1. Audience and insights

Audiences

Important

Feature availability is part of a phased rollout. Your organization may not see this functionality yet. It will become available when your environment is included in the rollout.

In SitecoreAI, an audience is a reusable group of profiles that share one or more characteristics, behaviors, or traits. You define who belongs to an audience using rules based on available profile data.

Use Audience builder to create and manage audiences. You can create audience rules in either of the following ways:

  • Manually - select profile data attributes and define the rules yourself.
  • With AI Assistant - describe the profiles you want to include and let AI Assistant generate the rules for you.

You can review and refine the rules in Audience builder regardless of how they were created.

For example, you can create audiences such as:

  • Returning customers - profiles that have previously purchased from your brand.
  • New visitors - profiles that are browsing your site for the first time.
  • Campaign visitors - profiles that arrived through a specific campaign or channel.
  • Interested visitors - profiles that viewed specific content or showed interest in a product or topic.

After you define an audience, you can estimate its size to see how many profiles are likely to match. When the audience is live, SitecoreAI regularly evaluates profile data against its rules and saves audience membership on matching profiles.

Why create audiences

Create an audience when you want to define and manage a reusable group of profiles in one place.

Audiences let you:

  • reuse the same audience definition instead of rebuilding its rules
  • keep profile groups consistent
  • update audience rules in one place
  • estimate how many profiles are likely to match
  • save audience membership on matching profiles

For example, instead of repeatedly defining what makes someone a returning customer, create a Returning customers audience and maintain its rules in Audience builder.

Common audience use cases

You can create audiences for different purposes, including:

  • Location or context-based audiences - based on information such as location, device type, language, or campaign source.
  • Behavior-based audiences - based on actions such as viewing specific pages, returning to the site, or interacting with content.
  • Interest-based audiences - based on topics, products, or categories a profile appears to be interested in.
  • Customer journey-based audiences - based on where profiles are in their journey, such as first-time visitors, returning visitors, repeat customers, or high-value customers.

You can combine multiple rules to create more specific audiences.

How audience rules work

Audience rules use the profile data available in your SitecoreAI environment to determine which profiles belong to an audience.

The available attributes are organized into groups such as:

  • Profile - profile information, such as whether the profile is known or anonymous.
  • Sessions - session information, such as language, location, or device type.
  • Events - actions taken by the profile, such as pages viewed or content interactions.
  • Traits - topics, products, or categories the profile appears to be interested in.

You can combine rules using And or Or, and use Not to exclude profiles that match a rule.

When an audience goes live, SitecoreAI calculates an initial estimated audience size. It then reevaluates profile data according to the audience's refresh schedule, updates the estimate, and saves audience membership on matching profiles.

If you do not configure a refresh schedule, the audience refreshes every 6 hours by default.

Profiles that match the rules are included in the audience. Profiles that no longer match are excluded when the audience is reevaluated.

You can view audience membership on a profile's details page.

Example: Summer travel visitors

Imagine that you want to group profiles that are likely to be interested in summer travel.

You could create an audience called Summer Travel Visitors with rules that include profiles that:

  • viewed destination-related pages
  • showed interest in travel or outdoor activities
  • arrived through a summer-focused campaign

You can build these rules manually or use AI Assistant to help generate them.

After you review the rules, estimate the audience size and set the audience live. SitecoreAI then evaluates profiles against the rules and identifies matching profiles as members of the Summer Travel Visitors audience.

To create, manage, and inspect audiences, use the following task guides:

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