Build audiences

Turn health levels and segments into groups of customers that need the same treatment

An audience is a dynamic group of customers defined by filters on their scores, segments, value, lifecycle and behaviour. Audiences are re-evaluated on every run, can be reused in workflows, reports and integrations, and are the unit the Co-pilot learns on. This is step 2 of the Churned journey: health tells you who is at risk, audiences decide who gets treated together.

Three ways to get an audience

• Describe it. The Audience builder turns a plain-language sentence into filters, counts the result and lets you refine or save it.

• Pick a suggestion. Suggested for you shows starter audiences generated from your own data by the audience clustering model, each with a category: Retention, Reactivation, Upsell or Engagement.

• Build it from filters. The editor combines filters in AND groups joined by OR, with select, range and date filter types. See Creating and editing with filters.

The Audiences page explains the interface in full, including the list columns, the workflow status and locked audiences.

Where the conditions come from

Condition type	Defined by	Reference
Health Level, Health Score, Health Trend, Risk Level, Risk Score, health change drivers	Health scoring model	Health, risk and engagement scores
Engagement	Engagement model	Engagement score
Segment, Segment Previous	RFM and RFV models	RFM model and one-off metrics
Reactivation Potential, Reactivation Score	Reactivation model	Reactivation model
Sentiment Score, NPS counts	Sentiment model and surveys	Sentiment model
Active, Months Active, renewal dates, Plan, ARR, MRR, CLV, Tags, custom properties	Your subscription and customer data	Definitions

Per vertical

• B2B SaaS: audiences usually combine health level with ARR (key accounts first) and with product usage from the RFV segments of the users in an account.

• B2C subscriptions: health level plus tenure and renewal date drive retention audiences; one-off RFM segments drive upsell and cross-sell audiences.

• E-commerce: audiences are RFM segments and their transitions, for example customers who moved from Loyalist to Need Attention this week.

• NGOs: structural donors use health levels; non-structural donors use RFM segments; the typical upgrade audience is frequent one-off donors (Loyalist, Potential Loyalist) without an agreement.

Next step

Once an audience exists, use Create in its Workflow column or build one in the Workflow builder. See Automate with workflows.