Audience Sizing

Audience Sizing

by akshata_yerdoor on ‎04-29-2016 06:44 AM - edited on ‎11-01-2018 03:16 PM by (3,404 Views)

This article describes Audience Sizing, how it works, and how to use it to take action on visitors.

In this article:

Table of Contents Placeholder

How It Works

Audience Sizing lets you discover and take action on visitors based on their behavior. Specify a date range and rule conditions as input and then your audience data is searched for visitor profiles that match the rules and have had activity within the specified date range. The results are displayed in an interactive Venn diagram showing the number of visitors discovered for each rule condition along with the overlapping conditions, called "segments". A segment can be selected for a one-time use with a connector action. Sending an audience segment to a connector is called a "job".

Setting Date and Rule Conditions

In order to search visitors, you must first specify a date range and at least one rule.

Step 1: Set a date range

The system will only find visitors that have had activity between the two dates chosen. Visitors that have not had activity within the specified date range or that were purged due to the profile retention time will not be searched.

Step 2: Choose rule conditions

You can select up to three rules. These are the same rules used in visitor enrichments and audience creation. 

While the date range specifies the time during which a visitor was active, the rule conditions are evaluated against the current visitor profile, not the profile at the time of activity.

audience-sizing-dates-rules.png

Step 3: Evaluate Results

The search result is presented as an interactive, color-coded Venn diagram consisting of two to three circles, each representing one of the chosen rules. The rules are color coded so that the blue circle represents the blue rule, the red circle for the red rule, and the green circle for the green rule.

audience-sizing-results.png

Understanding the Progress Bar

Audience Sizing searches are process intensive and take time, especially if you are querying a large number of visitors. As the query is processed behind the scenes, the progress bar continually reflects the status of the results until the query completes. The progress bar uses sampling of the data set to provide a projection of the final results, which allows you to analyze the results quickly ithout having to wait for the entire query to complete.

Visitors are sampled by capping the daily visitor count. The default cap is 100,000. That means if your total visitor population is 1,000,000, the projections are performed on a random sample of a 100,000 visitors. The progress bar displays the progress of this calculation.

The actual query runs on the total visitor population, not just the capped visitors. Likewise, jobs also run on the total number of matched visitors, not just the sampled visitors. 

Segments

Segments are overlapping regions of the Venn Diagram, representing combinations of the rule conditions. Use your mouse to hover over these segments to display the total number of visitors found. To target a segment with a connector action, check the box next to it and click Next.

You cannot save a segment for later use.

Jobs

A job is the action taken once you identify your audience segment. You may assign a job to one or more segments at a time. To view the existing job listing, navigate to AudienceStream > Connectors > Jobs.

Things to consider when creating jobs:

  • A job remains inactive until you manually link it to a connector and activate it.
  • Once a job is activated, it will only run once. You cannot pause or restart a job. This helps to prevent duplication of jobs, especially those that involve sending emails to visitors.
  • A completed job cannot be reused, but you may view its configurations or remove it from the jobs list.

Create a Job

Once you have identified a date range and the rules, use the following steps as an example of how to select a segment and create a job.

  1. Select the segment(s) you wish to target.
    You must select at least one segment to proceed.
  2. Click Set up Job.
    The Create Job dialog displays.
  3. Give the job a unique name, such as "Retarget VIP Customers".
    This is how you will identify it when configuring it in a connector action.
  4. Click Save.
    The job is created.

Link to a Connector

Now that the job is created, use the following steps to link it to a connector action:

  1. Click Go To Job to assign the connector action.
  2. In the jobs listing, select your job name.
    At this point it is inactive and not yet linked to a connector.
  3. Click Link Connector.
  4. The Connector Marketplace displays.
  5. Add and configure your retargeting vendor of choice.
  6. Complete the fields in the Configure tab.
  7. In the Actions tab, create a "Send Email to user" action (or other retargeting action).
  8. From the Source menu, select your job name.
  9. Finish setting up the connector action.

Activate a Job

Now that the job has been linked to a connector, use the following steps to activate it:

  1. Navigate to Act AudienceStream > Connectors > Jobs.
  2. Click your job to open it.
  3. Click Start.
  4. Save/Publish your profile.

    The job will not start unless the save/publish step is successful.

Example: Retarget Past Purchasers

In this example, you want to retarget customers who have visited your site in the last week, have not purchased in the last 30 days, have purchased more than $500 in their lifetime, and have a favorite product category of "Jeans".

This example assumes the necessary date selections and rules to identify visitors with a customer's favorite product category, lifetime order value, and days since last purchase.

  1. Navigate to Audience Sizing.
  2. Select a date range that represents the last 7 days.
  3. Select or create the following rules:
    • Rule 1: (string) "Favorite Product Category (favorite)" equals "Jeans"
    • Rule 2: (number) "Lifetime Order Value" >= 500
    • Rule 3: (number) "Days since last purchase" > 30

Example: Retarget Holiday Coupon Shoppers

In this example, you want to retarget customers who visited your site during the December holiday season, are currently a VIP Customer, engage most with email, and frequently use coupons.

This example assumes the necessary date selections and rules required to identify visitors identified as VIP Customers, engages most with email, and frequently uses coupons.

  1. Navigate to Audience Sizing.
  2. Select a date range that represents the December holiday season e.g. Dec 1 - Dec 31.
  3. Select or create the following rules:
    • Rule 1: (badge) "VIP Customer" is assigned
    • Rule 2: (string) "Marketing Channel Engagement (favorite)" equals "email"
    • Rule 3: (number) "Coupon Usage Ratio" >= 0.50