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Examples of Payload targeting

For User Behavior filters (these filters are based on historical user behavior) User Profile filters (these criteria are based on event profile, device or user), the audience builder has a separate section in the Custom Audience tab. The option in which the criteria of additional payloads with recency and frequency of an event is specified included in the User Behavior section. In the following example, we will learn how to build our audiences using the payload targeting with user profile filters.

Media and Entertainment

If we want to promote an upcoming concert in the specific area, on the basis of their sharing preference or artist listening, we will target our audience as follows:

Examples of Payload targeting

For users who use their tablet or mobile device to watch the program's previous season, we can use target those types of users to promote premium subscription service or an upcoming season as follows:

Examples of Payload targeting

In this, the users who are not able to recently watch their favorite movie genre, we will target those types of users as follows:

Examples of Payload targeting

Travel

If the flights are searched by the users, which include children in the traveler's number, we can target those types of users to promote the package of family-friendly vacation, as shown in the following image:

Examples of Payload targeting

Retail

If the sales items are viewed by category, we can target those types of users to promote a seasonal sale, as shown in the following image:

Examples of Payload targeting

Finance

If the loan queries are made by the users for a longer-term or above a certain amount, we can target those types to users to promote additional services.

Examples of Payload targeting

User Behavior filters

In this section, we will learn to make an audience using the combination of filters and available options to successfully target our audience using the criteria of payload. On the Audience screen, if we want to access User Behavior filters, we have to choose a Custom Audience, and then we will choose Payload under the User Behavior Filters.

Examples of Payload targeting

The following elements are included in the User behavior Payload filters.

Element Description
Event The user actions are reflected by this top-level event. We will use those actions to target our audience. When the event is configured by the Customer Success Manager for behavioral targeting, then the event will only be displayed in this list. We are going to use Flight Search in our example.
Event frequency and count In this, we count the number of times selected items are triggered by the user. In our example, the user has searched at least 5 times for a flight.
Event recency and time frame In this, we measure the frequency of the event in the time frame. In our example, we will take the last 30 days.
Event payload In this, we will apply to filter the additional payload constraints. In our example, we will take Destination Airport.
Payload criteria In this, we will use target our users using the payload values. In our example, we will take Destination Airport as our payload, and it will be a list of airport values. As a free text, users will enter the value.

The operators available for each element are described in the following section:

Event frequency

Using the other filter constraints, we can apply the event frequency operators. Constraints can be payloads and time frames.

Operator Description
Exactly In this, we match the event which is triggered by the users exactly A times. Where A >= 0
At most In this, we match the event which is triggered by the users at most A times, where A > 0
At least In this, we match the event which is triggered by the users at least A times, where A < 0
Between In this, we match the event which is triggered by the users between A and B times. In this case, the range is inclusive.
Not between In this, we match the event triggered by the users, not between A and B times. It means more than B and less than A. In this case, the range is exclusive.

Event recency

The time frame is determined by the event recency operator. Using the time frame, we can measure the associated payloads and event frequency.

Operator Description
Anytime In the app history, we can match the payload value and event count at any time.
In the last It will match the values of payload and event count in the last A days.
More than It will match the values of payload and the count of the event more than A day ago.
Between (days ago) It will match the value of payload and the count of events between A and B days ago.
Between (dates) It will match the values of payload and the count of the events between two specific dates, which is specified in UTC. Two dates specify the time range, which is inclusive of the start and end dates specified.

Event Payloads

We will select Add Condition + after selecting event recency and event frequency so that we can add conditions of payload to the filter. The payloads will only be displayed by the event payload list, and the event configuration included those payloads. If our list does not show a payload that we want to target, we can contact our CSM.

For targeting purposes, per event, we can include up to a max of 20 payloads. On the basis of the data type, each payload will be configured as float, date integer or string data type. When we use the type of payload, it will determine the available payload, as shown follows:

String Payload

If we configure the event payload as a string, the operators will be available described as follows. Spaces are contained in the matching values of payloads, and it will not be case sensitive.

Operator Description
Is one of If one of the potential value lists contains payload value, it will match those users. The list can include one or more than one value.
Is not one of If one of the potential value lists does not contain payload value, it will match those users.
Contains If the specified string is contained by the payload value, it will match those users.
Starts with If the specified string contains in the starting of payload value, it will match those users.
Ends with If the specified string contains in the ending of payload value, it will match those users.

Integer Payloads

If we configure the event payload as an integer, the operators will be available described as follows:

Operators Description
Is If the specified value and payload value are exactly the same, it will match those users.
Is not If the specified value and payload value are not exactly the same, it will match those users.
Is less than If the value of payload is less than the specified value, it will match those types of users.
Is greater than If the value of payload is greater than the specified value, it will match those types of users.
Is between If the value of payload falls within the specified value's range, it will match those types of users. In this case, the range is inclusive.
Is not between If the value of payload falls outside the specified value's range, it will match those users. In this case, the range is exclusive.

Date Payload

If we configure the event payload as dates, the operators will be available described as follows.

Operators Description
Is on When the payload is defined by the specific date in UTC, it will match those users.
Is (future) When the date of payload is defined by the specific number of days in the future, it will match those users. When the audience is calculated, at that point, the specified number is measured.
Is (past) When the date of payload is defined by the specific number of days in the past, it will match those users. When the audience is calculated, at that point, the specified number is measured.
Is between dates When the date of payload falls within the date's specific range, it will match those users. In this case, the range is inclusive.
Is not between dates When the date of payload falls outside the date's specific range, it will match those users. In this case, the range is exclusive.
Is between When the date of payload falls within the specific number's range of days in the past, it will match those users. In this case, where the audience is calculated, at this point, it will be relative.
Is not between When the date of payload falls within the specific number's range of days in the past, it will match those users. In this case, where the audience is calculated, at this point, it will be relative.

Float payload

If we configure the event payload as float, the operators will be available described as follows. The float value can include decimal numbers.

Operators Description
Is less than If the value of payload is less than the specified value, it will match those types of users.
Is greater than If the value of payload is greater than the specified value, it will match those types of users.
Is between If the value of payload falls within the specified value's range, it will match those types of users. In this case, the range is inclusive.
Is not between If the value of payload falls outside the specified value's range, it will match those users. In this case, the range is exclusive.





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