Create Audiences in Real-Time CDP using Commerce Event Data
Use event data captured from your Commerce store to create audiences in Real-Time CDP. The data captured is based on browsing behavior, past purchases, profile attributes, propensities to convert or to churn, loyalty status, high and low customer value, and more.
What data should I consider using?
Create audiences in Real-Time CDP using data from storefront, back office, and profile events.
What have other customers achieved?
۶Ƶ Commerce customers have achieved significant business impacts from activating audiences built in Real-Time CDP and deploying them to their Commerce instance.
A global, multi-brand apparel retailer achieved:
- One source of truth with 10s of millions of unified customer profiles
- Created 40+ unique audiences of “high intent customers” to engage across channels
A global beverage company collected:
- 98 million customer profiles from over 100 countries
Let’s get started
In this article, you learn how to:
- Create an audience in Real-Time CDP based on the Commerce data the events collect
- Activate that audience for your Commerce store
- Use the audience in Commerce to inform a cart price rule
Prerequisites
Before you begin, ensure:
- You are provisioned to use Real-Time CDP. If you are not sure, check with your systems integrator or the development team that manages projects and environments.
- You installed and configured the Data Connection extension in Commerce.
- You confirmed that your Commerce event data is arriving at the Experience Platform edge.
1. Create an audience
An audience is a set of customers that share similar behavior or characteristics. In this exercise, you create an audience that qualifies people that are interested in a particular product from your store.
To simplify this exercise, you use event data from the productPageView event. This event captures details about the product that was viewed, such as product name, SKU, price, and so on.
Use this event data to specify that the audience includes individuals who have at least one “Product Views” event where the SKU (product identifier) equals a specific product on your site and the event occurs within the last day.
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Open Experience Platform and select Audiences from the left navigation menu.
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Click Create Audience.
The Segment Builder workspace displays.
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In the Segment Builder workspace, select the Build rule creation method.
The Segment Builder workspace is where you define the rules and conditions for your audience. These rules and conditions are based on event and profile data from your Commerce store and define the criteria that determine whether a user qualifies for the audience. For example, you might create a rule that includes users who have viewed a specific product, or users that have made a purchase within a certain time frame. Learn more about Segment Builder and rules and conditions.
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Select the Events tab.
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Search for the “Product Views” event type. Then, drag and drop it into the Segment Builder workspace.
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Return to the Events tab and search for “SKU”, which is data field under the
productListItemsfield. Drag and drop it to the Segment Builder workspace on top of the Product View event.The Event Rules section displays where you can specify the specific product you want to build your audience off of.
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Set the time interval to one day by clicking on Any Time and selecting In last with a value of 1.
When building an audience, you can specify a time interval to capture recent activity. Setting a time interval allows you to target users based on their recent interactions or behaviors within a specific timeframe.
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In the Audience Properties section on the right-hand side of the workspace, set the audience properties by providing a name, description, and evaluation method for the audience.
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To save the audience, click Save and Close.
The details of your audience displays on the Audience dashboard.
2. Activate the audience to the Commerce destination
You make an audience available in Commerce by activating it for the Commerce destination.
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In the Details tab of your audience, click Activate to destination.
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Select your Commerce destination. Then, click Next.
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Complete the activation process by clicking Finish.
3. View the audience in the Audiences Dashboard
In Commerce, you can view all active audiences that can be personalized for your Commerce instance using the Real-Time CDP Audiences dashboard.
To access the Real-Time CDP Audiences dashboard, go to the Admin sidebar, then go to Customers > Real-time CDP Audience.
In the dashboard, look for the audience you created. Notice it is not being used in a cart price rule or dynamic block. In the next section, you link the audience to a cart price rule.
4. Create a cart price rule based on the audience
This section shows you how to create a cart price rule based on your new audience.
- Confirm that your new audience is displayed in the Real-Time CDP Audiences dashboard.
- Create a cart price rule.
- Set the condition of the cart price rule using your new audience.
- Set the action that you want to occur when the product is added to the cart.
- Continue to configure your cart price rule.
- Go to the customer view of your sandbox instance.
- Add the product you based the audience off of to the cart. Notice that the cart price rule is enabled.
Wrap up
In this exercise, you created an audience in Real-Time CDP and activated it to the Commerce destination. Then, in the Commerce admin, you created a cart price rule based on that audience and enabled the rule in your sandbox environment.