Action Based Targeting is the ability to use actions, audience activity, and behavioral data for automation use cases. This can define an audience for the lists we use in Journeys.
Now, you can create audiences in Lists using the User's past actions.
For Example,
- Users who opened Specific Emails
- Users who Clicked on Specific External Links
Here are the events available in Journeys with Journey Builder 2.0 and Audience Builder 2.0.
- External Link
- Surveys
The following are the steps to apply ABT to your Audience Builder.
-
Navigate to People > Lists > New list. Fill in the details, then click Next. Here is a guide on how to create a list.
- Click Action Based Targeting. You can select the variables to add more details.
- Click Add.
- Select the Email/Link/Survey as per your selection of Variables. And add details on Criteria, Journey, and Touchpoint.
-
Select Scope and fill in details like custom date range.
- You can add multiple conditions to the same block: OR conditions / NOT (Exclude) Block. Click next to Preview the Audiences.
Key Points
- You can add more conditions along with the ABT rule
- You can add OR blocks along with the ABT rule block
- You can add Exclude Rule Block along with the ABT rule block
List of Entity Types Supported in ABT
Here is a list of entity types that are supported in ABT. Entity types other than those listed below will not appear in the list.
- Candidate
- Submittal
- Placement
- Interview
- Candidate Reference
Rule Definition Set
| Attributes | Definition |
| Any Specific Email | Checks for events that have happened at an email touchpoint -Boolean |
| Any Specific External Link | Checks for events that have happened for a link sent via Email -Boolean |
| A Specific Survey | Check if a survey has been completed or not -Boolean |
| A Specific Survey Question | Checks for a response to a specific survey question -Free Text Selection/ Radio Button / Multi Selection |
Suggested use cases
- Survey Events: Wants to target only those who have not opened the email (Send a reminder)
- Scenario: A marketing team wants to engage email recipients who opened the email but didn't click links. They plan to use a chatbot to prompt interaction and gather feedback.
- Solution:
Target non-clicking email recipients and automate a chatbot message to engage them. Design a personalized message to prompt interaction and deploy the campaign. Monitor engagement metrics to gauge effectiveness.