Identifying Target Groups

Objectives
After completing this lesson, you will be able to:

After completing this lesson, you will be able to:

  • Identify different types of target groups and their usage and configure the target groups

Target Groups Overview

Let's begin with the definition of a target group.

A target group consists of a set of consumers, prospects, or contacts categorized according to criteria such as geographic location or any common interests. Typically, you create target groups based on the segments created in Segmentation and then use them for the marketing campaigns.

Now let’s look at the different tabs in the Target Groups app.

Click each tab to explore the Target Groups app:

Target Group Categories

When you create target groups in Segmentation, there are three different categories of target groups to choose from.

Target Group Configuration

Now let’s talk about configuring target groups.

The target group member list provides you with a list of certain attributes of all the members of that particular target group. The member list of a target group can be viewed on the Target Group page.

The attributes in the list originate from the data source provided in configuration. You can configure the member list to include or exclude attributes, as per business requirement.

  • The displayed columns of the member list can be personalized.
  • The member list can be rebuilt for dynamic target groups.
  • Target group members can be added or removed manually to static target groups if not released yet.
  • The list of target group members can be exported.
  • In the Target Group Configuration app, a retention period can be defined during which the member list will not be rebuilt, for example, to avoid overlapping target and control groups with random operators.

Now let’s learn how to configure the member lists of your target groups.

  • Configure the member list of a target group in the Target Group Configuration app.
  • Activate the Configurable Member List for individual segmentation objects in Settings for Individual Segmentation Objects.

The configurable member list has the advantage that the columns visible in the member list can be changed via configuration - no BAdI-implementation is required as with the classic member list. This also allows you to display custom fields or custom SAP HANA views in the target group member list purely based on configuration.

The member list of a target group can be configured in the Target Group Configurationapp. You can configure the data source and its attributes for the member list. To properly configure the member list for a segmentation object, that is, to see the columns or navigation links you expect, go to the Target Group Configuration app, navigate to Settings for Individual Segmentation Objects, select the respective segmentation object, and configure visibility of attributes and the position of attribute columns as per your needs.

Additional columns for attribute descriptions are now available in configurable member lists. If a characteristic attribute is visible and has a label on the underlying SAP HANA view of the data source, that label will appear as an additional description column in the target group member list.

If the member list columns of a target group have not been personalized, this new column may push other columns out of the default view. However, you can always adjust the visibility and order of columns using the personalization options.

Note

The enabled versioning will generate more data on the database, as changes of members are recorded on a regular basis.

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