Create an audience using the rule builder

Understand how Journey Optimizer uses rules to generate audience and learn how to use attributes, events, and existing audiences to create an audience.

In this video, I’ll demonstrate how to define audiences in Adobe Journey Optimizer, and I’ll describe how to create these audiences using the Rule Builder. To create audiences, we define a set of rules, which can be targeted or referenced in Journey Optimizer in a couple of different ways, which we’ll show in later videos. You can manage your library of audiences within Journey Optimizer by going to Audiences, which can be found under the Customers section on the left navigation panel. Clicking on Audiences will bring me to the Browse section, and I can see the list that shows all of the audiences that I’ve already defined. If I click on an existing audience, I see a summary of that audience definition, and the total number of profiles in the audience. And if you have RT-CDP, you’ll see a list of destinations with which this audience is being shared. Below, you’ll see a preview of some of the sample profiles that belong with this audience. So, let’s go back and create a new audience. I’ll go ahead and hide the left navigation so that we have more room to work. Once you click Create Audience, you’ll be asked to compose an audience or create a rule. For this video, we’re going to create a rule. This is the Audience Rule Builder. You’ll see that the workspace is divided into three key areas. You’ll have the building blocks on the left, the canvas at the center, where we construct the audience definition out of rules based on these individual building blocks, and then there’s the audience properties on the right. Building an audience is as easy as dragging building blocks from the left panel and dropping them onto the canvas. Our primary building blocks will be profile attributes, events about those profiles, or audiences, which are our previously defined audiences. Let’s start with a simple audience of people with home addresses in California. Since the address is an attribute, you’ll find it under the Attributes pane. You can either browse through the individual profile if you’re familiar enough with your organization’s data model, or you can simply use the search bar to find the specific field that you’re looking for. In this case, we can search State, as that’s within the individual home address. So, I’ll take that profile attribute, and drop it onto the canvas, and then set the rule so that the State is equal to California. Once I’ve added a rule, I can look at the audience properties and see an estimate of the number of profiles that qualify for the rule as it exists so far. Now, let’s add another attribute to the rule, say, Email Address. When I drag this Email Address attribute onto the canvas, you’ll see that I have a couple of choices about where to drop it. I can drop it on top of the existing rule to form a group of rules, or to compare the values of those two fields, or I can drop it underneath the existing rule, which I’ll do now. And then, I can specify the logic of whether both of these rules should be true, or if either one could be true. Then, specify that the Email Address exists. Suppose I want to make a condition that I only want to target people who are part of a specific marketing use case, which happens to be an attribute on their profile. I can take this use case ID, and then drop it on top of the personal email address to form a group, and also set that to exist. Then, I have the logic within this group, where I can define whether both of these addresses should be present, or either one could be present. And now, if I’m happy with this audience definition, I can give it a name, and an optional description, and then click Save.
Now, let’s look at an audience that’s created using event-based rules. Here, I have an intuitive canvas for assembling sequences of event rules. If I’m looking for a sequence of events, I can drop multiple events under the canvas in the order that I’m expecting them.
And that gives me an audience which captures an entire customer journey. And, if I want, I can exclude the last event in order to target the individuals that have gone through all but the last step in the journey. In this case, they viewed a product, added it to the cart and gone to checkout, but did not complete the purchase. I can also specify time windows, either for the entire sequence, for any of the individual events, or for the time in between events. If I want, I can also add specific conditions on each of these events. For example, I want to specify that the products added to the cart were a specific type of product. Let’s say, products that have yoga in their product name. I can find the product name from my event attributes, drag it into the event rule for the product list, and specify that the name should contain yoga.
If I don’t want to impose a specific sequence of events, rather than putting them in order from left to right, I can stack them vertically. That allows me to specify the end, or logic between the two events, so that both have to be present, or one could be present, but they don’t have to happen in a specific order. This gives you a sense of the flexibility and power that you have to combine different events into a robust, event-based rule to define an audience. Now, in addition to rules based on attributes, or the complex rules that we constructed based on events, you can also add rules based on audiences. For example, I can find any of the previous audiences I defined and specify that, in addition to any attribute-based or event-based rules I’ve included in this audience, meaning that the individuals that qualify for this audience should also belong to this previously defined audience, and that allows me to leverage some of the logic that I’ve already built into other audiences without having to redefine it all over again. You should now know how to define audiences in Journey Optimizer, and understand how these audiences work based on the rules that you’ve defined. Thanks for watching.