Audience Sizing

Audience Sizing

by on ‎04-29-2016 06:44 AM - edited on ‎03-05-2018 02:26 PM by Community Manager (2,172 Views)

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

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How It Works

Audience Sizing lets you discover and take action on inactive visitors based on their past behavior. You specify a date range and rule conditions as input, and your audience data is searched for matching visitor profiles. 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".

Here are some examples of how you might use Audience Sizing:

  • Find a list of shoppers who viewed and clicked the like button for certain products.
  • Email a promotional coupon to Cart Abandoners who have yet to return and complete their order.
  • Find out how many registered members have also upgraded to a premium account.
  • Send an email to attendees of last year's event.

Setting Date and Rule Conditions

In order to search historical visitors, you have to specify a historical date range and two or three rule conditions.

Step 1: Set a historical date range

You can start with the oldest date possible (i.e. the beginning of your implementation) and go all the way up to the current date. Only visitor profiles that were enriched between those two dates will be searched. If your date range exceeds the Profile Retention duration, all visitor profiles outside of that range will not be queried. For example, if your date range is 90 days and the Profile Retention is less than 90 days, visitors outside the date range will be excluded from the query.

You cannot pick a future date and the first date must be before the second date.

Step 2: Choose rule conditions

A Rule is a logical condition--like a filter--with which to query for visitors in your chosen date range. A minimum of two and maximum of three rules are required for searching visitor profiles. Be sure to select rules that use enriched attributes. 

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 for convenience.

AudienceSizingRules.png

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, you navigate to Act > Audience Sizing Jobs.

Things to keep in mind when creating jobs:

  • A job will remain 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.

Understanding the Progress Bar

Processing a visitor query takes time, especially if you are querying a large number of visitors. As the query is processed behind the scenes, the progress bar will continually reflect 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.  This allows you to analyze the results quickly, without 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.

 

projections.png

Usage Example

You want to retarget valuable customers who have not purchased in 30 days. This example assumes the necessary rule to capture a customer's favorite product category, lifetime order value, and days since last purchase.

  1. Navigate to Audience Sizing.
  2. Pick a date range and choose the following three rules.
    • Rule 1: Favorite Product Category = Jeans
    • Rule 2Lifetime Value is > 500
    • Rule 3: Days since last purchase > 30
  3. Select the segment(s) you wish to target with the email. You must select at least one segment to proceed.
  4. Click Set up Job.
  5. Give the job a unique name, such as "Retarget VIP Customers", it's how you will identify it when configuring it in a connector action.
  6. Click Create Job and the job will be created.

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

  1. Click Go To Job to assign the connector action.
  2. In the jobs listing, select the job named "Retarget VIP Customers" created in step #5. At this point it will be inactive and yet to be linked to a connector.
  3. Click Link Connector.
  4. The Connector Marketplace will appear. For this use case, add and configure the Exact Target Connector (or your retargeting vendor of choice).
  5. Fill out the fields in the Configure tab.
  6. In the Actions tab, create a "Send Email to user" action.
  7. From the Source menu, select "Retarget VIP Customers" (the job created in step #5).
  8. Finish setting up the connector action.

Now that the job has been linked to a connector you can activate it using these steps:

  1. Navigate to Act > Audience Sizing Jobs and open the job named "Retarget VIP Customers Job", which should now be linked to the Exact Target Connector.
  2. Click Start.
  3. Save/Publish your profile.

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