Create an Audience for PCA Application Abandoners

9 min

In this exercise, you’ll create an Audience by making use of Adobe Experience Platform’s Audience Builder.

Audience Overview

To log into the Adobe Experience Platform, check the Introduction section.

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.

Create A PCA Application Abandoners Audience

We want to create a rule that will select all customer profiles that have began to fill out the application form for a Personal Current Account, but did not submit their application. Lloyds bank want to personalise content to these customer profiles to convince them to apply for a Current Account.

Click on + Create Audience. This will open the Create Audience popup.
Select Build Rule as the create method. This will open the Rule 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 audience 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 audiences, as from this one Segment builder UI, you can combine data from any origin in the same workflow.

Audiences can be sent to solutions like Adobe Target, Adobe Campaign and Adobe Audience Manager for activation.

Let's build an audience for our Frequent Flyers:

Select the Events tab in the Fields section.
In the text search field, type PCA start. You will see a PCA application Start listed under Event Types.
Drag the Start event type onto the canvas where it says Start building.
Click on the Start event box to open the Event Rule.

Your screen should look like:

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

Click on Refresh Estimates, on the right-hand panel

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

IMPORTANT: the sandbox you're using for the exercise have been reset before the bootcamp, so Refresh Estimate will likely returns 0.

For more details on how estimate works, see the documentation.

So far, you’ve only used the UI to build your audience, but there’s also a code-option to build a audience.

When building an audience, you’re actually composing a Profile Query Language (PQL) query. To visualise the PQL code,

Click on the Code View switcher in the upper right corner of the Audience builder.
Click on Segment Builder view to return back to the UI.

So far your audience will select all customer profiles who have started the PCA application form. Now we will restrict this further to target those who have started and not yet submitted the form.

Select the Events tab in the Fields section.
In the text search field, type PCA application. You will see a PCA application Submit listed under Event Types.
Drag the Apply event type onto the canvas, to the right of the Start event already on the canvas.
Click on the Apply event box to open the Event Rule.
In the Event Rule, change the include condition to Exclude.

Your final rule should look like:

Let's publish our audience.

Enter a Name for your audience using the following naming convention, e.g. [your name] - PCA Application Started but not submitted.
(optional) Enter a Description.
Select Batch* from the Evaluation method dropdown list. You can read more about evaluation methods here.
Click on Publish.

You will be taken to the Audience summary screen, outlining your audience definition.

You have now successfully created an audience using the Adobe Experience Platform Audience Builder.