Overview
Segmentation should be a huge part of your strategy because it addresses each part of today's marketing mantra: send the right message to the right person at the right time.
For that reason, we created the Audience Builder. You are able to query all your data in one tool, build complex audience rules and see the results in real-time.
The Audience Builder
The audience builder is used throughout the platform for searching contacts, sending messages, saving and recalling audiences, building audience trend reports, as well as filtering results in event dashboards and event data reports.
Audiences are built using one or more rules that enable you to query all the data in your account.
Learn more about creating and saving audiences.
Rule descriptions
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Rule
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Description
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String fields
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Segment audiences using contact attributes that are string data type. This is also where you can look up a specific contact using the Contact ID (cID) string value.
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Numbers
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Segment audiences using contact attributes that are numbers such as age, number of loyalty points, household size, decile, etc.
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Geo - location
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Segment audiences using geo attributes containing information about a contact's physical address.
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Purchases
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Segment audiences using product purchase history including order and order item properties.
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Behavioral - clicks
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Segment audiences using click events associated with specific channels and messages. Results can further be filtered by device type (desktop, tablet, mobile phone).
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Behavioral - bounces
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Segment audiences using bounce classifications associated with specific messages and message templates.
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Channel - address
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Segment or look up contacts using the email, mobile push and SMS address values.
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Custom Events
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Segment audiences using custom events such as browse, add to cart, order, etc.
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Supplements
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Segment audiences using data that is stored in the supplements collection.
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Arrays
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Segment audiences using contact attributes that are array data type.
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Dates
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Segment audiences using contact attributes that are date data type. You can also segment using date joined system, date last modified, and date subscribed/unsubscribed.
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Lists
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Segment audiences by their association or dissociation to one or more lists.
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Message History
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Segment audiences by message sent/not sent event history.
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Behavioral - opens
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Segment audiences using open events associated with specific messages and message templates. Results can further be filtered by device type (desktop, tablet, mobile phone).
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Channel - subscribe status
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Segment audiences using a specific channel subscribe status value. This is also where you can search for SMS contacts whose double opt-in status is pending.
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Channel - valid status
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Segment audiences using channel valid or invalid status.
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Cart Items
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Segment audiences based on items that were placed in the shopping cart by visitors on your website.
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Segmentation and Personalization
Of course, segmentation is only one part of the puzzle. The power of Cordial's personalization should not be overlooked because it could actually take the place of segmentation in some situations, reducing the need for unnecessary message clutter.
For example, you could create 2 separate messages each segmented according to gender, male or female, or you could create one message and use Cordial's template syntax (Smarty) to display conditional content based on if the contact is male or female. This example can be further extended to include other contact attributes such as language preferences or purchase history. The more you take advantage of personalization, the less you'll need to rely on segmentation and multiple messages.
The More Data, the Better
The more data you collect, the more powerful your segmentation (and personalization) can be. Make sure you are capturing all available data points such as contact attributes, events, products and purchases. Learn more about data management and work with your developer to make sure you're capturing as much data as possible!
Some example segmentations you can perform using the audience builder include:
- Geography
- Age
- Gender
- Industry
- Job Title
- Education Level
- Past purchases
- Buying frequency
- Engagement
- Birthdays and Anniversaries
- Email type
- Device type
- Cart items
- Browse behavior
The list could go on and on, but you get the point. Let's see the tool in action.
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