Create an Audience with Abandoned cart customers

13 min

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

Audience Overview

To log into the Adobe Experience Platform, check the Welcome! 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 an Audience for Abandoned carts

We want to create a rule that will select all customer profiles that have added any product to the cart, but not purchased in the last 24 hours. Tesco mobile want to retarget these customers with offers for on top of the items in the cart.

To do this, we need to use Dynamic Variables in our audience definition. Dynamic variables solve the scalability problems marketers face when building audiences for campaigns.

Unlike static audience rules which require you to explicitly capture every possible use case, Dynamic Variables can be used to build the rule logic and dynamically express relationships.

Add events

Click on + Create Audience. This will open the Create Audience popup.
Select Build Rule as the create method. This will open the Rule Builder.

To define our audience:

Select the Events tab in the Fields section.
Search for Commerce Product.
Drag the Product List Adds Event Type onto the canvas.

Now we want to add a second condition to look for profiles who have not made a purchase.

Select the Events tab in the Fields section.
Search for Purchases
Drag the Commerce Purchases Event Type onto the canvas, to the right of the Product List Adds event.

Your audience definition should look like:

To restrict the time period between Product List Adds and Purchases, select the anytime drop down.
Change the condition to In Last 1 Day(s).

IMPORTANT: if you have used the search text box, clean the content by click the X icon on the right of the search text box.

Add dynamic variable

Now, we want to add a third condition that will ensure audience qualification only occurs when the two events reference the same product SKU.

This is our Dynamic Variable.

IMPORTANT: for this part of the exercise DON'T USE the search text box. Navigate the folders tree to find the fields, as described in the guide.

Select the Purchases event in the canvas by clicking on it. You’ll know you’ve done this correctly when the square has a blue border.
Select the Events tab in the Fields section.
From the Browse variables section (the box below Event Types), select Purchases > then select Product List items > then SKU.
Drag SKU onto the canvas into the Event Rules section, where is says Add event field.

Your audience should look like:

We need to compare the Product SKU of the Product List Add event to the Product SKU of the Purchases event.

Select the Events tab in the Fields section.
From the Browse variables section (the box below Event Types), select Product List Adds > then select Product List items > then SKU.

Drag SKU onto the canvas into the Event Rules section, into the Equals condition text box.
As you drag the SKU over the text box you'll be given the option to Compare Operands.
Drop the SKU into this area.

Add the exclusion

The final thing we want to do is add an exclusion rule to the Purchase event, since we want to only include customers who have not purchased the product.

Click on the Purchases event.
In the Event Rule, select the include drop down and change this to exclude.

Your final audience definition should look like:

Publish the audience

Let's publish our audience.

Enter a Name for your audience using the following naming convention, e.g. [your name] - Abandoned Carts.
(optional) Enter a Description.
Select Streaming from the Evaluation method dropdown list.
Click on Publish.

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

You have successfully created a Dynamic Audience.