What is a dynamic audience
When you create a dynamic audience, you choose the rules according to which your contacts belong or do not belong to the audience, you can think of it as a filter; it is called dynamic because it is self-feeding based on the contacts in the database.
How it works
You express the rules through a filter on the values of contact personal fields, reports, behaviour data. When a contact takes on the indicated value it automatically becomes part of the dynamic audience, likewise if the value changes the contact is no longer part of the audience.
Once you have entered the desired rules, you can use the Count contacts button to check how many contacts your audience contains. The option counting reachable contacts allows you to check, by sending channel, how many contacts are actually reachable, with address values and not blacklisted or greylisted.
You can create an audience tree structure if the rules you use are nested. Each audience is in fact defined by its own rules, but also by the rules of the ‘parents’ that contain it.
You can build an audience with a single rule or with several rules. As with normal filters, or you can decide how to combine the rules with each other (AND or OR) choosing from the menù
Some examples
You can create dynamic audiences on the basis of master data or in general fields and information belonging to contacts.
For example: Contacts in the database are female.
You can also create dynamic audiences based on the behaviour of contacts.
For example: contacts who made more or less a certain number of clicks and last interacted after a certain date.
If you have installed apps or connectors, you can also check and filter for information collected by external connected systems.
For example: old customers who have not ordered for more than 2 years, but who have placed more than 2 orders of at least €500 in the past.
How to create a dynamic audience
From the contact list
From the contact list of a database you can make a filter. From here you can use the ‘Create audience’ function which will directly create the audience with the filters already set.
From the audience view
From the contact list, in audience mode, by clicking on the more button (the one with the 3 dots), using ‘New subaudience’ you create an audience contained in the one you clicked on.
From dynamic audience management
From the menu Profile Studio > Audience Management > Dynamics, you can either use the action on an audience (as in the case above) or the button 'New audience' at the top. In the latter case you will be asked to choose the ‘parent’ of the new audience.
Tree view
Explore dynamic audiences in the tree view, grafted according to their own hierarchy, or as a simple list. Change the view using the selector to the right of the number of audiences.