Attribute categories
In this guide, we are presenting you the detail of all attributes you can use as conditions when creating a Custom Audience Filter. In the platform, the attributes are sorted by categories.
Customer
Specific Purchase
Generic Purchase
Marketing Reactions
Predictive Metrics
Pre-computed attributes (described in this guide)
Let's have a look at each of them in detail.
Customer attributes
The Customer attributes contain all the demographic and geographic data about your customers. The list of attributes below is a generic sample of these attributes, but you may have more depending on the data you are sending to Splio.
For each of these attributes, a sample value list is available on the right to help you find the right way to set it up.
Country is useful to plan a localized campaign for one or several countries.
Email domain can help you to run an analysis on customers using specific webmail, such as Gmail, Hotmail, or Yahoo. It is especially relevant if you are addressing deliverability issues.
Gender can be useful if you are sending a gender-specific campaign, or if you want to analyze the women's or men's behavior.
Language is useful to plan a translated campaign for one or several languages.
Registration date targets the customers depending on the moment they joined your database. You can use it in the audience KPIs to analyze the purchase behaviors of your new clients, to understand which product categories generate repeat purchases.
Actionable + channel This attribute indicates if your customers have given their consent for a specific channel (such as email, push, or SMS) AND if the field used for activation is filled (email address, phone number...). This condition is included by default in One-shot campaigns, so this is only useful for analysis, and not campaigns.
Specific purchase attributes
Every time you add a Purchase attribute to the audience, you will be able to refine it with a time period, either with a moving window (relative date) or a fixed date.
Specific purchase attributes allow you to look for customers who have purchased a particular Product, product Category or Subcategory, or product Brand.
If you want to look for customers who have purchased two or more products, categories (brands, subcategories...), then you can duplicate the condition with the + button and add the second attribute.
But if you want to select customers who have purchased a category OR another one (same for brands, products...), then you need to use the operator Any in and select several categories like in the image.
Generic purchase attributes
Generic purchase attributes allow you to look for customers based on all the purchases they have done previously, or all purchases on a time period.
Any item: allows you to look for customers based on the number of products they have purchased
Total revenue: allows you to look for customers based on the sum of all their orders
Single Order Value: allows you to look for customers based on the total amount of one of their purchases.
Single Item Value: allows you to look for customers who have purchased one product with a specific value
Number of Orders: allows you to look for customers who have purchased once or several times
Marketing reactions
Marketing reactions attributes allow you to re-target users who have reacted to your previous campaigns.
Email sent: the customer has received an email
Email open: the customer has received an email and has opened it
Email click: the customer has received an email, has opened it, and clicked on a link
On each of these attributes, you can include an email volume and a time period.
You can look for users who have reacted to Any campaign, or you can use the Campaign name or the Campaign ID to do more precise retargeting.
Predictive metrics - Customer Lifetime value
The Predictive metrics allow you to anticipate customers' behavior. Contrarily to the other attributes, they don't indicate what happened in the past, but the probabilities (%) of what can happen in the future. You create audiences based on two indicators:
Customer Lifetime Value (CLV): the estimated total revenue of purchases an individual is expected to spend in the next 12 months.
You can define the range of customers you want to use, with customers ranked from the lowest CLV to the highest. The CLV value is displayed below the slider.
You can use an audience of high CLV customers to see what they have purchased in the past, and their demographic profile (age, gender...). It can also be used to build automated incentives campaigns, proposing customers to join the loyalty program...
Predictive metrics - Propensity to buy
Propensity to buy: the probability, in percentage, that a customer will buy a product in the coming month.
You can define the range of customers you want to count, with customers ranked from least likely to most likely to buy.
Like the CLV metric, you can use an audience of high propensity to buy customers to reward them and push repeat purchases, or to analyze their profile. But you can also use an audience of low-propensity customers to create anti-churn campaigns.