What is the Audience Builder?
The Audience Builder is a feature that allows you to create custom audiences based on your real customer’s data, leveraging the RFM, NPS, products, categories, brands and location-related information from Reveal.
Where can you find the Audience Builder?
You can reach the Audience Builder by clicking the “Audience Builder” tab found in the menu on the left of the Dashboard page.
Understanding the filters
You can choose how to build your audience by using the available filters.
Let’s take a look at each filter:
- Filter by Time Period
Customers taken into account are the ones with last delivered orders during the selected time-frame (for Shopify users, this means orders with Shopify status “fulfilled”).
You can select: last day, last 3 days, last 7 days, last 14 days, last 30 days, last 90 days, or a custom date.
Custom date allows a specific, fixed time frame selection. All the other options are dynamic and refer to past 24 hours, or past 24 X 3 / X 7 / X 14 / X 30 / X 90 hours. The audiences will be updated daily based on the new orders that are being mapped in Reveal as delivered.
Once you select Custom Date, the Custom Period filter will appear and you can make your date selection in the displayed calendar.
- Filter by
This filter works in combination with any other filter, except the filter by RFM Group. Use it to determine if to include in your audience only customers that have the other condition met for their last order, or for any of their orders from the selected time frame (all time, if “None” is selected for the filter by time period).
- Filter by RFM Group
Select one or more options and then save your selection.
- Filter by NPS (Pre or Post)
You can select a specific NPS Score or multiple scores.
Your selection could be for Promoters (NPS scores of 9 and 10), Passives (NPS Scores of 7 and 8), or Detractors (NPS Scores of 0 to 6). Make sure to save your selection.
- Filter by category
First, select the category level. Then, either search for the category by typing the category name in the Search box or scroll through the list. Select one or more options and then save your selection.
- Filter by brand
Search for the brand by typing the brand name in the Search box or scroll through the list. Select one or more options and then save your selection.
- Filter by product
Search for the product by typing the product name in the Search box, or scroll through the list. Select one or more options and then save your selection.
- Filter by billing country
Search for the country by typing the country name in the Search box or scroll through the list. Select one or more options and then save your selection.
- Filter by billing city
Search for the city by typing the city name in the Search box or scroll through the list. Select one or more options and then save your selection.
- Marketing consent
A very important filter is the Marketing consent. This filter can be enabled (green) or disabled (gray).
To be GDPR compliant, you can only advertise to a custom audience as long as you received marketing consent from the customers in that custom audience.
Combining filters
You can use one or multiple filters, keeping in mind that the number of customers in each audience will decrease with the increase of the number of filters applied.
Selecting multiple options in the same filter identifies customers that adhere to one or more of the selections. For instance, selecting the “Books” and “Furniture” categories would result in an audience for all customers that have purchased either Books or Furniture or both.
Comparatively, however, when using multiple filters, an “AND” type of rule is applied, where the customers need to belong to an overlap of the selected rules. For example, selecting the “Books” category and the “Lover” RFM Group filters, would result in having only customers that are both Books buyers, as well as part of the RFM Group Lover, included in the audience. Next, decide if you’d like to include in your audience customers from the RFM Group Lover that purchased Books only in their last purchase, or any of their purchases, by including a “Filter by” selection.
If you’d like to combine the Time Period and RFM Group filters, we recommend that you:
- Have a look at your RFM Points (Store Settings > General > RFM Points > Pencil button) and see how the recency points are defined
- Have a look at your RFM Score Mapping (Store Settings > General > RFM Score Mapping > Click on the pencil button to configure) and see what RFM scores are included in each RFM Group (look at the first figure from the three figures scores, as that is the Recency score):
In the below example, you can see how to read the recency points:
In the below example you can see how to find the recency scores for the Lover RFM Group, in the RFM Score Mapping. Notice how the recency scores (in this example) are 4 and 5, meaning that some customers from the Lover RFM Group placed their last order between the last 30 and last 89 days, and others placed their last order in the last 29 days (as per the above recency points settings):
Use cases
Smart Acquisition Campaigns
To attract more customers like your best customers and maintain the acquisition costs as low as possible, first, create a custom audience for the RFM Groups Soulmate, Lover, New Passion. If your audience is not big enough, you can even add the Ex lover RFM Group.
Next, use that custom audience to create a lookalike audience.
Onboarding campaigns
To increase the chances for new customers to buy again, target them with onboarding ads. For this, create a custom audience for the RFM Groups New Passion, Flirting and Apprentice and then create the appropriate ad for this custom audience.
Re-engagement campaigns
To get back into your inactive customers’ attention, target them with Facebook or Instagram ads. For this, create a custom audience for the RFM Groups About to dump you, Ex lover and Don Juan.
You might find this audience to be very large, so you can try to create a few different audiences, by combining the RFM Groups About to dump you, Ex lover, Don Juan with product related filters (category, brand, product). You will have smaller audiences (ensure you’d have at least 1000 people in your Facebook audience), but you’ll be able to use the product related interests for more relevant ads.
Nurturing campaigns
To recognize your promoters, but also get in your Passives’ or Detractors’ good graces, target them with relevant messages via Facebook or Instagram. For this, create custom audiences with customers from various NPS scores – Promoters, Passives, Detractors.
Product – related campaigns
To create awareness for a new product or new releases for different categories or brands, target customers that have purchased similar products or products from the same category or brand with ads on Facebook / Instagram or Google. For this, create a custom audience by applying filters by products, by category or by brand.
Location related campaigns
To engage customers from a specific location, create a custom audience by applying filters by country or by city and create a specific Facebook / Instagram or Google ad.
Additional details needed?
Please don’t hesitate to reach out to our amazing customer support team if you need any additional information.
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