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eInsight - building an Audience

Use include and exclude rules across all data sources, stay data and guest profile details. 

Include | Exclude by ID | Exclude by Email

Audiences are built with inclusions and exclusions. 

  • Include includes matched guests in the audience.
  • Exclude by ID excludes guests who match the exclusion criteria based on their Customer ID. This is limited to using PMS as the data source.
  • Exclude by Email excludes guests who match the exclusion criteria based on their email address. This can be used for both uploaded lists and PMS data sources.
Tips
  • When working with exclusions, remember to Keep It Blue!
  • Exclusion segments will almost always be a blue segment within a purple segment. Only complex criteria will require using green and orange segments.

Example: You want to build an audience using data from your PMS system, targeting only those guests who are from Florida, have had a stay in the past 2 years and do not have future reservations. 

Logically, you would build your audience like this:

(PMS) (minus guests who have not had a stay in the past 2 years), (minus anyone who is not from Florida) and (minus guests with future reservations)

Here's how the criteria would look:

eInsight_Example_segments_stayed_past_2_yrs_from_FL.png

Tips

There are three ways to select content in the data fields:

  • Click in the Property List field to see a scrolling list of properties.
  • Type the property or brand name to quickly filter the list.
  • Use the Select All check box.

AND vs. OR

One of the key elements to building an audience is utilizing the AND and OR arguments.

  • Use AND when guests must meet every aspect of the criteria in order to be included in the audience.
  • Use OR when guests only need to meet just one criterion in order to be included in the audience. 

Example 1: All guests who are from Florida and have had a stay date in the past 2 years.

eInsight_Example_segments_stayed_past_2_yrs_from_FL_1_.png

How to build this step-by-step:

  1. Enter a Segment Description in your first purple segment such as Include past stays over last two years from FL (optional).
  2. The Data Source filter is usually already present but it it isn't, drag it from the list of filters on the right and drop it under the Segment Description.  
  3. Select PMS for the Date Source.
  4. Select the State filter from under the Profile tab. Drag and drop into the segment anywhere under the Data Source filter.
  5. Select Equal To and enter Florida.
  6. Select the Stay Date filter from under the Stay tab. Drag and drop into the segment anywhere under the Data Source filter. 
  7. Select In the last number of years from the drop-down and enter 2.

With AND selected (which is the default for every new segment), guests have to meet every criterion established by the filters in order to be included in the audience. 

Example 2: All past guests who are from New York City, San Francisco, or Atlanta.

eInsight_Example_segments_AND_OR_Example2_1_.png

How to build this step-by-step:

  1. Enter a Segment Description in your first purple segment such as Data Source = PMS (optional).
  2. The Data Source filter is usually already present but it it isn't, drag it from the list of filters on the right and drop it under the Segment Description.  
  3. Select PMS for the Date Source.
  4. Select New Segment. Change AND to OR.
  5. Drag the new segment under the Data Source segment. Drop it when it turns blue.
  6. Enter a Segment Description in your new blue segment such as From NY, SF and Atl (optional).
  7. Drag and drop the City filter from under the Profile tab into the segment. Make sure Equal To is selected from the drop-down list.
  8. Enter New York.
  9. Clone the City filter by selecting the clone icon clone_1_.png or drag and drop the City filter from the Profile tab. This filter can go below the first City filter. Like before, make sure Equal To is selected from the drop-down list. Enter San Francisco.  
  10. Repeat Step 9.
  11. Enter Atlanta.
  12. Select New Segment. Change Include to Exclude by ID.
  13. Drag this new segment into the purple segment, below the first blue segment.
  14. Drag and drop the Has Future Reservations filter from the Stay tab into the second blue segment.

If you had another filter in the purple segment, say Stay Date = last 2 years, and had also included the three City filters in the purple segment, guests would need a stay date in the last two years AND be from New York City, San Francisco AND Atlanta in order to be included in the audience. That would be a hard guest to find!

NAND vs. NOR

NAND and NOR are arguments that can be used as an alternative to Exclude by ID and Exclude by Email. NAND and NOR are typically used in criteria for transactional emails.

  • NAND: Selects guests that are matched by none or at least one filter, but not all (the opposite of AND).
  • NOR: Selects guests that are not matched by any inner filter (the opposite of OR).

Save or Save/Publish

When you've completed your changes, select Save or Save/Publish at the bottom of the page.

Save_SavePublish_1_.png

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1 comment

Date Votes
  • John Ludas

    NAND and NOR are typically used in criteria for transactional emails.

    Why are they typically used for transactional emails? Is there a reason not to use them in marketing emails?

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