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Creating Custom Audiences with iZooto's Audience Builder

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Creating Custom Audiences with iZooto's Audience Builder

We are super excited to launch Audience Builder, the latest addition to our new dashboard, which enables customers to segment their subscribers and create as many custom audiences as needed. It is done on the basis of subscriber data points referred to as Tags and Properties. 

Segmenting your audience is important. Why ?

Audience segmentation is the process of dividing or grouping your subscribers with similar characteristics, wants and needs into groups formed to align with your communication objective. Audience segmentation is based on the assumption that distinct groups of subscribers i.e. audiences have distinct characteristics that influence the extent to which they pay attention to, understand and act on different messages.

Segmenting your subscribers with Audience Builder

To reach out to the 'perfect fit' for your communications, you need to segment your audience and define your target audience very carefully. To get a strong handle on your target audience, you can start by segmenting your subscribers based on a couple of parameters relevant to your business.  This slicing and dicing of the audience can often be quite cumbersome with some communication channels. With iZooto Audience Builder, we cater this step in a rather simplified manner for you. After defining your custom audiences with audience builder, you can easily excise any one of those to be targeted while creating your notification.

Once you have signed into  your iZooto account, you can simply click on 'Audience Builder' from the left sidebar followed by  'Create Audience' from the top right corner. 

Creating custom audiences with iZooto web push

Creating custom audiences with iZooto web push

While creating your custom audience with Audience Builder, you can leverage upon these two parameters -

Creating custom audiences with iZooto web push

1. Tags: It is a data point based parameter available in Audience Builder.

You can associate your website visitor with specific tags.You may also define multiple tags for a single website visitor. While the user is still on your website, tags can be generated for that user. You can then create your custom audience availing this data and use it while executing your web push notification campaign. You can associate as many as 20 tags to categorize your website users.

i) Include SDK in the header for all the web pages.
You can find SDK for your website on iZooto Dashboard > Settings > Integration Details.
//iZooto SDK placement

window._izq = window._izq || [];
<script src="//cdn.izooto.com/scripts/84a36e2847c33ac03a724153b57b0c864b80ab26c8.js"> </script>

ii) Tag operations to be called conditionally

//Tag Operations
//Add tag for category - formals
window._izq.push(["add_tag", "High"]);

//Add tag for category - blazers
window._izq.push(["add_tag", "Mid"]);

//Remove tag for a user
window._izq.push(["remove_tag", "Low"]);


Read more about how to pass tags here - http://apidocs.izooto.com/?javascript

For instance, For an e-commerce fashion brand, tags such as- Male, Female, ethnic wear, western wear etc, can be defined based on the user's activity on your website or their previous usage behavior like - last purchase or last browsed pages.

Once the tags are defined, ou can easily categorize your  subscribers based on these tags, you can then create multiple custom audiences with Audience Builder. You can create a custom audience depending upon the tags associated with them and also apply conditions for users associated with a particular tag that you do not wish to consider.

Now, you can create a custom audience including subscriber with tags- Female, Ethnic Wear, jewelry and apply further conditions to not to include users under Western Wear tag. You can thus apply these criteria with audience builder to refine your subscribers further and create your custom audience. You can then save this audience, apply it while creating your notification campaign. (This information will  be available on iZooto dashboard in conditions section while creating audience)

Click on Add More as soon as you open Audience Builder

Creating custom audiences with iZooto web push

  1. Choose has tag -> equal -> Female
  2. Click on 'Add More'.
  3. Choose has tag -> not equals -> Western wear

To apply further conditions and refine your audience further-

In Table 2, click on 'Add More'

  1.  Choose has tag -> equals -> Ethnic Wear
  2. Choose has tag -> equals -> Bangles

Note - While generating tags for your website users, you cannot identify your subscribers among them. However, once you pass on this data to us, only the data associated with your subscribers are considered.  

The AND condition here signifies that only subscribers fulfilling both the conditions will be included.

The OR condition here signifies that subscribers fulfilling either of the conditions will be included.

2. Properties: Properties is another parameter that is now available on in Audience Builder. These are name-value pairs that can be defined for your users. The values can be numeric in nature. Audience Builder enables you to categorise your subscribers based on the following two factors -

a) Geo- You can define your users based on their geographical locations. You may segregate them on name-value pair, such as - Location = Delhi.

Case 1- If you may want to target only those users who are in India- Delhi.

1. Choose has property > Geo . equal > India > Delhi > Delhi.

Case 2- If you want to target subscribers from Delhi as well as Mumbai.

In table 2

  1. Choose has property > Geo . equal > India > Delhi > Delhi.
  2. Choose has property > Geo . equal > India > Maharashtra > Mumbai.

Creating custom audiences with iZooto web push

b) Device- Your audience can also be segregated on the basis of device they use to browse your website. Here, the Property Name would be the Device and value would be Mobile, Tablet and Desktop.

Creating custom audiences with iZooto web push

c) Subscription Filter - Now you can choose to include or exclude subscribers from a particular time interval.

Creating custom audiences with iZooto web push

3. Campaign Response Filter

This filter helps you analyze the subscribers of each campaign separately as it allows you to exclude or include, all the subscribers who have already clicked on your other on going campaigns. You can choose the campaigns from the available drop down menu.

Creating custom audiences with iZooto web push

This information can be easily accessed in the iZooto Dashboard. In the final step in creating your custom audience, you will also get the total number of subscribers that are ending up included in a particular custom audience.


The list of all the custom audiences created by them will appear during the campaign creation process, where you have to choose audience. You can easily select the custom audience you want to target and avoid sending bulk messages to all the users.



Watch our quick video for better understanding of Audience Builder


Ruchika Sharma
Ruchika Sharma
Ruchika Sharma, the Product Marketer at iZooto is an Art Lover & Creative Writer who likes to sketch in her free time. She dreams of travelling the world someday, all by herself. To connect with her, follow her on Twitter: @Sh_ruchika

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