Audiences

What are audiences?

Audiences are collections of visitors (a list of visitor IDs). Adobe's audience services manage the translation of visitor data into audience segmentation. As such, creating and managing audiences is similar to creating and using segments, with the added ability to share the audience segment to the Experience Cloud.

Audiences can be created or derived from various sources, such as:

  • New ones created in the Experience Cloud
  • From Analytics segments published to the Experience Cloud
  • From Audience Manager

Real-Time vs. Historical Audiences

All audiences, regardless of where they are sourced, are accessible for real-time targeting use cases. The system evaluates audiences in two ways:

  • Historical audiences are sourced from analytics are evaluated every 12 hours. Historical audiences always include return visitors.
  • Real-time audiences are sourced in the Experience Cloud Audiences are evaluated real time.

How solutions use audiences

The following table describes how audiences are used in Experience Cloud solutions:

Solution Description

Experience Cloud Audiences

Create, manage, and share audiences natively using the Audiences interface. You can:

  • Use real-time audiences using raw analytics attributes
  • Combine audiences to create composite ones, joining real-time and historical data
  • See graphical views of estimated audiences size

For suggestions about what type of audience you want to create see: Experience Cloud Audiences.

Analytics

In segmentation, you can build a segment, combine it with a report suite, and then publish the segment to the Experience Cloud.

Publishing the segment displays it on the Audiences page. The audience is also available as a targeted audience for a campaign experience delivered by Adobe Target, and in Audience Manager.

Once an audience is shared from Analytics, and selected for use in an active campaign, all the visitor profiles who met the segment definition criteria for the past 90 days are sent to the Experience Cloud Audience Services platform.

Important: You must limit the number of audiences shared from Analytics to 20 to avoid additional processing delays. Audiences shared to the Experience Cloud from Analytics cannot exceed 20 million unique members. Also, due to caching, deleted report suites in Analytics require 12 hours before the deletion is shown in the Experience Cloud.

Mobile Services

Analyze mobile traffic using the sunburst visualization in the Device Types report.

Target

The ID service unifies visitor IDs and data into a single, actionable profile for use across solutions.

The Publish to the Experience Cloud checkbox during the segment creation process in Adobe Analytics allows the segment to be available within the Adobe Target's custom audience library. A segment created in Analytics or Audience Manager can be used for activities in Target.

For example, you can create campaign activities based on Analytics conversion metrics and audience segments created in Analytics.

Audience Manager

Shared audiences are available in Audience Manager segmentation. All Experience Cloud audiences are available natively in Audience Manager, which provides:

  • Built-in automation regarding how they are shared and consumed in solution workflows
  • Offsite destinations
  • Look-alike modeling

Campaign

Integration between Adobe Campaign and Profiles & Audiences allows you to:

  • Import shared audiences from different Adobe Experience Cloud solutions into Adobe Campaign.
  • Export recipient lists in the form of shared audiences. These shared audiences can be used in the different Adobe Experience Cloud solutions that you use.

For information about the integration between Adobe Campaign and Profiles & Audiences, see Introduction to Profiles & Audiences in Campaign.

Media Optimizer

Use the audience as targets.

Important: Once a visitor qualifies for the audience shared from Analytics, there is a 24 - 48 hour delay before that information is actionable in Target, Media Optimizer, and Campaign.

More help - questions, guidance, and use cases

Help with Resource

Cannot find Audiences?

Ensure that you are provisioned. See Enable your solutions for core services.

Click here to request access to Profiles and Audiences (integrations provisioning form).

Use cases

For more guidance on what solution to use, go to Audience Creation Options in the Knowledge Base.

Forum

The Audiences forum is an additional resource to get help with audiences.

Audience Library interface elements

The Experience Cloud provides a library for creating and managing audiences, with native, real-time audience identification.

Experience Cloud > Audiences

Element Description

New

Create an audience.

Title & Description

A column heading that identifies and describes the audience.

Author

The person who created the audience segment.

Source

Identifies where the audience was created.

Analytics: A segment created in reports & analytics or ad hoc analysis, then published to the Experience Cloud.

Marketing Cloud: (Experience Cloud) A new audience created in Experience Cloud Audiences.

Audience Manager: Audiences created Audience Manager automatically display in the Experience Cloud Audiences.

Current Size

The current audience size.

Active

The active status of the segment.

Create an audience using attribute rules

A use case that teaches how to use attribute rules to create an audience and define a composite audience in the Experience Cloud.

This article helps you understand how to:

  • Create an audience
  • Create a rule
  • Use rules to define a composite audience

The following graphic represents two rules in a composite audience.

Each circle represents a rule that defines audience membership. Visitors that qualify as members in both audience rules overlap to become the composite, defined audience.

Note: The audience is fully defined after data collection for the specified period completes.

The following example shows how to create the rules for a composite audience. This audience is comprised of:

  • Home & Garden section derived from page data, or raw analytics data.
  • Chrome and Safari users derived from an Adobe Analytics segment published to the Experience Cloud.

  1. In the Experience Cloud, click Profiles & Audiences > Audience Library.
  2. On the Audiences page, click New.

  3. On the Create New Audience page, specify a title and description.
  4. Under Rules, select an attribute source:
    • Raw Analytics Data: This is attribute data derived from real-time Analytics image requests, and includes data such as eVars and events.

      You must select a report suite when using this attribute source, and define the dimension or event to include. This report suite selection provides the variable structure used by the report suite.

      Note: Due to caching, deleted report suites in Analytics require 12 hours before the deletion is shown in the Experience Cloud.
    • Experience Cloud: Attribute data derived from the Experience Cloud sources. For example, this can be data from audience segments you create in Analytics (marketing reports & analytics, ad hoc analysis, report builder), and data from Audience Manager.
  5. Define audience rules.
    Note: You should have an understanding of your implementation variables when defining audience rules.

    Under Rules, define the Home & Garden attribute selections:

    • Attribute Source: Raw Analytics Data
    • Report Suite: Report Suite 31
    • Dimension = Store (Merch) (v6) > Equals > Home & Garden

    The Chrome & Safari Visitors is an audience segment shared from Analytics:

    • Attribute Source: Experience Cloud
    • Dimension: Chrome & Safari Visitors

    For comparison, you might add an OR rule to see all visitors to a site section, such as Patio & Furniture.

  6. View the results.

    The resulting rule is a defined audience comprising Chrome & Safari users who visited Home & Garden. The Patio & Furniture segment provides additional insight into all visitors visiting that site section.

    Historical Estimate: (Dotted circle) Represents rules created based on Analytics data.

    Actual Audience: (Solid circle) Any rule created that has 30 days of data from Audience Manager. When the Audience Manager data reaches 30 days, the line becomes solid and represents actual numbers.

    After the data collection completes for the specified period, the circles combine to show a defined audience.

  7. After defining the rules, click Save.

    After the audience is saved, it is available for other solutions. For example, you can include a shared audience in a Target activity.

Publish an Analytics audience segment

Publish an Analytics audience segment to the Experience Cloud and to Adobe Target, for audience marketing activities.

  1. In Reports & Analytics (or Ad Hoc Analysis), create a segment.
  2. On the Segment Builder, enable Publish to Experience Cloud.

    Element Description

    Publish to Experience Cloud (for <report suite name>)

    Publishes this segment to the Experience Cloud. You can use the audience for marketing activities in Adobe Target and segmentation in Audience Manager.

    The Title and Description fields are required for the segment to be published.

    When this option is enabled, the title and audience segment definition are shared, but actual data is not. When that audience is associated with an activity in Target, Analytics begins sending IDs for visitors that qualify for that Experience Cloud and Target audience. At that point, the audience name and corresponding data begins displaying on the Experience Cloud Audiences page.

    Note: Audiences shared to the Experience Cloud from Analytics cannot exceed 20 million audience members.
    Note: Due to caching, deleted report suites in Analytics require 12 hours before the deletion is shown in the Experience Cloud.
    In Analytics, you can edit or delete a published segment. If the segment is in use, a warning message is issued when you edit a segment. You cannot delete a published segment that is in use by Adobe Target.
    Important: Once a visitor qualifies for the audience shared from Analytics, there is a 24 - 48 hour delay before that information is actionable in Target, Media Optimizer, and Campaign.

    Data Privacy

    Audiences are not filtered based on the authentication state of a visitor. If a visitor can browse your site in un-authenticated and authenticated states, actions that occur when a visitor is un-authenticated can still cause a visitor to be included in an audience. Review Analytics Privacy Overview to understand the full privacy implications of audience sharing.

    For information about enabling solutions for Audiences, see Enable your solutions for core services.

  3. Click Save.
  4. Access Adobe Target, then navigate to the Segment list.
  5. On the Segment page, click Import Experience Cloud Audiences

    This option displays the Analytics segment for use in activities.