Audiences
In SitecoreAI, an audience is a reusable group of profiles who share one or more characteristics. You define each audience by creating rules based on available profile data.
Use Audience builder to create and manage audiences. Select profile data attributes, then define the rules that determine which profiles belong to the audience.
For example, you can create audiences such as:
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Returning customers - profiles who have previously purchased from your brand.
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New visitors - profiles who are browsing your site for the first time.
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Campaign visitors - profiles who arrived through a specific campaign or channel.
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Interested visitors - profiles who viewed key pages, interacted with 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 its rules. When the audience is live, SitecoreAI regularly evaluates profile data against those rules and saves audience membership on matching profiles.
Why create audiences
Create an audience when you want to define and manage a group of profiles in one place.
Audiences help you:
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reuse audience rules instead of rebuilding them each time
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keep profile groups consistent.
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update an audience in one place when its rules change.
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estimate the size of an audience before and after making it live.
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save audience membership to profiles after an audience is live.
For example, instead of defining returning customers multiple times, create one Returning customers audience. You can estimate its size, set it live, and maintain its rules in Audience builder.
Common audience use cases
You can create audiences for different grouping goals, including:
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Location or context-based audiences - based on information such as location, device type, language, or campaign source.
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Behavior-based audiences - based on actions profiles have taken, such as viewing specific pages, returning to the site, or interacting with content.
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Interest-based audiences - based on topics, products, or categories they appear to be interested in.
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Customer journey-based audiences - based on where profiles are in their journey, such as first-time site visitors, returning site visitors, repeat customers, or high-value customers.
You can also combine rules to define more specific audiences.
How audience rules work
In Audience builder, you create rules by selecting attributes from the profile data available in your SitecoreAI environment. These attributes are organized into groups, such as Profile, Sessions, Events, and Traits.
For example, you can create rules based on:
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Profile information, such as whether the profile is known or anonymous.
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Session information, such as language, location, or device type.
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Event information, such as pages viewed or content interactions.
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Traits information, such as 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 who match a rule.
When an audience goes live, SitecoreAI calculates an initial estimated audience size. It then evaluates profile data against the audience rules every hour, updates the estimate, and saves audience membership on matching profiles.
Profiles who match the rules are included in the audience. Profiles who do not match the rules are not included. You can view the saved audience membership in the profile using Inspect mode.
Example: Creating an audience for summer travel visitors
Imagine that you want to group profiles who are likely to be interested in summer travel.
In Audience builder, create an audience called Summer Travel Visitors. The audience might include profiles who:
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Viewed destination-related pages
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Showed interest in travel or outdoor activities
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Arrived through a summer-focused campaign
After you define the audience, estimate its size and set it live. Profiles who match the rules are then identified as members of the Summer Travel Visitors audience.
Related tasks
To create, manage, and inspect audiences, use the following task guides: