Using Audiences

An audience is a specific group of people to whom you target a marketing campaign. Use PeopleSoft Marketing to create and manage audiences for all marketing campaigns including telemarketing and online marketing.

Every marketing campaign requires one or more target audiences. These target audiences can be current customers drawn from your own database, unknown prospects from a rented list, or respondents to a banner ad on a web site. However, before you can specify a target audience for a campaign, you must first define the audience.

This chapter provides an overview of audiences and discusses how to:

Create and manage audiences.
Export audiences for use outside the PeopleSoft CRM application suite.

Understanding Audiences

An audience can serve multiple purposes in a marketing campaign. First and foremost, an audience is the list of contacts you want to reach with your campaign. But, that primary audience can be segmented into smaller groups allowing you to test the effectiveness of different campaign strategies. Or, you can export your audience to a third-party vendor who will append data not normally gathered by your company.

Before you define an audience, consider the following questions:

Are the intended recipients all known to you? That is, are they already in your PeopleSoft CRM database (an internal audience), or are they unknown to you and will be contacted by an outside vendor (an external audience)?
How will the recipients be contacted? For example, do you plan to contact them using PeopleSoft Telemarketing, Online Marketing, or Sales applications, or will you use a third-party direct mail vendor?
Do you want the audience to reflect changes to the database each time it is generated (a dynamic audience), or will it remain the same (a fixed audience)?
Will the audience be used to test your campaign before you go live or will you try different strategies (a test audience)?

Considering these questions in advance will help as you define your audience.

Note. Because audiences can be used with multiple campaigns, it is important that you be careful when making changes to an existing audience so that you don't adversely affect another campaign. For this reason, PeopleSoft Marketing provides the ability to clone audiences.

This section discusses:

Segments
Audience statuses
Audience sources
Audience Types

Segments

A segment is a group of customers defined by some selection criteria. Segments are considered a type of audience—their selection criteria are defined in the same way as for audiences, and they can be used interchangeably in PeopleSoft Marketing, Online Marketing, and the enterprise with dynamic audiences.

Segments can be arranged hierarchically by defining parent-child relationships between segments. Each segment can have multiple children, but only one parent. Child segments always inherit the selection criteria of their parent segment, and by default they also inherit the parent's Owner attributes.

Segments and segment hierarchies are associated with Segment Groups, which is simply a way to arrange the segments and hierarchies. Child segments are always associated with the same Segment Group as their parents.

Audience Statuses

Audiences and segments pass through structured life cycles. Each stage of the life cycle is called a status. Status changes must follow predefined status rules that are delivered with your system.

Note. Audience status rules are not the same as campaign and activity status rules. You cannot redefine audience status rules on the Status Rules page.

an audience can pass through the following statuses:

Audience Status	Description
In Design	Audience is new and selection criteria is not yet defined.
Designed	At least some audience selection criteria is defined.
Scheduled	Audience is scheduled to be generated at a definite future date and time.
Processing	Audience generation is currently in process.
Generated	Audience generation process completed successfully.
Approved	Audience is approved for use in live campaigns.
Committed	Audience is in use by one or more campaign activities and cannot be modified except to add correspondence management requests or to manually change the status of the audience to Archived.
Archived	Audience is inactivated and cannot be newly associated with any campaign. Audience status can only be changed to Archived when the audience is not in use by a live campaign or by a online dialog.

Audience Sources

PeopleSoft Marketing audiences are defined most broadly as being either internal (known) or external (unknown). Internal audiences are generated by selecting records from your PeopleSoft CRM database. These records may be existing customers, or a list imported from an outside source. In either case, the audience is drawn from the database.

External audiences are unknown contacts that do not exist in your database. Two common examples of an external audience are a mailing produced by a third party vendor from their own audience list, and respondents to a website banner ad. In neither case is the audience drawn from your PeopleSoft CRM database.

The Audience Source describes whether the audience is external or internal and, if internal, how it was created.

There are four sources of audiences:

Audience Source	Description
External	An External audience is made up of contacts previously unknown to your PeopleSoft Marketing system. For example, placing a banner ad on a website exposes your offer to an audience, but you have no idea who will see it and respond.
Internal Using Audience Builder	The audience is generated from contacts currently in the PeopleSoft Marketing database. Audience Builder enables users who do not know SQL to define a simplified selection query.
Internal Using Combine Audiences	Two or more existing audiences are combined into a new, larger audience. All existing audiences included in a combined audience definition must be drawn from contacts currently in the PeopleSoft Marketing system.
Internal Using Import	A contact list is imported into your PeopleSoft CRM database from which you generate an internal (known) audience.
Internal Using PSQuery	Uses PSQuery functionality to create an audience from contacts currently in the PeopleSoft Marketing system. Using PSQuery requires a knowledge of SQL.
Internal Using Saved Search	Based on the search criteria entered on a Configurable Search page. The Configurable Search page must have been configured to be enabled for audience creation. An enabled search page will give you the option of saving the search as an audience. Note. This option doesn't appear when you are creating a new audience. You can view or update this audience type on the Audience Detail page, but not create it.
Control Group	Control groups help you gauge the effectiveness of your campaign by isolating a small segment of your target audience. By comparing sales results of the larger audience to those of the control group, you can determine the actual influence of your campaign. How control group members are drawn from each included audience is controlled by a combination of the control group audience size and source audience percentages. Note. This option doesn't appear when you are creating a new audience. You can view or update this audience type on the Audience Detail page, but not create it.
Test Audience	A test audience is created by selecting a subset of a generated audience. Use test audiences to try different offers on different subsets of your audience. These test audiences can be created as a percentage of the original audience count, or users can specify the total number of records for each test audience. Test audience selection is random. All test audiences are fixed audiences. Note. You can only create test audiences for audiences in the status of Generated, Approved, or Committed.
Segment	A segment is similar to an audience built using Audience Builder. Segments can be created in a hierarchical structure in which a child segment automatically inherits the roles and selection criteria of its parent segment.

Audience Types

Audiences are one of two types, either Fixed or Dynamic.

A fixed audience is an internal audience that does not change, such as the list of people who attended a previous conference. A dynamic audience is an internal audience that may change over time. An example of a dynamic target audience is a newsletter campaign that periodically sends out customized email messages to subscribers, pointing them to specific web pages. As new subscribers sign on, you want the target audience to include those people.

Note. Segments are always dynamic.

Audience Type	Description
Fixed	Results are static once an audience is generated. The audience query is run only at the time the audience is created. New contacts meeting the audience criteria are not added to the generated list unless the audience is manually regenerated or cloned and newly generated.
Dynamic	Audience query criteria is stored and run each time an action associated with the audience executes. Each time the audience is used, new contacts that meet the criteria will be included in the results, and old contacts that no longer meet the criteria will not be included in the results.

Creating and Managing Audiences

In this section, we discuss how to:

Define and update audiences and segments.
Associate audiences with campaign activities.
Associate costs with an audience.
View and add notes related to an audience.
Remove records from a generated audience.
Managing audience correspondence.

Common Elements Used in This Section

Count

Displays number of records (people) in the audience.

Note. The count for dynamic audiences and segments represents the number of records in the audience at the time it was last generated. The audience count is not updated when it is used as part of a PeopleSoft Online Marketing Dialog. For example, at the time of approval a dynamic audience might contain 500 records. Two weeks later when the audience is used by PeopleSoft Online Marketing, the audience might grow to 550 records.

Owner

Person who is responsible for an audience.

Status

Position of an audience in its life cycle. Values are: Approved, Archived, Committed, Designed, Generated, In Design, Processing, and Scheduled.

Pages Used to Create and Manage Audiences

Page Name	Object Name	Navigation	Usage
Audiences	RA_LIST_SUMMARY	Marketing, Manage Audiences	View summary information about all existing audiences or add a new audience.
Audience Details	RA_LIST_MAIN	Click on an audience name on the Audiences page to open an existing audience. Click the Create New Audience button on the Audiences page to define a new audience.	Define and update audiences.
Segment Detail	RA_LIST_SEG_MAIN	Click on a segment name on the Audiences page to open an existing segment. Click the Create a New Segment button on the Audiences page to define a new segment.	Define and update segments.
Define Segment Group	RA_SEGMENT_GROUP	Set Up CRM, Product Related, Marketing, Audiences, Segment Groups or Click the Add New Segment Group button on the Segment Details page.	Use to define segment groups, which are used to group segments and segment hierarchies.
Create a Target Audience - Select Roles	RA_LB_STEP_1	Click the Edit with Audience Builder link on the Audience Details page.	Select basic profiles to include in audience selection.
Create a Target Audience - Define Selection Criteria	RA_LB_STEP_2	Click the Next Step button on the Create a Target Audience - Select Roles page.	Select profile fields and values to define audience selection criteria.
Create a Target Audience - Review and Save	RA_LB_STEP_3	Click the Next Step button on the Create a Target Audience - Define Selection Criteria page.	Confirm contents of the audience selection criteria.
Activities	RA_LIST_WAVES	Marketing, Audiences, Activities	View activities associated with audiences.
Plans	RA_LIST_PLANS	Marketing, Audiences/Segments, Plans	Define plans for audiences and segments. This page is only visible if the audience or segment has been published.
Costs	RA_LIST_COST	Marketing, Audiences, Costs	Associate costs with audiences.
Notes	RA_LIST_NOTE	Marketing, Audiences, Notes	View brief descriptions of your audience notes and access those notes.
Result List	RA_LIST_RECS	Marketing, Audiences, Audience Result List	View or eliminate records from a generated audience.
Audiences - Correspondence	RA_LIST_CM	Marketing, Audiences, Correspondence	View summary information about audience correspondence and initiate new correspondence.
Team	RA_LIST_TEAM	Marketing, Manage Audiences, Team	Associate team members to an audience. You can associate individual workers or entire roles as team members—in the case of roles, each individual worker who has that role will be considered a team member. Team membership can be used to control or limit who can access this audience or segment.
Create Test Audiences	RA_TEST_AUDIENCE	Click the Create Test Audience button on the Audience Detail page.	Create one or more test audiences for an audience in Generated, Approved, or Committed status.

Creating and Updating Audiences

Access the Audiences page.

From the Audiences page you can create a new audience or update an existing audience. Click Create New Audience to add a new audience. Click the audience name to update an existing audience.

Audiences are created using profiles. For a complete explanation of profiles:

Note. The CDM Basic tables must be populated before you can generate audiences. Refer to the business object management documentation for more information about CDM Basic tables.

See PeopleSoft Enterprise CRM 8.9 Application Fundamentals PeopleBook.

See PeopleSoft Enterprise CRM 8.9 Business Object Management PeopleBook.

Creating an Audience

Access the Audience Details page.

The full Audience Details page includes up to three regions depending on variables such as audience type, source, and status. Possible regions are a header, an Audience/Count Generation region, and an Audience Information region. Fields maybe available for selection (or, input), or display-only depending on several variables.

Audience Details Page Header

Audience Name

Enter a descriptive name for the audience. This field is display-only once the audience is saved.

Source

Source values indicate from where an audience is drawn and how it was selected. Values are: Control Group, External, Internal Using Audience Builder, Internal Using Combine Audiences, Internal Using Import, Internal Using PSQuery, Test Audience, and Internal Using Saved Search.

Note. You cannot change the source type of an audience once you have created it.

Note. The values, Control Group, Test Audience, and Internal Using Saved Search are not available when you define a new audience. These types of audience are created through other means, but you can view or update once it is created.

Published

Select this check box to indicate that you want the audience or segment to be visible and available to users outside the CRM Marketing application, such as the AAF Library or the Strategic Account Planning application.

Audience/Count Generation

Date Last Generated	Date and time when the audience was last generated successfully.
Generate Audience/Count	Select when you want the audience to generate.
None	Select if you are creating an audience definition to use at an unknown future date and you do not wish to generate it at this time.
Date and Time	Select to specify a date and time for the audience to generate.
Now	Select to generate the audience as soon as you save the changes.
Log	The Log field displays information about generated audiences. For each effort to generate an audience, the log includes the date and time, the outcome of the effort, and the number of records (people) placed on the audience.

Generating an Audience Using Audience Builder

Access the Create a Target Audience - Select Roles page.

Note. You must set up the CDM basic tables before you can build audiences.

Audience Builder enables users with no knowledge of SQL to create simplified yet powerful selection queries. Use the three-step Audience Builder Wizard to define the selection criteria and generate the audience.

Roles

A person is represented in the PeopleSoft CRM CDM (Customer Data Model) as a Contact for a Company (a representative of a company), or a Consumer, or a Contact for a Partner (a representative of a partner). It is possible for someone to appear as both, or even appear as a contact multiple times, if they represent more than one company. You must select at least one option, but may select more than one to include all eligible records.

See PeopleSoft Enterprise CRM 8.9 Business Object Management PeopleBook.

Create a Target Audience - Define Selection Criteria Page

Access the Create a Target Audience - Define Selection Criteria page.

Filter the final results of your audience by defining selection criteria. Audience Builder offers both a Basic and Advanced Mode.

Basic Mode Audience Builder limits you to And or Or connectors between condition clauses, and automatically inserts implied parenthetical expressions when Or is used. Conditions within the parentheses are linked together as if they are one condition. In other words, each individual condition must be met for the combined (parenthetical) condition to be met. Because the parentheses are applied based on very simple rules, it is important that you carefully consider the expected results of your query.

Advanced Mode Audience Builder enables users with an understanding of queries to create more sophisticated criteria by defining their own parenthetical expressions. These parenthetical expressions can be used to create nested selection criteria. In addition, the Advanced Mode enables use of a With connector to achieve correlated sub-queries when using a Many Rows profile.

The With connector is similar to an And connector, but has particular application where there is more than one row of data for a single contact. For example, suppose you have a contact with multiple credit cards and you define the following criteria.

And/Or	Profile Field	Operator	Value
	Individuals. CreditCards.CreditCardCompany	has at least one	VISA
And	Individuals.CreditCards.ExpirationDate	has any less than	10/28/2002

As long as the contact has at least one VISA credit card, and any one of the cards (whether VISA or not) has an expiration date before November 28, 2002, a selection will be returned. On the other hand, the following definition will return a selection only when the contact has at least one VISA card with an expiration date before November 28, 2002.

And/Or	Profile Field	Operator	Value
	Individuals. CreditCards.CreditCardCompany	has at least one	VISA
With	Individuals.CreditCards.ExpirationDate	less than	10/28/2002

Profile Field	Select the profile fields that contain the data you will use for your selection criteria. Fields from any activated profile that falls under the role or roles selected, are available. Refer to the Profiles chapter for more information about how profiles are defined. You can add additional fields to further narrow your selection criteria.
Operator	Specify the criteria operator.
Value	Enter the criteria value. If a prompt table is associated with the profile field, the Value field will contain a Lookup. Otherwise, free form text can be entered. For audiences, the Lookup will contain only approved or committed internal published audiences. For segments, it will contain approved or committed published segments.
And/Or	Select an operator to connect condition clauses. Condition clauses linked by the And connector will only return a selection when all linked conditions are met. Condition clauses linked by the Or connector will return a selection when any of the linked conditions are met. Note. A With connector is available for use in Advanced Mode with a Many Row profile types.

Available operator choices depend on the type of profile and profile field combination. Only operators appropriate to the particular combination will display. The following table provides a complete list of all available operators, the type of profile with which it can be used, and an explanation of what is included in the selection.

Available Operator	Profile Type	What is Included
is empty	One Row	Includes any record where there is no data in the selected field.
is not empty	One Row	Includes any record where there is data in the selected field.
is equal to	One Row	Includes any record where the data in the selected field is equal to the specified value.
is not equal to	One Row	Includes any record where the data in the selected field is not equal to the specified value.
is less than	One Row	Includes any record where the data in the selected field is less than the specified value.
is no more than	One Row	Includes any record where the data in the selected field is less than, or equal to, the specified value.
is at least	One Row	Includes any record where the data in the selected field is equal to, or greater than, the specified value.
is more than	One Row	Includes any record where the data in the selected field is greater than the specified value.
contains	One Row	Includes any record where the character or string data in the selected field contains the specified character or string value. Note. Do not enter wildcard characters. When appropriate, the system may add wildcard characters, but they should not be entered by the user. Note. This operator is only available in Advanced Mode.
not contains	One Row	Includes any record where the character or string data in the selected field does not contain the specified character or string value. Note. Do not enter wildcard characters. When appropriate, the system may add wildcard characters, but they should not be entered by the user. Note. This operator is only available in Advanced Mode.
starts with	One Row	Includes any record where the character or string data in the selected field starts with the specified character or string value. For example, to select all records where the contact's last name begins with "A", specify the value "A." Note. Do not enter wildcard characters. When appropriate, the system may add wildcard characters, but they should not be entered by the user.
not starts with	One Row	Includes any record where the character or string data in the selected field does not start with the specified character or string value. For example, to include all records except those where the contact's last name begins with "A", specify the value "A". Note. Do not enter wildcard characters. When appropriate, the system may add wildcard characters, but they should not be entered by the user.
ends with	One Row	Includes any record where the character or string data in the selected field ends with the specified character or string value. Note. Do not enter wildcard characters. When appropriate, the system may add wildcard characters, but they should not be entered by the user. Note. This operator is only available in Advanced Mode.
not ends with	One Row	Includes any record where the character or string data in the selected field does not end with the specified character or string value. Note. Do not enter wildcard characters. When appropriate, the system may add wildcard characters, but they should not be entered by the user. Note. This operator is only available in Advanced Mode.
has at least one	One Row w/Choose Many attribute, Many Row	Includes any individual having at least one associated record where the data in the selected field is equal to the specified value.
has all	One Row w/Choose Many attribute	Includes any record where the data in the selected field includes all values specified. If any specified values are missing, the record will not be included.
does not have all	One Row w/Choose Many attribute	Includes any individual not having at least one associated record for each specified value where the data in the selected field is equal to the specified value.
has none	One Row w/Choose Many attribute, Many Row	Includes any individual having no associated records where the data in the selected field is equal to the specified value.
has only	Many Row	Includes any individual having only associated records where the data in the selected field is equal to the specified value.
has other than	Many Row	Includes any individual having at least one associated record where the data in the selected field is not equal to the specified value.
has only empty	Many Row	Includes any individual having only associated records where no data is contained in the selected field.
has none empty	Many Row	Includes any individual having only associated records where data is contained in the selected field.
has at least one empty	Many Row	Includes any individual having at least one associated record where no data is contained in the selected field.
has other than empty	Many Row	Includes any individual having at least one associated record where data is contained in the selected field.
has all less than	Many Row	Includes any individual having only associated records where the data in the selected field is less than the specified value.
has all more than	Many Row	Includes any individual having only associated records where the data in the selected field is more than the specified value.
has none less than	Many Row	Includes any individual having no associated records where the data in the selected field is less than the specified value.
has none more than	Many Row	Includes any individual having no associated records where the data in the selected field is more than the specified value.
has any less than	Many Row	Includes any individual having at least one record where the data in the selected field is less than the specified value.
has any more than	Many Row	Includes any individual having at least one record where the data in the selected field is more than the specified value.
is one of	One Row	Includes any record where the value of the data in the selected field is equal to the one of the specified list of values.
includes	Dialog History, Campaign History, Audience Membership	Includes any individual having been targeted by the specified dialog and having performed the selected action (Dialog History), any individual who has performed the specified campaign action (Campaign History), or any individual who is a member of the specified audience or segment (Audience History).
not includes	Dialog History, Campaign History, Audience Membership	Includes any individual having not been targeted by the specified dialog or having not performed the selected action, (Dialog History), any individual who has not performed the specified campaign action (Campaign History), or any individual who is not a member of the specified audience or segment (Audience History).
is equal to current date	One Row	Includes any record where the data in the selected field is equal to the current date on the day that the query is run. This operator is particularly useful with dynamic audiences.
is prior current date	One Row	Includes any record where the data in the selected field is prior to the current date on the day that the query is run. This operator is particularly useful with dynamic audiences.
is after current date	One Row	Includes any record where the data in the selected field is after the current date on the day that the query is run. This operator is particularly useful with dynamic audiences.
has any equal curr. date (has any equal current date)	Many Row	Includes any individual having at least one associated record where the data in the selected field is equal to the current date on the day that the query is run. This operator is particularly useful with dynamic audiences.
has any prior curr. date (has any prior current date)	Many Row	Includes any individual having at least one associated record where the data in the selected field is prior to the current date on the day that the query is run. This operator is particularly useful with dynamic audiences.
has any after curr. date (has any after current date)	Many Row	Includes any individual having at least one associated record where the data in the selected field is after the current date on the day that the query is run. This operator is particularly useful with dynamic audiences.
has all equal curr. date (has all equal current date)	Many Row	Includes any individual having only associated records where the data in the selected field is equal to the current date on the day that the query is run. This operator is particularly useful with dynamic audiences.
has all prior curr. date (has all prior current date)	Many Row	Includes any individual having only associated records where the data in the selected field is prior to the current date on the day that the query is run. This operator is particularly useful with dynamic audiences.
has all after curr. date (has all after current date)	Many Row	Includes any individual having only associated records where the data in the selected field is after the current date on the day that the query is run. This operator is particularly useful with dynamic audiences.
has none equal curr. date (has none equal current date)	Many Row	Includes any individual having no associated records where the data in the selected field is equal to the current date on the day that the query is run. This operator is particularly useful with dynamic audiences.
has none prior curr. date (has none prior current date)	Many Row	Includes any individual having no associated records where the data in the selected field is prior to the current date on the day that the query is run. This operator is particularly useful with dynamic audiences.
has none after curr. date (has none after current date)	Many Row	Includes any individual having no associated records where the data in the selected field is after the current date on the day that the query is run. This operator is particularly useful with dynamic audiences.

Warning! When creating audiences for telemarketing, ensure that all telemarketing prospects have a telephone number by including it as part of your audience selection criteria.

See Working with Active Analytics Framework.

Create a Target Audience - Review and Save Page

Access the Create a Target Audience - Review and Save page.

Selection Criteria

This region displays, in text form, the selection criteria that you defined in step 2. Click the Edit Roles button to change the selected roles. Click the Edit Criteria button to change the selection criteria.

Audience/Count Generation

Specify at what point you will generate the audience. You can specify audience generation on this page or on the Audience Details page.

Save without generating	Select to save the Audience Builder definition for future use.
Schedule audience generation	Select to generate the audience at a particular date and time. Specify a time and date.
Start audience generation now	Select to generate the audience immediately upon save.

Generating an Internal Audience Using Combined Audiences

The system displays the Source Audiences region only when you select the source, Internal Using Combined Audiences. Combined audiences are created by combining two or more existing audiences.

Audience Name

Select an existing audience to include in the new audience. Add all additional audiences required to make up the combined audience.

Importing an Audience

Creating an imported audience involves defining an audience shell within PeopleSoft Marketing, then importing audience data into the CDM using the CDM Data Import process. The CDM Data Import process populates the audience table. Once an audience is actually created, you can attach it to an activity, select records, deduplicate, or anything else that you can do with any other audience.

See Importing Data Into PeopleSoft Enterprise CRM.

Generating an Audience Using PeopleSoft Query

Users with a thorough knowledge of SQL and the underlying table structures and joins can use PeopleSoft Query Manager to select an audience. Using PSQuery enables you to create complex queries beyond the capabilities of Audience Builder. For example, using PSQuery, you can incorporate information related to customer purchases by linking data from order tables.

To be used for audience generation, a query must:

Be defined as type User Query and Public.
Not contain any user prompts.
Include the Basics table (BO_BASIC_IND) in the main Select clause, the main Select clause of any unions, and the corresponding From clauses.

The system displays the Query Information region only when you select the source, Internal Using PSQuery.

Note. You cannot change the source type of an audience after you have created it.

Query Name

Select the query created using PeopleSoft Query Manager.

Modified Query SQL

The SQL code is copied from the selected query, modified slightly by the system (some additional criteria is added to insure that only contacts and individual consumers are returned in the results) and displayed here. The copied code is saved with the audience and is used in the audience generation process. If the underlying PSQuery is changed, you must update the saved SQL code for the changes to take effect.

Note. You cannot change the displayed code. It is read-only.

Query Manager

Click to access the PeopleSoft Query Manger.

See Enterprise PeopleTools 8.45 PeopleBook: PeopleSoft Query

Cloning an Audience

Clone Audience

Click to create a duplicate of an existing audience. You can also launch the process using the Clone Audience button on the tool bar.

The cloned audience inherits the selection criteria of the original audience. The status of the cloned audience is automatically set to In Design, regardless of the status of the source audience. The cloned audience must pass through the regular status stages including generation.

Creating Test Audiences

Click the Create Test Audiences button to access the Create Test Audiences page.

A test audience is created by selecting a subset of a generated audience. Use test audiences to try different offers on different subsets of your audience. These test audiences can be created as a percentage of the original audience count, or users can specify the total number of records for each test audience. Test audience selection is random. All test audiences are fixed audiences.

Note. The Create Test Audiences button is only available when an audience is in the status of Generated, Approved, or Committed.

Enter Number of Test Audiences	Enter the number of test audiences into which you want to divide your original audience. Click Go to divide the original audience.
Audience Name	Accept the name created by the system, or rename the test audience.
Percent	This field indicates the percent of the original audience that each test audience makes up. The system initially divides the original audience into equal (or approximately equal) percentages, but you can adjust the percentages as desired. The total does not have to equal 100 as only the test audiences are included in the total.
Limit	Enter a maximum count for the test audience. The limit overrides the percentage value. For example, if your original audience size is 210 and you create a test audience of 10 percent with a limit value of 20, the test audience size will be 20 rather than 21.

Creating and Updating Segments

Creating and updating segments is similar to creating and updating audiences, with a few differences.

Access the Segment Detail page.

The full Segment Details page includes up to three regions depending on status. Possible regions are Segment Details region, a Segment Hierarchy region, a Segment/Count Generation region, and a Segment Definition region. Fields may be available for selection (or input) or may be display-only depending on several variables.

Segment Hierarchy

Segment hierarchies are created by defining parent-child relationships between segments. A segment can have multiple children, but only one parent. Child segments always inherit the selection criteria of their parents, and by default inherit its parent's Owner attribute.

View Group

Select a segment group from the available options to view that group's hierarchical information.

Selecting a segment group refreshes the page and displays the segments that are part of the selected group, so you will be prompted to save any changes to the segment.

Segment Details

Segment Name	Enter a descriptive name for the segment.
Status	Select the segment's current status from the available options.
Parent Segment	If the segment is to be the child of an existing segment, select the segment name from the lookup. If the segment is not the child of another segment, leave this field blank.
Segment Group	Click the lookup button to select an existing segment group, or click the Add New Segment Group button to define a new one. Every segment must belong to a segment group.
Publish Segment	Select this check box if you want to make this segment available to the enterprise outside of PeopleSoft Marketing. Note. A child segment can only be published if its parent segment is published.

Segment Definition

Roles

A person is represented in the PeopleSoft CRM CDM (Customer Data Model) as a Contact for a Company(a representative of a company), a Consumer, or a Contact for a Partner (a representative of a partner). It is possible for someone to appear as both, or even appear as a contact multiple times, if they represent more than one company. You must select at least one option, but may select more than one to include all eligible records.

Selection Criteria

Selection criteria for segments are defined similarly to those for Audiences.

See Creating and Updating Audiences.

Segment/Count Generation

This section is identical to the Audience/Count Generation region on the Audience Details page.

See Creating and Updating Audiences.

Defining a Segment Group

A Segment Group is a way to arrange segments and segment hierarchies into logical groupings.

Access the Define Segment Group page.

Segment Group ID

Enter a unique character ID for the segment; by default the segment will be assigned the next available ID number.

Segment Group

Enter a name for the segment group.

Status

Select Active to make the segment group available to have segments and hierarchies assigned to it; select Inactive to make it unavailable.

Associating Audiences and Segments with Activities

Access the Audiences - Activities or Segments - Activities page.

View campaign activities with which the audience or segment is associated, or associate the audience or segment with activities. One audience or segment can be associated with many activities.

Program

The descriptive name of the campaign to which an activity that is associated with the audience or segment belongs.

Click to access the Campaign Detail - Campaign Details page.

Activity

An activity with which the audience or segment is associated.

Click to access the Campaign Detail - Activity Details page.

Activity

To associate this audience or segment to a campaign activity, select the activity with which to associate the audience or segment. The association will be made when the audience or segment is saved.

Creating Audience and Segment Plans

Segment and audience plans contain the specific goals for a segment or audience in PeopleSoft Marketing. You can associate a template with an segment or audience plan, or manually enter the information.

Note. The Plans page is only visible if the audience or segment has been published.

See Creating Segment and Audience Plans.

Associating Costs with an Audience or Segment

Access the Audiences - Costs page or the Segment - Costs page.

Some audiences or segments have costs that are directly associated with the audience or segment itself. For example, lists rented from a third-party vendor are often priced by the number of names provided.

Cost Type	Select the cost to be associated with the audience or segment.
Variable	Displays whether the cost type is defined as variable or fixed.
Unit Cost	Enter the cost of one unit.
Forecast Value	Enter the expected cost of all units.
Actual Value	Enter the actual cost of all units.

Viewing and Adding Audience or Segment Notes

Access the Audiences - Notes page.

View summary information about all notes related to this audience. Also, create new notes.

See Working with Notes and Attachments.

Removing Records From a Generated Audience

Access the Audience - Result List page.

Note. The Audience - Result List page is not available until after the audience has been generated. Until the audience is generated, no records appear.

The Audience - Result List page enables you to remove selected records from a generated fixed audience. You can customize the information displayed on the tabs on the Audience - Result List page. Use this information to determine what records you want to remove from the audience.

You can delete and restore rows only for fixed audiences, not dynamic audiences or segments.

Show Deleted Rows	Select the check box to return deleted records to the display.
Select	Select the check box beside individual records to identify those you do not want to include in the audience, or click on Select All to select all records. Selected records are not executed against by any campaign activities using the audience. Note. Removing a record from the audience does not delete it from the Audience table. The record is noted on the table as being removed, and does not display on this page the next time the page is accessed.
Delete Selected Rows	Click the Delete Selected Rows button to remove selected records. The records are removed when the page is saved.
Restore Selected Rows	Select the Show Deleted Rows check box, then click the Restore Selected Rows button to restore previously deleted records.

Customizing Your Audience Records Page

Access the Audience Records - Personalize Columns and Sort Order page.

Click the Customize link to go to the Personalize Column and Sort Order page when you can specify the information you want to appear on the Audience Records page. Customize the Audience Records page by selecting what tabs and columns you want displayed. To reorder the column display, select the check box beside the column that you want to move, then click the Move Up or Move Down button.

Managing Audience or Segment Correspondence

Access the Audiences - Correspondence or Segment - Correspondence page.

The Audiences - Correspondence page provides a summary view of all correspondence associated with an audience and enables you to create a new email or print correspondence using PeopleSoft CRM Correspondence Management functionality. Complete information on using Correspondence Management is available in the PeopleSoft Application Fundamentals PeopleBook.

Use audiences correspondence management when you want to communicate with an entire audience rather than just a few. The correspondence is sent to all audience members with a valid address depending on the correspondence channel chosen.

Warning! Select your Correspondence Channel on the Audiences - Correspondence page and do not change it within the Correspondence Management component. The system automatically checks for valid email or mailing addresses depending on the correspondence channel chosen on the Audiences - Correspondence page. If the selection is changed within the Correspondence Management component the address validation is not rechecked and may result in errors.

Note. The number of contacts using audience correspondence is limited by your audience maximum rows setting.

See Correspondence Management.

See Defining Audience Information.

Defining Teams for an Audience

The Team page is where you associate team members to an audience. You can associated individual workers or entire roles as team members—in the case of roles, each individual worker who has that role will be considered a team member. Team membership can be used to control or limit who can access this audience/segment.

Note. The audience or segment's owner as defined on the Audience Detail or Segment Detail page is always automatically added as a team member when the audience is saved.

Access the Audience - Team page.

Owner

Select this check box to designate the indicated person as the team owner.

Name

Type a name in the field or use the lookup to select one.

Add Team Member

Click this button to add another row to the list.

Role Name

Enter a role name or use the lookup to select one.

Add Team Role

Click this button to add another row to the list.

Using Predelivered Active Analytics Framework Terms with Audiences

The Active Analytics Framework (AAF) Data Library is a shared catalog of data items available through the enterprise database. Each distinct data item is called a Term. You can use Audience Builder to build selection criteria using AAF Terms that are delivered with PeopleSoft Marketing. This section discusses the Terms that are delivered.

Marketing Interaction Data

You can use marketing interaction contact frequency information to define audience search criteria in Audience Builder. The following AAF Terms are available in the Marketing, Contact History folder. All are of data type Number and Implementation Type SQL Object.

Note. Time periods will span from the start of the current time period to the current day.

Marketing Contacts this Month
Marketing Contacts this Month via Email
Marketing Contacts this Month via Mail
Marketing Contacts this Month via Phone
Marketing Contacts this Quarter
Marketing Contacts this Quarter via Email
Marketing Contacts this Quarter via Mail
Marketing Contacts this Quarter via Phone
Marketing Contacts this Year
Marketing Contacts this Year via Email
Marketing Contacts this Year via Mail
Marketing Contacts this Year via Phone

Phone contacts are calculated from Telemarketing interactions and call result data.

Email and Direct Mail contacts are calculated from Correspondence Request interactions which were initiated from a Campaign or Audience.

Order History Data

You can define selection criteria using Order History data.

The following Order History AAF Terms are available under the Audience Builder Order History folder.

Note. Time periods span from the start of the current time period to the current day.

Number of Orders this Month*
Number of Orders this Quarter*
Number of Orders this Year*
Number of Orders*
Number of Open Orders**
Total Order Amount this Month*
Total Order Amount this Quarter*
Total Order Amount this Year*
Total Order Amount*
Average Number of Products Per Order*

*Orders with status of Submitted, In Fulfillment, Fulfillment Hold, and Complete are included in these calculations.

**Orders with status New and Hold are included in these calculations.

Using History and Audience Membership Data with Audiences

The Dialog History, Campaign History, and Audience Membership items allow you to view audience and segment membership data along with information about campaign and dialog activity.

Audience and Segment Membership

You evaluate whether an individual is an audience or segment member using the Audience Membership folder in the Audience Builder's Select a Profile Field page.

Using multiple Audience Membership criteria with AND and OR allows you to create audiences and segments made up of the union, intersection, or subtraction of multiple audiences and segments.

See Creating and Updating Audiences.

Marketing Execution and Response Data

You can define selection criteria using Marketing Execution and Response information. This information is derived from the Marketing contact data captured by Correspondence Management, Sales, Telemarketing, and Order Capture.

This information is available in the Audience Builder under the Campaign History folder.

Data Item

Description

Campaign Activity Executed

Choose from a list of executed campaign activities. The query returns all individuals that were targeted (or not targeted) by the identified campaign activity via Correspondence Management Email or Direct Mail, or Telemarketing call.

Lead Accepted

Choose from a list of executed campaign activities. The query returns all individuals whose Sales Lead created by that campaign activity was accepted (or not accepted).

Order Placed

Choose from a list of executed campaign activities. The query returns all individuals who have (or have not) placed an order and referenced the campaign activity's Promotion Code.

Data Item	Description
Campaign Activity Executed	Choose from a list of executed campaign activities. The query returns all individuals that were targeted (or not targeted) by the identified campaign activity via Correspondence Management Email or Direct Mail, or Telemarketing call.
Lead Accepted	Choose from a list of executed campaign activities. The query returns all individuals whose Sales Lead created by that campaign activity was accepted (or not accepted).
Order Placed	Choose from a list of executed campaign activities. The query returns all individuals who have (or have not) placed an order and referenced the campaign activity's Promotion Code.

Dialog Execution and Response Data

You can define selection criteria using Dialog Execution and Response information. The information includes data on email sent and web pages seen, completed, and clicked.

This information is available in the Audience Builder under the Dialog History folder.

Data Item

Description

Email Sent

The query returns all individuals to whom the dialog bulk or single email was sent.

Web Page Seen

The query returns all individuals who viewed the specified dialog web page.

Web Page Completed

The query returns all individuals who submitted the specified dialog web page.

Web Link Clicked

The query returns all individuals who clicked on the specified dialog web link.

Data Item	Description
Email Sent	The query returns all individuals to whom the dialog bulk or single email was sent.
Web Page Seen	The query returns all individuals who viewed the specified dialog web page.
Web Page Completed	The query returns all individuals who submitted the specified dialog web page.
Web Link Clicked	The query returns all individuals who clicked on the specified dialog web link.

Using the Sales Leads Profile with Audiences

The following Sales Lead profile fields, part of the Individuals.Sales.Leads and Organizations.Sales.Leads profiles, is available in Audience Builder for defining selection criteria.

Sales Leads Profile Field

Use Type

Lead ID

Text

Description

Text

Lead Rating

Choose One

Lead Status

Choose One

Lead Priority

Choose One

Business Unit

Prompt

Territory Tree

Prompt

Territory

Prompt

Region

Prompt

Sales Rep Name

Text

Lead Source ID

Prompt

Marketing Channel

Choose One

Campaign Name

Text

Activity Name

Text

Promotion Code

Prompt

Dialog Name

Text

Revenue

Number

Currency Code

Prompt

Date Created

Date

Sales Leads Profile Field	Use Type
Lead ID	Text
Description	Text
Lead Rating	Choose One
Lead Status	Choose One
Lead Priority	Choose One
Business Unit	Prompt
Territory Tree	Prompt
Territory	Prompt
Region	Prompt
Sales Rep Name	Text
Lead Source ID	Prompt
Marketing Channel	Choose One
Campaign Name	Text
Activity Name	Text
Promotion Code	Prompt
Dialog Name	Text
Revenue	Number
Currency Code	Prompt
Date Created	Date

Defining Active Analytics Framework Terms for Audiences

If the Active Analytics Framework Terms delivered with PeopleSoft Marketing don't meet your needs, you can define your own. This section describes the rules and guidelines specific to building Terms for use in selecting audiences and segments.

See Working with Active Analytics Framework.

AAF Resolution Methods

A resolution method is the way in which AAF resolves a Term's value. Because audience generation is a set-based SQL process, Audience Builder can have access to only those Terms that were implemented by certain resolution methods that support set-based selection. Audience Builder supports the following resolution methods:

“Audience Select SQL Object”
“Audience Select Record.Field”

AAF Implementation Limitations

The AAF Data Library allows multiple implementations to be defined for a Term, and the context in which a Term is resolved determines which implementation is used to resolve its value. Due to the nature of the audience selection process, the following limitations apply to implementations:

Only contextual implementations that have been defined for, and associated with, the Audience Builder component context are allowed.
Only implementations that have binds BO_ID_PERSON or BO_ID_CUSTOMER are supported. One or the other of these two binds is required.
Only implementations with the following return data types are supported:
- String
- String Array
- Number
- Number Array
- Date
- Date Array
- Time
- Time Array
SQL Object implementations must return a single column only.
Meta-SQL is not supported in Audience queries. Meta-SQL that cannot be resolved by Audience Builder itself cannot be used within SQL Objects' SQL text or Record.Field's Where clauses. Audience Builder can resolve only the following Meta-SQL Terms:
- %DateIn
- %TimeIn
- %DateTimeIn
- %CurrentDateIn
- %CurrentTimeIn
- %CurrentDateTimeIn
- %Upper

AAF Term Requirements

The following must be true of any AAF Term available to the Audience Builder:

The return data type must be a scalar type of: String, Number, Date, Time, or Datetime.
The Number of Values attribute can be either One or Many.
The Term must have an Audience Builder contextual implementation defined. The implementation must meet the requirements noted above for supported implementations and resolution methods.

Supported Operators

The operators supported for AAF Terms are a subset of those supported for profile fields. The following table shows the supported operators by term data type:

Term Data Type	Implementation Returns One/Many	Supported Operators
String	One	is empty, is not empty, is equal to, is not equal to, is less than, is no more than, is more than, is at least, contains, not contains, starts with, not starts with, ends with, not ends with, is one of* Supported only for Terms implemented with the Audience Select Record.Field resolution method (not the Audience Select SQL Object resolution method) *Supported only for Terms implemented with the Audience Select Record.Field resolution method and only in Advanced Mode
String	Many	has at least one, has none, has only, has other than, has only empty, has none empty, has at least one empty, has other than empty, has all less than, has all more than, has none less than, has none more than, has any less than, has any more than
Number	One	is empty, is not empty, is equal to, is not equal to, is less than, is no more than, is more than, is at least, is one of
Number	Many	has at least one, has none, has only, has other than, has only empty, has none empty, has at least one empty, has other than empty, has all less than, has all more than, has none less than, has none more than, has any less than, has any more than
Date	One	is empty, is not empty, is equal to, is not equal to, is less than, is no more than, is more than, is at least, is one of, is equal to current date, is after current date, is prior current date
Date	Many	has at least one, has none, has only, has other than, has only empty, has none empty, has at least one empty, has other than empty, has all less than, has all more than, has none less than, has none more than, has any less than, has any more than, has any equal current date, has any prior current date, has any after current date, has all equal current date, has all prior current date, has all after current date, has none equal current date, has none prior current date, has none after current date
Time	One	is empty, is not empty, is equal to, is not equal to, is less than, is no more than, is more than, is at least, is one of
Time	Many	has at least one, has none, has only, has other than, has only empty, has none empty, has at least one empty, has other than empty, has all less than, has all more than, has none less than, has none more than, has any less than, has any more than

WITH Clauses

With clauses are supported between multiple Terms if each Term meets the following criteria:

Uses the Audience Select Record.Field implementation.
References the same Record name in the implementation.
Has identical binds and Where clauses defined in the implementation.
Returns multiple values.

With clauses function in the same way as they do for Many-Row profile fields, and are available only in Advanced Mode.

Criteria Value Prompting

Audience Builder supports prompting for criteria values when the Term has a prompt defined. The following prompt types are supported:

Prompt (prompt table)
Translate (XLAT)

Multi-select prompting is not supported.

Exporting Audiences

Frequently, marketers need to use services that require a generated audience to be transferred outside the PeopleSoft CRM application suite. For example, you might want to use a service that appends consumer behavior information to your audience. PeopleSoft Marketing enables you to export a generated audience using a common file format.

Note. You can only export Internal audiences and audience with a status of Approved, Archived, Committed, or Generated.

In this section we discuss how to export an audience.

Page Used to Export Audiences

Page Name	Object Name	Navigation	Usage
Export Audience	RA_EXPORT_AUDIENCE	Click the Export this Audience button on the toolbar.	Create a version of an audience in a common file format that can be exported for use outside the PeopleSoft CRM application suite.

Exporting an Audience

Access the Export Audience page.

Description

Enter a description of the audience.

File Name

The system automatically creates a file name for the export file. You can change the file name if desired.

Selecting Profile Fields to Export

In Choose Columns to Export, select columns by expanding the profile tree to the profile field (column) level. You can export columns from multiple profiles. Click on the column name to add it to the Export Columns area.

Arranging the Export Columns Order

Columns selected from the Choose Columns to Export area appear in the Export Columns area in the order selected. To change the order, select the radio button next to the profile field and use the up or down arrow to change the location.

Note. Changing the Export Columns order after an export audience has been created will not change the order in the created file. To change the order, you must rerun the process.

Exporting the File

When you have finished choosing and arranging columns for export, click the Save button to save the export definition and schedule the export file batch process. Click the Refresh Page button to check for updates to the process status.

Segment Group ID	Enter a unique character ID for the segment; by default the segment will be assigned the next available ID number.
Segment Group	Enter a name for the segment group.
Status	Select Active to make the segment group available to have segments and hierarchies assigned to it; select Inactive to make it unavailable.

Owner	Select this check box to designate the indicated person as the team owner.
Name	Type a name in the field or use the lookup to select one.
Add Team Member	Click this button to add another row to the list.
Role Name	Enter a role name or use the lookup to select one.
Add Team Role	Click this button to add another row to the list.

Description	Enter a description of the audience.
File Name	The system automatically creates a file name for the export file. You can change the file name if desired.