Forget static lists: customer segments that update in real time on advanced filters

A dynamic audience is a customer segment defined by rules, not by a fixed list: Marta calculates who belongs to it and updates the list in real time as customers buy, change level or receive new tags.

The difference from a static list is substantial. A list exported today is already out of date tomorrow; an audience such as “customers who bought in the last 60 days” updates itself, drops anyone who no longer matches and includes anyone who does. Every promotion or communication that uses it always reaches the right people.

You can combine purchases, amounts spent, products and categories, stores, tier, tags, badges, dates, dynamic fields on the customer profile and calculated values.

A concrete example: “customers with more than three purchases in the last two months who spent between €200 and €300 in the Fragrance category”. Criteria combine freely, so you can go from very wide segments, such as all Gold customers, to very precise niches, such as people who buy only in one store and have not opened an email for three months.

Audiences feed promotions, communications, voucher generation and data exports.

In a promotion the audience becomes a filter: only customers in the segment receive the bonus. In a communication campaign it defines who receives the message. When generating vouchers it lets you issue a voucher to every member of the segment in one operation. You build the segment once and reuse it everywhere.

An audience is calculated from rules and updates itself; a tag is a label assigned to a customer or a store, and it stays until it is removed.

Tags are useful for information that rules cannot infer from purchases: a stated interest, attendance at an event, the source of a campaign. They are assigned by hand, in bulk across many customers, or automatically from a promotion or a game on the WhatsApp Bot. Audiences and tags work together: a tag can become one of the criteria of an audience.

Yes. With Analyst AI you ask a question in everyday language about the programme data, and from the result you can create an audience directly.

For example you can ask “which customers stopped buying in the last three months after at least five purchases in the year?”. Analyst answers with the data, and that group of customers becomes a segment ready for a win-back campaign. It is the fastest way to go from a hunch to a concrete action.

In three ways: manually from the customer profile, in bulk on groups of customers or stores, and automatically as an action of the promo engine.

Automatic assignment is the most powerful, because it builds the customer profile while they interact with the brand: someone who buys three times in a category receives the matching interest tag, someone who answers a quiz in chat receives the tag tied to their answer. For every tag, Marta shows how many customers or stores have it.

Yes. Besides being a gamification tool the customer can see, badges are a segmentation criterion in their own right.

You can create an audience of everyone with the “Habitué” badge and offer them an exclusive preview, or of everyone who reached a certain badge level and invite them to the next one. Milestones reached in the game then become personalised communications and offers.

Yes. Tags can also be assigned to stores, and the store is one of the criteria available in audiences and in promotion filters.

This is useful for networks with many points of sale: you can label stores by area, format or type, for example flagship and outlet, and run promotions only in part of the network. In B2B programmes the same mechanism distinguishes retailers, distributors or installers.