About Targeting
About Target Audiences
The group of people that task content is intended for is known as the target audience. The members of a target audiences typically share some common characteristics that are defined by criteria that you specify for each task.
These are the ways that you can define a target audience:
- You can add targeting criteria directly in the task.
- You can create a segment and use that segment in a task. A segment represents a group of people.
- You can create an audience and use that audience in a task. An audience represents a group of people and attributes about them.
For example, a travel organization selling products that help users learn another language sets a goal to increase newsletter subscriptions. In order to increase subscriptions, the organization creates a promotion that gives new subscribers a 10% discount on their first order. In addition, the organization decides to send push notifications advertising the offer. The organization must now decide who to send the push notifications to. The marketing team knows that a person who routinely purchases international travel tickets is significantly more likely to need their products than a person who travels domestically. As a result, the travel organization decides to use frequency of international travel as one of the criteria for building their target audience. In addition, the organization can combine the frequency of travel characteristic with other criteria. For example:
- demographic data such as age, gender, education, and income
- behavioral data such as purchasing history and interactions
- geographic data such as postal codes, city, and country information, and geofencing
In SAS Customer Intelligence 360 you can include the following types of criteria in a target audience or segment:
- Current session data.
- Event data, including data views.
- Segments.
- Transient files.
- Imported lists.
- Data from SAS Intelligent Decisioning. This data is available only if SAS Intelligent Decisioning is enabled for your tenant. For more information, contact SAS Technical Support.
- Data from audiences.
Depending on your license, you can use cloud or on-premises data as criteria for segments and task targeting.
Key Concepts in Targeting
An impression, sometimes also called impression delivered, is an instance of your content that is delivered. For example, when a task results in a creative being displayed on your site, that posting of the creative becomes an impression. However, delivery does not guarantee that the participant sees the content. For example, if your task posts a creative to a place on your website that is not visible on the screen, your participant might never see the creative. This counts as an impression whether the creative is visible or not.
An impression viewable occurs when your content is delivered and a certain percentage of your content is visible for a minimum amount of time.