Exercise 4 - Retargeting and Prioritisation
In this exercise you will learn how the audience builder supports targeting customers completing a sequence of events, or in this case, those who have not yet completed the sequence.
You will learn as a marketer:
- How to build a sequential segment
- How to build an audience composition workflow to target the leads with the highest Application propensity
Retargeting Audience
Events will be ingested from multiple data sources, including offline. Whether your prospective students use a mobile app to check in to sessions on the day or if their attendance is collected manually and uploaded later, we will have one or more experience events recorded for each profile who attends the open day. We can use this event to target customers who attended open day but have not yet submitted an application form.
- 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 persons behaviour.
3. Search for Event. You should see a list of Event Types which include the word Event in them.
4. Drag the Event Check-in event type onto the canvas
5. Now we need to specify which event they attended, drag the adobedemoamericas275-> interactionDetails -> event -> eventName attribute onto your checkin event.
6. Set the event name to openday2024.
7. Now we want to exclude anyone who has already submitted an application form since attending the open day.
8. Set the event rules to Exclude the profile if this event has occured.
9. Lastly give your segment a name and a description. Make sure you add something unique to your segment name to distinguish it from others in the lab. Note that due to the complex nature of this segment your evaluation method will be Batch.
10. Select Publish to save the audience and set it live for calculation.
You have successfully created a Sequential Segment.
At this point, we will activate our audience to advertising and social channels for retargeting, but what if we have too many leads? How do we narrow our focus and our budgets on the leads with the highest propensity to convert? This is where Audience composition can help.
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.
3. Click on the plus after the audience activity and select to add a Rank activity.
4. Select the adobedemoamericas275 -> scoring -> propensity -> propensityScore 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.
Congratulations you have successfully created an audience composition workflow. Once published the workflow will execute once per day to populate the audience with the top 100 highest ranked members.