Audiences
How well do you know your customers?
The Audiences section gives your team the power to transform millions of customer interactions and transactions into usable intelligence. Sort new and existing customer records, orders, and interactions in real-time through Alpine's advanced identity resolution process. Throughout the platform, customers are grouped into audiences that sync seamlessly with your analytics and marketing tools.
Search and create audiences starting from this screen. Several pages of popular/ template audiences are provided when you first launch with Alpine IQ. These audiences can be edited to suite your needs. Please keep in mind that the machine learning derived traits are reliant on your point of sale data being clean and categorized correctly. If an audience from one of our templates seems to have a low or ZERO customer count, it's likely that you need to edit the audience and replace rule/ trait values with an alternate value based on your own POS categorization setup.
Audiences has several columns. Column key descriptions and explanations are provided below.
- Audience Size refers to all customers (including anonymous devices/ records).
- Club members refers to customers who have enrolled in your business' loyalty/ member club program or have signed up/ double opted in/ been imported as opted into your program.
- CLTV refers to Customer Lifetime Value. The $ amount displayed depicts a three year period.
- Ideal CaC refers to Ideal Customer Acquisition Cost. The rule of thumb is: acquisition is five times more expensive than retention. We recommend dividing the Ideal CaC by three (three years because the CLTV is for a period of three years) to reflect an annual ideal CaC.
- Action buttons let you interact with your audience. The green pencil icon allows you to edit an audience. The stacked multiple dots represent "more" features and when hovered, give you quick links to "Analyze, Download CSV of contacts, Clone, Delete" the audience.
Read below:
- To learn how to create audiences
- To learn how to find audiences
- To learn how to analyze audiences
- To learn how to export audiences
1) Select the Audiences button from the left-side navigation menu.
2) Select the Create audience button.
3) Input your audience name in the blue box in the top left. You will be able to search for this audience by name at a later time. Please note that if you select to push this audience to a data destination and it's not already mapped to a pre-existing list via the integrations connections settings, then this name will be used as the segment/ list name we Alpine IQ will CREATE for you. Example: You create a "Most valuable customers" audience and you sync it to mailchimp with NO pre-existing mapping. This would create a new Mailchimp list when the next 4 hour sync occurs and fill it with the contacts from this audience. Every 4 hours the audience would update with whoever should still exist in the audience at the time.
4) Turn the segmenting button on if the button is turned off. If you no longer want to sync this audience and essentially want to "pause" it, you can do so by turning segmenting off.
5) Include anonymous users (cash transactions) in the analysis, by togging the button No to Yes. This function is useful if you are analyzing all revenue on the analysis page. If you would like to ONLY analyze orders made by loyalty members, you would leave this setting as "NO". 90% of the time you will want to include anonymous users.
6) To award more points to this audience, specify what the standard point system should be multiplied by. For example, inputting 2 will give this audience twice the normal number of points for orders made while they are active within this audience.
Disclaimer
If another audience with a higher multiplier exists, this rule will not apply.
The "Boost points" setting can be used as an alternative. Boost points gifts X points to your audience members the first time they join the audience. For example, you might want to boost someones points by 50 the morning of their birthday, trigger a message to send to them saying "We would love to see you today, we put 50 new points in your account for your birthday! Come see us".
7) Specify which data source will fuel audience builder by adding sources. This is useful to also discover how many customers with certain data structures are coming from different sources. I.E. "Has email" on record or "I want to know how many people haven't been seen between 30 and 90 days ago". You can quickly select data sources and find data issues.
8) To create a highly custom audience, click the Add requirement button. Each contact trait that you specify in your ruleset gives your team the power to learn more about your audience and market. Here are a few of our contact traits:
We recommend mapping contact traits to your business' strategy. Here's an example. Executives have notified your team that repeat sales are lowering on an average of 5.3% every month. A pontential strategy to combat the decline in loyalty would be to offer more points. This strategy addresses what to do but does not solve who to market to. The contact trait Last Seen can be used to identify customers who have not interacted with your company. We've set the date to find customers who haven't purchased since the month of February.
Contact trait filters can be combined. We recommend broad traits before including specifics.
Optional
Select where you want the cleansed data to be exported / synced to every 4 hours.
16) Click one of the Save Audience buttons. Yes. We did place two save buttons. We exist to empower you and would hate for you to lose any of your work!
1) Click the search box. This box is located on the right side of Audiences page. Enter the audience name, or ID you are wanting to locate.
Growth Hack
If you do not remember the name of the audience you are locating, utilize common keywords. For example, if your business' initiative is to promote a specific strain of Cannabis in flower form and are looking for an audience made up of customers who would purchase your new product, use a common keyword from your business' initiative. Inputting flower into the search box will activate machine learning to retrieve customers who fit your search criteria.
1) Click the more options button. This button is located on the right side of Audiences page under the Action column.
2) Click the Analyze audience button.
3) You will be redirected to the Analysis section where your search query will be automatically transferred into the first text box.
4) Segment your data based on time period.
5) Click the green Run Analysis button.
Optional: Use the compare against field to assess data sets from different time periods.
You can now export audiences straight to a CSV as well as download a points report by date range for selected audiences.
Downloading Audiences to a CSV:
1) Click the more options button. This button is located on the right side of the Audiences page under the Action column.
2) Click the Export Audience Members To CSV button.
3) Enter the email addresses of the stakeholders who you will send the CSV file to.
4) Alpine IQ also displays who is scheduled to receive the CSV file in after the next audience refresh. (Generally every 20 minutes). Names on this list will disappear after the CSV has been sent.
How to download a points report by date range for selected audience:
1) Click the more options button. This button is located on the right side of the Audiences page under the Action column.
2) click the Star button
3) The following will popup on your screen
4) Input the date range you would like the report ran for as well as the email you would like the report sent to.