Create Audience based on Propensity Score
In this exercise we'll be creating an audience of users who have high propensity to buy.
To achieve this we will use profile attribute Propensity in our audience definition.
Audience overview
To get an overview of all audiences in Adobe Experience Platform:
- In the menu on the left side, under Customer, click on Audiences. You will see a overview with all existing audiences.
Create a new audience
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.
Let's add a criteria on propensity score.
- Clear the search field in the attributes tab
- Click on XDM Individual Profile >
- Click on Adobedemoamericas 275 >
- Click on Scoring >
- Drag and drop Propensity Score onto the canvas.
- Change the operation to is greater than and add a value of 70
Your screen should look like:
Note that Adobedemoamericas 275 is the tenant id for this instance of AEP. All attributes that are customer specific and not part of Adobe's pre-defined XDM field groups are placed under the tenant id. The tenant id for your instance will be different.
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. OG - High Propensity.
- (optional) Enter a Description.
- Click on Save and Close.
You will be taken to the Segment summary screen, outlining your segment definition.
Optional : Similarly we can also create low propensity and medium propensity audience to target that in a different way.
You have now successfully created a segment using the Adobe Experience Platform Segments UI.