Documentation Experience Platform Dashboards Guide

Audiences dashboard

Last update: July 24, 2024

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The Adobe Experience Platform user interface (UI) provides a dashboard through which you can view important information about your audiences, as captured during a daily snapshot. This guide outlines how to access and work with the Audiences dashboard in the UI and provides more information regarding the visualizations displayed in the dashboard.

For an overview of all of the Adobe Experience Platform Segmentation Service features within the Platform user interface, please visit the Segmentation Service UI guide.

Audiences dashboard data

The Audiences dashboard displays a snapshot of the attribute (record) data that your organization has within the Profile store in Experience Platform. The snapshot does not include any event (time series) data.

The attribute data in the snapshot shows the data exactly as it appears at the specific point in time when the snapshot was taken. In other words, the snapshot is not an approximation or sample of the data, and the Audiences dashboard is not updating in real-time.

NOTE

Any changes or updates made to the data since the snapshot was taken will not be reflected in the dashboard until the next snapshot is taken.

Explore the Audiences dashboard

To navigate to the Audiences dashboard within the Platform UI, select Audiences in the left rail, then select the Overview tab to display the dashboard.

NOTE

If your organization is new to Platform and does not yet have active Profile datasets or merge policies created, the Audiences dashboard is not visible. Instead, the Overview tab displays links and documentation to help you get started with segmentation.

The Audiences dashboard Overview tab with Audiences and Overview highlighted.

Modify the Audiences dashboard

You can modify the appearance of the Audiences dashboard by selecting Modify dashboard. This enables you to move, add, and remove widgets from the dashboard as well as to access the Widget library to explore available widgets and create custom widgets for your organization.

Please refer to the modifying dashboards and Widget library overview documentation to learn more.

Select Add widget to navigate to the widget library and see a list of the available widgets to add to your dashboard.

The Audiences dashboard overview with Add widget highlighted.

From the widget library, you can browse the selection of standard and custom audience widgets. For information on how to add widgets, please see the widget library documentation on how to add a widget.

View SQL

You can view the SQL that generates the insights visualized on your dashboard with a toggle on the Overview workspace. You can take inspiration from the SQL of your existing insights to create new queries that derive unique insights from Platform data based on your business needs. To learn more about this feature, see the View SQL UI guide.

Select a audience

The dashboard automatically selects an audience to display. However, you can change the audience by using the dropdown menu or audience selector.

To choose a different audience, select the dropdown next to the audience name or use the audience selector to open the audience selection dialog.

IMPORTANT

Only audiences with a profile count above zero are displayed in the list of selectable audiences.

The Audiences dashboard overview with the global audience dropdown menu highlighted.

The Select audience dialog that displays all available audiences.

Widgets and metrics

The Audiences dashboard is composed of widgets, which are read-only metrics providing important information regarding your selected audience.

The date and time of the most recent snapshot are displayed at the top of the Overview tab next to the audience dropdown. All widget data is accurate as of that date and time. The timestamp of the snapshot is provided in UTC; it is not in the timezone of the individual user or organization.

The Audiences Overview tab with a widget timestamp highlighted.

Default widgets

A default widget load-out is provided for all new instances of Adobe Experience Platform that highlights the latest available insights from your data. The following widgets are pre-configured in your segments view from the outset. Full details on the purpose and function of the widgets can be found in their respective sections.

Audience size
Audience size change trend
Identity overlap
Profiles by identity

NOTE

As of July 26th 2023, Profiles, Audiences, and Destinations Overview dashboards have been reset to a new default widget load-out for all users who did not modify their views in the previous six months.
Refer to the documentation in the Profiles and Destinations default widget sections for details on which widgets are included as part of the default widget load-outs. You can continue to customize your dashboard widgets as before.

Customer AI widgets

Customer AI is used to generate custom propensity scores such as churn and conversion for individual profiles at-scale. Customer AI does this by analyzing existing consumer Experience Event data to predict churn or conversion propensity scores. These high accuracy customer propensity models allow for more exact segmentation and targeting. The distribution of scores and scoring summary insights demonstrate the division in your audience. They highlight which profiles are the high/low/medium propensity and how they are distributed across your profile counts.

Customer AI scoring summary
Customer AI distribution of scores

Customer AI distribution of scores

The Customer AI distribution of scores widget categorizes the total number of profiles by their propensity scores. The distribution of the profile count is determined by the AI model and the selected merge policy, then visualized in five percent increments that indicate their propensity. The count of profiles is provided along the Y-axis, and the propensity scores are provided along the X-axis.

NOTE

If the visualization is a conversion propensity score, the high scores show in green and the low scores in red. If you are predicting churn propensity this is flipped, the high scores are in red and the low scores are green. The medium bucket remains yellow regardless of what propensity type you choose.

The AI model that determines the propensity scores is chosen from the dropdown selector under the widget title. The dropdown contains a list of all configured Customer AI models. Select the appropriate AI model for your analysis from the list of available models. If no Customer AI model is available, a message within the widget directs you to configure at least one Customer AI model and provides a hyperlink to the Customer AI model configuration page. See the documentation for instructions on how to configure a Customer AI instance.

NOTE

Select the dropdown immediately below the overview tab to change the merge policy that determines which profiles are included in the analysis. See the section on merge policies for a brief description, or the merge policy overview for more details.

To navigate to the detailed insights page for the selected Customer AI model, select View model details.

The Experience Platform Audiences dashboard with the Customer AI distribution of scores widget and View model details highlighted.

The detailed model insights page appears.

The insights page for the Customer AI.

More information on Customer AI can be found on the discover insights UI guide.

Customer AI scoring summary

This widget displays the total number of profiles scored, and categorizes them into buckets containing high, medium, and low propensity as green, yellow, and red respectively. A donut chart is used to illustrate the proportional composition of total profiles between high, medium, and low propensities as green, yellow, and red respectively. A profile qualifies for high propensity at over 75, medium propensity between 25 and 74, and low propensity under 24. A legend indicates the colour code and thresholds of propensities. Profile counts for the high, medium, and low propensities are displayed in a dialog when the cursor hovers over the respective section of the donut chart.

NOTE

If the visualization is a conversion propensity score, the high scores show in green and the low scores in red. If you are predicting churn propensity this is flipped, the high scores are in red and the low scores are green. The medium bucket remains yellow regardless of what propensity type you choose.

The dropdown menu underneath the widget title provides a list of all configured Customer AI models. Select the appropriate AI model for your analysis from the list of available models. If no Customer AI model is available, a message within the widget directs you to configure at least one Customer AI model and provides a hyperlink to the Customer AI model configuration page. See the documentation on how to configure a Customer AI instance for detailed instructions.

NOTE

The total number of profiles calculated is dependent on the chosen merge policy. To change the merge policy used, select the dropdown immediately below the overview tab. See the section on merge policies for a brief description, or the merge policy overview for more details.

The Experience Platform Audiences dashboard with the Customer AI scoring summary widget highlighted.

Select View model details to navigate to the detailed insights page for the selected Customer AI model. More information on Customer AI can be found on the discover insights UI guide.

Standard widgets

Adobe provides multiple standard widgets that you can use to visualize different metrics related to your audiences. You can also create custom widgets to be shared with your organization using the Widget library. To learn more about creating custom widgets, please begin by reading the Widget library overview.

To learn more about each of the available standard widgets, select the name of a widget from the following list:

Audience size
Audience activation order
Audience size trend
Audience size change trend
Audience size trend by identity
Audience overlap
Audience overlap report
Identity overlap
Profiles by identity
Scheduled activations

Audience size

The Audience size widget displays the total number of merged profiles within the selected audience at the time the snapshot was taken. This number is the result of applying the audience merge policy to your Profile data to merge profile fragments together and form a single profile for each individual in the audience.

For more information on fragments and merged profiles, refer to the Real-Time Customer Profile overview.

The Audiences dashboard overview with the Audience size widget highlighted.

Audience size trend

The Audience size trend widget provides a line graph illustration for the total number of profiles that qualify for any audience over a given period of time. The audience size trend can be visualized over 30 days, 90 days, and 12 month periods. The time period is chosen from a dropdown menu in the widget. The audience size is reflected on the y-axis and time on the x-axis.

This widget also includes the automatic Captions feature where a machine learning model analyzes the chart and audience data and automatically generates captions to describe the key trends and important events. Select Captions to open the automatic captions dialog.

The Audiences overview displays the Audience size trend widget.

The automatic captions dialog opens providing insights on your data.

The automatic captions dialog for the Audience size trend widget.

To learn more about the evaluation of audiences and how profiles qualify and exit from audiences, please refer to the Segmentation Service documentation.

Audience size change trend

This widget provides a line graph illustration of the difference in the total number of profiles that qualified for a given audience between the most recent daily snapshots. The audience chosen for analysis is selected from the overview dropdown. The period of trend analysis can be visualized over 30 days, 90 days, and 12 month periods. The time period is chosen from a dropdown menu in the widget. The audience size is reflected on the y-axis and time on the x-axis.

The Audience size change trend widget.

Audience size trend by identity

This widget illustrates the audience size trend for a particular audience based on the identity type chosen from the widget dropdown menu. The audience used for analysis is selected from the overview dropdown. The period of trend analysis can be visualized over 30 days, 90 days, and 12 month periods. The time period is chosen from a dropdown menu in the widget.

The Audience size trend by identity widget.

Audience activation order

The Audience activation order widget provides a three-column table that lists the destination name, the platform, and the activation date of the audience. The list is ordered from high to low according to recency and can accommodate up to 10 rows.

The Audience activation order widget.

Audience overlap

This widget uses a Venn diagram to visualize the number of people that match the criteria for both audiences. The audiences used for comparison are selected from the widget dropdown menus. The total number of profiles contained within the relevant segment definition can be seen by hovering over a circle or the intersection of the Venn diagram.

This widget enables you to optimize your segmentation strategy by visualizing the similarities in the results of your segment definitions.

The Audience overlap widget.

Audience overlap report

This widget tabularizes the profile overlap data for a specific audience. A list of five audiences ranked from highest to lowest overlap percentages is provided for the audience chosen from the dropdown menu at the top of the screen. For clarity, your chosen audience is listed in the AUDIENCE A NAME column. Audience overlap analysis is provided for the second audience listed in the AUDIENCE B NAME column. The percentage overlap is provided in the third column accurate to twelve decimal places.

The audience overlap report helps you to build new, high-performance audiences. Observing high percentage overlaps enables you to suppress audiences and prevent sending the same audience to different destinations. They also help you identify hidden insights that might help with better segmentation. Low percentage overlap helps to locate unique profiles to pursue.

Select View more to open a full-screen dialog that contains more audience overlap data.

The Audience overlap report widget with View more highlighted .

The Audience overlap report dialog appears. This dialog can contain up to 50 rows of audience overlap analyses broken down into six columns. Select the settings icon ( ) to remove or add columns from the table.

The Audience overlap report dialog.

NOTE

Select the Overlapping column header to change the ranking of results between highest to lowest or lowest to highest.

To download the entire report in PDF format, select the options menu (...) followed by Download.

The Audience overlap report dialog with the ellipses and Download option highlighted.

Select a row from the report to open a Venn diagram of the overlap analysis. Hover over a section of the Venn diagram to see the profile count in a dialog.

The Audience overlap report dialog with a Venn diagram and a row highlighted.

Select Close to return to the Audiences dashboard.

Identity overlap

The Identity overlap widget displays a Venn diagram, or set diagram, showing the overlap of profiles in your audience containing multiple identities.

Use the dropdown menus on the widget to select the identities that you wish to compare. The circles display the relative size of each chosen identity, with the number of profiles containing both namespaces being represented by the size of the overlap between the circles.

If a customer interacts with your brand on more than one channel, multiple identities will be associated with that individual customer. This situation makes it likely that your organization will have multiple profiles containing fragments from more than one identity.

To learn more about identities, please visit the Identity Service documentation.

The Audiences dashboard overview with the Identity overlap widget highlighted.

Profiles by identity

The Profiles by identity widget displays the breakdown of identities across every merged profile in your selected audience. The total number of profiles by identity may be higher than the total number of profiles in the audience because one profile could have multiple identities associated with it. In other words, adding together the values shown for each identity may total more than the total audience size. This is because if a customer interacts with your brand on more than one channel, multiple identities may be associated with that individual customer.

Select Captions to open the automatic captions dialog.

The Audiences dashboard overview with the Profiles by identity widget and Captions option highlighted.

A machine learning model automatically generates data insights by analyzing the overall distribution and key dimensions of the data.

To learn more about identities, please visit the Identity Service documentation.

Scheduled activations

The Scheduled activations widget provides a tabularized view of the most recently activated destinations. The table includes the destination platform, the name of your activation flow to this destination, and the activation start and end date for the selected audience. If there is no end date provided for the activation then it displays as Ongoing. The audience for analysis is selected from the dropdown at the top of the page.

The widget allows you to discover at a glance where and when the audience is being activated and makes duplicate or unnecessary activations more transparent. This accumulated information also highlights where any activations have been left out.

The Scheduled activations widget.

Next steps

By following this document you should now be able to locate the Audiences dashboard and select an audience to view. You should also understand the metrics displayed in the available widgets. To learn more about working with audiences in the Experience Platform UI, please refer to the Segmentation Service UI guide.

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Audiences dashboard

Audiences dashboard data

Explore the Audiences dashboard

Modify the Audiences dashboard

Add widgets

View SQL

Select a audience

Widgets and metrics

Default widgets

Customer AI widgets

Customer AI distribution of scores

Customer AI scoring summary

Standard widgets

Audience size

Audience size trend

Audience size change trend

Audience size trend by identity

Audience activation order

Audience overlap

Audience overlap report

Identity overlap

Profiles by identity

Scheduled activations

Next steps