Invert selection
The invert selection option lets you express complex targetings, especially when a simple negation isn't enough to target the expected profiles. It appears as an "invert selection" checkbox.
This checkbox only appears for certain modules: Email (advanced criteria), Form (only one with criteria on questions), Scenario, as well as all modules linked to custom tables and digital supports (Devices, App Activity, Pass wallet).
How it works
When the box is checked, Actito selects all the profiles in the database except those that match the criterion defined in the module.
An important consequence: profiles that have no link to the module in question — and therefore no data to compare against its criteria — are themselves included in the target.
Examples
Case 1 — Profiles who haven't purchased in the last 3 months
"Not making a purchase" isn't an action you can search for directly. So you first target the opposite.
In the module of your purchases table, define two criteria: Id "is known" (there is at least one purchase for the profile) and Purchase date "less than 90 days ago" (at least one purchase in the last 3 months). → You obtain all the profiles who have purchased in the last 3 months.
All that's left is to check "invert selection". → You obtain everyone except these profiles — that is, those who have never purchased or whose last purchase is more than 3 months old.
Case 2 — Profiles who have never made a purchase
Here too, a non-action can't be defined directly in the targeting. Simply select the module in question (here the "Tickets" table) and check "invert selection", without defining any criterion.
Actito then retains all the profiles that have no link to the "Tickets" table — so everyone who has never made a purchase.
Inversions are confusing at first. Don't hesitate to have your targeting checked by your support contact, or simply by a colleague: having to explain your targeting is often the best way to understand it yourself.