and the migration program provides tooling and assistance to match them in Connect and unlock additional AI-driven capabilities.

Tips for prioritization

Start with high-impact categories (e.g., affinity audiences, win-back/reactivation, geography) that you already use in SHQ; the dashboard filtered to SHQ segments helps you quickly identify these.
For any niche use case that isn’t yet replicable, use Custom Segment Uploads as a bridge while profile data mapping or additional conditions are finalized.