Audiences vs. segments

Campaign audience filters are grouped under two sections:

• User Profile filters – criteria that is based on user, device, or event profiles.
• User Behavior filters – filters based on historical user behavior.

If you’re creating segments for analytics or resource A/B testing purposes, you can use any combination of User Profile filters, including event recency and date-related user properties. For more information on the filter options available for creating segments and audiences, see Segment and audience filters.

Defining your target audience

When you define your target audience in the campaign builder, the Audience screen (or Define Target Audience section for in-app and Conversation campaigns) displays the options available for targeting your campaign.

Depending on the campaign channel and your third-party integrations, the following options are available:

• All Users – send the campaign to all users.
• Custom Audience – build a custom audience using any combination of user profile and user behavior filters.
• External Audience – use an audience from an external source (for example, Marketing Cloud, Facebook) or a linked push notification campaign.

Creating a custom audience

Select the Custom Audience tab to build a custom audience based on any combination of user profile and user behavior filters.

The Est. Total Audience displays an estimate of your users who qualify for the audience. The estimated audience is calculated slightly differently depending on the campaign channel. For example, in-app campaign audiences are based on a sample of recently active users in the last seven days, while push notification audiences are based on a sample of your total user population. To update the audience estimate as you add more filters, select Refresh Estimate.

User profile filters

User profile filters target your audience based on information contained in their internal Swrve user profile. For detailed information about the type of data and filter operators available, see the appropriate section in Segment and audience filters.

To add a user profile filter:

1. Under User Profile Filters, select the type of data on which you want to base your filter.
2. Create your filter using the filter type, operator, and value fields provided. To include multiple values in a filter, select or enter the additional values in the value box.
3. Select Apply filter to add your filter. The audience definition displays a summary of the filters as you add them.
4. Optionally, to create more complex filters, use secondary filters to apply additional constraints within one group.
   • To add a secondary filter, on the filter summary select add (+) and then select the operator you want to use:
     
   • Add the additional filter criteria and then select Apply filter. The filter definition is added to the summary and you can continue to add more secondary filters as required.
     
5. To add another group of filters to your audience, select Add a new filter + and then select the primary operator you want to use.
   
6. Repeat steps 1 to 3 above for every additional filter.

Depending on your comfort level with AND/OR logic, use the primary and secondary filter operators to create audiences that are as basic or advanced as needed. For more information about advanced filters, see Segment and audience filters.

User behavior filters

User behavior filters allow for more granular targeting based on push notification campaign events and custom event payloads.

Campaigns

Target your audience based on their exposure to and interactions with push notification campaigns.

To target your audience using push notification events, you must first launch a push notification campaign in Swrve. For more information, see Creating a multi-platform push campaign.

Payloads

Target your audience based on their historical activity using event payloads.

To target your audience using event payloads, you must first configure the required events in your Swrve dashboard. For more information, see Configuring event payloads or contact your CSM at support@swrve.com. They will work with you to define the best schema for the events and payloads you want to use to target your users. For more information about how to create user behavior filters, see Targeting your audience by event payloads.

Saving and reusing a custom audience

To save your audience filter definitions and reuse them in other campaigns, select the Save Audience for Later check box. Enter a name for the audience in the name box and then select Save audience.

To import a saved audience, select Reuse Saved Audience, choose the audience you want to use from the list, and then select Import. The audience summary displays the filters included in the saved audience, but you can add to, edit, or remove any filters as needed.

External audiences

Select the External Audience tab to use an audience from an external source.

The options for using an external audience are:

• Marketing Cloud – select this option to make an in-app message or Conversation campaign available to use in your marketing cloud app, such as Salesforce Journey Builder or Oracle Responsys Program.
• Facebook – select this option to use the audience from a Facebook ad-triggered campaign. For more information, see Facebook ad-triggered campaigns.
• Push Notification – select this option to make an in-app message or Conversation campaign available for linking from a push notification. For more information about linked campaigns, see Push notifications to in-app campaigns.

Next steps

• Learn how to combine user profile filters with event payloads to create more focused and refined campaign audiences. For more information, see Targeting your audience by event payloads.
• Learn how to target users based on their interactions with push notifications. For more information, see Targeting your audience by push notification events.
• Manage your campaigns in our unified campaign center. For more information, see Managing your campaigns.