The Audiences Module allows you to define segments of your customer base you want to track using demographic and behavioral data. You can analyze changes to your audiences over time and use these audiences in campaign messaging.
When you enter the Audiences Module, you can see a dashboard containing all the audience segments you have created to date and a status indicating their readiness for use in a campaign, along with some identification and measurement metrics.
Fields that are shown on the Audiences dashboard include:
Audience Status – The current status of your audience, indicating whether it is “live” or “draft.” When you first define an audience, you create it in “draft” mode. Then you must activate it to process the audience and start collecting information on it. This column indicates whether or not you have taken the step to activate an audience. Learn more when creating an audience.
Audience Name – The designated name of your audience. The type of name used is up to you, so the platform can accommodate whatever naming convention you prefer.
Created By – The member of your organization that created your audience.
Created On – The date and time that the audience was created.
Last Processed On – The date that an active audience was last processed. This only applies to active audiences and not drafted audiences. Typically, processing occurs daily, around 12:00 AM, but processing times can vary.
Audience Size – The size of an active audience as of the last processed date. This only applies to active audiences and not drafted audiences. When clicking into the audience from the Audiences Dashboard, you can see information on how the size of the audience has changed over time.
When viewing live and draft audiences, there are a number of controls that can be used to help locate and organize the results, including:
Audience Search – Search your list of audiences by keyword, matching text found in the “Audience Name” and “Created By” columns.
Audience Sorting – Sort your columns in alphabetical order, reverse alphabetical order or date (either descending or ascending).
Creating an Audience
From the Audiences dashboard click on the Create Audience button in the top right area of the page to define a new audience. Clicking this button brings you into the audience builder, where you can follow the steps below to define, save and activate your audience.
Define Audience Name
First, you must choose a name for your audience in the open textbox. This name is visible and searchable on the Audiences dashboard.
Select Audience Attributes
Define the audience by adding attributes from the Select Attributes dropdown.
Choose an attribute, selecting a value from the possible refinements that appear once it is added to the list. Then choose whether to include this attribute definition in your audience or exclude it.
Standard Attribute Types – The available demographic attributes can include age, gender, home city, home state, etc.
Advanced Attribute Types – Along with standard demographic attributes, a number of advanced and custom attributes can be applied to better classify and refine your audience. Types include:
- Appended Data – Custom profile attributes that can be ingested into the platform and appended to customer profiles. Once ingested, the attributes can be used to define an audience.
- Tags – Tags can include various behaviors customers have taken such as making a purchase, visiting a store or participating in a marketing campaign. When these actions are recognized by the SessionM Platform, a tag is dropped onto the customer profile and can then be used to define an audience.
- RFM Metrics (Recency, Frequency, Monetary Spend) – An audience can be defined using metrics based on purchase recency, purchase frequency and the monetary amount your customers have spent.
Save as Draft
Once you finish building an audience and click the Save button, your audience is saved as a draft. This step, which is prior to activating the audience, allows you to make adjustments if needed before an audience becomes active. Once active, an audience cannot be edited.
To edit an audience that is in draft mode, click on the audience name from the Audiences dashboard and make your adjustments.
Activate the Audience
An audience must be activated before you can tie it to scheduled messaging logic within a campaign and start collecting reporting metrics on the audience.
Once you are ready to activate your audience, you click the Activate button in the top right area of the page. Doing so allows you to see the status of your audience change to “active” and see a read-only summary of the attributes that define your audience, along with a space where the Audience Size chart can display.
Once an audience is activated it cannot be edited.
Viewing Active Audiences
Once an audience has been activated, the SessionM Platform is able to process the audience and report changes that have taken place since its inception. You can view the details of an active audience by clicking on it from the dashboard and accessing its reporting page.
The platform processes audience data nightly to update reporting within the module.
Audience Size Chart
When viewing audience reporting, the primary tab (Details) displays a chart depicting the changes in your audience’s size since it was first created.
The last data point on the chart matches the total audience size provided in the audience attributes on the right side of the window. You can customize the date range to view the changes in audience size over the past week, month, quarter, etc.
When viewing an active audience, a platform user is also able to see a real time snapshot of the audience’s composition from the Composition tab.
The audience composition chart displays how the audience breaks down in terms of numerical size and also percentage of customers to the total audience size, both based on the attribute selected. The breakdown can be viewed via the table at the bottom of the Composition tab or by hovering over each portion of the audience displayed on the composition chart.
Composition Attributes – Attributes for viewing audience composition can be chosen from the View Attribute dropdown. Default attributes include:
- Purchase Recency
- Purchase Frequency
- Monetary Spend (over customer lifetime)
Custom attributes can also be configured for the audience composition chart based on the needs of each individual client.
Active Audience Attributes
Persistent throughout viewing active audience tabs, a number of metrics tracking audience composition are displayed on the right side of the window. These metrics include:
Audience Size – The size of an active audience, as of the last processed date.
Audience % Composition – The percentage of your total base that the audience represents.
Audience Attribute Summary – A read-out of the attributes that were selected to define the audience. This serves as a reminder of who constitutes the audience and can be used as a reference when examining the audience size chart.