Enriching the audience
From the previous exercise, we have created an audience individuals who have yet to submit their application forms on the website. Now let's enrich the audience to ensure the prospect has consented to receive emails from us. Also, we ensure there is an email address available in the profile to sent an email to. This will ensure the audience we built is 100% optimised and the reporting is more accurate.
Enriching the audience
In order to target the audience with an email campaign, we want to ensure they have consented to be contacted via email.
First let's add a tag on the audience for faster discoverability and filtering.
- Click on the nine-dots icon on the top right corner of the screen.
- Select Experience Platform.
- From the left hand menu, click Customer > Audiences.
Click on Browse to view the list of available audiences
- In the list of audiences find out the audience you created. You can chance column width by dragging the line in the header. You will see CJA adding a unique identifier to your audience name and the source of the audience will be Customer Journey Analytics. You can manage your audience just like any other! For instance, adding a tag can make it easier to find what you're looking for later.
- Click on the -icon beside the audience title.
Click on Manage Tags.
- In the Tags dropdown type FSI
- and select FSI: Mortgage
- then click Done.
- Now your audience is properly tagged.
- Now, lets create a new audience where we include the consent opt in validation.
Click on + Create audience button on the top right of audience listing page. This will open the Create audience popup.
- Select Build Rule as the create method and click Create. This will open the Rule Builder screen. This is an interface where you have an easy drag and drop interface to create audience definitions. The three field types that make up a segment definition are attributes, events, and audiences. Attributes let you use Profile attributes, events let you create an audience based on actions or events that take place using XDM ExperienceEvent data elements, and audiences let you use imported audiences from external sources. You will notice the Attributes tab is selected underneath Fields.
Select Audiences tab in the Fields pane
- Select Experience Platform
Drap and drop the audience you built to the building pane. Now you have embedded your audience to our new audience definition.
- Now, we want to ensure we are targeting the people who has consented to receive the emails for us. We have saved this info in the profile in a profile attribute. Switch to Attributes tab in the Fields and lets add more attribute to enhance the audience definition.
- Search for Receive email in the search field
- Click on -icon beside second Receive email which is the Markerting preference receive email consent choice.
Drag and drop the Choice value attribute to Add attribute or audience section in building pane and select Yes(opt-in) from the list.
- Lets validate if the profile has an email address in the profile.
- Clear out the current search by clicking X in the search field.
- Search for Address
- Drag and drop Address to the Add attribute or audience section in building pane.
Select the rule as Address exists instead of equals a value.
- Now lets save the audience definition.
- Enter name as [name] Mortgage prospects that disengaged
- Select Tag as FSI:Mortgage
- Select Evaluation method as Streaming. Streaming segmentation is a segmentation evaluation method that you can use to evaluate audiences in near real-time while focusing on data richness. You can use streaming segmentation to quickly segment streaming data as it lands in Platform.
- Click Publish.
Once published, you will see the audience details as below.
Congratulations on successfully completing the exercise!
Now that you have identified the individuals who have yet to submit their application forms on the website who has consented to receive email and has an email address in their profile, you can engage them with tailored communication to encourage them to complete the process. For doing this campaign, we need to submit a new request in workfront for campaign management approval.