Suggested Predictive Audiences

Suggested Predictive Audiences can help you improve customer engagement, drive higher conversion rates, and reduce ad spend.

This page explains what a Suggested Predictive Audience is, how to build a Suggested Predictive Audience, and what each available Audience targets.

Suggested Predictive Audience basics

A Suggested Predictive Audience is an out-of-the-box Audience template driven by machine learning.

Segment offers five templates that are prebuilt with Predictions like likelihood to purchase and lifetime predicted value. Selecting a template generates a Predictive Audience whose members you can engage in a number of ways:

• Send an email or SMS campaign with a discount code
• Promote a new product line with a drip campaign
• Target the Audience members with online ads
• Send personalized product recommendations

Build a Suggested Predictive Audience

Follow these steps to build a Suggested Predictive Audience:

1. In your Segment workspace, navigate to Engage > Audiences.
2. From the Audiences tab, select Go to Predictive Audiences.
3. On the Audience you want to build, click Build Audience > + Add Audience.
4. Select the Audience type you want to build, then click Next.
5. On the Set up requirements tab, confirm that you have the right events and traits required for the Suggested Predictive Audience, then click Next.
   • If you’re missing a required event or trait, Segment prompts you to select it from the dropdown and match it to the required field(s).
6. Preview your Audience, then click Next.
7. (Optional:) Connect the new Audience to a Destination.
8. Give your Suggested Predictive Audience a name, then click Create Audience.

Your Suggested Predictive Audience is now live.

Suggested Predictive Audience types

Engage offers five Suggested Predictive Audiences. The following table summarizes the customers each Audience targets and the events and traits Engage uses to build the Audience:

Audience descriptions

Ready to buy

Choose a Ready to buy Predictive Audience to target customers who show a high propensity to make a purchase.

Segment builds this Audience with the Likelihood to Purchase prediction. Audience members show encouraging engagement and have a likelihood to buy in the top 20th percentile.

Long shots

Choose a Long shot Predictive Audience to target customers who have made a purchase but have a middling likelihood to buy.

Segment builds this Audience with the Order Completed event and Likelihood to Purchase trait. Audience members have completed a purchase but currently have a likelihood to buy somewhere between the 25th and 65th percentile.

High lifetime value

Choose a High lifetime value Predictive Audience to target customers that show a high predicted lifetime value.

Segment builds this Audience with the Predicted LTV prediction. Audience members are in the top 10th percentile of predicted lifetime value and Segment expects that they’ll spend the most over the next 90 days.

Potential VIPs

Choose a Potential VIPs Predictive Audience to target customers exhibiting several promising marketing behaviors.

Segment builds this Audience with the Page Viewed event and Likelihood to Purchase and Predicted LTV prediction. Audience members have been active on your site within the last two weeks, have a high predicted lifetime value, and a high propensity to purchase.

Dormant

Choose a Dormant Predictive Audience to target inactive customers.

Segment builds this Audience with the Page Viewed event and the Likelihood to Purchase Predictive Trait. Audience members have a low likelihood to purchase and haven’t been active on your site in the last 60 days.