Within Clara, Cuebiq’s new Audience Builder gives you control over creating audiences that meet the needs and targeting requirements of your campaign. We believe you should have greater control over creating audiences precise to your campaign’s specifications while providing them with increased targeting capabilities to enhance performance and execution.
To locate the new Audience Builder, you’ll first need to log into your Clara account. From there, you’ll locate the new Audience Builder in the lower left section of the main page.
New Dashboard Features
The new Audience Builder dashboard allows you to see audiences you have created in the past. By clicking on the pencil icon, you will be able to see which restrictions have been put on an audience. The definitions of the “Status” column are the following:
- “Idle” - means an extraction has been queued but not processed yet
- “Success” - means the audience has been extracted
- “Failed” - please see the FAQ for a more in-depth description on why audiences fail.
A. How to Create an Audience
Naming Your New Audience
The first step is to locate the “Create New Audience” button in the upper right corner. Once you select “Create New Audience”, you will be directed to the configuration page. Please create a name for your audience and input yourself as the customer.
For your audience name, it is recommended to name it something descriptive so it can be easily identified and associated with the correct account. Make sure to include your client name in the title, for example:
823 Agency [Client Name] - Sneaker Enthusiasts [Description of Audience] - 20200428 [Date]
For the customer field, this should be the e-mail address of the party who is receiving the audience, either the DSP/end destination or the client/agency.
NOTE: All of these are required fields.
Adding A Standard Geoset
Once you’ve created the new audience name and provided descriptive information regarding its eventual delivery destination, the next step is to create a geoset for it. Clicking inside the geoset box will allow you to either manually select a standard geoset or search for one. The geosets that are preloaded into the tool are our ~800 standard geosets. In addition, we have included “tags” which are non-geo-related targeting parameters such as mobile device type. A limit of 6 total geosets can be used within this tool.
Adding A Custom Geoset
This new feature allows you to upload a list of addresses or lat/longs using the store management system in order to create a targetable geoset. This is valuable for cases where as the client you notice brands currently not located within the available standard geosets lists that you’d like to be included for your new audience.
In order to upload a custom geoset, you must first add the list of stores to your organization’s store management system within Clara. For instructions or questions on how to upload a custom geoset within your organization’s store management system, please refer to our article on setting up stores.
Once you’ve uploaded your custom geoset within your organization’s store management system, the geoset will become available for use in the Audience Builder after 1-2 days.
Frequency of visit
After selecting your geoset, the next step is to select the frequency of a visit to that particular list of locations. This feature allows you to target based on how frequently a user visited a specific location in relation to the total population visiting within the look-back window you have selected. Visitations are grouped into quantiles for each geoset, with each meaning defined as such:
- “Low” frequency is the bottom 33% of visitors by frequency
- “Medium” is the middle 33% of visitors by frequency
- “High” is the top 33% of visitors by frequency
This allows you to capture loyalty and frequency of visit while still maintaining real-time size-estimation capabilities. Please see the FAQ section for average actual frequencies by vertical.
Boolean logic operators
Boolean operators allow you to combine geosets together to find overlap, total population and excluded customers.
The Boolean operator definitions and their applications are as followed:
- OR Logical Operator
Includes all users who have visited any of the desired locations in your look-back window. Combining multiple geosets with an “OR” operator allows you to understand the total de-duped population of all of the geosets you selected.
- AND Logical Operator
Includes users who have visited two or more different brands or sets of custom locations. A user must have visited each of the required locations within the set look-back. This is a measure of the overlap of users to each of your selected locations.
- NOT Logical Operator
Includes users who have not visited a certain location or set of locations. This allows you to exclude people who have visited a certain location.
After selecting any of the Boolean operators available for the new audience’s criteria, the next step is to select a look-back window for the audience. There are two methods of thought to consider when selecting an appropriate look-back window for the audience:
- Standard Look-back Window
How long ago does a visitation need to have occurred for a user to be included in this audience
- Custom Look-back Window
What specific date or dates did a visitation occur in the past?
NOTE: The maximum look-back window length for users is 120 days
This allows you to only include users who have been seen in the states specified.
Please note that we typically encourage clients to do geo-targeting at the DSP level, as this often results in better scale.
Day of the week
You can also select the days during the week in which a visit occurred.
Once you have selected at least 1 geoset and a look-back window, you will then hit the “Get Estimation” button. This allows you to understand the approximate size of an audience in real-time. Please note that due to privacy restrictions, the smallest audience that can be created with the tool is 10,000 IDs.
This tool allows you to expand custom audiences and other high-value grouping of MAIDs by using look-alike modeling, which entails finding people who visit similar locations as the target audience.
Please see the FAQ for more details on our LaL methodology.
Tags are a non-required field that allow you to organize audiences on the home page.
When submitting an audience to a downstream partner (LiveRamp, etc.), an audience description is required. This field should simply contain a description of what types of users are included in the audience. Typically, it will address the geoset or types of geosets and the look-back window.
B. Delivering Your Audience
Once you hit “Next” on the Create Audience page, you will be taken to the Deliver Audience page.
This is the ability to set the cadence of a full audience refresh. This entails re-querying our database to deliver users who took the desired actions set forth in the audience specs and in the desired look-back window.
Standard refresh is 1 month which should work for the vast majority of use cases. Recency audiences are the exception to this rule: If you want to capture only people who visited a store in the last 7 days, you would set your look-back and refresh cadence to 1 week. For short look-back windows (less than 1 month), refresh cadence and look-back should match.
Review Audience Restrictions
Once you have reviewed your audience restrictions, you can hit “Save and Extract” This will begin the extraction process.
DSP Selection Form
This form allows you to input Seat ID, email address and other information needed to push an audience within LiveRamp to an advertiser’s DSP seat. Once the audience has been pushed to the DSP seat, you’ll be notified by your Cuebiq representative on confirmation of delivery. It generally takes 3-5 business days for the segment to be delivered to the destination. The level of customization determines the length of time needed to compile the segment.
Check out our step by step video here!