Name: Building an Audience - Customer Data Platform
Uploaded: 2023-4-11
Duration: 173 s
Description: In this video, we’re going to create a new audience and demonstrate how it can be used to present business relevant information.You can view the documentation on the SAP Help Portal for more details:Creating an Audience | SAP Help Portal

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<div><div><div>In this video, we’re going to create a new audience and demonstrate how it can be used to present business relevant information.<br><br><p>You can view the documentation on the SAP Help Portal for more details:</p><a href="https://help.sap.com/docs/customer-data-platform/main/creating-audience-with-customer-profiles?q=creating%20audiences" rel="nofollow noopener noreferrer" target="_blank">Creating an Audience | SAP Help Portal</a><br></div></div></div>

Building an Audience - Customer Data Platform

I'd like to show you a quick demonstration of how SAP's CDP audience can be used to present business-relevant information. So let's say I'm a marketing manager working for a CPG company. We produce the best wine on the market, and my CMO just allocated a budget for me to create a conference. It's a VP-exclusive conference, but my budget is low, so I have to choose who I invite to this conference. This is how I'll find my conference audience using the Audience Builder. I'll start with creating an audience, and I'll call it VIP Conference. Then I'll select my customers that are retailers. I want to focus on a specific type of retailer. Retailers who also have convenience stores. I'll now add a condition to show who owns a convenience store. There are 15 retailers that own convenience stores. Since my budget is limited, I only want to invite whoever is nearest to the conference location. In this case, it would be Germany. I add a condition to show all the retailers that have departments in Germany. To do this, I'll first switch my entity to department and then I'll add a location condition. I want only the highest value customers to come to this conference, so I'll add a segmentation condition for bronze, silver, and gold customers. Now I can see how many departments are under each segmentation category. But that doesn't tell me how many people there are in each one. To do so, I'll add a condition for how many profiles there are under each category. I don't have the budget for all these customers. I'll continue to refine my search by looking into the gold tier customers. I know that not all these customers have attended my marketing conferences in the past, so it's most likely they won't come again. I'll add a condition to see all the profiles that have attended at least one marketing conference in the past, but not all have attended physical events. Some of these customers have been to webinars. I'll add another condition based on if they have attended at least one webinar. Now there are two groups, but I can only have one audience. Since I have some customers that overlap in both groups, if we merge both groups together, it would be one audience. I'll merge the audience. Now I have one audience of retailers that own convenience stores that have departments in Germany and are high value customers who have been to at least one webinar or conference in the past.