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Targeting

Actito's targeting application lets you select profiles in Actito at a given moment. Two principles are essential to keep in mind:

  • Actito always starts from a selection of profiles: if you target, for example, purchases in certain stores, you are actually selecting the profiles who made a purchase in those stores.
  • Actito calculates the targeting when it needs to: when sending an email, SMS or paper campaign, when triggering a scenario, or when you click "Calculate" — always based on the information known at that moment. A targeting is therefore a calculation at a given moment, not a fixed group of profiles (to durably group profiles, segments are more suitable).

The targeting application is available everywhere in Actito where profiles need to be searched.

Going further​

How to visualize your target?​

Drawing sets is often the best way to picture a targeting: we recommend reasoning with set theory.

Illustration of set theory

Venn diagram

A: profiles that have blue
B: profiles that have green
A ∪ B (A union B): profiles that have blue OR green
C: profiles that have blue AND green

The classic pitfall comes from the gap between everyday language and logic:

  • "Contact the profiles in the blue segment and those in the green segment" (i.e. both groups) translates logically to A OR B — the union of the two sets.
  • "Contact the profiles in the blue segment or the green segment" gives exactly the same result: A OR B.
  • "Contact the profiles who are both in blue and in green" corresponds, on the other hand, to the intersection: A AND B.

To see how this translates concretely in Actito, see Understanding targeting modules.

How to succeed in your targeting?​

Find our recommendations in the article Targeting with success.

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