Use Case - Audience qualification

Let’s talk about how to use audience qualification events in Adobe Journey Optimizer and their common use cases. Our learning objectives for this video are to discuss the applicable use cases for audience qualification, how to build an audience qualification journey, and best practices to keep in mind when using these events. An audience qualification event occurs when a customer profile enters or exits an audience and can be used to trigger a journey in response. Some common use cases for this include welcoming new loyalty members as they sign up or qualify, enabling evergreen campaigns that target very specific types of customers, or essentially, any trigger-based journey that needs more complex logic provided from audience definitions. Let’s dive into the tool and show how audience qualification works. Here in Journey Optimizer, I’ll go ahead and select Journeys in the left nav and start creating a new journey. As the Luma brand, we’ll be using this journey to target new loyalty club members. I’ll start with an audience qualification event. This can often be a very quick way to start a journey because you don’t need to define the logic of the triggering event from scratch. So I’ll go ahead and click on Audience, and this will pull up the list of audiences that are available for me to use in my journey. If I search through the list, I can see that there are a few loyalty and related audiences that I can pick from. I’ll choose the Silver level audience, and now my journey will target any new member that enters the Silver level loyalty group. Now since I’m using this as the first step in the journey, I also need to pick an identity namespace, which represents the type of key that will be used to identify the customer where they trigger the event. In this case, I’ll use Luma’s custom loyalty ID that’s tied to the company’s loyalty program. Now, whenever someone enters this audience, this journey will start, and from there, I have complete control over which messages to send or which experiences to provide. So here are a few best practices to keep in mind when using audience qualification events. Any profile will pass through the journey as soon as they enter or exit the audience. If the data for your audience is batched in, newly qualified profiles will start the journey at night when the batch is processed, whereas streaming audiences will trigger their respective journeys within seconds of each qualifying event. So make sure you always have your audience’s evaluation method in mind when building qualification journeys. Next, if you’re defining complex rules that you’d like to use for a unitary journey, using audience qualification can be a useful way to skip any sort of implementation changes or updates by using data that’s already streaming into the platform. Keep in mind, however, that you cannot have a journey that uses both an audience qualification event and a jump action, which sends customers from one journey to another. So if you’re looking to build a series of connected unitary journeys, using audience qualification in this capacity may not be an option. So to summarize, we’ve covered how to use audience qualification events and journeys, some example use cases, and the best practices for using this event type.