Create audiences

Overview

Once you've set up your Audiences data models, you can start creating audiences using the visual audience builder.

Required skillset

Building audiences requires an understanding of your business goals. Usually, business stakeholders like marketers complete this step.

Setup

1. Go to the Audiences overview page and click Add audience in the top right corner.

2. Select the parent model to segment.
3. Build an audience by configuring filters and Boolean logic (AND / OR.

4. As you build, click Preview results to ensure the audience you're building is the intended one. You can see the audience size and more closely inspect audience members by clicking on them. If you've chosen to redact any columns in your model configuration, they are redacted here.

5. Once finished, click Continue.
6. Give the audience a name, and optionally move it a folder if you're organizing your workspace in this way.
7. Click Finish.

After building the audience, it appears on the Audiences overview page. The last step is to configure its sync to a destination. Check out the audience sync docs to learn more.

Filter conditions

Filter conditions are the core of the visual builder. You can mix and match the different conditions to segment your parent model to a specific audience. The builder provides four types of filters you can use with nested Boolean (AND / OR) logic:

• Property conditions
• Related object conditions
• Event conditions
• Audience conditions

Property conditions

The property condition is the most basic condition. You can use it to filter audiences based on the column values in your parent model. For example, if your parent model is a table of users and includes columns like city and age, you can create an audience of:

• All users where their city is "New York" AND
• where their age is less than 25

Here's how it looks in the visual builder:

Related object conditions

The related object condition filters users based on data in related models. In SQL speak, it lets you filter based on the matches on a foreign key to another table.

For example, if your parent model is a table of users and you have related models for purchases and workspaces, you can create audiences like this:

• All users that have purchased more than three items
• All users that are part of workspaces with only one member

Here's how it looks in the visual builder:

Event conditions

The event condition filters audiences based on what events they've performed. To use it, you need to have set up events. The event condition supports specifying multiple events that have to happen in order.

For example, if your parent model is a table of users and you've set up different web events the users took, you can create audiences like this:

• All users that viewed your website but then didn't create an account
• All users that viewed a promo page on your website and then checked out

Here's how it looks in the visual builder:

Audience conditions

The audience condition filters users based on whether they're a part of another audience. This condition helps construct complex audiences and ensures you're not duplicating users across campaigns.

For example:

• All users that added an item to their cart and aren't part of the "Cart abandoners" audience.

Here's how it looks in the visual builder:

Nested conditions

The Hightouch audience builder supports nesting filter conditions using Boolean operators up to a depth of three layers.

For example, imagine you are running a campaign targeting users with a high likelihood of purchasing Nikes. You could create an audience with the following conditions:

• Users who have a Nike brand affinity AND at least one of the following is true:
  • Their lifetime value is greater than or equal to $250.
  • They've engaged with our site or app at least three times in the last week
  • They are a loyalty customer

You could express those conditions using this Boolean logic:

brand_affinity="Nike" AND (LTV >= 250 OR engagement_last_seven_days >= 3 OR loyalty_customer=true)

The visual audience builder makes it intuitive to build this audience using nested OR conditions.

The builder also makes it easier to organize logic around subconditions.

Let's say you want to create a variation of our last audience targeting customers who've recently added an item to their cart that is either expensive or has the Nike brand. You could define this audience like this:

Users who have added a product to cart within the last seven days AND one of the following is true:

• the product brand is Nike
• OR the product's price is greater than $200

The builder also allows you to adjust conditions you've set. If you wanted to make the audience have stricter inclusion policies, you can toggle the OR to an AND, so the audience definition is now:

Users who have added a product to cart within the last seven days AND all of the following are true:

• the product brand is Nike
• AND the product's price is greater than $200