Create an Audience

Go to Campaign Personalization → Audiences → New Audience.

When you click Create segment, the platform presents two creation methods:

Method	When to use
Drag & Drop	Build an audience visually using conditions from the condition builder
CSV	Upload a file of specific Customer IDs to create a static, list-based audience

Configuration

Step 1: Name the Audience

Fill in three fields at the top of the builder:

Field	Description
Segment name	Clear, descriptive internal name (e.g. "Lapsed customers — no purchase 90 days")
Description	Optional free-text note on the segment's purpose
Category	Optional grouping label; categories are pre-configured and selectable from a dropdown

Step 2: Add Conditions

Use the drag-and-drop condition builder to define who qualifies. Combine conditions with AND / OR logic and nest sub-groups for complex rules.

Available Condition Types

Type	Examples
Customer type	Registration status, loyalty tier
Purchase behavior	Purchased in the last 30 days, total spending > €500, bought a specific product
Location	Registered or last visited a specific store
Loyalty balance	More than X available points/wallet balance
Demographics	Birthday this month, registered more than 1 year ago
Calculated attributes	Any auto-derived KPI (purchase frequency, average cart size)
Custom fields	Any custom attribute defined on the Customer record

Logic

• AND — Customer must meet all conditions in the group.
• OR — Customer must meet at least one condition.
• Conditions can be nested into sub-groups for compound logic.

Operators and Sub-groups

Operators control the relationship between conditions. Use AND when every condition must be true, and OR when any condition in the group can be true.

Sub-groups let you combine both operators in the same audience without losing clarity. A common pattern is to keep the main audience restrictive with AND, then use a sub-group for alternatives:

Audience goal	Example structure
Product reactivation	Bought Coca-Cola in the last 12 months AND did not buy Coca-Cola in the last 3 months
Tier-specific reactivation	Bought Coca-Cola in the last 12 months AND did not buy Coca-Cola in the last 3 months AND (Gold tier OR Silver tier)
Cross-sell	Bought vegetables in the last 3 months AND did not buy fish in the last 3 months

Use sub-groups whenever a sentence would otherwise need parentheses. For example: Customers who used to buy Coca-Cola, have stopped buying it recently, and belong to either Gold or Silver tier.

Step 3: Consent and Compliance Checks

Before saving, scroll down to the checks at the bottom of the audience builder. These checks are not cosmetic: they determine whether the audience can be used safely for profiling, campaign delivery, and channel-specific communications under the company's GDPR/data-protection configuration.

Use them to exclude Customers who should not be selected because of account status, fraud risk, profiling consent, communications consent, third-party consent, or channel opt-out.

Check	What it does	When to use it
Exclude inactive customers	Excludes Customers that should not be targeted because they are inactive or merged	Recommended for almost every campaign audience
Exclude fraudulent customers	Excludes Customers flagged as fraudulent	Recommended for promotions, rewards, points, games, and challenges where fraud risk matters
Exclude customers without profiling consent	Excludes Customers who did not accept profiling/personalized communications	Required when the audience uses behavioral profiling or when strict profiling is enabled
Exclude customers without communications consent	Excludes Customers who did not accept communications consent	Required when strict communications consent is enabled or when the audience will be used for outbound campaigns
Exclude customers without third parties consent	Excludes Customers who did not consent to third-party data processing	Use for partner-funded, CPG, supplier, or third-party-sponsored campaigns
Will be used for EMAIL	Keeps only Customers eligible for email advertising/contact	Use when the audience will be sent through email
Will be used for PUSH	Keeps only Customers eligible for push notifications	Use when the audience will be sent through push
Will be used for SMS	Keeps only Customers eligible for SMS; also reveals the duplicated-phone option	Use when the audience will be sent through SMS
Allow duplicated phones	Allows more than one Customer with the same phone number in the SMS audience	Use only when the business intentionally accepts sending more than one SMS to the same phone number

tip

Always check the channel-specific consent filters that match your delivery channel. Sending to Customers who have opted out damages sender reputation and violates consent requirements.

Profiling Consent and GDPR

When strict profiling is enabled in the company's data-protection settings, only Customers who accepted profiling consent should be included in campaign audiences and points-related targeting. In that setup, Exclude customers without profiling consent is selected by default in the audience builder.

If a Customer revokes profiling consent, their historical audience/tagging data can no longer be shown for profiling use cases. Loyal Guru also removes audience history tied to revoked profiling consent according to the company's GDPR configuration.

Communications Consent and Channel Checks

Communications consent and channel checks solve different problems:

Check type	Purpose
Communications consent	Confirms the Customer agreed to receive campaign communications in general
EMAIL / PUSH / SMS usage checks	Confirms the Customer is eligible for the specific channel used by the campaign

For a campaign sent by SMS, for example, the safest audience should apply both the relevant consent checks and Will be used for SMS. For email or push, use the matching channel check.

Third-Party Consent

Use Exclude customers without third parties consent when the campaign is funded by, shared with, or measured for a partner, supplier, CPG brand, or any other third party. This prevents Customers without third-party consent from being included in partner activation audiences.

Duplicated Phones for SMS

When Will be used for SMS is selected, the builder can show Allow duplicated phones. Leave it off when each phone number should receive at most one SMS. Turn it on only when multiple Customers sharing the same phone number should each remain in the audience.

Step 4: Preview & Save

Before saving, preview the estimated audience size. Save the audience once conditions look correct.

Step 5: Use the Audience

A saved audience can be used in:

Where	How
Targeted Delivery	Selected as the audience for a campaign send
Campaign conditions	Restrict a discount or points rule to audience members
Insights	Analyze audience characteristics and evolution over time

tip

Audiences are evaluated dynamically — a Customer who no longer meets the conditions is automatically excluded from future operations using that audience.

Common Audience Recipes

Goal	Conditions
Win-back	Last purchase > 60 days ago AND enrolled member
High-value	Total spend last 12 months > €500
Birthday	Birthday this month AND active member
App non-adopters	Registered in-store AND never logged in to app
Tier-ready	Available points between 900–1,000 (near Gold threshold)

How It Works

1. You define conditions in the drag-and-drop builder — filtering Customers by behavior, demographics, balance, or past campaign interactions.
2. The audience is saved as a named segment with a live Customer count.
3. When the audience is used in a campaign, it is evaluated dynamically — Customers who no longer meet the conditions are excluded.
4. A snapshot (static child segment) is taken at the moment of a targeted send.