Audience Builder FAQ's – Cuebiq

Use Cases and Features

What are the primary use cases for the Audience Builder?

Interest-based audience segments for targeting
Custom audience creation for targeting
Look-alike modeling based on past and current customers
Look-alike modeling based on prior or current campaign response
Real-time audience estimation
Turnkey audience deployment

What features are included in the Audience Builder?

Audience management tools
Ability to upload a list of addresses or lat/longs using the store management system in order to create a targetable geoset.
Ability to define frequency of visit
Ability to define multiple parameters for audiences including geosets, days of week, interests, lookback window
Real-time audience estimation
Look-alike Modeling
Custom audience refresh rate
Turnkey activation

Feature Questions

How often is day of the week calculated?

Weekly on Monday.

How often is specific date in the past calculated?

Weekly on Mondays

What do the different frequency bands mean?

We have grouped visitation into quantiles for each geoset, meaning “Low” frequency is the bottom 33% of visitors by frequency, “Medium” is the middle 33% and “High” is the top 33%. This allows you to capture loyalty and frequency of visit while still maintaining real-time size-estimation capabilities.

Monthly average visitation for each Frequency level

Vertical	Low	Medium	High
Auto	1	2	3+
Casual Dining	1	2	3+
QSR Dining	1	2-3	4+
Entertainment	1	2	3+
Financial Services	1-2	3-4	5+
Gym Goers	1	2	3+
Apparel Shoppers	1	2	3+
Convenience Stores	1-2	3-4	5+
Grocery Shoppers	1	2-3	4+
Big Box Shoppers	1	2-3	4+

How long does it take an audience extraction to run?

In general, extractions should take ~3 hours to complete.

What is the maximum number of geosets per expression and why?

The maximum number of geosets in a given expression is 6. This is a technical limitation, not a design choice. With more than 6 geosets, the tool is unable to process a real-time audience size at a low cost.

SMS questions

Does the audience builder use dwell time or radius?

No, since the Audience Builder is reading off of Device Location tables (as do standard audiences), dwell time and radius cannot be read by the tool. The reason is that Device Location does not contain dwell times and radius is a feature that was intentionally left out due to computational restrictions.

How long does it take for a custom geosets to be uploaded into Audience Builder?

Once a custom set of lat/longs or addresses are uploaded into the Store Management System, it takes 24 hours for that geoset to populate in the Audience Builder. Once it does populate, you can search for it by name in the geosets area.

How long does it take for a standard geoset to be uploaded into Audience Builder?

Once a set of lat/longs or addresses are uploaded into Krakatoa, it takes 24 hours for that geoset to populate in the Audience Builder. Once it does populate, you can search for it by name in the geosets area.

Estimation & Modeling

Modeling methodology

We take a seed audience (which is a list of device IDs) and look at 2 weeks of visitation from the devices seen in that seed to develop a profile.
We then compare that profile of visitation against our loyalty index which contains 2+ years of visitation information on over 600 types of US locations (ex. Brands, Entertainment/recreation locations, etc.)
From there we run an algorithm that scores and ranks the 20MM IDs that we have in our database to understand which devices have visitation patterns most similar to the seed
From there we cut that model based on how much extension is desired by the client and deliver the modeled IDs along with the seed (or excluding the seed, based on client requirements)

What happens when an audience is less than 10k IDs? Can the audience still be extracted?

The privacy team has mandated that 10k is our bottom limit on audience size for privacy reasons. However, this is also the point where the error rate on estimations becomes too high.

Audience Delivery

How does an audience go from "Idle" to "Success"?

An audience goes from "idle" to "Success" once the extraction has been correctly processed. The intermediate step is "running", which means the audience is being extracted.

What leads an audience to fail?

An audience fails when the underlying AWS job fails. We are currently working on increasing our capacity on AWS, which should lead to less failures.