---
title: [FYI] Audience Composition
slug: vodafone-hands-on-lab/fyi-audience-composition
docTags: 
createdAt: 2023-12-19T16:10:30.005Z
---

## Overview 

In addition to audiences built from rules, the Audience Composition capability allows you to combine, rank, enrich and split existing audiences into new ones. Imagine you want to create a campaign for CitiSignal members that are not purchasing for a while and create a different experience based on their average order size. This is where an audience Composition can help.

## Audience definition

Marketers would like to target:

- dormant purchaser: people that have made at least 4 purchase in the last 4 months and have not purchased in the last month;
- that are registered to the loyalty program;
- that have an high churn risk (score higher than .6);
- and split them by "average order size"
  - greater that 100€
  - less that 100 €

:::hint{type="info"}
All the building blocks needed to create the audience are already available in AEP. There is no need to create additional elements.
:::

## Create a composition

To create an audience:

- click on Audiences, in the left rail menu;
- click on the button **+ Create audience**, on the top right corner of the window;
- select **Compose audience** and click on **Create**.

Now you can see the audience canvas:

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/g2TgaTvUB7F_PbGxvM96-_image.png)

As first step, we need to select the foundational audiences:

- click on the **Audience **box in the middle of the screen;
- click on the button **+ Add audience** on the right rail menu that appeared;
- select 2 audiences:
  - Luma - Dormant purchasers
  - Luma - Registered users

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/BP1W7fJrHlNS0FidMZrR7_image.png)

- click **Add**;
- on the right rail menu, in the **Merge type** section, select **Intersection**.

The first step of the workflow is complete. We have included all the profiles belonging to both audiences in the composition.

Now we want to focus on the profiles that have an high churn risk, so we are going to exclude the profiles with a churn score lower that 0.6.

- Click on the **+** icon in the middle of the screen and select **Exclude**;

::Image[]{src="https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/K44iewCYEHvJwQN1V33Oz_trim-video-project-1.gif" size="64" width="746" height="810" position="center" showCaption="false"}

- in the left hand menu that appeared, click on the **Type** dropdown and select **Exclude using attribute**;
- click on the **Attribute** text field, in the **Exclusion rule** section;
- in the search field type *Churn*;
- select the** Churn prediction **attribute;
- click **Select** on the top right corner of the window.

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/-sscuH4CwwPoOlK7COEdq_image.png)



- in the left hand menu, click on the **Operator** dropdown and select **Less than**;
- in the **Excluded values** text field type **0.6**.

The canvas shoud look like this:

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/ivyusWrRHViEjSVcMhWTA_image.png)

The second step of the workflow is complete. We have excluded all profiles with a low risk of churn.

Now we want to create 2 different audiences based on the average order size; for this we use the *Split* function.

- Click on the **+** icon below the *Exclude* box and select **Split**;
- in the left hand menu that appeared, click on the **Type** dropdown and select **Attribute split**;
- click on the **Attribute** text field;
- in the search field type *avg*;
- select the** avgOrderSize **attribute;
- click **Select** on the top right corner of the window.

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/jnMzHCfu8XrAuCDcicnn0_image.png)

- on the right hand menu, in the **Path 1** box, in the **Label** field type "Less than 100€";
- click on the Operator dropdown and select **Less than**;
- in the **Values** field type 100.

Same process for **Path 2**:

- on the right hand menu, in the **Path 2** box, in the **Label** field, type "More than 100€";
- click on the Operator dropdown and select **Greater than or equal to**;
- in the **Values** field type 100.

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/SP_51U2XaM0xTQikB5Koe_image.png)

As a final step, we need to save the audiences:

- click on the **Save audience** box in the "Less than 100€" branch;
- in the **Save name** field type `[your name] Dormant Luma members - avg order size < 100€`
  - e.g. `[angeli] Dormant Luma members - avg order size < 100€`
- in the Description field type something more descriptive like: "Dormant Luma members with high churn risk and average order size less than 100€."; it will help the users to better understand the logic of the composition.

Repeat the same steps for the other branch:

- click on the **Save audience** box in the "More than 100€" branch;
- in the **Save name** field type `[your name] Dormant Luma members - avg order size > 100€`
  - e.g. `[angeli] Dormant Luma members - avg order size > 100€`
- in the Description field type something more descriptive like: "Dormant Luma members with high churn risk and average order size greater than 100€."; it will help the users to better understand the logic of the composition.

The canvas should look like this:

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/hZszmm7he3Resvi_l7vZU_image.png)

## Save and publish the composition

:::hint{type="info"}
The composition is automatically saved every time you make a change, with a standard name like "Composition - *\[timestamp]*"
:::

Let's change the name of the composition:

- click on the icon beside the title on the top left corner of the canvas

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/1NqsujbLSjZ9bA9oCQi7p_image.png)

- in the **Title** field type something like *`[your name] - Dormant purchasers - high churn risk`*
  - e.g. *`[angeli] - Dormant purchasers - high churn risk`*
- click **Save.**

This is the name you'll see in the Compositions list.

:::hint{type="warning"}
At the moment the composition is not active, because it's in draft status.  &#x20;
:::

To see the the audiences generated we need to publish the composition:

- click on the **Publish** button on the top right corner of the page.

Now the composition is published. If you click on the arrow icon beside the composition title, you land on the composition and you see the "Published" label in the status column.

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/piEK2zR3ma3mtTZWejCXN_image.png)

The output of the composition are 2 audiences. Click **Browse** tab to see the list of audiences. In the search box type "Dormant" and you can see 2 new audiences where the origin is "Audience Composition".

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/CQMuM3j2v9cMODbTpIyy3_image.png)

Now you can activate the audiences to the destinations to personalise their experience.