Audience, a feature from the DImension module, is used to redivide the segmentation. We create a distribution on the horizontal axis that applies to all segments (that are on the vertical axis). The audiences are used to group individuals with similar characteristics from the segments created in the previous step of the configuration process of a DImension. These audiences can then be used to personalize contents and improve marketing campaigns' efficiency.
Audiences can be categorized according to different criteria, depending on your marketing strategy's specific requirements and goals. You could choose criteria such as demographics (age, gender, region, country, education, revenue), buying behaviour (buying frequency, purchases value) or online behaviour (Website visitors, newsletters subscribers, email interactions). These categories are only examples, and it is possible to use a combination of criteria to create more complex and specific audiences. The purpose is to group contacts with similar characteristics and adapt contents and offers so they are more relevant.
Start by adding an audience by clicking on the + icon on the right of the Segmentation tab:
Then configure the distribution criteria (the columns). In the following example, over the canal type (Email), we see the distribution criteria France, Canada and Others:
After, add the clauses that will determine the audience criteria:
Use the clause editor:
You may add divisions with Targeting that will apply to the segmentation and distribution:
|One or more groups||Note that it will be impossible to create an Asset matrix with this option.|
|According to criteria||Criteria that can be configured with the clause editor.|
|All contacts||Default option if none is chosen. These are the project's contacts.|
Finally, you have to Compute the Audience:
To consult the list for that segment, click on the number of contacts.
Export the Results
After computing, it is possible to export the results as a file. You have the option between CSV or Excel (.xlsx) formats. Click on Export a report: