Tips & Tricks: Creating Meaningful Audiences

What is a meaningful audience

A meaningful audience is one that allows you to take the data you have at hand, and act on it in order to improve the user experience, and positively affect your goals, whether monetary or other.

Defining meaningful audiences

Let’s concentrate on some best practices to making sense of all the data at hand in order to use it effectively.

Understand the customers intent
Users act in certain ways which allow for us to make assumptions about their intent. For example, a user viewing multiple products and adding them to the cart indicates intent to purchase. How should we act? Impact the chances of the user reaching that intended outcome

1. Create an audience in order to target these users
2. Create content relevant to this intent

Examples
Audience: High intent
Experience: offer a coupon code for checkout within the next 20 minutes, or, social proof - this item is selling out fast, don’t miss out!

Audience: Low intent
Experience: create an exploratory experience, allowing the user to discover more options available on the site. Use recommendation widgets with more slots, or Pinterest style to encourage engagement.

What are the top user affinities
What attributes does our user have a high affinity toward? Are we creating content for this user?

1. Create an audience in order to target these users
2. Are there promotions around this product or category that we can surface?
3. Are there creatives specific to this product or category that we can use in this instance?

Use your CRM segments wisely
Which segments hold highest value to your business? How does the optimal experience for these users differ from other users?

Creating meaningful audiences

Use multiple points of interest/ importance to create a meaningful audience. Users with high intent to purchase + CRM segment of importance to your business + user top affinity = niche audience with extremely high value

Success story

Pets Place acknowledge that users with different affinities are in need of more specific experiences and by creating these for them, their bottom line would be positively affected. Using CRM data, the team created personalized experiences based on preference.

Homepage banner for users with affinity to rabbits, dogs, or fish

• Click here to read the full Pets Place Case Study
• More information on Audiences