What tools are available for building audiences?

Depending upon your SessionM Platform implementation, you may have access to the Audience Composer and/or the Audiences module.

You can create audiences:

From the Audiences module by following the instructions detailed in Create audience.
From the Composer module by following the steps described in Create new Composer audience.

The following sections provide a high level description of each module’s capabilities.

Audiences module

Using the SessionM Audiences module, you can segment member data based on specified attributes into targeted subsets, or audiences. Once an audience has been defined in the module, you can:

Create a static (point-in-time) snapshot of that audience.
Monitor and report on the audience or a static snapshot.
Use the audience as the recipient of an offer generated by the SessionM Offers module.
Export an audience or a static snapshot to an external application where the customer data in then ingested into that application for further processing.
Use the audience or a static snapshot as the target in a SessionM campaign.

You can define segments of your member base that you want to track using demographic and behavioral data on demand. Audiences can be built based on standard demographic attributes such as age, gender, state, and custom behavioral attributes such as customer lifetime value, risk of churn, and recency, frequency, monetary spend (RFM) metrics.

SessionM supports building an audience from the member profiles stored in the SessionM Customer module.

Composer module

Composer is a segmentation tool that allows the querying of “lightly” structured data. The data, residing in the data cloud, is a combination of client data and structured SessionM data (such as normalized transactions or point awards generated by the platform). But what drives audience creation in Composer’s latest iteration is Composer Builder.

This tool leverages attribute cards to allow clients to create audiences seamlessly via drag and drop or by just adding cards to the canvas, or workspace. Builder audiences can be exported, activated, deactivated, and they can also be leveraged in campaigns and for rules. It also provides access to all of the members data, which they can leverage as they build out their audience segmentation logic.

One of the key benefits of attribute cards is that they allow clients to utilize data derived from transactional histories. When creating a new audience, you can build attribute cards with the following criteria:

Demographic, including gender and age.
Points balance in a particular points account.
Loyalty tier, including current tier or a tier join date.
Offers, identified by the date they were issued or redeemed as well as when it expires.
Purchase made via single or multiple transactions and identified by amount, timeframe or item count.
Custom, which supports the creation of an SQL query to define the card’s criteria. It also provides the ability to target by the custom attributes defined for a customer profile. With the SQL query feature, you can access any data in the SessionM Data Cloud, including custom tables developed for a specific implementation.

The UI provides two convenient ways to assemble a card based on a specific type: drag and drop or simply clicking the plus sign that accompanies each card type.