Phone numbers, Email addresses, Device Ids, Cookies, CRM IDs and more. These cohorts of customers can then be activated by linking them to destinations. This enables you to tailor your marketing strategies effectively.
Further to this, Audiences offers A/B Testing, which allows the creation of different variations of a cohort and establishes separate connections with each variation.
Note:Ensure that you have at least one mapped first-party data source in Sources in order to create an Audience. To know more about this refer to the Unify Documentation.
Understand Audiences Through Use Cases
To effectively reach your target audience, it is crucial to establish clear segmentation and engagement strategies. In order to do so, start by defining your Audience based on your marketing strategy. Then, determine the Destinations that you wish to activate this Audience. Once activated, use Audience Insights to analyse the metrics involved, which provides valuable input for refining marketing strategies and evaluating campaign performance. Here are some use cases to help you understand how you can use the Audience module.- For an e-commerce company: An e-commerce company wants to target a specific audience consisting of customers who abandoned their shopping carts but showed interest in another product category. The company wants to encourage these customers to make a purchase in the product category they are interested in. To achieve this, the company can use the Audience module and create cohorts of such customers. Subsequently, these customers can be targeted with a personalised email campaign.
- For a Telecommunications company: A Telco company plans to launch a promotional campaign for its new mobile data plans. However, this can also lead to sending irrelevant offers to customers who have recently subscribed to a similar plan or have expressed disinterest in upgrading their data services. In such scenarios, the company can use Audience to implement a suppression strategy to exclude such customers.
- For a Travel Agency: The travel agency wants to run seasonal promotions targeting customers who have a history of booking trips during specific times of the year. This can include summer vacations or holiday getaways. The travel agency can make use of the Audience module to identify and group these customers based on their booking patterns. This allows the agency to tailor its campaigns to these specific travel seasons and offer relevant deals and packages.
- For a Grocery Retailer: The grocery retailer wants to send targeted promotions to customers with specific dietary preferences or allergies. This can include gluten-free, vegan or lactose-intolerant individuals. The retailer can use the Audience module to identify and group these customers based on their purchase history and preferences. They can then create personalised offers that fit with each customer’s unique dietary needs.
Key Features and Benefits of Audiences
The following are some of the key features and benefits that Audiences offers:- Granular Segmentation – Audience enables you to create highly specific cohorts of customers enhancing the effectiveness of your campaigns.
- Folder Management – Through Folders, organisations can group their audiences into manageable segments for increased usability. By organising audiences into folders, users can easily locate and manage specific audiences and subfolders can be used to further categorise.
- Applying Attributes – Define your Audience by using attribute types in the product and devise the optimal marketing strategy for them. The attribute types include Profile attributes, Calculated attributes, Events, Marketing preferences, Consent information and more.
- ID Extension – Digitise your offline customer data and connect it to their online behaviour through a single ID. To achieve this, you can make use of Zeotap’s deterministic ID Extension. This generates a comprehensive view of your customer.
- Platform Integrations – Audience harnesses the power of various modules such as Collect and Destination, within the system. Thereby, enabling seamless integration with major platforms, streamlining the process of pushing onboarded data to the desired platform.
- Audience Estimator – Get an estimated audience size for the criteria applied while defining your Audience. This provides information about your target audience based on the Output identifiers. It helps you make better decisions.
- A/B Testing – Divide your Audience into different groups/variations and establish separate connections with each variation. This approach helps you to determine the most effective marketing strategy.
- Audience Refresh – The Audience module provides flexibility to select the frequency at which cohorts are refreshed and sent to Destinations. You can choose the interval in days, weeks or months, according to your preferences.
Get Started with Audiences
To get started with the Audiences module, follow the step-by-step process outlined below:Determine your use case by identifying the specific goals and objectives you wish to achieve with the audience you create. For more information about how to identify your use case and for examples, refer here.
Create a cohort of customers (Audience) based on your use case. Further, categorise the Audience using tags and structure them in folders and sub-folders. For more information about how to create an Audience, refer here.
Define the Audience criteria, such as Profile Attribute, Calculated Attribute, Events, Marketing Preferences and more, based on which users are qualified for the Audience. For more information on how to apply criteria for your Audience, refer here.
After defining your Audience, you can activate them on a Destination either immediately or choose to save it as a draft. You can revisit this draft later for further modifications. For more information on how to activate your Audience, refer here.