Introducing the new feature Action Based Targeting to our Sense Engage.
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 past actions of the User.
For Example,
- Users who opened Specific Emails,
- Users who Clicked on Specific External Links
Below are the events we have in Journeys with Journey Builder 2.0 and Audience Builder 2.0.
- External Link
- Surveys
Following are the steps to apply ABT in your Audience Builder.
[1]. Navigate to People>Lists Tab. Click New list. Fill in the details. Click Add rules.
[2]. Click Action Based Targeting.
You can select the variables to add more details.
[3]. Click Add.
[4]. Select the Email/Link/Survey as per your selection of Variables. And add details on Criteria, Journey, and Touchpoint.
[5]. Select Scope and fill in details like custom date range.
[6]. And you can add multiple conditions to 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
★ Rule Definition Set
| Attributes | Attribute Definition |
| Any Specific Email | Check for events that have happened at an email touchpoint. -Boolean |
| A Set of Emails | Check for events that have happened for a set of emails, based on a business goal -Percentage |
| Any Specific External Link | Check for events that have happened for a link, sent via Email -Boolean |
| A Set of External Links | Check for events that have happened for a set of links, based on a business goal -Percentage |
| A Specific Survey | Check if a survey has been completed or not -Boolean |
| A Specific Survey Question | Check for a response to a specific survey question -Free Text Selection/ Radio Button / Multi Selection |
| A Set of Surveys | Check if a set of surveys have been completed or not, based on a business goal -Percentage |
★ Suggested use cases
| Action Entity | Activity Group / 1st Page Selection (On Landing Page) | Activity Attribute | Possible Use cases for List Building |
| Survey Events | Any Specific Survey | Specific Survey Completion | NPS survey follow up |
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A Set of Surveys | Survey Completion | following up to those who have answered on assignment surveys for referrals/review requests (they’re the most engaged candidates) |
| Any Specific Survey Question | Specific Survey Question Response | targeted follow up to exit survey after assignment ends - one of the questions is ‘would you work with us again?’ - the customer would want to target those respondents with outreach | |
| External Link | Any Specific External Link | Specific External Link Sent | client followup customer sends marketing emails to prospect clients which include link to content (blog post, landing page, etc) and want to target contacts that interacted with linked content |
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External Link Click Rate | target clients who’s click rate as a company suggests their company has hiring needs the customer can fulfill | |
| A set of External Links | External Link Open | client followup customer sends a drip campaign including various links to landing pages, and the customer wants to target contacts who have interacted with specific links throughout the journey | |
| Any Specifc Email | Specific Email Sent | ||
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Specific Email Delivered | drip campaign followup to recipients who we can confirm will recieve the touchpoint (delivery = successful) | |
| Specific Email Bounced | reaching recipient on a channel other than email example: email bounces, so we target them with an sms touchpoint | ||
| Specific Email Opens | targeting recipients with a drip campaign to ensure the drip campaign only continues to send to those that are actually engaging with the content rather than sending to people who dont care | ||
| A Set of Emails | Email Open | drip campaign follow up to those most engaged with content (in this case re content that was spread over a series of touchpoints) |