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Introducing The Audience Feature

 

The Audience built in SmartIntellect enables precise targeting of your customer base, allowing you to implement personalized marketing strategies for different audience segments. By analyzing customer behavior data from your store and market insights, SHOPLINE creates highly relevant audience groups for you to enhance your advertising effectiveness and return on investment, ultimately driving maximum business growth.



In This Article

 

 

Feature Highlights

SHOPLINE Audience is a precision marketing and advertising tool designed specifically for e-commerce platforms. It helps you effectively target the right customer segments. By analyzing customer data from your store, SHOPLINE Audience can generate multiple audience models, including Retargeting, Prospective, and Lookalike. These models, built on different algorithmic strategies, help you reach potential customers more effectively in your advertising campaigns and improve conversion rates. See the following sections for more details.

Currently, SHOPLINE Audience supports integration with Meta ad accounts, allowing you to directly sync these audience models to your Facebook backend. Whether you're aiming to increase repeat purchases or explore new market opportunities, SHOPLINE Audience provides robust support.

 

 

Retargeting Model: Overview and Use Cases

The Retargeting Model helps increase conversion rates by re-targeting customers who have previously interacted with your brand. This model creates an audience based on past user behavior data, such as products they viewed or added to the cart but not purchased, making your ad campaigns more targeted.

 

Use Cases

  • Increase Repurchase Rate: When customers have viewed or added products to their cart but haven't completed the purchase, the Retargeting Model's audience can help you re-target these customers.
  • Reduce Cart Abandonment Rate: If customers have added items to their cart but did not check out, you can use the Retargeting Model to display ads specifically to these customers, reminding them to complete their purchase.

 

 

Prospective Model: Overview and Use Cases

The Prospective Model focuses on helping you discover new potential customers by analyzing and matching behavioral characteristics of similar customers, thus expanding your audience. Based on historical data, this model identifies customers similar to your existing high-value customers, generating a new audience group to help you reach more potential customers in your ad campaigns.

 

Use Cases

  • Expand Customer Base: Suppose you run a store selling pet healthcare products; the Prospective Model can help you find new users who might be interested in pet-related products. For example, the system may recommend customers interested in purchasing pet apparel, who share similar interests or shopping habits with your target customers, thereby enhancing your ad campaign's effectiveness.
  • Discover New Market Opportunities: Through the Prospective Model, you can identify potential market opportunities and reach new customers who haven't yet interacted with your brand but might be interested in your products.

 

 

Lookalike Model: Overview and Use Cases

The Lookalike Model generates a small but highly targeted audience segment, providing you a precise foundation for targeting. These audiences are mainly selected from your existing customer base. Although these audience groups are small, they have the highest conversion potential. You can use the Lookalike feature on media platforms (e.g., Facebook) to expand this small audience segmebt into a larger lookalike audience, allowing for broader new customer reach.

 

Use Cases

  • Expand Influence Using Media Platforms: Although the Lookalike Model generates a small audience segment, its accuracy is extremely high. Merchants can upload this audience group to ad platforms like Facebook and use the platform's Lookalike feature to expand the audience range to more new customers with similar characteristics, further expanding market coverage.
  • Recommendation: It is recommended that merchants expand the generated audience segment to a 1%-5% lookalike audience range when using Facebook's Lookalike feature. A 1% lookalike audience usually has the highest similarity to the original group, while a 5% lookalike audience covers a broader range. You can choose the most suitable expansion ratio based on your ad campaign goals to achieve the best results.

 

 

Frequently Asked Questions

How long does it take for data to update when using SHOPLINE Audience?

Initial calculations typically take 1-2 days to process and sync data. Afterward, SHOPLINE Audience automatically updates every seven days, ensuring your audience segments are always based on the latest data for targeting.

 

How large are the audience segments generated by SHOPLINE Audience?

Audience segments generated by Retargeting and Prospective models usually range between 10,000 to 100,000, depending on your store's data. The Lookalike Model generates a smaller, more precise audience, which can be further expanded using Facebook's Lookalike feature.

 

Why is my Lookalike audience synced to Facebook so small?

The Lookalike Model's purpose is to generate a highly accurate, small-scale audience segment. These segments are not meant for direct ad campaigns but are intended to provide ad platforms with a base for learning and expansion. You can use Facebook's Lookalike feature to expand the audience to a larger segment, enhancing ad coverage and effectiveness.

 

What regions does SHOPLINE Audience support?

Currently, SHOPLINE Audience is only supported in the United States and the United Kingdom. Support for other regions may be added in future updates.

 

Why is my SHOPLINE Audience calculation incorrect or synchronization failing? How can I fix it?

The unexpected results may come from the following reasons:

  • Expired Ad Account Token: If your ad account token is expired, SHOPLINE Audience may encounter calculation or sync errors. In this case, you need to disconnect and reauthorize your Facebook ad account in SmartIntellect to ensure the token is valid.
  • Custom Audience Terms Of Service not signed or has expired: If your ad account has not signed Facebook's Custom Audience Terms of Service or the agreement has expired, SHOPLINE Audience may not be able to calculate or sync properly. Log in to your Facebook ad account and ensure the agreement is signed or renewed.

 

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