Audiences

Based on similar profile or event data you can add profiles to audiences for segmenting. In this article you read more about:

• Overview
• Types of audiences
• New audience

Overview

In Spotler Activate you’ll find the existing audiences in the menu-item Audiences:

Information columns

In the columns you’ll see the following per audience:

• The audience method (event/profile): hover on the icons for more information
• Name: de name of the audience
• Audience: the number of profiles in the audience
• Graph: a graphical overview of the number of profiles, profiles with email and consent in time
• Created: the date of creation of the audience
• Status: the status of the audience

Actions audiences

When you click on the three dots behind an audience you can:

• Inspect: inspect the profiles currently in the audience
• Statistics: check the statistics of the audience
• Copy: copy the audience
• Download CSV: Download a simple CSV of the profiles in an audience, with the fields; firstname, lastname, customer_id, email, email_hash and consent. If you need more extensive information, you can export the audience in data/data
• Delete: delete the audience
• Edit: edit the audience. This will repopulate and export the audience to the chosen channels again

Types of audiences

There are several types of audiences that a profile can fall into:

• Intelligent audiences: profiles are automatically divided in intelligent audiences.
• Custom audience: based on the different rulings you can add profiles to a custom audience.
• Custom segment: based on the different rulings you can add profiles to a custom segment.

Intelligent audiences 

On the basis of behavior profiles are automatically classified into intelligent audiences. You can see the Intelligent audience when you select Customer Phases in the overview.

Profiles are automatically categorized by Spotler Activate into one of the following audiences:

• Orientation phase: A profile is exhibiting orientation behavior or has exhibited orientation behavior in the past 7 days.
• Comparison phase: A profile has compared multiple products in the past 7 days.
• Decision phase: A profile has given signals that it is considering a purchase in the past 7 days.
• Customer phase: A profile has made a purchase in the past 2 years.

You can target personalization to all profiles by checking the four intelligent audiences:

The following events are used to classify the first three groups:

• SessionStart
• ViewContent

For the fourth group, the following event is used:

• Purchase

Custom Audience

Custom audiences are audiences that have been created based on rules. You can create these audiences by clicking on New Audience and then Custom. Audiences are created with rules in the audience builder. The other settings are determined with: Audience details.

Segment Audience

Custom segments are audiences based on combinations of custom audiences. You can compose these audiences by clicking on New Audience and then Segment.

Custom Segment

Custom segments are audiences based on combinations of custom audiences. You can compose these audiences by clicking on New Audience and then Segment.

A segment is composed by using:

Include audiences
With the include audience(s) you can add custom audiences to the segment. When using multiple audiences you can use AND or OR to select if profiles have to be part of all selected audiences (AND) or one of the selected audiences (OR).

Exclude audiences
The exclude audience(s) allows you to exclude custom audience(s) for the segment. Exclude audiences are based on OR. So when you select multiple audiences, a profile only needs to be in one of the selected audiences to be excluded from the segment.

New audience

In the Audience Builder, you can apply filters for audiences with the simple and advanced mode. Next to that you have Audience details.

Simple

In simple mode, audiences can be composed based on the following filters for profile data:

• Profile data (see Demographics)
• Favorite category and brand
• Custom fields (when profile based)

The following filters are available for event dates:

• Events
• Sources (in combination with events)
• Products (in combination with events)
• Personalizations (in combination with events)
• Categories (in combination with events)
• Custom fields (when event based)

When building audiences, it is important to keep event data and profile data separate.

Advanced

In the Audience Builder, you can go from the simple to the advanced option by clicking on Advanced. Then you can select the filters you want:


In advanced mode, the following advanced options are available:

AND/OR

With AND and OR you can determine whether all filters (AND) or one of the filters (OR) should be met:

In the example below, profiles should have triggered both Purchase and EmailOptIn:

In the example below, profiles are between 20-30 years OR 50-60 years old:

Add group

Add group allows you to add separate groups of specific filters:

In a group, you can then apply the Group Count.
In the example below, profiles should have viewed a page about the team or about the company.

Example Group in combination with AND/OR

With the group you evaluate the filters separately. In the screenshot above the audience does the following:

• Looks at the first group. Someone must have "First name OR date of birth empty". Does the check for that
• Then it looks at the overarching AND/OR
• Since the AND rule it will check whether the profiles from check 1 also meet check 2
• But that again within that group. So now that profile must also meet "size ladies OR size man must be filled in"
• If this is also the case people will enter the audience.

Below you can see that segmentation is based on the same values, but because the AND/OR is used differently, the result will also be different:

• If you meet First name is empty. You enter the audience
• If you meet Birth date is empty. You enter the audience
• If you meet "size ladies OR size man must be filled in". Then you enter the audience

Group count

The Group Count allows you to add a quantity for a line within a certain period:

In the example below, profiles must have made one purchase of at least 100 euros or two purchases of at least 50 euros in the past seven days.

Date of event

Date of event allows you to add a static date range for events.

In the example below, profiles should have made a purchase in January 2024.

Note: you can only select dates within the date range! So change the date range in the details if necessary!

In the Audience Builder, you can create dynamic audiences with the retention. However, it is not possible to create dynamic audiences based on date ranges in the past (for example, profiles that made a purchase between 30 and 60 days ago). In that case, you can use Journeys.

Audience details

In the Audience Details you'll find the details of audiences such as the name, selection method and external channels for synchronization.

Selection method

In the Audience Builder you apply filters on the basis of event data and profile data. Based on the chosen filters the selection method is automatically determined: