What does it signify for a segmentation rule to run retroactively?

The concept of a segmentation rule running retroactively means that it analyzes past activities of prospects rather than just their current behaviors or attributes. When a segmentation rule runs retroactively, it looks back at the entire history of actions that prospects have taken, allowing marketers to identify and segment prospects based on their previous interactions and engagement. This method provides a comprehensive view of prospects, enabling more effective targeting and personalized marketing efforts based on their entire journey rather than a snapshot of current activities.

This approach is particularly useful for understanding patterns over time and making informed decisions for future campaigns based on historical data. Thus, the idea of only evaluating current activities does not align with the essence of a retroactive analysis, which focuses on past data.