Composite Audience Guide

What are Composite Audiences

Watch this 5-minute video to learn what are Composite Audiences, the main use cases, and how to create one in RollWorks.

Composite audiences are a combination of two unique audiences overlayed with each other. Only the users that meet the criteria for both individual audiences will be added to the composite audience.

  Composite Audiences only use AND logic

Composite Audiences use AND logic to identify users that match two or more conditions or traits. When creating a Composite Audience you cannot use OR logic to combine multiple user conditions. If you wish to target visitors that match the criteria of two or more Audiences, you can create individual Audiences (not Composite), and in the Campaign, select all the audiences that you want to target to achieve the same result.

 

Who can access

Access to create a composite audience using two or more audiences is available in all paid RollWorks subscription packages.

Your Package Composite Audiences
Standard Advertising Included
Advanced Advertising Included
Advanced Advertising with Sales Insights Included
ABM Included
ABM with Advanced Advertising Included
Starter (Legacy) Included
Standard (Legacy) Included
Professional (Legacy) Included
Ultimate (Legacy) Included
Free Tier Not Included

To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.

 

Common Use Cases

  Composite audience examples available for all RollWorks packages

The following use cases can be implemented by customers with any RollWorks package

  1. Overlaying visitors that view a specific page (i.e. specific product page) and have a minimum amount of page views. Screen Shot 2022-06-23 at 5.06.41 PM.png
  2. Overlaying Imported CRM Contact Lists and website engagement (page views or specific URLs viewed), so that you can understand if any someone from a particular Imported Contact List is visiting your site.Screen Shot 2022-06-23 at 5.04.22 PM.png

  The following use cases are only available Advanced Advertising packages

The following use cases can only be implemented by customers with: Advanced Advertising, ABM with Advanced Advertising, Professional or Ultimate packages since they require access to the feature called Attribute Audiences. These use cases allow customers to target very specific custom audiences that are not available through our preset advertising Playbooks.

  1. Overlaying Company attributes and Buyer Persona Functional Area and website engagement (page views or specific URLs viewed). Screenshot 2023-04-10 at 6.29.12 PM.png
  2. Overlaying user-level buyer persona Bombora intent signals and website engagement (page views or URLs).
  3. Overlaying visitors that are part of an Account List(s) and website engagement signals (page views or specific URLs).
  4. Overlaying Install Data for visitors that are using a specific technology or software in combination with website engagement data (page views or specific URLs).

  Composite Audiences may result in low reach

Composite Audiences allow you to overlay multiple and very specific parameters and in return, this will generate a very targeted, high-quality audience. Because of this hyper-targeted approach, the resulting audience may be small. 

 

Create Composite Audiences

Before you start creating a Composite Website Audience in RollWorks you will need to first build the individual Audiences that you want to overlay. Once you have created your individual Audiences, follow the steps below to create a Composite Website Audience.

 

Step 1: Create the first Audience

  • Log in to RollWorks and navigate to Audiences > Website Audiences.
  • Select Create Website Audience.

Screen_Shot_2021-12-21_at_11.42.53_AM__2_.png

  • Select an Audience Type from the drop-down. In this example, we will use the audience type called Attributes which is only available for Professional and Ultimate packages and is the most commonly used composite audience type overlayed with page views. To create an audience that looks at a particular Company Size and anyone that is in the marketing department by selecting Marketing functions under Functional Area we will make the following selections:
  • Select Company Size and add your desired values.Screenshot 2023-04-10 at 6.28.21 PM.png
  • Click Add Another.
  • Select the next attribute, for example, Functional Areas, and search "Marketing" to find all the functional areas for people working under the Marketing department.

Screenshot 2023-04-10 at 6.28.44 PM.png

  • Enter an Audience Name that describes the audience you just created and click Create Audience.

Screenshot 2023-04-10 at 6.29.12 PM.png

 

Step 2: Create the second Audience

In this second step, you will create the second individual audience you want to overlay with the first audience:

  • Select Create Website Audience.
  • Select an Audience Type from the drop-down. In this example, we will use the audience type called Page views since we only want to track visitors that have viewed at least 2 pages in the last 30 days.

Screenshot 2023-04-10 at 6.30.00 PM.png

 

Step 3: Overlay both audiences

  • Navigate to Audiences > Website Audiences.
  • Select Create Website Audience.
  • Select New Composite Audience.
  • Select the first Audience created in Step 1. In this example:
    • Audience Type = Attributes
    • Audience Name = Med + Large Company Size ICP)

Screenshot 2023-04-10 at 6.41.23 PM.png

  • Select the second audience you want to overlay. In this example:
    • Audience Type = Page views
    • Audience Name = 2+ Pages viewed Last 30 days

Screenshot 2023-04-10 at 6.43.20 PM.png

  • Enter the Audience Name. Use a name that describes the type of audience you created.
  • Enter the Audience Duration (in days) under How long to keep a person in this audience. If you aren't sure what duration to enter read this Audience Duration article.
  • Only if this audience is a Conversion Audience, check the box called This is a conversion audience. If you aren't sure read this Conversion Audiences Guide.
  •  
  • Click Create Audience.

Screenshot 2023-04-10 at 6.46.43 PM.png

 

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