What is an audience and what is a custom audience? ⭐
An audience is a set of people who have been grouped together to receive messages through a marketing tool.
When we talk about custom audiences in Data4Sales, we mean that we can create audiences by cross-referencing customer characteristics and behaviors. We call this set of properties rules.
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Some of the possible variables for creating custom audiences are:
- By customer segments and life cycle stages
For example, champion and inactive customers.
- By customer details
Telephone number, e-mail, zip code or city.
- By customer behavior
The date of their first or last purchase, the average value per purchase, the frequency, the size of the cart, among other behaviors.
- By predictive values
The probability of new purchases, Customer Lifetime Value, estimated new transactions or days to new transaction.
- For products purchased
The brand, the product, the category and more.
- By geographic location
You can mark a part of the map that you want to hit.
- Best customers
Revenue, purchase frequency, purchase recency, average purchase value, Customer Lifetime Value.
- Campaigns executed
Who bought, didn't buy, and the customers impacted in a specific campaign.
- Purchasing behavior
Delivery types, payment methods, discounts and abandoned carts.
- Tags
The labels created with customer data such as e-mail or telephone number.
- Audience
Other custom audiences created.
The custom audiences created can be analyzed in depth, from which valuable insights can be obtained.
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They can also be taken to your favorite communication channels to perform and analyze marketing actions designed for the needs and desires of the audience you create.
Story mode
In the company PlayTime, specialized in Funko Pop figures, they want to make a Christmas campaign to offer a discount coupon via WhatsApp to all those customers who:
- They live in CABA.
- They are champion customers.
- They are inactive in the life cycle.
- Your payment method is debit or credit card.
- Have purchased a Funko at some point.
By cross-referencing these properties in the hearing rules, a customer base of 550 people is assembled.
Sending the first message via WhatsApp achieves a very high opening rate, given that it anticipates a need, at the right time and with a communication that is totally designed for this type of buyer.
PlayTime purchases are up significantly compared to last year at Christmas.
