Create an Audience with Dynamic Variables
Dynamic segmentation solves the scalability problems marketers traditionally face when building audiences for marketing campaigns.
Unlike static segmentation which requires you to explicitly capture every possible use case, dynamic segmentation uses variables to build the rule logic and dynamically express relationships.
Create dynamic audience
Add events
So, we are going to define an audience for profiles that have: Viewed a product, AND NOT purchased this same product in the last 24 hours.
- Click on + Create Audience. This will open the Create Audience popup;
- Select Build Rule as the create method. This will open the Rule Builder.
- Select the Events tab in the Fields section.
- Search for Product Views
- Drag the Product Views, from the Event Type section, onto the Audience Builder Canvas.
Now we want to add a second condition to look for profiles who have NOT purchased a product:
- select the Events tab in the Fields section;
- search for Purchases;
- drag the Purchases Event Type onto the Audience Builder Canvas, beside the Product Views.
Your audience definition should look like:
Add time constraint
To restrict the time period between product views and purchases:
- select the clock icon between the two events;
- select the Within checkbox;
- specify 1 Day(s);
- click the clock icon again to close.
Add dynamic variables
IMPORTANT: for the next part of the exercise DO NOT use the search feature, but find manually the attributes needed.
Now we want to add a third condition that will ensure audience qualification only occurs when the two events reference the same product.
This is our Dynamic Variable.
- Click on the Purchases event to ensure the event is highlighted (blue border around the card in the canvas);
- select the Events tab in the Fields section;
- clean the search text field (in case you have some characters left)
- from the Browse variables (the section below Event Types), select Purchases >;
- select Product list items >;
- select Name;
- drag Name onto the Audience Builder Canvas, in the Event Rules section, where it says Add event field.
Your audience should look like:
We need to compare the product name of the Purchases event to the product name of the Product Views event.
Navigate back to the root of the XDM schema (see the video below).
Then:
- select the Events tab in the Fields section;
- from the Browse variables, select Product Views >.
- select Product list items >;
- select Name;
- drag Name onto the Audience Builder Canvas in the Event Rules section, into the "Equals" condition text box; as you drag the Product Name over the text box you'll be given the option to Compare Operands;
- drop Name into this area.
We want to the Purchase event to be an Exclusion rule. To change this:
- click on the Purchase event;
- in the Event Rules, select the Include drop down and change this to Exclude.
Your audience definition should look like:
Finally, let's save our audience.
- Enter a Name for your audience using the following naming convention [your name] - Viewed Product, did not purchased in the last 24 hrs , e.g. angeli - Viewed Product, did not purchased in the last 24 hrs.
- (optional) Enter a Description.
- Select Batch from the Evaluation method dropdown list.
- Click on Publish.