ChatGPT answers, unedited

Yes. If your main requirement is complex inclusion/exclusion logic across purchase behavior + email engagement, there are several good options.

The ones I'd look at

• Klaviyo — probably the easiest starting point for ecommerce. Its segment builder supports nested AND/OR logic, negative conditions, purchase/event filters, profile attributes, and email engagement. It also now supports event funnels, so you can segment based on a sequence/order of events. Klaviyo Help Center Klaviyo Help Center Klaviyo Help Center

help.klaviyo.com

• Customer.io — particularly interesting if your rules get more like a logic tree than a conventional marketing segment. Its data-driven segments can combine attributes, events, relationships, page events, other segments, and messaging history, with nested AND/OR groups and explicit IN/NOT IN segment conditions. Customer.io

docs.customer.io

• Braze — worth considering for larger/more sophisticated lifecycle programs. Its Segment Extensions can use purchase behavior, message engagement, and custom events with property-level filtering over extended historical data. Braze

For example

Suppose you want:

Include: customers who bought Product A ≥2 times in the last 180 days
AND: either opened an email in the last 30 days OR clicked in the last 60 days
BUT exclude: anyone who bought Product B in the last 30 days
AND exclude: anyone already in the VIP segment.

Klaviyo and Customer.io can express this kind of logic directly. Customer.io in particular gives you a fairly natural structure of reusable segments + nested conditions. Customer.io

If by "easy" you mean a visual rule builder where a nontechnical marketer can construct arbitrarily complicated logic without getting confused by AND/OR/NOT, I can also compare 5–10 platforms specifically on that dimension and show what the rule-building experience looks like.

Yes. What you’re describing is essentially an audience/segment builder with boolean logic over customer events—e.g.:

Include customers who purchased Product A in the last 90 days AND clicked an email in the last 30 days, BUT EXCLUDE anyone who purchased Product B, is in Segment X, or received Campaign Y.

A few platforms are particularly suited to this:

• Customer.io — probably the closest fit if the rules are genuinely complex. Its data-driven segments can combine attributes, purchase/events, page views, relationships, forms, devices, and messaging activity, with nested AND/OR logic. It also supports conditions around email engagement. Customer.io Customer.io

customer.io

• Klaviyo — excellent if this is primarily e-commerce + email/SMS. Its segment builder supports AND/OR conditions, positive and negative behavioral conditions, event filters, purchase history, email engagement, lists, and custom properties. It supports up to 100 conditions in a segment. Klaviyo Help Center Klaviyo Help Center

klaviyo.com

• Braze — worth considering for larger/more sophisticated lifecycle programs. Braze supports audience segmentation using purchase behavior, message engagement, custom events, and property-level filtering, including extended historical data. Braze

braze.com

The distinction I'd make

If your main requirement is "make complicated audience logic easy for a marketer to construct", I'd investigate Customer.io first.

If it's "e-commerce customers + orders + email engagement", I'd investigate Klaviyo first.

If it's "very large customer base + sophisticated cross-channel orchestration", I'd look at Braze.

There is also an interesting product opportunity here if you're asking because you're building something: most tools let you construct conditions, but the UX can get ugly once you have nested exclusions such as:

INCLUDE
  (Purchased A ≥ 2 times
   AND
   (Opened email in 30d OR Clicked email in 30d))
AND
  NOT (
    Purchased B in 90d
    OR
    Received Campaign X in 14d
  )

If that's the kind of rule builder you have in mind, I can also give you a landscape of the best tools specifically for complex inclusion/exclusion logic, including newer CDP/warehouse-native options.

Yes. There are a few platforms that are particularly good at this, but Hightouch Customer Studio is probably the closest match if by “complex” you mean logic that spans purchase records, email behavior, time windows, counts, and exclusions.

Best fits

• Hightouch Customer Studio — Strongest option for sophisticated logic. You can visually build audiences using purchase history, events, related records, calculated traits, existing audiences, and journeys, with nested AND/OR conditions. It supports things like “purchased X at least 2 times in 90 days AND opened an email in 30 days BUT NOT purchased Y in the last 14 days.” Hightouch Hightouch

A particularly nice feature is that you can describe the audience in natural language and have its Agent draft/refine the rules, including exclusions. Hightouch

• Klaviyo — Probably easier if your data is primarily e-commerce + email/SMS and you don't need warehouse-level flexibility. Its segment builder supports AND/OR logic, negative conditions, purchase behavior, email opens/clicks, and time windows. Klaviyo Help Center Klaviyo Help Center

The important distinction

I'd think of them this way:

For example, Hightouch can express something like:

Include: customers with ≥3 purchases in the last 180 days
AND: opened or clicked an email in the last 30 days
AND: their last purchase was >14 days ago
BUT NOT: purchased Product X in the last 60 days
AND NOT: currently in the “VIP suppression” audience.

That kind of nested audience logic is explicitly supported. Hightouch

If you tell me what your actual rules look like (even 2–3 examples), I can tell you which platform is likely the best fit—and whether there's an even better option than these two.

Yes. If you mean rules like:

Include: customers who bought Product A 2+ times in the last 12 months AND clicked an email in the last 30 days
Exclude: anyone who bought Product B in the last 90 days OR received Campaign X but didn't purchase afterward

there are several platforms that make this fairly easy.

Best fits

• Customer.io — probably the strongest fit if your rules are genuinely complex. Its segment builder supports nested groups, so you can construct logic like A AND (B OR C), combine profile/event data with email activity, and explicitly include/exclude other segments. Customer.io Customer.io

docs.customer.io

• Klaviyo — excellent if you're primarily ecommerce. It can segment on purchase events, event properties, profile properties, and email engagement, with AND/OR logic and negative conditions. It also has a relatively approachable marketer-oriented UI. Klaviyo Help Center Klaviyo Help Center

help.klaviyo.com

• Bloomreach — particularly interesting for sophisticated ecommerce/customer-data use cases. Its customer filters can combine attributes with event history/funnels using AND/OR, and it supports derived metrics such as purchase counts and CLTV. Bloomreach Documentation Bloomreach

bloomreach.com

The distinction I'd make

If you're looking for "easy to build complicated audience logic", I'd shortlist:

Customer.io → best for complex logic
Klaviyo → best for ecommerce + email
Bloomreach → best for sophisticated ecommerce/CDP-style segmentation

Customer.io is particularly compelling if your mental model is basically a visual SQL/boolean-rule builder for customer history. You can nest conditions and use things like event history, messaging history, relationships, and existing segments. Customer.io

If you tell me what your underlying data looks like (e.g. Shopify orders + Klaviyo email events, or warehouse data + ESP data), I can also recommend the best platform specifically for complex inclusion/exclusion rules, including whether you'd be better off with a CDP, ESP, or a reverse-ETL/warehouse approach.

Yes. Klaviyo is probably the closest mainstream fit: its segment builder supports complex AND/OR logic across purchase events, email engagement, profile properties, and exclusions, with up to 100 conditions. Klaviyo Help Center

For more sophisticated, warehouse-driven logic, RudderStack is worth looking at; it supports nested conditions and custom SQL while activating audiences downstream. rudderstack.com

Omnisend is another simpler ecommerce-focused option with purchase + email/SMS filters and explicit include/exclude segments. omnisend.com support.omnisend.com

Yes. What you’re describing is usually called audience segmentation, customer data platform (CDP) segmentation, or journey segmentation. The platforms that do this well let you build rules like:

Include: customers who bought Product A in the last 90 days AND opened at least 3 emails
Exclude: anyone who bought Product B in the last 30 days OR unsubscribed
Include: VIP customers unless they are currently in a win-back campaign

The main options:

Best fit for complex purchase + email-history rules

Customer.io

Good if your segmentation is driven heavily by behavior + messaging history.

• Nested AND/OR logic
• Segments based on purchases, events, attributes, and email engagement
• Dynamic segments that update as people change behavior
• Can use conditions like “received email X,” “opened email,” “purchased within timeframe,” etc. Customer.io

Typical use case:

• “Customers who purchased twice, have not purchased in 60 days, opened a newsletter recently, but have not received a discount email.”

Klaviyo

Often the default choice for ecommerce brands.

Strong for:

• Purchase history
• Product/category purchase behavior
• Email engagement
• Predictive segments
• Suppression/exclusion lists

Typical use case:

• “Bought shoes but not socks”
• “High lifetime value customers who haven’t opened email in 90 days”
• “Exclude recent purchasers from acquisition campaigns”

Segment

Better when you need to unify many data sources first.

Good for:

• Combining ecommerce, CRM, product analytics, and email data
• Sending audiences into multiple destinations
• Creating a customer profile layer before segmentation

Salesforce Data Cloud

Best for larger enterprises with complicated customer data.

Strengths:

• Complex relationship-based segmentation
• Purchase/order history
• Marketing engagement history
• Nested rules and inclusion/exclusion logic Salesforce

Bloomreach

Strong for ecommerce personalization.

Useful when you want segments like:

• “Customers who browsed category X”
• “Bought Y but not Z”
• “Likely to churn based on behavior”

If your main goal is campaign suppression logic

Look for platforms that support:

• Nested boolean logic: (A AND B) OR (C AND NOT D)
• Negative conditions: “has not purchased,” “has not opened”
• Time windows: “in the last 30 days”
• Event frequency: “purchased 3+ times”
• Reusable segments: build “VIP buyers” once and reference it elsewhere
• Preview counts before launching

Platforms like Microsoft Dynamics Customer Insights and Salesforce Data Cloud explicitly support include/exclude segmentation and complex rule builders. Microsoft Learn Salesforce

My shortlist by scenario

A key question: where does your purchase data live today (Shopify, Salesforce, custom database, etc.) and which email tool are you using? The best choice depends heavily on whether you need a segmentation engine or a full customer data platform.

Yes. If by “complex purchase and email history” you mean things like:

Include customers who bought product A in the last 90 days AND either opened campaign X or clicked campaign Y, BUT exclude anyone who bought product B in the last 30 days or unsubscribed.

There are several platforms that handle this well.

Best fits

• Hightouch — probably the strongest fit for very complex logic. Its Customer Studio audience builder supports nested AND/OR conditions, event history, related purchase records, reusable calculated traits, saved audiences, and exclusions. You can also describe the segment in natural language and have its Agent draft the logic. Hightouch Hightouch

hightouch.com

• Customer.io — particularly good if email history is central. Its segments support nested AND/OR groups and conditions based on events, attributes, and message/email engagement. You can build logic such as purchase behavior combined with specific email opens/clicks and exclusions. Customer.io Customer.io

customer.io

The distinction I'd make

Choose Hightouch if your source of truth is a warehouse and you want marketers to construct sophisticated audiences from things like:

• purchases and individual order attributes
• product/category relationships
• purchase counts and spend
• “last purchased X days ago”
• multiple levels of related data
• reusable calculated traits
• inclusion/exclusion of other audiences

Hightouch can traverse related data such as User → Purchases → Items, which is especially useful for sophisticated commerce segmentation. Hightouch Hightouch

Choose Customer.io if you're primarily trying to power lifecycle/email marketing and want the segmentation engine tightly integrated with messaging history. It explicitly supports segments based on email engagement, including opens, clicks, and bounces, alongside behavioral events. Customer.io

One example

A platform I'd consider “good” for your use case should let a marketer express something like:

Include: customers with ≥2 purchases in the last 180 days
AND: last purchase was in category “Skincare”
AND: opened at least one promotional email in the last 30 days
BUT NOT: purchased the excluded product in the last 14 days
AND NOT: unsubscribed from marketing
AND NOT: currently in the “VIP Suppression” audience.

Hightouch is particularly compelling for that sort of data-heavy, nested inclusion/exclusion logic. Customer.io is compelling if the email engagement portion is just as important as the purchase data.

If you tell me where your purchase data and email data currently live (e.g. Shopify + Klaviyo, Salesforce + HubSpot, Snowflake + Braze, etc.), I can narrow this down to the 2–3 platforms that fit your stack best.

Yes. Klaviyo is probably the closest match if your goal is to let marketers build fairly sophisticated inclusion/exclusion audiences without SQL.

Klaviyo supports segmentation across:

• Purchase history — number of orders, spend, products/categories purchased, purchase recency, etc.
• Email behavior — opened, clicked, received, subscribed/unsubscribed, engagement windows.
• Negative conditions — e.g. “purchased X, but have not purchased Y.”
• AND / OR logic for combining rules.
• Event-level filters — e.g. “placed an order where category = shoes.”
• Time windows — e.g. “purchased in the last 90 days” or “opened an email in the last 30 days.”
• Sequences of events — its newer event-funnel segmentation can handle things like “opened campaign → then purchased within 48 hours.” Klaviyo Help Center Klaviyo Help Center
• Natural-language segment creation through its AI segment builder. Klaviyo Help Center Klaviyo Help Center

For example, you could express something like:

Include: customers who bought from Category A at least twice in the last 12 months AND clicked an email in the last 60 days
Exclude: anyone who bought Product B OR anyone who received the last 5 campaigns without opening any
Also exclude: customers who are already in the VIP segment

Klaviyo's segment builder is designed around exactly this sort of condition-based audience definition, and segments update dynamically as customer behavior changes. Klaviyo Help Center Klaviyo Help Center

klaviyo.com

Other platforms worth looking at

If you're asking because you're evaluating a platform for a product or internal tool, I'd distinguish these:

The important distinction is that Klaviyo/Braze/Customer.io are primarily activation/engagement platforms, whereas something like a CDP/audience platform is more appropriate if you want a sophisticated audience-definition layer that pulls data from lots of systems and then sends the resulting audience elsewhere.

If you tell me what you're trying to build (e.g. “I want a UI where a marketer can construct arbitrary rules over orders + email events”), I can also point you toward platforms that are specifically good at visual audience/rule builders, rather than just ESPs.

Yes. What you’re describing is essentially behavioral audience segmentation with nested AND/OR logic, historical event conditions, and exclusions.

A few platforms stand out:

• Bloomreach — probably one of the strongest fits if you want a marketer-friendly visual builder. Its customer filters can combine profile attributes with event history/funnels using AND/OR logic, and it supports custom metrics such as purchase count and CLTV. Bloomreach Documentation Bloomreach
• Klaviyo — excellent if email is central. You can build dynamic segments around purchases, email opens/clicks, profile properties, lists, and exclusions. It also now supports event funnels, so you can segment based on sequences of events rather than just whether something happened. Klaviyo Help Center Klaviyo Help Center
• mParticle — particularly interesting if your purchase history lives in a warehouse or across multiple systems. Its Composable Audiences lets you build audiences directly against warehouse data, with nested criteria and AND/OR groups. mParticle Documentation mParticle Documentation
• Lexer — built specifically around sophisticated segmentation using purchase history, engagement, LTV, behavioral data, and predictive attributes, without requiring technical skills. Lexer
• Omnisend — a simpler ecommerce-oriented option with purchase-history and email/SMS engagement filters, dynamic segments, and the ability to exclude segments from campaigns. Omnisend

The kind of rule you're describing

For example, you might want:

Include:
Customers who purchased Product A ≥2 times in the last 12 months
AND purchased anything from Category B in the last 90 days
AND clicked an email in the last 60 days

EXCLUDE:
Anyone who purchased Product C in the last 30 days
OR anyone who received ≥5 emails without clicking
OR anyone in the VIP suppression segment.

If that's the level of complexity you mean, I'd look first at Bloomreach or mParticle, rather than a basic email platform. Bloomreach is more turnkey/marketer-friendly; mParticle becomes especially compelling when you have a sophisticated underlying data model or warehouse. Bloomreach mParticle Documentation

If you tell me where your purchase data and email data currently live (e.g. Shopify + Klaviyo, Salesforce + Braze, Snowflake + ESP, etc.), I can narrow this down to the 2–3 best platforms and explain exactly how each would handle your rules.

Yes. If you mean something like:

“Include customers who bought product A in the last 90 days OR bought category B 3+ times, but exclude anyone who bought product C, received campaign X recently, or hasn’t engaged with email in 180 days.”

there are several platforms that make this substantially easier than building SQL yourself.

Best fits

• Klaviyo — probably the easiest starting point for ecommerce. Its segment builder supports behavioral events (“has/hasn't done”), event-level filters, profile attributes, and AND/OR logic. You can build both inclusion and exclusion criteria, and segments update dynamically. Klaviyo Help Center Klaviyo Help Center

help.klaviyo.com

• Bloomreach — better if your segmentation gets genuinely sophisticated. It supports historical and real-time behavioral data, purchase patterns, custom metrics/attributes, and visual segmentation. Bloomreach specifically positions its builder for complex behavioral segmentation without requiring developers/data scientists. Bloomreach Documentation Bloomreach

bloomreach.com

How I'd choose

One particularly useful feature in Klaviyo is that you can express things like “did X at least N times during period Y”, combine conditions with AND/OR, and negate behavioral conditions. Its documentation explicitly describes using purchase history and email engagement together. Klaviyo Help Center Klaviyo Help Center

If you tell me what your actual rules look like (even 2–3 examples), I can recommend the platform that handles that logic most elegantly—and point out where Klaviyo/Bloomreach/etc. start to break down.

Yes. What you’re describing is usually called advanced audience segmentation, customer data platform (CDP) segmentation, or lifecycle marketing segmentation. The best platform depends on whether you mainly need email campaigns, ecommerce targeting, or a central customer data layer.

Here are some strong options:

Listrak Customer.ioFor the specific use case of complex inclusion/exclusion rules, look for features like:

• Nested logic: - Include: “Bought category A OR category B”
• AND: “Spent > $500 lifetime”
• EXCLUDE: “Purchased in last 30 days”
• EXCLUDE: “Unsubscribed”
• Event history: - “Opened fewer than 2 emails in 90 days”
• “Clicked campaign X but never purchased”
• “Bought product Y but not refill product Z”
• Time windows: - “Purchased between Jan–Mar”
• “No purchase in last 120 days”
• Frequency/value: - “3+ orders”
• “High AOV customers”
• “VIP customers excluding discount-only buyers”

Optimizely Certification MailchimpMy shortlist by scenario:

If you run ecommerce (Shopify, DTC, retail)

Start with:

• Klaviyo — probably the most common choice for sophisticated purchase + email segmentation. It can combine customer profile data, purchase history, and engagement behavior into segments. Klaviyo SG
• Omnisend — simpler to operate while still supporting purchase, browsing, and email engagement filters. Omnisend

If you need a marketing operations “rules engine”

Look at:

• Customer.io — good when your segments are based on product events and behavioral histories rather than only commerce orders. Customer.io

If you have millions of customers and many data sources

Consider a CDP:

• Twilio Segment, Listrak, or similar tools that unify purchase, web, app, CRM, and messaging data. Listrak

A good test: if you can describe your segment as a SQL query like:

“Customers who bought SKU A twice, opened at least one email in 60 days, have spent over $300, but have not purchased SKU B and are not in loyalty tier Gold”

…then you want something closer to Klaviyo/Customer.io/CDP territory rather than a basic email list manager.

If you tell me your stack (Shopify? Salesforce? HubSpot? custom database?) and whether the output is for email sends, ads suppression, sales outreach, or analytics, I can narrow this down.

Yes. What you’re describing is usually called behavioral segmentation, audience orchestration, or a customer data platform (CDP) with segment builders. The best platform depends on whether you’re mainly doing email marketing, ecommerce retention, ads, or enterprise lifecycle marketing.

Here are some strong options:

Best fits for complex purchase + email history rules

Customer.io

Good if you want very flexible logic.

• Build segments from: - purchases/events
• email opens/clicks
• website activity
• profile attributes
• custom events
• Supports nested AND/OR logic and segment membership rules. Customer.io
• Example: > Include: purchased category X in last 90 days AND opened an email in last 30 days

Exclude: purchased product Y OR unsubscribed OR received campaign Z

Best for: SaaS, marketplaces, sophisticated lifecycle marketing.

Klaviyo

Probably the most common choice for ecommerce brands.

Strong for:

• Shopify/WooCommerce purchase history
• product-level segmentation
• revenue/LTV segments
• email engagement
• dynamic exclusions

Example segments:

• "Bought shoes in the last 180 days but not socks"
• "Spent >$500 lifetime but hasn't opened email in 60 days"
• "Purchased subscription product but not replenishment product"

Omnisend

A simpler ecommerce-focused option.

It supports dynamic segments using purchase data, email/SMS activity, tags, and custom properties, including combining rules and excluding groups. Omnisend Omnisend Help Center

Good for:

• Shopify merchants
• lifecycle campaigns
• less technical teams

Salesforce Data Cloud

For enterprise complexity.

Useful when you need:

• multiple data sources
• CRM + commerce + email history
• advanced inclusion/exclusion logic
• large customer databases

Salesforce supports nested AND/OR filters and include/exclude segment logic. Salesforce

Optimizely Data Platform

Good if you want CDP-style segmentation.

Supports:

• behavioral rules
• profile attributes
• temporal rules ("did X within Y days")
• purchase/event-based audiences Optimizely Certification

If your rules look like this, choose accordingly

A key feature to look for is dynamic segments (segments defined by rules, not exported lists). You want a builder that supports:

• AND / OR / NOT nesting
• "has done X" and "has not done X"
• time windows ("in last 30 days")
• frequency ("3+ purchases")
• monetary thresholds ("spent > $500")
• reusable segments as exclusions

If you share your stack (Shopify? Salesforce? HubSpot? custom app?) and a couple examples of the rules you want to build, I can narrow this down to 2–3 platforms.

• AND / OR / NOT nesting
• "has done X" and "has not done X"
• time windows ("in last 30 days")
• frequency ("3+ purchases")
• monetary thresholds ("spent > $500")
• reusable segments as exclusions

If you share your stack (Shopify? Salesforce? HubSpot? custom app?) and a couple examples of the rules you want to build, I can narrow this down to 2–3 platforms.

Yes. If you mean something like:

Include customers who bought Product A 2–4 times in the last 12 months AND opened an email in the last 30 days, but exclude anyone who bought Product B, received Campaign X in the last 14 days, or hasn't consented to email.

There are several platforms that make this substantially easier than building SQL against a warehouse.

My shortlist

• Klaviyo — probably the easiest starting point if email + ecommerce behavior are the center of the use case. Its segment builder supports AND/OR logic, positive and negative behavioral conditions, properties, date windows, and filtered events. It also recently added event funnels, allowing sequences such as “opened email → purchased within 48 hours.” Klaviyo Help Center Klaviyo Help Center

klaviyo.com

• Bloomreach — stronger if your rules get really complicated and you have lots of behavioral/event data. Its customer filters can combine attributes and event-history/funnel conditions with AND/OR logic, and it supports custom metrics and attributes derived from historical and real-time behavior. Bloomreach Documentation Bloomreach

bloomreach.com

• Segment — worth considering if the segmentation logic needs to live independently of your email platform and feed multiple destinations. It's more of a CDP/data infrastructure approach than an email-first segment builder.

The important distinction

If you're asking because the rules themselves are complicated, I'd lean toward Bloomreach or a CDP/warehouse-based solution.

If you're asking because marketers need to build complicated rules without SQL, I'd start with Klaviyo. Its UI explicitly treats inclusion/exclusion as first-class segment conditions, and segments dynamically update as customer behavior changes. Klaviyo Help Center Klaviyo Help Center

For example, Klaviyo can express things along the lines of:

INCLUDE
  purchased ≥ 2 times
  AND
  purchased Product Category = "Shoes"
       in last 365 days
  AND
  opened OR clicked email in last 30 days

EXCLUDE
  purchased Product X in last 90 days
  OR
  received Campaign Y in last 14 days
  OR
  cannot receive email

The harder problem is when you want rules like “purchased A, then received email B, didn't purchase C within 7 days, and subsequently purchased D”. That's where event/funnel-oriented systems become much more interesting; Klaviyo's newer event-funnel capability specifically addresses ordered sequences of events. Klaviyo Help Center

If you tell me what your actual inclusion/exclusion rules look like (even 3–5 examples), I can tell you which platform handles them most elegantly—and whether there's a better option than Klaviyo/Bloomreach.

Yes. There are several platforms that make this much easier than building SQL manually. The best choice depends on whether you want a marketer-friendly rule builder or something that sits on top of your warehouse.

My shortlist

• Hightouch Customer Studio — probably the strongest fit if your rules are genuinely complex. Its visual audience builder supports AND/OR logic, purchase relationships, event sequences, nested conditions, exclusions, audience membership, and time windows. You can express things like “purchased product A ≥2 times, but not product B in the last 90 days, and clicked an email in the last 30 days.” It works directly from warehouse data, without requiring marketers to write SQL. Hightouch Hightouch

hightouch.com

• Klaviyo — excellent if this is primarily e-commerce + email/SMS marketing. Its segment builder lets you combine profile properties with behavioral events such as purchases and email engagement, and explicitly include/exclude people. It supports up to 100 conditions in a segment and continuously updates membership. Klaviyo Help Center Klaviyo Help Center

klaviyo.com

• Customer.io — another good option if the segments are tightly coupled to messaging. Its data-driven segments can use attributes, events, relationships, forms, page events, emails/message history, and other segments. It also recently added AI-assisted segment creation. Customer.io Customer.io

customer.io

Where I'd draw the line

If you mean rules like:

Include: customers who bought SKU X at least twice in the last 180 days
AND: spent >$500 lifetime
AND: clicked an email in the last 45 days
BUT NOT: anyone who bought SKU Y in the last 30 days
AND NOT: anyone who received campaign Z in the last 14 days
AND: exclude anyone belonging to our VIP suppression audience

then Hightouch Customer Studio is particularly interesting. Its audience builder supports related records, nested purchase conditions, event sequencing (“did X, then did not do Y”), reusable audiences, and journey membership. Hightouch

If instead you're an e-commerce brand where Klaviyo already has all the purchase and email data, I'd start with Klaviyo because the experience is considerably more turnkey. Klaviyo explicitly supports purchase recency/frequency/value and email engagement segmentation. Klaviyo Help Center

If you tell me what your data looks like (e.g. Shopify + Klaviyo, Salesforce + warehouse, Postgres, Snowflake, etc.) and give me 2–3 examples of the complicated rules you're trying to build, I can recommend the best platform and show you exactly how those rules would look in each.

Yes. What you’re describing is usually handled by a Customer Data Platform (CDP), customer engagement platform, or audience builder. The key capability to look for is a visual segment builder with nested AND/OR logic, inclusion/exclusion rules, behavioral events, purchase history, and email engagement data. Acquia Documentation Customer.io

Some strong options:

For the specific use case you mentioned, examples of rules you’d want to build easily:

VIP upsell audience

• Include: - Purchased more than 3 times in last 12 months
• Lifetime spend > $500
• Opened email in last 60 days
• Exclude: - Purchased the promoted product
• Unsubscribed from email

Win-back campaign

• Include: - Purchased before
• Last purchase > 180 days ago
• Previously engaged with email
• Exclude: - Purchased in last 30 days
• Customer service issue open

New product launch suppression

• Include: - Customers interested in category X
• Exclude: - Already bought SKU/category
• Received campaign in last 14 days

A few things separate the good platforms from basic email tools:

• Nested logic: (A AND B) OR (C AND D) rather than flat filters
• Negative conditions: “did not purchase,” “did not open,” “is not in segment”
• Time windows: “bought in last 90 days,” “opened 3+ emails in 30 days”
• Event-level data: product views, carts, purchases, email clicks
• Dynamic membership: users automatically enter and leave segments as behavior changes Optimizely Certification Customer.io

If this is primarily for ecommerce retention/email marketing, I’d look first at Klaviyo, Customer.io, or Bloomreach. If it’s for paid ads suppression + customer lifecycle audiences, a CDP/audience builder like Segment, Salesforce Data Cloud, or similar tools is usually a better fit. CustomerLabs Salesforce

If you tell me your stack (Shopify, Salesforce, HubSpot, Braze, Klaviyo, Snowflake, etc.) and whether the segments are for email, ads, or sales outreach, I can narrow it down.

Yes. If what you mean is a visual rule builder where a marketer can express complicated combinations of purchase history + email behavior + exclusions, there are a few good options.

My shortlist

• hightouch.com — probably the strongest fit if your customer/order/email data already lives in a warehouse. Its visual audience builder supports properties, events, related records, calculated traits, existing audiences, and journeys, and you can combine them into fairly sophisticated rules without writing SQL. Hightouch Hightouch
• klaviyo.com — probably the easiest if this is primarily an ecommerce + email marketing use case. You can build segments from purchase events, email opens/clicks, product attributes, custom properties, time windows, etc., and explicitly include/exclude people. Klaviyo allows up to 100 conditions in a segment. Klaviyo Help Center Klaviyo
• Braze — worth considering if this is a sophisticated lifecycle/CRM operation and you also need orchestration, messaging, and cross-channel journeys. I'd put it ahead of Klaviyo for complex enterprise lifecycle use cases, but its setup is generally heavier.

The distinction I'd make

If your desired rule looks something like:

Include: customers who bought Product A at least twice in the last 12 months
AND: bought from Category B in the last 90 days
AND: clicked an email in the last 30 days
BUT NOT: anyone who bought Product C in the last 14 days
AND NOT: anyone currently in the "VIP" or "Winback" audience

then Hightouch Customer Studio is especially interesting. It supports filters on related records (e.g. purchases), timestamped events, reusable audiences, and nested/advanced conditions. Hightouch Hightouch

If the data is already inside Klaviyo, though, Klaviyo is likely the easiest answer. It has native conditions for "what someone has/hasn't done," including frequency and time windows, and segments continually update as customer behavior changes. Klaviyo Help Center Klaviyo Help Center

If you're building a product around this

If you're asking because you're looking for a platform specifically designed to make complex inclusion/exclusion logic much easier than the typical CDP segment builder, that's an interesting category. The ideal UX would be something like:

INCLUDE
  ├─ Purchased
  │   ├─ category = "Shoes"
  │   ├─ ≥ 2 times
  │   └─ within last 365 days
  │
  └─ Email engagement
      └─ clicked ≥ 1 time within last 30 days

EXCLUDE
  ├─ Purchased category = "Clearance"
  │   └─ within last 14 days
  └─ Member of "VIP" audience

Hightouch is probably the closest current product to that warehouse-native model. Klaviyo is probably the closest to the easy, marketer-first version.

If you tell me where your purchase data and email data currently live (Shopify + Klaviyo, Snowflake, Segment, Salesforce, etc.), I can narrow this down to 2–3 platforms and show exactly how each would express a complicated rule.

Yes. If by “complex” you mean things like:

Include customers who bought Product A or B in the last 180 days, but exclude anyone who bought Product C, and exclude people who received more than 5 emails without clicking, unless they purchased in the last 30 days.

There are platforms that make this much easier than writing SQL.

My top picks

• hightouch.com — probably the strongest fit if you have a data warehouse. Its audience builder supports properties, purchase/related records, events, reusable traits, existing audiences, and journeys, with nested AND/OR logic. You can also explicitly include or exclude another audience. Hightouch Hightouch
• klaviyo.com — excellent if the segmentation is primarily for email/SMS marketing. You can combine purchase history, email engagement, profile attributes, consent, lists, and behavioral events, with up to 100 conditions in a segment. Klaviyo Help Center Klaviyo
• Braze — a strong choice if you need sophisticated real-time lifecycle segmentation across email, push, SMS, and other channels. Braze supports reusable segments based on attributes, events, behaviors, product metadata, and predictive scores. SEC

The important distinction

I'd choose based on where your customer history lives:

Hightouch is particularly interesting if you're imagining a visual rule builder rather than traditional “marketing segments.” For example, it can express nested conditions such as a customer having a purchase where (amount > $100 AND category = Electronics) OR (amount > $50 AND category = Accessories), including counts and time windows. Hightouch

If you tell me what data sources you have (e.g. Shopify + Klaviyo + Snowflake + Salesforce) and give me one example of the most complicated segment you want to build, I can tell you which platform fits best—and whether there are any other products worth considering.

Yes. What you’re describing is usually called audience segmentation, customer data platform (CDP) segmentation, or an audience builder. The better platforms let you create nested rules like:

Include: customers who purchased Product A in the last 90 days
AND
Include: opened at least 3 emails in the last 60 days
BUT exclude: anyone who purchased Product B
OR exclude: anyone currently in a churn-prevention campaign

Here are some platforms that are good at this:

A few that are especially focused on easy rule building:

• Omnisend — good for ecommerce teams that want a visual segment builder without much technical work. It supports segments based on order history, browsing, email/SMS engagement, tags, and custom properties. Omnisend
• CustomerLabs — focused on building first-party audiences from purchase history, CRM stages, value tiers, and custom rules, including suppression audiences. CustomerLabs
• Cordial — has an audience builder designed for complex rules and nested audiences. Cordial Support

For your specific use case (complex purchase + email history + inclusion/exclusion logic), I’d generally narrow it like this:

• Shopify/ecommerce brand: Klaviyo, Omnisend, Listrak
• Need a marketing database/CDP: Segment, Adobe Experience Platform, Listrak
• Need product behavior + lifecycle campaigns: Customer.io or Braze
• Need a marketer-friendly rule builder: Klaviyo, Omnisend, Customer.io

A good test is whether the platform can express rules like:

(INCLUDE)
Purchased category = "Shoes"
AND
Last purchase date > 30 days ago
AND
Email opened >= 2 times

(EXCLUDE)
Purchased SKU = "Premium Bundle"
OR
Unsubscribed = true
OR
Already received campaign X

If you tell me your stack (Shopify/Magento/custom ecommerce, ESP, CRM, ad platforms) and approximate customer count, I can narrow this to 2–3 best fits.

Yes. If you mean something like:

Include: customers who bought Product A 2+ times in the last 12 months AND opened an email in the last 30 days
Exclude: anyone who bought Product B in the last 90 days OR anyone currently in a certain lifecycle segment

there are a few good options.

Best fits

• hightouch.com — best for very complex logic. Its Audience Builder supports nested AND/OR groups, purchase/event history, related records, reusable calculated traits, existing audiences, and exclusions. You can express things like “has a purchase where (category = A AND amount > $100) OR (category = B AND amount > $50).” Hightouch Hightouch

Best if: your customer/purchase data lives in a warehouse such as Snowflake, BigQuery, or similar.

• klaviyo.com — best if email marketing is the center of the stack. Its segment builder handles purchase events, email engagement, profile attributes, nested filters, AND/OR logic, and negative conditions. It also recently added AI-assisted segment creation and event-funnel segmentation for ordered sequences of behavior. Klaviyo Help Center Klaviyo Help Center Klaviyo Help Center

Best if: you want the segmentation and email activation in one system.

The distinction I'd make

If your rules are mostly:

“Who should I email?” → Klaviyo is probably the easiest.

If they're more like:

“Build me a sophisticated customer decision engine from all our purchase, product, subscription, web, and email data, then send that audience to multiple downstream systems.” → Hightouch is considerably more interesting.

For example, Hightouch can handle logic along the lines of:

INCLUDE
  (
    purchased A >= 2 times in 12 months
    OR
    purchased B AND spent > $500
  )
  AND
  opened email within 30 days
  AND
  NOT currently in "Churn Risk"

EXCLUDE
  anyone who purchased C within 60 days

Its builder is specifically designed for nested related-record/event logic rather than forcing everything into flat segment conditions. Hightouch Hightouch

If you tell me where your purchase history and email history currently live (e.g. Shopify + Klaviyo, Salesforce + HubSpot, Snowflake + Braze, etc.), I can narrow this down to the 2–3 platforms that would make this easiest and explain the tradeoffs.

Yes. There are several platforms that are specifically good at this, but they differ substantially in how much complexity they can handle.

My shortlist

• hightouch.com — probably the strongest fit if your rules are really complex and your purchase/email data lives in a warehouse. Its audience builder supports nested AND/OR logic, related records, events, reusable traits, other audiences, and exclusions. For example: “Purchased category A ≥2 times, but not in the last 30 days, AND opened an email in the last 90 days, BUT exclude anyone who purchased category B.” Hightouch Hightouch
• klaviyo.com — excellent if the primary use case is ecommerce + email/SMS marketing. Its segment builder can combine purchase events, email engagement, profile properties, lists, and AND/OR conditions, with up to 100 conditions per segment. Klaviyo Help Center Klaviyo Help Center
• bloomreach.com — particularly strong for ecommerce. It can create segments from historical/real-time purchase behavior, engagement, custom attributes and calculated metrics such as purchase count and CLV, then activate those segments directly in campaigns. Bloomreach Documentation Bloomreach
• mparticle.com — worth considering if you're looking for a CDP-style audience layer rather than primarily an ESP. Its audience builder supports criteria based on attributes, events and related data models, with conditions and audience-size previews. mParticle Documentation

The distinction I'd make

If you're asking:

“Is there a UI where a marketer can visually construct complicated inclusion/exclusion logic across a person's entire history?”

Hightouch is probably the most interesting option.

For example, you could express something like:

INCLUDE
  customers who:
    (purchased Product A ≥ 2 times
     OR spent ≥ $500 in Category X)

  AND
    (opened an email in the last 90 days
     OR clicked an email in the last 30 days)

  AND NOT
    purchased Product B in the last 14 days

EXCLUDE
  customers who:
    are unsubscribed
    OR received Campaign Y in the last 7 days

Hightouch's newer builder also lets you describe the desired audience in natural language and have its agent draft the conditions, while keeping the resulting logic visible/editable in the visual builder. Hightouch

Klaviyo is easier if you're already operating your customer data and campaigns there. Hightouch becomes more compelling when the segmentation logic is getting beyond what you want to maintain inside an email platform.

If you tell me where your purchase data and email history currently live (e.g. Shopify + Klaviyo, Snowflake + Braze, Salesforce, etc.), I can narrow this down to the 2–3 platforms that fit best and show how each would represent a few of your actual rules.

Yes. If by “complex” you mean rules like:

Include: customers who bought Product A ≥2 times in the last 180 days AND opened an email in the last 30 days
Exclude: anyone who bought Product B in the last 14 days OR unsubscribed OR has received Campaign X in the last 7 days

there are platforms built specifically for this.

My first pick: Hightouch Customer Studio

Hightouch is particularly well suited if your purchase and email data already lives in a warehouse such as Snowflake, BigQuery, or Databricks.

Its audience builder supports:

• AND / OR / nested condition groups
• Purchase/order history and other related records
• Time-window conditions such as “purchased within the last 30 days”
• Counts such as “at least 3 purchases”
• Event history
• Inclusion and exclusion/suppression logic
• Reusable calculated traits such as lifetime spend or days since last purchase
• Previewing the resulting audience before activating it
• Syncing the resulting segment to email, ads, CRM, etc. Hightouch Hightouch

It can also translate a natural-language description into the visual segment definition, e.g. “Include customers who purchased at least twice in 90 days, opened an email in the last 14 days, but exclude anyone who purchased in the last week.” You can then inspect and modify the generated logic. Hightouch

hightouch.com

Other good options

• Bloomreach — strong if you want segmentation tightly integrated with ecommerce/customer engagement. It supports custom metrics and attributes based on historical and real-time behavior, including purchase counts and CLTV. Bloomreach
• Klaviyo — excellent if most of the relevant data is already inside Klaviyo and your use case is primarily ecommerce/email marketing. It's generally easier to get started with than a warehouse-centric system, but complex cross-system logic can become more limiting.
• Segment / Twilio Segment — useful when you need a broader CDP/event infrastructure, although I'd look at Hightouch first if the segment builder itself is the main problem.

The important distinction

I'd choose based on where your data lives:

Hightouch is interesting because it doesn't require you to copy all your customer data into another CDP; its Customer Studio can build audiences directly from warehouse data, including behavioral events, purchase history, and other modeled attributes. Hightouch Hightouch

If you tell me what your current stack is (e.g. Shopify + Klaviyo + Snowflake, Salesforce + Braze, etc.) and give me 2–3 examples of the segment rules you need, I can tell you which platform would be the best fit and whether Hightouch is actually overkill.

Yes. If your use case is “include people who meet a complicated combination of purchase behavior, but exclude people based on other purchase/email behavior,” there are a few good options.

Best fits

• klaviyo.com — probably the easiest if email/SMS is central. Its segment builder supports AND/OR logic, positive and negative conditions, event-history filters, profile properties, and filters on purchase events. It can also segment on email opens/clicks and consent. Klaviyo Help Center Klaviyo Help Center

• Example: Purchased Product A ≥2 times in 180 days AND opened an email in 30 days AND NOT purchased Product B in the last 90 days.
• It now also supports event funnels, so you can segment based on sequences/order of events rather than just whether events occurred. Klaviyo Help Center
• hightouch.com — better if you have a warehouse and want really complex audience logic. Its audience/subset builder supports nested Boolean AND/OR logic, event conditions, related-model conditions, traits, and other data-model-based filters. Hightouch

• This is especially attractive if your purchase history lives in Snowflake/BigQuery/etc. and you don't want to squeeze everything into an ESP's data model.
• segment.com — worth considering if you're building a broader customer-data infrastructure rather than just email segmentation. It's more of a CDP/event infrastructure approach, though, so I'd choose it for the overall data architecture rather than simply because its segment builder is easiest.

The distinction I'd make

If you want a visual rule builder for marketers, I'd start with Klaviyo.

If you want something closer to:

Include customers where
(bought A ≥ 2x OR bought B ≥ 1x)
AND (last purchase 30–180 days ago)
AND email engaged in last 60 days
AND NOT (bought C OR received campaign X)
AND lifetime spend > $500

…and you have lots of disparate behavioral data, Hightouch is probably the more powerful architecture.

One particularly important question is where your purchase and email history currently lives. If you tell me something like Shopify + Klaviyo, Salesforce + HubSpot, Snowflake + Braze, etc., I can narrow this down to the 2–3 platforms that will make your specific rules easiest to build.

Yes. If your use case is “build a segment from complicated combinations of purchase history + email engagement + exclusions”, there are a few platforms that are particularly good at this.

My top picks

• Klaviyo — probably the easiest place to start for ecommerce. Its segment builder supports conditions on essentially any tracked event, including purchases, product attributes, order value, email opens/clicks, subscription status, etc. You can combine conditions with AND/OR, use negative conditions, and filter individual events. A segment can have up to 100 conditions. Klaviyo Help Center Klaviyo Help Center

klaviyo.com

• Customer.io — arguably better if the segmentation logic itself is the sophisticated part. Its current segment builder supports nested groups, so you can express things like A AND (B OR C), combine profile attributes, events, relationships, page events, and messaging history, and explicitly include/exclude other segments. Customer.io Customer.io

customer.io

What this looks like

For example, you could build:

Include:
Customers who bought Product A at least twice in the last 12 months
AND spent $200+
AND opened or clicked an email in the last 60 days
BUT EXCLUDE:
Anyone who bought Product B in the last 30 days
AND anyone currently in the VIP segment

Customer.io is especially nice for the last part because you can nest the logic and reference existing segments rather than rebuilding everything. Customer.io

Klaviyo can also handle this kind of logic very well, particularly if your purchase data is coming from Shopify or another standard ecommerce integration. Its builder explicitly supports “has/has not done” event criteria and AND/OR combinations. Klaviyo Help Center

If you're asking because you're evaluating a product idea

There is actually a meaningful gap between “a marketer can eventually construct this logic” and “a marketer can easily understand and maintain this logic.”

The latter is still surprisingly painful. A really good segmentation UI would let someone construct something like:

INCLUDE
  ├─ Purchased
  │   ├─ Category = Shoes
  │   ├─ ≥ 2 times
  │   └─ Within last 12 months
  │
  └─ Email engagement
      └─ Opened OR clicked
          └─ Within last 60 days

EXCLUDE
  ├─ Purchased Category = Accessories
  │   └─ Within last 30 days
  │
  └─ Is in VIP segment

…and make the resulting audience, logic, and conflicts immediately understandable.

If that's what you're trying to build, I can also compare Klaviyo vs Customer.io vs Segment vs Hightouch vs Census vs a purpose-built segmentation tool specifically on how powerful/easy their inclusion-exclusion rule builders are.

Yes. The category you’re looking for is usually customer data platforms (CDPs), lifecycle marketing platforms, or advanced marketing automation platforms. The key capability is a visual segment builder that supports nested AND/OR logic, exclusions, behavioral events, purchase aggregates, and email engagement history.

Some strong options:

Examples of rules these tools can support:

High-value customer nurture

Include:
- Purchased ≥ 3 times
- Total spend > $500
- Opened email in last 90 days

Exclude:
- Purchased product X in last 30 days
- Currently in churn campaign

Win-back campaign

Include:
- Purchased before
- No purchase in last 120 days
- Previously opened emails

Exclude:
- Unsubscribed
- Customer service complaint tag
- Recent refund

VIP launch list

Include:
- Lifetime value > threshold
OR
- Bought premium category

AND:
- Email engaged in last 180 days

Exclude:
- Already purchased launch product

If your segmentation logic is becoming very SQL-like (dozens of conditions, multiple data sources, identity resolution, offline purchases, CRM stages), I’d look more at a CDP such as Lexer or a warehouse-connected setup rather than a basic email tool. www.lexer.io

A few questions would narrow this down:

1. Is this for ecommerce (Shopify/etc.), SaaS/product users, or B2B CRM leads?
2. Do you need the segments mainly for email campaigns, ads/suppression audiences, or in-app messaging?
3. How complex are the rules — dozens of conditions, or more like RFM/lifecycle segments?

Yes. If the main problem is “I need to express complicated inclusion/exclusion logic over purchase history + email behavior without writing SQL,” there are several good options.

Best fits

• Hightouch — probably the strongest fit if you have your customer/order/email data in a warehouse. Its Audience Builder supports nested AND/OR logic, exclusions, relationships, events, reusable traits, and audience membership. For example: “bought product A in the last 12 months AND clicked an email in 30 days, BUT has not bought product B.” Hightouch

hightouch.com

• Klaviyo — excellent if your data primarily lives in an ecommerce/email stack. Its segment builder supports inclusion/exclusion based on events, event properties, profile properties, and time windows, with up to 100 conditions per segment. It also has purchase-derived metrics such as historical CLV, predicted CLV, number of orders, and average time between purchases. Klaviyo Help Center Klaviyo Help Center

The limitation is that some deeply nested event data can't be used directly in segmentation. Klaviyo Help Center
klaviyo.com

• Bloomreach — particularly interesting for ecommerce. It supports behavioral/event-based segmentation, custom metrics, purchase history, CLTV, real-time segment changes, and activation into email/SMS/ads/etc. Bloomreach Documentation Bloomreach

bloomreach.com

• Mailchimp — has an advanced segment builder with nested AND/OR logic and unlimited conditions, including purchase and email engagement data. I'd consider it more of an email-marketing solution than a sophisticated customer-data layer, though. Mailchimp Mailchimp

mailchimp.com

The distinction I'd make

If your desired UI is something like:

Include:
Customers who purchased X ≥ 2 times
AND purchased within the last 180 days
AND clicked an email in the last 60 days

BUT exclude:
Anyone who purchased Y in the last 30 days
OR anyone who received campaign Z more than 3 times without clicking

AND additionally:
Customer lifetime spend > $500

then Hightouch is the one I'd investigate first if you have a warehouse/data platform. Its relational filtering is particularly relevant because you can say things like “has Purchase where amount > $100” rather than flattening everything into customer properties. Hightouch

If you don't have a warehouse and want marketers to build these audiences directly from Shopify + email behavior, I'd look at Klaviyo or Bloomreach first.

If you tell me where your purchase data and email history currently live (e.g. Shopify + Klaviyo, Salesforce + Marketo, Snowflake, Postgres, etc.), I can narrow this down to the 2–3 platforms that fit best and show you how each would represent a really nasty inclusion/exclusion rule.

Yes. If by “complex purchase and email history” you mean rules like:

Include customers who bought Product A 2+ times in the last 180 days AND opened an email in the last 30 days, BUT exclude anyone who bought Product B in the last 14 days OR unsubscribed.

There are a few good options, but Hightouch Customer Studio is probably the closest match if the logic is genuinely complex.

1. Hightouch Customer Studio — best for complex logic

Hightouch Customer Studio

Hightouch lets marketers visually construct audiences on top of warehouse/customer data. Its builder supports AND/OR/nested Boolean logic, event conditions, related purchase records, existing audiences, and reusable traits. hightouch.com

Importantly, it supports nested purchase logic, e.g.:

• Customer has ≥2 purchases in 90 days
• where the purchase contains Product X
• AND customer opened an email in 30 days
• AND customer is not in a churned audience
• EXCLUDE customers with a purchase of Product Y in the last 7 days

It can also turn natural-language instructions into the audience definition, so you can essentially describe the segment and then inspect the generated logic. hightouch.com

I'd pick this if your data already lives in Snowflake/BigQuery/Databricks/etc.

2. Klaviyo — best if email is the center of the workflow

Klaviyo

Klaviyo has a very good native segment builder. You can combine purchase events, email opens/clicks, profile properties, subscription status, and negative conditions with AND/OR logic. help.klaviyo.comhelp.klaviyo.com

For example:

Include

• Placed Order ≥ 2 times
• in last 180 days
• AND opened email ≥ 1 time in last 30 days

Exclude

• Placed Order for Category X in last 14 days
• OR is suppressed/unsubscribed

It supports up to 100 conditions per segment, and segments dynamically update as people meet or stop meeting the criteria. help.klaviyo.comhelp.klaviyo.com

The limitation is that once your segmentation starts involving complicated relationships between arbitrary purchase records, multiple data sources, or reusable business logic, a warehouse-centric tool like Hightouch becomes more attractive.

3. If you're building this as a product

If you're asking because you want to build a platform that makes this easier, I think there's an interesting product opportunity here.

The UX I'd aim for is something like:

INCLUDE
  └─ Customers
      ├─ who purchased
      │    ├─ Product = "A"
      │    ├─ at least 2 times
      │    └─ within last 180 days
      │
      └─ AND
           └─ engaged with email
                ├─ opened ≥ 1
                └─ within last 30 days

EXCLUDE
  └─ Customers
      ├─ who purchased Product B
      │    └─ within last 14 days
      │
      └─ OR
           └─ unsubscribed

The key UX distinction I'd make is separating “Include” and “Exclude” groups rather than making users mentally construct complicated combinations of negative conditions. Klaviyo itself warns that negative conditions combined with OR can produce unintuitive results. help.klaviyo.com

If you tell me what your underlying data looks like (e.g. Shopify + Klaviyo, Salesforce + Braze, warehouse tables, etc.), I can point you to the best existing platform—or map out what the ideal rule builder would look like.

Yes. If by “complex purchase and email history” you mean rules like:

Include customers who bought Product A in the last 180 days AND have opened an email in the last 30 days, BUT exclude anyone who bought Product B in the last 14 days OR received Campaign X more than 3 times without clicking.

There are a few platforms worth looking at:

1. Hightouch Customer Studio — probably the best fit for complex logic

Hightouch Customer Studio is particularly interesting if your customer/purchase/email data lives in a warehouse such as Snowflake, BigQuery, or Postgres.

It has a visual audience builder supporting:

• Nested AND / OR groups
• Inclusion and exclusion rules
• Purchase/order relationships
• Event history and time windows
• Multiple levels of related data, e.g. Customer → Orders → Items
• Reusable traits
• Audience-to-audience inclusion/exclusion
• Previewing who qualifies
• Natural-language audience construction with AI

For example, Hightouch explicitly supports nested filtering such as finding users who have a purchase in the last 30 days containing a particular type of item. hightouch.com

The big advantage is that you aren't forced to flatten all your purchase history into a bunch of awkward customer properties.

2. Klaviyo — best if email/SMS is the center of the workflow

Klaviyo has a very capable segment builder. You can combine profile properties with behavioral events such as purchases and email engagement, and use AND/OR logic and event-level filters. help.klaviyo.comhelp.klaviyo.com

It's a particularly good choice if your data is already in Klaviyo.

The limitation is that its segmentation model is more constrained than a warehouse-native audience builder. For example, Klaviyo notes that segment filters only expose top-level event properties rather than arbitrary nested data. help.klaviyo.comhelp.klaviyo.com

3. A warehouse + Hightouch — best if you want a “customer rules engine”

If you have a substantial data warehouse, I'd seriously consider:

Shopify/CRM/email platform → warehouse → Hightouch Customer Studio → Klaviyo/Meta/etc.

That gives you a single place to define audiences rather than recreating increasingly complicated logic independently in each marketing platform. Hightouch specifically positions Customer Studio around defining audiences once from warehouse data and syncing them to multiple destinations. hightouch.com

The distinction I'd make

If you tell me what your underlying data looks like (e.g. Shopify + Klaviyo, Salesforce + Braze, Snowflake + various sources), I can recommend 3–5 platforms specifically for your use case and compare how they'd handle something like “purchased X but not Y, engaged with emails A/B, and haven't purchased in N days.”

Yes. If your goal is “build very specific audiences using purchase history + email behavior + exclusions, without having to write SQL,” there are several good options.

My shortlist

Klaviyo is probably the easiest starting point. Its segment builder lets you combine conditions with AND/OR, explicitly include or exclude people based on actions, filter individual events, and use purchase history and email engagement. help.klaviyo.comdocs.simondata.com

For example, you could express something like:

Include:
Purchased Product A at least twice
AND purchased any product in the last 180 days
AND clicked an email in the last 60 days

EXCLUDE:
Purchased Product B in the last 30 days
OR received more than 5 emails without clicking
OR is unsubscribed

Klaviyo also now supports event funnels, which lets you segment based on the sequence of events rather than simply whether events happened. That's useful for rules such as “purchased A, then received an email, but didn't purchase B afterward.” help.klaviyo.com

Where Braze gets interesting

If the segmentation you're describing is more like:

(Purchased A AND (Opened X OR Clicked Y)) AND NOT (Purchased B OR Churn Risk > threshold)

…and you have lots of behavioral data across channels, Braze is worth looking at. It has 100+ built-in segmentation filters and a SQL composer for cases where the visual builder isn't enough. www.braze.com

Simon Data is particularly interesting for really complex rules

Simon Data's Segment Builder is designed around customer/event data and supports AND/OR logic, dates, numeric conditions, strings, sets, and booleans. Its event-based segmentation can drill into individual events such as orders, including their products and values. docs.simondata.com

So if you're thinking about a visual “rules engine for audiences” rather than merely an email marketing segmentation feature, I'd put Simon Data and Braze ahead of Klaviyo.

If you tell me what your data looks like (e.g. Shopify + Klaviyo, Salesforce + HubSpot, Snowflake + email platform) and give me 2–3 examples of the complicated segments you want to build, I can tell you which platform fits best and how each would express those rules.

Yes. If your main requirement is “let a marketer build complicated include/exclude logic across purchase history + email behavior without writing SQL,” there are several good options.

My shortlist

Klaviyo is probably the first one I'd look at if this is primarily ecommerce/customer marketing. Its segment builder lets you combine things someone has or hasn't done, profile properties, and other conditions, with AND/OR logic and event filters. It can handle examples such as purchase frequency/value, specific products purchased, and email opens/clicks. help.klaviyo.comdocs.customer.io

It has also added event funnels, which allow segmentation based on the sequence of events rather than merely whether events happened. That's particularly useful for more sophisticated behavioral rules. help.klaviyo.com

For example, you could express something like:

Include: bought Product A ≥2 times in the last 180 days
AND: opened an email in the last 60 days
AND: has spent >$500 lifetime
BUT exclude: bought Product B in the last 30 days
AND exclude: anyone currently in the VIP campaign

That's pretty much the sweet spot for Klaviyo.

Where I'd look at Customer.io instead

Customer.io becomes especially interesting if your rules are more event-centric than ecommerce-centric. Its people/segment filtering can combine customer attributes, events, newsletter/message history, delivery/open behavior, and segment membership. docs.customer.io

It also introduced an AI segment builder in 2026: you can describe the audience you want and have it suggest the segment conditions based on the attributes/events in your workspace. docs.customer.io

So if your dream interface is something closer to:

“People who purchased from category X twice in the last year, haven't purchased category Y, received at least three emails but clicked none of them, unless they're a VIP”

…and you want the system to help translate that into rules, Customer.io is worth a serious look.

One important distinction

If you're asking because you're thinking about building a product/platform specifically for this, there is actually a pretty interesting gap here.

Most existing tools have a visual rule builder, but complex segmentation can quickly become a mess of nested:

AND → OR → NOT → event → timeframe → event-property filter

The interesting product could be a visual audience/rules engine where users can construct things like:

INCLUDE
  (Purchased A ≥ 2 times)
  AND (Purchased within last 180 days)
  AND
    (
      Opened email within 30 days
      OR Clicked email within 60 days
    )

EXCLUDE
  (Purchased B within 14 days)
  OR (In VIP segment)

…and then show the estimated audience count, explain why someone qualifies/doesn't qualify, and let the user inspect individual profiles.

That's substantially more compelling than just another “segment builder.”

If you tell me whether you're looking to buy something for your team or thinking about building this as a product, I can narrow this down considerably.

Yes. If by “complex purchase and email history” you mean rules like:

Include customers who bought Product A 2+ times in the last 12 months OR spent $500+, AND opened/clicked an email recently, BUT exclude anyone who bought Product B in the last 30 days or is currently in a certain campaign.

There are several platforms that do this well.

My shortlist

1. Klaviyo — probably the easiest starting point

Klaviyo's segment builder is particularly good for this use case. It supports AND/OR logic, negative conditions (“has not done”), event filters, purchase history, email engagement, custom properties, and date-based conditions. A segment can have up to 100 conditions. help.klaviyo.comhelp.klaviyo.comwww.klaviyo.com

It also recently added event funnels, which let you express sequences such as:

Purchased X → then opened email → then did NOT purchase Y

rather than merely asking whether each event happened at some point. help.klaviyo.com

And its current Segments AI can turn natural-language descriptions into segment definitions. www.klaviyo.com

2. Iterable — better if you're building very sophisticated lifecycle logic

Iterable has a query-builder approach that can combine user attributes and behavioral events, with All / Any / None logic and different comparators. Its event data explicitly includes things like purchase history and engagement with messages. support.iterable.com

It's a stronger candidate if segmentation is becoming part of a larger lifecycle/CRM orchestration system rather than primarily an ecommerce email tool.

The important distinction

If you're asking because you're evaluating a product opportunity, I'd separate these into two categories:

Klaviyo is probably the closest to “give a marketer a powerful rule builder without making them feel like they're writing SQL.” Its current segment functionality is explicitly designed around inclusion/exclusion and combining behavioral conditions. help.klaviyo.com

If you tell me what kind of rules you're trying to build (even 3–5 examples), I can also tell you which existing platform handles them cleanly vs. where you'd run into limitations.

Yes. What you’re describing is usually handled by a Customer Data Platform (CDP), marketing automation platform, or an advanced customer engagement platform with a visual audience builder. The key capability to look for is nested include/exclude logic across behavioral events (purchases, email opens/clicks, lifecycle stages, product history, etc.). help.sap.com

Some platforms that are particularly good at this:

For a typical ecommerce/email use case, you might want to build rules like:

VIP winback

INCLUDE:
- Lifetime spend > $500
- Purchased at least 3 times
- Email subscriber = true

EXCLUDE:
- Purchased in last 30 days
- Unsubscribed
- Currently in active loyalty campaign

Product launch audience

INCLUDE:
- Purchased category = "Running Shoes"
OR
- Viewed running shoes 3+ times

EXCLUDE:
- Already purchased new model
- Received launch email in last 14 days

Platforms vary a lot in how easy this is. The features I’d prioritize:

1. Visual rule builder (drag/drop AND/OR groups)
2. Segment nesting (build "VIPs", "recent buyers", etc. once and reuse them)
3. Time-window conditions ("purchased in last 90 days")
4. Event-level rules ("clicked email X but did not purchase")
5. Real-time refresh (customers automatically enter/leave segments)
6. Preview counts before activation

If you’re specifically coming from email marketing (e.g., Klaviyo, HubSpot, Salesforce Marketing Cloud) versus warehouse/data-driven segmentation (Snowflake + reverse ETL + CDP), the best answer changes. What’s your stack today (Shopify, Salesforce, HubSpot, Klaviyo, etc.) and roughly how complex are the rules?

Yes. If you mean something like:

Include customers who bought Product A 2+ times in the last 12 months OR bought from Category B, AND opened an email in the last 30 days; exclude anyone who bought Product C in the last 14 days OR received Campaign X.

There are several platforms that make this much easier than building SQL.

Best fits

Customer.io is probably the first one I'd investigate if the logic builder itself is the priority. Its current data-driven segments let you combine profile attributes, events, relationships, page events, and messaging data—including email behavior—and people automatically enter/leave segments as they satisfy or stop satisfying the conditions. It also now has an AI-assisted segment builder. docs.customer.io

Omnisend is particularly compelling for ecommerce. Its segment builder supports filter groups, nested subfilters, AND/OR logic, purchase behavior, and campaign activity; segments update automatically. docs.customer.iosupport.omnisend.comhelp.sap.com

If you're talking about really gnarly audience logic, I'd also look at Lexer. It is explicitly positioned around combining transactional, behavioral, engagement, and predictive data, with dynamic segments and conditions such as purchase recency, LTV, product affinity, and engagement. www.lexer.io

At the enterprise end, SAP's CDP has a particularly explicit include/exclude + AND/OR rule-set model, while Salesforce Data 360 has dedicated Include and Exclude segment interfaces. help.sap.com

One important distinction

If you're trying to solve "marketing segmentation", Customer.io/Omnisend are great.

If you're trying to solve "give marketers a visual interface for writing arbitrarily complex audience queries across our warehouse/CRM/order/email data", I'd look more closely at CDPs / composable audience platforms. The underlying data model matters enormously—especially whether you can express things like:

• purchased X but never Y
• purchased X 3+ times
• purchased X between 30–90 days ago
• bought from category X after clicking campaign Y
• received email X but did not open it
• opened ≥3 emails in 60 days and spent $500+
• exclude anyone who purchased the promoted SKU in the last 14 days
• (A OR B) AND (C OR D) AND NOT (E OR F)

If you tell me where your purchase data and email data currently live (e.g. Shopify + Klaviyo, Salesforce + warehouse, BigQuery + Braze, etc.), I can narrow this down to the 2–3 platforms that would actually fit your stack, rather than giving you a generic CDP list.

Yes. If your main requirement is complex inclusion/exclusion logic across purchase history + email engagement, there are a few platforms that are particularly good at this.

My shortlist

1. Customer.io — best for very complex logic

Customer.io has a particularly flexible segment builder. You can combine:

• Purchase/events: “purchased X,” “purchased at least 3 times,” “hasn't purchased in 90 days”
• Email behavior: opened, clicked, received, bounced, etc.
• Profile attributes
• Nested AND/OR groups, e.g. A AND (B OR C)
• IN / NOT IN existing segments, which makes reusable exclusion logic much easier
• Event properties and JSON data

Its current documentation explicitly supports nested groups and segment-within-segment logic. docs.customer.io

For example, you could build:

Include customers who purchased Product A in the last 180 days AND (clicked any email in the last 30 days OR purchased twice in the last year) AND NOT customers who purchased Product B in the last 14 days.

That's the kind of logic Customer.io handles well.

2. Klaviyo — best if you're primarily e-commerce

Klaviyo is probably the most obvious choice if your purchase history comes from Shopify or another commerce platform.

Its segment builder supports conditions based on what someone has or hasn't done, properties, lists, location, etc., with AND/OR combinations. help.klaviyo.com

It is especially strong for things like:

Customers who bought from category X ≥2 times, spent >$200, opened an email in the last 60 days, but didn't purchase X in the last 30 days.

Klaviyo also has very deep historical event data and says segmentation can use purchase history, products purchased, email behavior, custom properties, and other data across its integrations. www.klaviyo.com

The downside is that once your logic becomes extremely nested/modular, Customer.io tends to feel more like a general-purpose rules engine, whereas Klaviyo feels more purpose-built around marketing/e-commerce segmentation.

A useful way to think about the difference

Customer.io also lets segments update dynamically as people start or stop meeting the conditions, and supports messaging data alongside profile/event data. docs.customer.io

If you're looking for something more specialized

If what you mean is “I want a really powerful visual rule builder where I can construct arbitrarily complicated audiences without feeling like I'm fighting an ESP's segment builder”, that's a slightly different category.

In that case I'd also evaluate CDP/audience platforms rather than just email platforms. The right answer depends heavily on where your purchase data and email history currently live.

If you tell me where the purchase data lives (Shopify, Stripe, Snowflake, etc.) and where email is sent (Klaviyo, Braze, HubSpot, Customer.io, etc.), I can give you a shortlist of 5–7 platforms specifically suited to that architecture.

Yes. If by “complex” you mean things like:

Include: customers who bought Product A 2+ times in the last 12 months OR spent $500+
AND: opened/clicked an email in the last 90 days
EXCLUDE: anyone who bought Product B in the last 30 days OR is in a VIP/suppression segment

then there are several platforms that make this substantially easier than building SQL yourself.

My shortlist

Customer.io is probably the one I'd investigate first for your particular description. Its data-driven segments support attributes, events, relationships, page views, devices, email/message activity, and nested AND/OR groups. You can construct logic such as A AND (B OR C) rather than being limited to a flat list of filters. docs.customer.io

It also supports segments inside segments, which is particularly useful for exclusion-heavy marketing logic. For example, you can define reusable segments like High Value, Recently Purchased, and Email Engaged, then compose them into more sophisticated audiences rather than rebuilding the rules every time. customer.io

Klaviyo is arguably easier if you're primarily an ecommerce company. Its segment builder can combine purchase events, profile properties, email engagement, subscription status, and other behavioral criteria, with dynamic segments updating as customers' behavior changes. help.klaviyo.com It has also added event funnels, allowing you to segment based on the sequence of events rather than simply whether an event happened. help.klaviyo.com

The distinction I'd make

If your requirements look like:

• “Purchased X but not Y”
• “Purchased X after receiving email Z”
• “Purchased 3+ times, but not within the last 30 days”
• “Opened at least one of these campaigns but didn't click”
• “Include A OR B, except people satisfying C”
• “Purchased category X before category Y”
• “Bought more than $X over a rolling period”
• nested combinations of all of the above

I'd lean Customer.io or Braze.

If it's mostly:

• Shopify/order history
• email/SMS engagement
• product/category purchase behavior
• ecommerce lifecycle campaigns

I'd lean Klaviyo, because that's very much its native use case.

If you tell me what your data looks like and give me 2–3 examples of the inclusion/exclusion rules you need to build, I can tell you which platform is the best fit—and whether there's one that gives you a genuinely visual rule builder rather than making marketers wrestle with nested conditions.

Yes. If by “complex” you mean rules like:

Include: bought Product A at least twice in the last 12 months AND opened an email in the last 90 days
Exclude: bought Product B in the last 30 days OR received Campaign X OR unsubscribed
And: customer lifetime value > $500

there are several platforms built specifically for this.

My shortlist

Customer.io is probably the first one I'd investigate. Its current segment builder lets you combine profile attributes, events, relationships, page events, existing segments, and messaging data—including email activity. It also has an AI segment builder that can turn a natural-language description into suggested conditions. docs.customer.io

Customer.io segmentation documentation

Cordial is particularly interesting if your use case is ecommerce/email marketing. Its Audience Builder explicitly supports AND/OR logic plus include/exclude rules across orders/purchases, message events, custom events, subscription status, etc. docs.customer.iosupport.cordial.comwww.omnisend.comsegment.com

Cordial Audience Builder

Omnisend is a simpler option if you're primarily running ecommerce email/SMS. It supports dynamic segments based on order history, email clicks, tags, custom properties, and combinations of rules, with real-time updating and campaign exclusions. www.omnisend.com

Omnisend segmentation

If you're dealing with really sophisticated customer-data logic, I'd look at Twilio Segment or Lexer. Segment is more of a CDP/audience infrastructure layer, while Lexer is specifically positioned around behavioral, transactional, value, and predictive segmentation. segment.com

One important distinction

If your goal is “give marketers a visual UI for writing arbitrarily complicated audience logic”, I'd prioritize:

Customer.io → Cordial → Salesforce Marketing Cloud

If the goal is “centralize customer data from Shopify/CRM/email/etc. and then create audiences that can be pushed everywhere”, I'd prioritize:

Twilio Segment → Lexer → CustomerLabs

If you tell me where your purchase data and email data currently live (e.g. Shopify + Klaviyo, Shopify + HubSpot, Salesforce, Snowflake, etc.), I can narrow this down to the 2–3 platforms that best fit your exact use case.

Yes. If by “complex” you mean rules like:

Include customers who bought Product A ≥2 times in the last 12 months AND opened an email in the last 60 days, but exclude anyone who bought Product B in the last 30 days OR received Campaign X in the last 14 days.

There are several platforms that handle this well:

My first look: Klaviyo

Klaviyo is probably the easiest starting point if your data is primarily orders + email/SMS engagement.

Its segment builder supports conditions based on what someone has or hasn't done, profile properties, and AND/OR logic. You can also put filters on individual events. help.klaviyo.comhelp.klaviyo.comdocumentation.bloomreach.com

For example, you can construct something conceptually like:

INCLUDE
  Purchased product category = "Shoes"
  AND
  Purchased >= 2 times in last 365 days
  AND
  (
    Opened email in last 60 days
    OR Clicked email in last 30 days
  )

EXCLUDE
  Purchased category = "Clearance"
  in last 30 days

AND EXCLUDE
  Received campaign "Spring Sale"
  in last 14 days

Klaviyo specifically supports negative conditions and complex combinations of AND/OR, although you have to be careful with OR + negative conditions because the logic can produce unintuitive audiences. help.klaviyo.com

It also supports up to 100 conditions per segment, which is enough for fairly elaborate marketing audiences. help.klaviyo.comhelp.klaviyo.comdocumentation.bloomreach.com

Klaviyo segmentation

Bloomreach is worth looking at if the rules get really sophisticated

Bloomreach is more interesting if you're trying to build a customer decisioning/segmentation layer, rather than just email lists.

Its filters can combine static attributes, derived attributes, and event history/funnels using AND/OR logic. documentation.bloomreach.com It also lets you define custom metrics and attributes from historical and real-time behavior, including things such as number of purchases and CLTV. www.bloomreach.com

That makes it a better candidate for rules such as:

Customers whose second purchase was within 90 days of their first, who have opened ≥3 of their last 5 emails, haven't purchased category X in 180 days, and haven't received a promotional message in 30 days.

Bloomreach Segments & Audience Builder

The important distinction

If you're asking because you're evaluating a platform for a product you're building, I'd separate the market into two categories:

Marketing platforms:
Klaviyo, Bloomreach, Customer.io — easy UI, segmentation tightly coupled to messaging.

Data/audience platforms:
Segment + warehouse, Hightouch, Census, etc. — much more powerful for arbitrary historical logic, but generally less pleasant for a marketer to construct rules in.

If you tell me what your underlying data looks like (e.g. Shopify orders + Klaviyo events, Snowflake tables, Salesforce + email provider, etc.) and give me 2–3 examples of the gnarly inclusion/exclusion rules you need, I can tell you which platform is actually the best fit—and where each one starts to break down.

Yes. What you’re describing is usually handled by a customer data platform (CDP), marketing automation platform, or customer engagement platform with a visual segment builder. The key features to look for are:

• Nested AND/OR logic (e.g., “purchased X OR Y, AND opened email in last 90 days, BUT exclude anyone who bought Z”)
• Inclusion and exclusion groups
• Behavioral events (orders, product views, carts, email opens/clicks)
• Aggregations (lifetime spend, number of purchases, last purchase date)
• Dynamic segments that update automatically

Some strong options:

For ecommerce + email-heavy segmentation

• Klaviyo — Very strong for purchase-history + email engagement segmentation. You can build segments using customer properties and events (such as purchases, email activity, and other tracked behaviors), with include/exclude logic. help.klaviyo.com

Best for: Shopify/DTC brands, lifecycle marketing, win-back flows.

• Omnisend — Good visual segmentation for ecommerce audiences using shopping behavior, profile data, and campaign activity, with AND/OR filter groups. support.omnisend.com

Best for: smaller ecommerce teams wanting simpler setup.

• Yotpo — Has segmentation based on transactional behavior, customer attributes, loyalty data, and referrals. support.yotpo.com

Best for: brands already using loyalty/reviews/SMS tools.

For more advanced customer data logic

• Segment — Good if you have data coming from many systems (commerce, app, CRM, analytics) and want to create audiences downstream.

• Salesforce Data Cloud — Enterprise-grade segmentation with inclusion/exclusion rules, related attributes (like purchases), and nested logic. help.salesforce.com

Best for: large companies with complex CRM ecosystems.

• Microsoft Dynamics 365 Customer Insights — Has a segment builder designed around rules, subrules, behavioral data, transactions, and nested conditions. learn.microsoft.com

Best for: companies already on Microsoft CRM.

If your ideal segment builder looks like this:

Include: customers who purchased from Category A in the last 180 days
AND spent > $500 lifetime
AND opened at least 3 emails in 90 days
EXCLUDE: anyone who purchased Product X
EXCLUDE: anyone currently in a VIP suppression list

I’d generally shortlist:

1. Klaviyo — easiest for ecommerce + email history
2. Segment + a warehouse/CDP layer — best for complex data models
3. Salesforce Data Cloud / Dynamics — best for enterprise complexity

A few questions would narrow it down:

• Is this primarily ecommerce (Shopify/etc.), B2B CRM, or subscription/app users?
• Do you need the segments to send emails directly, or just export/sync audiences to other tools?
• Roughly how many customers/profiles are you segmenting (10k, 1M, 50M)?

Yes. If you mean “give me a visual rule builder where I can combine purchase history, email engagement, exclusions, time windows, nested AND/OR logic, etc.”, there are a few good options.

Best fits

1. Hightouch — probably the strongest fit for very complex logic

Hightouch's Customer Studio is specifically designed for building audiences from warehouse/customer data. Its visual builder supports:

• AND / OR groups and nested Boolean logic
• Purchase/transaction relationships
• Event history, e.g. “opened email in last 30 days”
• “Has purchase where…” conditions
• Excluding people based on another audience
• Reusable computed traits
• Multi-level relationship filtering, e.g. Customer → Purchase → Product
• Previewing audience size before activation

It can express things like:

Include customers who bought Product A OR Product B in the last 180 days, AND opened at least one email in the last 60 days, BUT NOT anyone who purchased Product C in the last 30 days.

Hightouch explicitly supports nested condition groups and nested related/event models. hightouch.com

Hightouch Customer Studio

2. Klaviyo — excellent if your data is primarily ecommerce + email

Klaviyo's segment builder is much easier to use if you're already using Klaviyo for email. You can combine purchase events, email opens/clicks, profile properties, etc., with AND/OR logic and negative conditions. help.klaviyo.com

It has also added event funnels, so you can express sequences such as:

Opened campaign email → purchased within 48 hours

or:

Purchased → subsequently requested a refund.

help.klaviyo.com

The tradeoff is that Klaviyo's segmentation model is less flexible than a warehouse-centric tool like Hightouch, particularly when your purchase data has complicated relationships/nested attributes. academy.klaviyo.com

Klaviyo segmentation documentation

The distinction I'd use

If you give me 2–3 examples of the segments you're trying to build (especially the gnarly ones), I can tell you which platform handles them most cleanly—and whether there are any others that are an even better fit.