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.

Common Use Cases

1. Overlaying visitors that view a specific page (i.e. specific product page) and have a minimum amount of page views. 
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.

1. Overlaying Company attributes and Buyer Persona Functional Area and website engagement (page views or specific URLs viewed).
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).

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.

• 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.
• 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.

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

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.

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)

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

• 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.