Audience

An Audience is a segmented list of Contacts created to deliver more tailored messaging for stronger connections. The subgroups can be based on demographics such as geographic location, gender identity, age, ethnicity, income, or level of formal education. Kapitalwise Signals lets you segment users based on their financial behavior or recent changes in financial status based on certain data feeds and our AI/ML algorithms. The foundation of any successful marketing campaign is an up-to-date Audience. Kapitalwise offers a powerful and flexible tool that helps you create an Audience that can be used to create very targeted campaigns. Information added to Contacts through data upload, Tags, or Events can also be used to generate a dynamic Audience.

Create an Audience

To create an Audience, follow these steps:

Click on the Audience under the Contact menu
Click Create Audience.
Enter Audience Name.
Enter Description.
From the filters dropdowns, select the filters you want to apply.
1. Click Add New to add more filters.
2. You can add up to a maximum of 5 filters.
3. For more information on filters, please see Audience Filters.
Toggle between Any and All based on how you want your filters to be evaluated.
1. Select Any if you want your Contacts to match any of the filters you have added.
2. Select All if you want your Contacts to match all the filters you have added.
Click Preview Audience to view a list of all the Contacts that would be in your Audience.
Once you are done, click on Save Audience.

You can view your created Audiences in the All Audience sub-menu.

View and List your Audience

To view the Audience, follow these steps:

On the menu, click on the Audience tab.
Click on All Audience.
You can use the search bar to search the Audience by its name or description.
Use the pagination at the bottom of the page to navigate through the list.
To list the Contacts in your Audience:
1. Click on the List link present on the right side of each row. A list of all the Contacts that are part of this Audience would appear.

Audience Filters

You may leverage all the information related to your Contacts through the Filters. It combines personal details and tags uploaded by you/your team and the Signals detected by the Kapitalwise Signal platform. This provides you with a very powerful filtering tool that can be used to create more specific target Audiences. This allows you to segment your Contacts into customized groups to maximize your ability to send them personalized campaigns. Audiences created on the Kapitalwise platform are dynamic. That means new Contacts will get added to an Audience whenever that Contact meets the filter criteria.

Term	Meaning	Example
Any	This logic tells the platform to show you Contacts that meet one or more of your conditions.	Any Contacts with Zip Code 11110 or Age Below 35
All	This logic tells the platform to show you Contacts that meet all your conditions.	Any Contacts whose Zip Code 11110 and Age Below 35

Example: If you want to send offers to all the users who have used a Savings Calculator, create an Audience of Contacts with the condition as “Calculator Event is Savings Calculation”. After you build the Audience, you can target it with a Campaign for saving offers.

Audience Filters Structure

We have a Property-Action-Value structure for all the filters.

The first dropdown contains the property/field name.
The second dropdown has the action/operator to be applied on the property.
The third dropdown/textbox is the value for the property.
Some of our filters have a fourth dropdown that asks for an additional parameter value related to the selected property.

All Audience Filter Options

Our filter options are extensive, so you can choose a single condition or combine up to five conditions with positive and negative relationships to target the right Contacts for each campaign.

Contact Fields

If your imported Contacts contain extra information, you can use them as filters. Under this category, on the first drop-down for filters, you will see the column labels you imported with your Contacts. Below are some examples:

Property	Action	Value
First Name, Last Name, Email, Phone, Zip Code, etc...	is, is not, contains, starts with, ends with	Type into the Textfield

Tag

Tags are customizable labels you attach with your Contacts. Tags help in organizing your Contacts. Tagging lets you bring your own Contact structure into Kapitalwise and label Contacts based on data you know about them. Tags are highly customizable, you can create and assign them as you see fit.

Property	Action	Value
Tag	is, is not	Choose from the Tags dropdown

Status

Status are the properties that signify the current status of your Contact - Prospect, or Customer. You can filter out your Contacts based on whether they are prospects or customers.

Property	Action	Value
Prospect	is	Choose true/false from the dropdown

Events

One of the most powerful features offered by Kapitalwise is made available to you under this category. It contains a list of events as filters. These events can be generated or detected by Kapitalwise AI, customer engagement tracking tools, or the events published to the Kapitalwise by an external system.

Campaign Event

Filter your Contacts based on how they have interacted with your past email campaigns. For example, target the Contacts who have opened an email campaign or have clicked a link on that email.

Property	Action	Value	Parameter
Campaign Event	is, is not	Choose an event type from the dropdown	Choose an email campaign from the dropdown

Web Event

Filter your Contacts based on how they have interacted with your published web page campaigns. For example, target the Contacts who have viewed a blog on financial wellness that was published using Kapitalwise Webpage campaigns.

Property	Action	Value	Parameter
Web Event	is, is not	Choose an event type from the dropdown	Choose a web page campaign from the dropdown

Calculator Event

Kapitalwise provides a wide range of calculators at your disposal with an option to tracks the usage. You can filter your Contacts based on what calculations they have performed. You can then target those Contacts with customized and more targeted product offers. For example, target the Contacts who have performed Investment Calculations with a wealth management product offering.

Property	Action	Value
Calculator Event	is, is not	Choose a calculation type from the dropdown

External Event

If you have created Custom Events on Kapitalwise, which are available under the Tags and Events, you can filter your Contacts based on events that were triggered for the Contacts. Please note these events include both webpage events created with triggers that are automatically detected once you add the script on a webpage and the custom events created with a schema which are published from external systems to Kapitalwise via our Event API.
An example of a Triggered Webpage Event: Filter out your Contacts on the basis of who has recently submitted a form on your website.
An example of an Event with Schema published via API: Your teller system published a “Bank Branch Visit” event on Kapitalwise for customers who visit the bank branch. Using this filter, you would be able to get all your Contacts who have had a “Bank Branch Visit” event.

Property	Action	Value
External Event	is, is not	Choose an Event Name from the dropdown

Signals

Kapitalwise uses transaction and personal data to generate AI Signals that identify the Moments of Truth to help you better engage with your customers. These events are exposed in the Kapitalwise application as Signals. You can use these Signals to filter your Contacts and create an Audience. For example, you can filter your Contacts based on the Low Saving Balance signal and send them an email campaign with tips and tricks to maintain a good savings balance.

Property	Action	Value
Signals	is, is not	Choose a Signal Name from the dropdown

Action Glossary

When you select a filter, you choose an "action," which is usually the second dropdown and something like "is" or "is not." Different properties display different actions. Here's a list of the ones you might see.

Action	Description
is	Property data that exactly matches the text you input or the dropdown you select.
is not	Property data does not match exactly the text you input or the dropdown you select.
contains	Property data contains the text you input.
starts with	Property data starts with the text you input
ends with	Property data ends with the text you input