Audience targeting allows you to display website experiences to a subset of consumers who share common behavioural or demographic characteristics.

This article breaks down audience targeting into the following topics:

Yieldify has created 50+ audiences using Epsilon’s best-in-class identity product COREID®, which identifies over 600 characteristics in consumers.

Audiences fall into the following categories:

Here are a few example audiences Yieldify can identify:

Yieldify assigns consumers to audiences based on the demographics characteristics associated with their email address within Epsilon’s identity product COREID®.

Here is a step-by-step breakdown of the audience assignment process:

Note that if the consumer matches more than one of the audiences enabled for your website, that consumer will be randomly assigned to one of the audiences such that they are exposed to cohesive messaging.

Yieldify does not store the audiences to which a consumer belongs to in its database. This means that a consumer is assigned to an audience for the duration of their session, and will be reassigned every future session.

Upon your request your Account Manager will walk you through the 10 most relevant audiences for your website. Together you can agree on which audiences to enable for personalisation by taking into consideration:

Yieldify requires a random sample of 10,000 consumer email addresses collected by your website in the last 6 months to identify the 10 most relevant audiences.

*An audience’s match rate represents the percentage of the website’s consumer emails that fall into that audience, for the tested sample.

Audience targeting is accessible from the ‘Rules’ page of the Campaign Builder Beta – previously the ‘Targets’ page on the Legacy Builder.

Let’s take as an example a website that has enabled 2 audiences:

Follow these steps to target an audience with an experience:

1.Once a website has enabled at least one audience, a new section will appear in the top left corner of the ‘Rules’ page

2. By default, a campaign will target all users unless an audience is selected. Click “Edit audience” to target an audience with a campaign

3. A panel will appear, allowing you to select the audience you want to target. Once selected, click apply.

4. The selected audience will be highlighted under the Audience section. To change target another audience or target all users, click ‘Edit audience’.

5. The audience targeted by this campaign is then highlighted on the Review page - both in the Campaign Builder and on the campaign Edit & Review page accessible from the dashboard.

For each strategy, Yieldify recommends creating one experience for an audience and one fallback experience for those consumers who do not fall into any audience.

The fallback experience contains a variant with generic personalisation, whereas the audience experience contains a variant with audience-specific personalisation.

To measure the impact of an audience-specific experience, it should be composed of:

The control group allows us to validate the impact of the audience variant on the website, by comparing the revenue or conversion rate uplift generated by users who saw the experience, compared to those who have not.

The fallback variant allows us to validate the impact of audience-specific personalisation, compared to generic personalisation. Our hypothesis is that consumers who are part of the bargain shoppers audience will respond better to audience-specific personalisation than to generic personalisation.

How long a consumer is assigned to a specific audience?

Can I target multiple audiences?