Event-based audiences
In Adobe Marketo Optimizer, event‑based audiences let you add audience members to a live person journey in near real time when a Marketo Engage activity occurs. You configure event‑based audiences on the Audience node of the journey canvas:
- Select one or more Marketo Engage activities (standard or custom) as the qualifying events.
- Optionally add person profile filters (such as industry, region, or lifecycle stage) to narrow which people can enter.
- Optionally define activity‑attribute constraints (such as a specific form, URL, or program) to narrow which occurrences of each activity qualify.
When a qualifying activity is logged in Marketo Engage for a lead and replicated into Adobe Marketo Optimizer, the system evaluates the corresponding person record against your configured filters and constraints. If the conditions are met, the person enters the journey immediately through the Audience node.
To define an event-based audience for a person journey:
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Select the Person audience node.
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In the node properties on the right, choose Event audience as the entry type.
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Click Add event criteria.
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In the Edit event criteria dialog, add one or more Marketo Engage activities as qualifying events, such as:
- Attends webinar
- Email is delivered
- Clicks link in email
note NOTE You can also select custom activities defined in the associated Marketo Engage instance. Set the matching operator and values for each activity.
A person qualifies for the journey when any one of those configured activities is logged for that lead.
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(Optional) To use an event and filter combination for audience qualification, add person‑level filters.
- Select the Filters tab.
- Drag each filter and set the matching criteria.
If you add filters, the person must satisfy at least one configured activity condition and the configured filters.
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Click Save.