The Syntasa Audience Solution provides users with Data Management Platform (DMP) capabilities of organizing centralized behavioral and non-behavioral user data into attributes, combining attributes to create audience segments, and passing the audiences to downstream systems, such as Demand Side Platforms (DSP).
Syntasa Audience building includes the following components:
The data layer is a foundation where users define the building blocks that can be used to create attributes. At its simplest, the creation of a data layer consists of selecting the data sets that are needed to design attributes. Any Syntasa and non-Syntasa data set can be used in the data layer as long as the input source has an identifier and a column provided a date or date/time.
Examples of some common datasets to include in a data layer are:
- Syntasa event and product tables
- Syntasa ML model scores
- Non-Syntasa ML model score tables
- Custom user-defined rules-based dataset
Sourced from the data layer, the Attribute Builder provides the ability to define user data points known as attributes that become the ingredients for building audiences.
Examples of some common attributes are:
- E-commerce actions (i.e. cart add, cart remove, checkout, purchase)
- Viewed product information (i.e. brand, price, category)
- ML and rules-based model scores (i.e. raw scores, percentiles, categorized)
- Key online behaviors (i.e. purchased within last 30 days, opened multiple accounts in previous 12 months, abandoned cart yesterday, more than two site visits per day)
- Key offline behaviors (i.e. in-store purchase last 14 days, visited a sales rep last three months, called support last 30 days, returned an item last six months)
- Third-party user traits
Audience Builder apps provide the ability to combine one or more attributes into a single audience that can be sent to a DSP for marketing purposes or made available for internal activities, such as journey analysis and A/B testing.
Examples of some common audiences are:
- Users that interacted with HP laptops and did not purchase in the last seven days.
- Any customer with a lifetime value greater than 1 million that have active IRA and College Savings accounts.
- Subscribers that have been signed up for premium channels for more than 12 months.
- Customers that have searched for products online and purchased from a sales rep in the last 30 days.
- Visitors that have visited a property within the last 14 days, did not make a purchase in the last 14 days and have ML model score showing a high propensity to purchase an Apple product.
Sync processes provide the instructions to select defined audiences, integrate and send to downstream APIs such as DSPs, A/B testing tools and analytics dashboarding applications.
Examples of some common integrations are:
- Google Analytics
- Adobe Analytics
- Adobe Core Services
- Adobe Target
The Audience Builder apps have development and production workflows where all configurations and testing are done in development and approved configurations pushed to production and automated data processing jobs can be scheduled. Activate is the feature that performs the action of copying the current state of an app in development into the production section of the app.