Audience Creation

What is an Audience?

An audience is a cohort — subset of Profiles — built by importing an existing segment from the parent model.

The advantage of importing a segment as an audience is that it activates all tracking, memberships, A/B testing, and performance measurement features.

How to configure an Audience?

Step 1: Create an audience

There are several ways to create a new audience:

• Directly by importing a segment created in the Data Activation application

• By creating a new audience from the audience builder

Note: when AB testing with a particular audience, it is important to consider whether creating a new segment is required specifically for that use case. This is because 'control group setup' is enabled at the audience level, therefore using an existing segment will impact the existing activations with the control groups, which for some use cases is not desired.

Step 2 (Optional): Configure your Control Group

The control group corresponds to a percentage of an audience excluded from treatment. Users in the control group will be excluded from activations, helping you isolate the true uplift driven by your marketing actions. It helps you measure campaign effectiveness.

Users in the audience are assigned randomly to either the treatment or control group based on the treatment/control split selected during audience creation.

We recommend disabling this control group once you have validated the effectiveness of your marketing campaign.

When configuring the experiment, we also ask you to configure the attribution window.

It corresponds to the fixed period during which any qualifying event generated by a profile is counted toward the outcome, regardless of whether the profile later leaves the audience or receives additional messages.

The attribution window must be striclty positive.

Step 3: Enable Membership Tracking

Membership trackings enables you to monitor the flow of individuals in and out of this audience.

When enabled, DinMo will record when each member joins or leaves this audience.

Step 4:

Select the metrics you want to track for this audience and on which you want to validate/invalidate your AB Testing.

By default, DinMo lists all audiences that exist in your customer hub. You can always create new ones from this page if needed.

We do not recommend tracking all default metrics for all audiences. Metrics can incur additional costs on your data warehouse.