Audiences

2 min

Audiences overview

To get an overview of available audiences in Adobe Experience Platform:

In the menu on the left side, click on Audiences. You will see a dashboard overview with information on a specific audience.
Click on Browse at the tab bar. You will see an overview of all existing audiences. You can use the search bar or the filters on the left to find specific audiences.

Create a new audience

In this exercise we'll create an audience to target mortgage holders who live in Bangkok.

To create a segment, click on + Create Audience, then select build rule.

You will end up in the new segment builder. You will immediately notice the Attributes tab selected underneath Fields. As well as the XDM Individual Profile selector under BROWSE ATTRIBUTES.

Since XDM is the language that powers the experience business, XDM is also the foundation for the segment builder. All data that is ingested in AEP should be mapped against XDM, and as such, all data becomes part of the same data model regardless of where that data comes from. This gives you a big advantage when building segments, as from this one segment builder UI, you can combine data from any origin in the same workflow.

Segments built within Segment Builder can be sent to solutions like Adobe Target, Adobe Campaign and Adobe Audience Manager for activation.

We are going to define a segment for profiles who have been identified either by CustomerAI or from your own external modelling to have a high propensity to convert who live in Sydney.

Select the Attributes tab in the Fields section.
Search for City
Drag the Home Address > City attribute onto the Segment Builder Canvas, where it says Add attribute or audience.
Type Bangkok into the drop down and hit enter. Your screen should look like:

At each step in defining your segment, you can get an estimate of the segment's population:

Click on Refresh Estimates.

You will then see an estimation of your current segment size. This is very helpful for a business user, so that they can see the impact of certain attributes on the resulting segment size.

Note that the estimation is based on a sample from your total profiles updated daily, it will not be 100% accurate and may show 0 in our lab instance which does not have much data in it.

Now, let's add a criteria based on the account information we've ingested for this profile.

Search for mortgage in the attributes tab.
Drag and drop MortageHolder onto the canvas underneath the country field

Your screen should look like:

You can also add behaviour (captured by experience events) to your segment definition. We will do that in the next exercise.

Finally, let's save our segment.

Enter a Name for your segment using the following naming convention , e.g. [your name] - Mortgage Holders -Bangkok.
(optional) Enter a Description.
Click on Save and Close.

You will be taken to the Segment summary screen, outlining your segment definition.

You have now successfully created a segment using the Adobe Experience Platform Segments UI.

Sequential Segmentation

Adobe's Segment engine lets you create segments based on a customers behaviour (captured by experience events). We can create simple segments based on a single event, or complex segments which follow a sequence of events, ie. customer did this... then that. This capability is referred to as Sequential Segmentation.

In this exercise we're going to create a Segment to identify individuals who have started the Application process have progressed through at least one step but have not completed the application in the last 24 hours. These customers are should be considered high priority for contact.

Click on + Create Audience, then select build rule.

2. You will end up in the new segment builder. Change from Attributes tab to the Events tab as we'd like to create a segment based on the customers behaviour.

3. Search for Application. You should see a list of Event Types which include the word Application in them.

4. Drag the Application Form Started event type onto the canvas

5. Drag the Application Form Step event onto the canvas and add it to the right of the start event. Note: you need to hover over the right side of the Start event to drop the Step event in sequence

6. Drag the Application Form Submitted event onto the canvas and add it to the right the step event. Your segment should look like this:

7. Change the overarching time period Anytime to In Last.. 1 day.

8. Now we want to add some additional filtering to each of the events to ensure we're looking that the same form. Click on the Start event to bring up the event rules.

9. Search for webpage in the Event fields

10. Click on Web page details > and drag the Name attribute into the Event Rules section

11. Change the operation to starts with and type Credit Card Application into the value dropdown and hit enter.

12. Repeat the same for each of the events.

13. Lastly we want to exclude the people who completed the Application. Click on the Submit Event and change the Include drop down in the event rules to Exclude.

14. Your segment should look like:

15. Give your Segment a name. E.g. your initials - Started application but did not submit

16. Select Save and Close.

You have successfully created a Sequential Segment.

Audience Composition

Rule based audiences are great but have limits. Imagine if you want to limit the number of profiles that can exist within an audience at any time or if you want to enrich the audience with attributes that are stored in a separate dataset? This can be achieved using AEP's Audience Composition. For this exercise, we'll create an audience composition workflow to take the top 100 profiles with the highest propensity scores from your retargeting segment. These will be shared to the contact team to be prioritized for outbound calls.

Go to Audiences and click to + Create Audience. Select Compose Audience and click Create.

2. Select the Audience activity that starts the composition. Click to Add Audience and select your retargeting segment from the previous exercise.

3. Click on the plus after the audience activity and select to add a Rank activity.

4. Select the adobedemoamericas275 -> scoring -> FSI -> creditCardUpgradePrediction as the attribute to use for ranking

5. Change the Ranking order from Ascending to Descending - we want the profiles with the highest propensity. And add a limit of 100.

6. Give the output audience a name.

7. Lastly give your composition a name by clicking on the settings at the top left. Make the name unique so you can identify it easily.