Audiences
Give 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.
Head to your Alpine IQ dashboard and in the left-hand navigation under Customers, click on Audiences. When you first open this page, you'll find 40+ pre-built audiences Alpine IQ has identified for customer value, frequency, product preference, and location assignment. Build campaigns, analyze, or use these as a reference when building new audiences
- Audience ID: the unique identifier for the audience. You can search by the ID or the Audience Name in the top right search bar field
- Audience Name: Make this something identifiable in the future that speaks to the intended use of this audience. While the audience name has no bearing on the functionality, it'll be easier to find if the name makes sense
- Modifiers: If you have a points modifier like 2x points enabled, an icon will appear in this column
- Rocket = Points Multiplier
- Line up graph = Positive Points Boost
- Line down graph = Negative Points Boost
- Audience Size: total number of contacts in Alpine IQ that meet the audience's criteria
- Text Opt Ins: total number of contacts in Alpine IQ that meet the audience's criteria and are opted in to SMS messaging
- Email Opt Ins: total number of contacts in Alpine IQ that meet the audience's criteria and are opted in (subscribed) to email messages
- CLTV: Customer Lifetime Value calculated if a customer in this audience is active for 3 years
- Ideal CaC: Customer Acquisition Cost calculated as 1/3 of CLTV
- note: this is the marketing industry standard calculation but does not take external ad spends like PPC, billboards, tv spots, and so on
- Action: edit an existing audience by clicking on the pencil icon
Click on the three little dots to open up options to download, analyze, duplicate, or archive an audience
- Beaker: Gives you all the insight our Data Analytics provides for this specific audience
- Download: Export a detailed CSV list including contact information and points balances
- Star: Export a points report by date range
- Barcode: Export a transactional report of sales made by contacts in this audience
- Papers: Duplicate this audience. This is useful if you're building off an existing audience and don't want to start from scratch!
- Trash can: Delete an audience completely. Be careful doing this. Even though you may not be currently using that audience, it may be useful as a template when creating new audiences in the future
Click Create Audience at the top of the Audiences page and let's get started
- Choose an Audience Name that is recognizable and easily searchable
- Make sure the Audience Status is on to start pulling personas into this audience
- Select ALL to take advantage of all your connected Data Sources when building an audience
- Select a specific Data Destination if your goal is to push an audience to one of your connected systems (like pushing an audience as a list to a third-party email provider).
This is where Alpine IQ makes all your segmenting dreams come true. Build audiences based on simple traits like their name or Favorite Store, or get complex with it and target Flower buyers from a specific zip code that spend more than $500/month.
See the table below for a breakdown of each trait category and how to use them
TRAIT | USE THIS IF YOU'RE ASKING YOURSELF... |
Contact Trait | Who is this person? What is their Name What is their Loyalty status What is their Favorite store |
Performed Event | What has this customer done? What Discount ID did they use? When did they Sign up for loyalty? What campaigns have they opened? |
Computed Trait | How much has this customer done? How much do they spend per sale? How many times do they purchase per month? How much have they spent as a loyalty member? |
Predicted Trait | What will this customer do in the future? What brands are they likely to buy? Are they likely to return soon? What's this customer's lifetime value? |
Custom brand traits | What has this customer done outside of the dispensary? Are they a veteran? Are they an influencer? *These are groups you create in your point-of-sale like "Teachers", "Military", "Senior". Check the FAQ section below for how to create audiences based on custom groups in your point-of-sale |
Custom pixel trails | What is the customer looking at on my website? What product links have they clicked on? What videos have they watched? What page are they spending the most time on? |
Use the Groups tool to organize your audiences by product, spend, exclude, or any other way you'd like
- Click the Create Group tab
- Name the Group
- Select the audiences you want in the group
- Make sure to move them over to the group using the Green arrow
- Click Save
This is where you set up things like Double Points Days. Give the audience you create additional points for meeting the criteria you set after building the audience
Points modifiers | Description | Example |
Multiplier | Whatever number you input in this field will multiply the number of points a customer in this audience will accrue. | Set up a Double Points Day by adding a "2" here |
Boost points | Give customers that fall into this audience a specific number of points | Give customers an additional 500 points for spending X amount in a given month |
Points Modifier Advanced Settings
- Be sure to set a Start Time and End Time to restrict the points modifier to a specific time frame
- If you want this to only be available at certain times on certain days, use the Restrict to happy hours section
If you want to save this audience as a draft, set the Audience status to Off/Not segmenting until you're ready to turn it on. This will help avoid accidentally giving customers points before you're ready
Audiences that aren't built around data pulled from the point of sale are called "custom" audiences. Whether it's "VIP", "Teachers", or "Military; see below for different ways to build these audiences
Discount Groups from your point of sale: This is dependent on the integration Alpine IQ has with your point of sale but if you have Discount Groups set up in the POS, Alpine IQ can use them to create custom audiences using the Custom brand trait:
Make sure the custom brand trait spelling matches what you have set up in your point of sale. After you create this audience in Alpine IQ, any contact added to the group in your point of sale will be automatically added to this audience
Adding a custom tag to a persona: You can manually add contacts to a custom audience by adding a tag to their persona
When you first add/create the tag, wait 90 minutes and go to your audience builder and create the audience using the custom brand trait : dashboard : contains : [tag name]. From then on, once you add the tag to the persona, that contact will automatically get added to the audience
Importing a CSV of a custom audience: The optimal option if you have a large list you need to import is to Use our Custom File Uploader
Check out our File Uploader Guide in the Quick Start Guide before your first import. You'll want to make sure you're including as much contact information as possible (phone number, email...) to avoid creating duplicate contacts in Alpine IQ
Use Computed traits to build an audience that's historically yielded higher than average spend and purchase frequency
If you don't know where to start, use our Data Analytics tools to find things like Avg checkout value and build out your ideal High Value Customer from there
We're sure you're grateful for all your customers but see below for how to create audiences that yield the lowest ROI and exclude them from future campaigns. Checkout the examples below and when you're building out your next campaign, try the Exlude contacts who belong to audiences under the Filter more option when selecting the audience for your campaign
Low spend & frequency: Create an audience of customers that have less than average ticket sizes and monthly vists
Customers that don't read messages: Don't spend business dollars messaging customers that historically don't open them. Look back at a specific time period of the last X days for customers that haven't opened any messages
- Click the Create Group tab
- Name the Group
- Select the audiences you want in the group
- Make sure to move them over to the group using the Green arrow
- Click Save
Steps to build Happy Hour Audience:
- Head to your Audiences page and click Create Audience
- Name the audience, select All data sources, & add a requirement that is loyalty member : is true
- Under the Points modifiers section, add your multiplier or boost value and expand the Advanced section
- Select the day of the week and times your want to Restrict to happy hours
- Click confirm
- Head to the Audience page in your dashboard and click Create audience
- For an email test audience, use the Contact Trait / Email List trait
- For an SMS test audience, use the Contact Trait / Phone List trait
- Create the test campaign, select one of the audiences from above, and publish to send a test campaign to specific contacts
Sending test SMS campaigns may result in carrier blocking/filtration due to multiple receipts of "test campaigns" potentially being marked as spam and in turn, blocked. You can always use the preview link to see what an SMS campaign will look like in lieu of sending an actual SMS test campaign.
