Audiences

Audiences are how you decide who a journey is for. You describe the group you want, Xenia works out who matches, and you get a counted audience with real numbers attached: how many people, what they spend, how engaged they are.

Open Audiences in the Orchestrate section.

How it works#

Creating an audience#

Start from a template#

The page offers six ready-made segments to start from, chosen from what your connected sources can actually support and mixed evenly across them. Picking one fills in the description for you, and you can edit it before building.

If you have HubSpot connected, the templates include company-based segments such as companies by city or by industry.

Or describe your own#

Choose Build with AI and describe the group in your own words, for example "customers who bought twice in the last 90 days but have not opened an email in 30". Xenia proposes the filters, explains who these people are, and shows how confident it is in the definition.

You can review and adjust every condition before building, so the AI is a starting point rather than a black box.

Give it a goal#

Each audience carries a goal, which tells the rest of the platform what you are trying to do with it:

Audiences start as drafts, become active when you are happy with them, and can be archived when you are done. The page filters by Active and Drafts so a half-finished idea does not get used by mistake.

Building and refreshing#

Build audience runs the definition and produces a counted snapshot. Rebuilding later updates the same audience rather than creating a second one, so anything already pointing at it keeps working and you keep the history.

You can rebuild on demand with the refresh action on the card, or set a schedule so it keeps itself current.

An audience that has never been built shows as Not built yet. A built audience shows its member count and when it was last computed.

Reading an audience#

Open an audience to see whether it is worth targeting:

• Members, how many people are in it
• Median and top-tier spend, the midpoint and the level your best customers reach
• Spend versus everyone, how this group compares to your whole customer base
• Average engagement, a 0 to 100 score based on opens, clicks, and recency, plus how that compares to your base
• Spend distribution, so you can see whether the group is a few big spenders or many small ones
• Channel mix and top countries
• AI narrative, covering who they are, why they matter, and how to talk to them

Engagement lift is the number to watch. A segment that is more responsive than your average customer is usually where a campaign pays off.

Comparing two audiences#

Compare audiences shows how much two audiences overlap: who is in both, who is unique to each, and an overall similarity score. Check this before launching two campaigns, so the same people are not messaged twice under different names.

Lookalikes#

From a built audience you can generate a lookalike, which uses the people in it as a model to find similar customers.

Using an audience in a journey#

In the journey builder, add an Audience Lookup node to check whether the person currently in the journey belongs to an audience. Follow it with a rule to split the path: your best customers get one offer, everyone else gets another.

The Use in journey action on an audience card builds a working example of this for you, which is the quickest way to see the pattern.

When numbers look wrong#

• The audience is smaller than expected. The data it needs may not have synced yet. Check the connector, then rebuild.
• A newly connected source is not reflected. Existing audiences keep their last result. Rebuild to pick up newly synced data.
• A field you expected is missing. The connector that supplies it is either not connected or has not synced that information yet.