Targeting modules

The targeting interface gives access, through a selection of modules, to all the data available in Actito to define a target population.

In practice, you combine these modules to describe a population: either profiles must match all the criteria (the "AND" function), or it is enough for them to match one of them (the "OR" function). Each module draws on a different data source (profile, email, scenario, form…), but they all share the same construction logic described below.

Overview of the interface

1. All (AND) / One of (OR): applies an AND or OR condition between the modules of the targeting.

   

   A = "Profile" module (criteria based on profile data)
   B = "Email" module (criteria based on email campaign data)
   All = contacts matching all the criteria of the "Profile" module and of the "Email" module (i.e. the intersection C)
   One of = contacts matching either the "Profile" module criteria or the "Email" module criteria (i.e. the union of A & B)

2. Add a module: expands the targeting with a new data source (profile, email, SMS, saved targeting, file, purchase…).

3. Clear: resets the targeting.

4. Filter: selects a sample to limit the size of the resulting population.

5. Turn on "Expert mode": lets you nest an inverted group. You can thus add an "OR" group inside an "AND" logic, and vice versa.

6. Turn off Expert mode: hides these advanced options.

The modules

Modules are grouped into broad data families. Within each module, the logic is always the same: you choose one or more criteria, linked by an AND or OR condition specific to the module, and you can delete a criterion (or the whole module) via the X button.

Profiles & historical data

This family answers questions about who the profiles are and how they have evolved over time.

Profile module

The Profile module targets the profile's global data: its attributes (customer data) as well as its engagement score and its aggregated behavior across all channels (last email open, last click, last SMS received, last form participation…). It is the natural entry point for a targeting based on the customer themselves.

You select a criterion, a logical condition and a value, then add as many criteria as needed — linked by "All" (AND) or "One of" (OR) depending on the precision you want.

Example: to target profiles who have never opened an email, use the last-open data of the Profile module. Since no opening date is recorded for these profiles, you obtain those who have never opened an email sent from Actito.

Subscription history module

The Subscription history module targets profiles based on their past subscriptions and unsubscriptions. Ideal to re-engage former subscribers or exclude those who recently unsubscribed.

You first specify the behavior sought, then the subscription(s) concerned, and finally the time frame during which the condition must be true.

Criterion	Behavior
Were subscribed	Selection of profiles subscribed during (part of) the selected time frame
Were not subscribed	Exclusion of profiles subscribed during (part of) the selected time frame
Have subscribed	Selection of profiles who subscribed during the selected time frame
Have unsubscribed	Selection of profiles who unsubscribed during the selected time frame

Subscription selection	Behavior
To any subscription	Takes all existing subscriptions into account
To the subscription	Takes a single subscription into account
To any of the following subscriptions	Takes all listed subscriptions into account

Segmentation history module

The Segmentation history module targets profiles based on their past membership of a segment. You first select the segmentation to consider (segments with no recorded history appear greyed out), the behavior sought, the segment(s), then the time frame.

Criterion	Behavior
Were in	Selection of profiles that were part of the segment during (at least part of) the selected time frame
Were not in	Exclusion of profiles that were part of the segment during the time frame = inclusion of those who never were
Have entered	Selection of profiles that entered the segment during the selected time frame
Have left	Selection of profiles that left the segment during the selected time frame

For a simple segmentation, the segment is selected by default; for an exclusive segmentation, you list the segment(s) to consider.

Note

To express an evolution over time, you need to combine this module several times. For example, targeting "profiles that entered the GOLD segment in 2016 and are still part of it in 2017" requires two modules: one for the entry in the first period, one for membership in the second.

Targeting module

The Targeting module reuses a targeting already built and saved in the Saved targetings app. You choose to include or exclude this targeting, and can view its description and criteria before applying it.

info

There is a limit of 5 saved-targeting modules when a filter is applied. You can use more than 5, as long as no more than 5 of them use a filter.

File module

The File module targets based on information external to Actito: you import a file listing the values of a profile attribute (any attribute, except Multi-value ones), and Actito retains or excludes the matching profiles. Handy to use a list provided by a vendor or an external tool.

You choose to include or exclude (are / are not) the profiles present in the file, then the matching attribute between Actito data and the file (unique or not). For a .csv file, you also specify the column header used for matching. The file is uploaded from your computer (including by drag-and-drop) or from an FTP configuration linked to your license.

Tip

All the FTP configurations of your license (out flows, syncs, print drops…) are available via "Download from the Cloud". To create a new one, contact your account manager.

Technical constraints of the file

Whatever the format, the file must be encoded in UTF-8 and not exceed 50 MB.

A .txt file (or zipped .txt) contains only one column of values, separated by a tab, with no header. A .csv file (or zipped .csv) accepts several columns and a separator of your choice (semicolon, comma or tab), but column headers are mandatory and the one of the matching column must be selected.

Tip

By default, the header is pre-filled with the technical name of the selection attribute. This is not based on your file: check that it matches your headers and correct it manually if needed.

External target list

By turning on "Expert mode", a "Use an external target list" button appears. An external target list automates your file-based targetings: instead of uploading a file manually, it is automatically retrieved from a cloud location (FTPS) and imported into Actito. This is especially suited to continuous emails whose target evolves, particularly when it is fed by a synchronized external tool.

External target lists are therefore very useful in saved targetings that trigger automated processes: Scenario, Newsletter or segmentation rule.

info

Setting up an external target list requires the involvement of your technical operators and involves API calls. They can follow the step-by-step use case on the Developers Portal.

Once your technical operator has created the reference, select the desired list and click "Use the target list".

The "Expiration date" column shows until when the last retrieved file remains valid. This validity period, set by your technical operator, ensures that an automated process does not run two days in a row with the same target.

For example: a scenario sends a reminder every day at 10:00 to profiles with an appointment in an agency, triggered by an external target list synchronized with your appointment-booking tool. By setting each file as valid for 1 day until 09:59, you avoid re-contacting the previous day's profiles if the sync fails.

Tip

If the last file is no longer valid when the targeting is calculated (or if no file has ever been retrieved), the targeting fails and does not trigger the associated marketing action. A warning then appears when you build your saved targeting:

This is simply a representation of the current status: a new sync must succeed before the target can be calculated. The "View definition" button shows the details of the last file and of the setup (naming pattern, cloud location).

Digital supports

This family targets profiles' activity through your digital channels. Unlike the Profile module, these modules work at the element level, like custom tables: you select the elements that match all (AND) or one of (OR) the criteria, with all the table's attributes available as criteria and operators suited to each data type. With no criterion defined, the module retains "any element". Each also offers the Invert selection option, which excludes the defined population from the final target.

App Activity module

Linked to a specific Actito app — shown in the module header — this module targets the attributes of the App Activity table.

Devices module

Identical in structure to the App Activity module, it is also linked to a specific Actito app and targets the attributes of the Devices table.

Wallet passes module

The Wallet passes module targets the attributes of the Wallet passes table. Its structure differs slightly from the previous two: you first scope by template (all templates or a selection) before defining your criteria. An "Include archived templates" checkbox also lets you extend the targeting to templates that are no longer active.

Custom tables

Custom tables module

The Custom tables module targets your interaction and linked-data tables. As with the Profile module, all the table's attributes are available as criteria, and to these are added dynamic aggregate criteria based on the number of rows or on numeric data.

info

When such a module is selected, only profiles that have at least one entry in the table can be retained. To target profiles with no purchase, you therefore cannot write "Number of purchases = 0" (a profile needs at least one purchase to exist in the table): use the invert selection feature instead.

Tip

"Repository"-type tables are always nested inside another table: they are not available as modules, but their attributes can be used as extended fields in the module of the parent table.

RFM criteria on Interaction tables

Interaction tables are often used to store purchases (or other interactions with a monetary value, such as abandoned baskets). The "RFM criteria" button, in the top right of the block, gives access to dedicated criteria: recency (last interaction), frequency (number of interactions), total or average value, and creation moment. You can thus easily target the average basket, frequency or last-purchase date.

Tip

RFM criteria are only available on interaction tables.

Note on the "Value" attribute

To use value criteria, the interaction's monetary field (amount, totalPrice…) must be declared as the table's value attribute: in the Tables data structure app, open the table definition, select the field, then click "Set as value".

Note on the "creationTimeAttribute"

By default, the interaction date is the technical attribute "creationMoment" (when the data is imported into Actito). You can set another date-type attribute (e.g. "purchaseMoment") as "creationTimeAttribute" so it serves as the reference — useful if your imports are asynchronous. This parameter is set in the table structure.

Channels

This family targets profiles' behavior toward your campaigns (sent, in progress or planned), channel by channel.

Email module

The Email module targets interactions with your email campaigns: it is the key module for re-engagement (openers, clickers, non-openers…).

You first choose which set the targeting covers, then the value(s) concerned, and finally one or more rules (linked by AND):

• Campaigns: one or more specific campaigns.
• Groups (mass or scenarized): all the email interactions of one campaign group, defined in the Email campaigns app to benefit from aggregated reporting.
• Subscriptions (mass or scenarized): all the campaigns sent under a given subscription — ideal if you manage many themed newsletters.

Actito shows the latest campaigns by default; other finalized campaigns are accessible through the search engine (draft campaigns and mass sends in progress do not appear).

Tip

A criterion on a group or a subscription can go back over your entire send history. Since an open from two years ago isn't always relevant, remember to add a time criterion on the sending moment.

In simple mode, the available rules are:

Rule	Behavior
Have not been targeted / have not been targeted by any campaign	Exclusion of contacts targeted by at least one campaign. Targeted = matched the criteria at the time of sending, which does not mean they received the campaign.
Have not opened / have not opened any campaign	Exclusion of contacts who opened at least one campaign
Have not clicked / have not clicked in any campaign	Exclusion of contacts who clicked in at least one campaign
Have been targeted / have been targeted by at least one campaign	Selection of contacts targeted in at least one campaign (see definition of targeted above)
Have opened / have opened at least one campaign	Selection of contacts who opened at least one campaign
Have clicked / have clicked in at least one campaign	Selection of contacts who clicked in at least one campaign
Have been targeted by all campaigns	Selection of contacts targeted in all campaigns
Have opened all campaigns	Selection of contacts who opened all campaigns
Have clicked in all campaigns	Selection of contacts who clicked in all campaigns
Have received all campaigns	Selection of contacts for whom all emails were delivered
Have received / have received at least one campaign	Selection of contacts for whom at least one email was delivered
Have never received / have never received one of the campaigns	Exclusion of contacts who received at least one of the emails
Have been filtered in the control group for all campaigns	Selection of profiles who should have been targeted but were excluded by a control group (for all campaigns)

Good to know

Only "useful" clicks are counted in this module: clicks on "webversion" and "unsubscribe" are ignored.

Important

"Negative" criteria (have not opened, have not clicked…) must be combined with have been targeted by the campaign to run a re-engagement. Indeed, a negative criterion excludes the profiles that performed the action but keeps the entire rest of the database — including profiles who never opened the campaign… because they were not in its target. A warning is shown if you forget a "positive" criterion.

The advanced criteria give access to a detailed panel (generation status, bounce status…). They cannot be combined with simple criteria. If the targeting covers a group or a subscription, an advanced criterion is matched as soon as one of the emails concerned matches it.

Advanced criterion	Behavior
Recipient address	Email address that received the campaign
Sending status category	General interaction status: Processing, Sent, Error, Filtered
Bounce status category	General bounce status: AUTO_REPLY (incl. spam), HARD_BOUNCE, NO_BOUNCE, SOFT_BOUNCE, USER_REPLY, UNKNOWN
Clicked	Did the profile click? (Yes/No)
Delivered	Was the email delivered? (Yes/No)
Unsubscribed	Did the profile unsubscribe? (Yes/No)
In error	Did the sending fail? (Yes/No)
Sent	Was the email sent? (Yes/No)
Filtered	Was the profile filtered at sending? (Yes/No)
Unsubscribing moment	Date the profile unsubscribed from one of the emails
First opening moment	Date of first opening (only the first is recorded)
Sending moment	Date one of the emails was sent
A/B optimization	Is it an optimized A/B testing send? (Yes/No)
Opened	Was the email opened? (Yes/No)
Sending status	Detailed values: Sent, various Errors (invalid target, generation, missing personalization, weight too heavy…) and various Filtered statuses (low activity, poor address quality, control group, commercial pressure, quarantine, blacklist…)
Bounce status	Detailed values: DELAYED, NO_BOUNCE_YET, OTHER_AUTO_REPLY, OTHER_HARD_BOUNCE, OTHER_SOFT_BOUNCE, OTHER_USER_REPLY, OUT_OF_OFFICE, QUOTA_EXCEEDED, SPAM, UNKNOWN_BOUNCE, UNKNOWN_DOMAIN, UNKNOWN_USER
A/B Version	For an A/B test, which version did the contact receive?
Number of messages received	Number of emails received within a group / subscription (numeric criterion)

Tip

The number of messages received combines with other criteria: the count then applies only to the messages matching the combined criteria. For example, the targeting below selects the profiles who opened more than 3 emails from the campaign group less than 90 days ago.

Turning on the advanced criteria reveals the "Invert selection" checkbox, which excludes from the final target the population defined above (see Invert selection).

Email clicks module

The Email clicks module targets clicks across all the emails of a database — useful to target a specific link or URL rather than a campaign. If several emails share the same link name or URL, a profile may have clicked several times.

You add one or more filters (linked by AND) among: click moment, campaign name, link name, clicked URL, number of clicks. The available operators depend on the filter.

info

The clicked URL is the full URL, including additional parameters (UTM, goal…), different for each profile. So prefer the "contains" operator over "=". Note: only the first click on each link is recorded.

Note

With no rule, this module targets everyone who clicked at least once in an email (over the last 2 years; archived campaigns, by default after 2 years, are excluded). This module therefore retains only profiles with at least one click: you cannot target profiles who never clicked via "click moment" + "is unknown".

info

Unlike the Email module, all clicks are counted here, including those on "webversion" and "unsubscribe".

SMS module

The SMS module targets SMS campaigns (sent, in progress or planned). It works identically to the Email module — selecting the campaign(s) then at least one rule, linked by AND — but some rules are specific to the channel.

Rule	Behavior
Have not been targeted / have not been targeted by any campaign	Exclusion of contacts targeted by at least one campaign
Have not received / have not received any campaign	Exclusion of contacts who received at least one campaign
Have been targeted / have been targeted by at least one campaign	Selection of contacts targeted in at least one campaign
Have received / have received at least one campaign	Selection of contacts who received at least one campaign

Push module

The Push module targets your push campaigns (sent, in progress or planned). You select a campaign, then a rule (AND condition). If the rule concerns clicks (clicked at least one campaign or did not click any campaign), you can specify one or more particular actions.

WhatsApp module

The WhatsApp module works identically to the Push module, applied to your WhatsApp campaigns (sent, in progress or planned).

Audience module

The Audience module targets the membership and synchronization of your profiles in your audiences. You select the audience, then a rule (AND condition).

Rule	Behavior
Is member	Selection of profiles who are members of the specified audiences
Is not member	Selection of profiles who are not members of the specified audiences
Is synchronized	Selection of profiles synchronized in the specified audiences
Is not synchronized	Selection of contacts not synchronized in the specified audiences

Call center, Print, Generic channel modules

These modules target a custom campaign of the corresponding channel. You select the campaign(s), then at least one rule (AND condition).

Rule	Behavior
Have not been targeted / have not been targeted by any campaign	Exclusion of contacts targeted by at least one campaign. There is no check of receipt or reading.
Have been targeted / have been targeted by at least one campaign	Selection of contacts targeted in at least one campaign
Have received / been targeted by all campaigns	Selection of contacts who received all campaigns

Scenario

Scenario module

The Scenario module targets profiles' journey in your active and finished scenarios. You select the scenario (only active ones with at least one execution appear), then one or more criteria (AND condition) among: exit block, entry moment, exit moment, status, number of executions. The operators depend on the filter.

Tip

If your scenario has global exit conditions, you can target the profiles that exited because of them with the following targeting:

The Invert selection option excludes the defined population from the final target.

Tip

Since this module pre-selects the profiles that entered the scenario, use inversion to target those who did not enter. The criteria "Entry moment is unknown" or "Number of executions = 0" will not work.

Forms & tracking

This family targets profiles' participation in your forms and the achievement of your goals.

Form (one or more) module

Targets the simple participation in one or more forms. You select the forms, then at least one rule (AND condition).

Rule	Behavior
Have participated in a form / in at least one	Selection of profiles who participated in at least one form (test participations are excluded)
Have not participated in the form / in any	Exclusion of profiles who participated in at least one form

Form (only one with questions criteria) module

Targets the answers given in a specific form. You select the form, then one or more criteria (AND condition). Some filters are offered by default for all forms, others depend on the form's questions.

The default filters are: Participated, Complete?, Completed on, Created on, Last page recorded, Form recorded on, Updated on, Page [Name] recorded on, Source. The operators depend on the filter. The Invert selection option is available.

Note

With no criterion, this module targets everyone who participated at least once in the form (test participations remain excluded).

Goals module

Targets the achievement of one or more goals. You select the goal(s), then add criteria (AND condition) among: reach moment, number of goals reached.

The operators

The operators below apply in most modules; the ones actually offered depend on the type of the targeted field.

General operators

Operator	Effect on targeting
=	Searches for the exact value (not case-sensitive: dupont = Dupont, but accent-sensitive: Liège ≠ Liege)
Starts with	The field starts with the entered value
Does not start with	The field does not start with the entered value
Contains	The entered value is present in the field (each term separated by a space)
Does not contain	The entered value is not present in the field
Matches the regular expression	Profiles matching the regular expression
Does not match the regular expression	Profiles not matching the regular expression
Is known	The field is filled in
Is unknown	The field is empty
Is in	Includes a list of values (max. 1000 entries)
Is not in	Excludes a list of values (max. 1000 entries)
Is different from	Excludes the entered values
Is today	The date is today
Is yesterday	The date is yesterday
Is this week	Date between Monday 00:01 and Sunday 23:59 of the current week
Is last week	Date between Monday 00:01 and Sunday 23:59 of last week
Is less than (days) ago	Selection of contacts whose date is less than X days ago. E.g.: "less than 3 days", on 10/07 → dates after 07/07 (23:59)
Is not less than (days) ago	Exclusion of contacts whose date is less than X days ago. E.g.: on 10/07 → dates before 07/07 (23:59)
Is more than (days) ago	Selection of contacts whose date is before –X days. E.g.: "more than 5 days", on 10/07 → dates before 05/07 (23:59)
Is not more than (days) ago	Exclusion of contacts whose date is before –X days. E.g.: on 10/07 → dates after 05/07 (23:59)
(days) ago	Selection of contacts whose date is exactly X days ago. E.g.: "3 days", on 10/07 → dates of 07/07 (23:59)
Between (days) ago	Selection of contacts whose date is between –X days and today. E.g.: on 10/07 → dates between 05/07 (23:59) and 10/07 (23:59)
(days) ago or less	Selection of contacts whose date is X days ago or less (bounds included)
(days) ago or more	Selection of contacts whose date is X days ago or more (bounds included)
Is today plus (days)	The date is at D+X days (use "-X" for D–X)
Is not today plus (days)	The date is not at D+X days (use "-X" for D–X)
Is not this month	The value is not in the current calendar month of the same year
Is not last month	The value is not in the previous calendar month of the same year
Has as year	Searches on the year (e.g. 2015)
Does not have as year	Exclusion of the entered year
Has as day	Searches on the day, regardless of month and year (1 to 30/31)
Does not have as day	Exclusion of the day
Has as month	Searches on the month, regardless of day and year (1 to 12)
Does not have as month	Exclusion of the month
Is less than or equal to	The value is ≤ the entered value
Is not less than or equal to	The value is > the entered value
Is less than	The value is strictly < the entered value
Is not less than	The value is ≥ the entered value
Is greater than or equal to	The value is ≥ the entered value
Is not greater than or equal to	The value is < the entered value
Is greater than	The value is strictly > the entered value
Is not greater than	The value is ≤ the entered value
Is this month	The value is in the current calendar month of the same year
Is last month	The value is in the previous calendar month of the same year
Has its anniversary today	The day and month of the date match today (year ignored)
Does not have its anniversary today	Exclusion of profiles whose day and month match today
Has its anniversary this month	The month of the date matches the current month (day and year ignored)
Does not have its anniversary this month	Exclusion of profiles whose month matches the current month
Has its anniversary in (days)	Today's date is X days before the stored value (day + month). E.g.: on 01/09, "in 30 days" → profiles whose date is 01/10
Does not have its anniversary in (days)	Corresponding exclusion (day + month)
Is in more than (days) (future)	Selection of contacts whose date is after D+X. E.g.: "more than 5 days", on 10/07 → dates after 15/07
Is in less than (days) (future)	Selection of contacts whose date is before D+X. E.g.: on 10/07 → dates before 15/07
Is between	Selection of contacts whose date is between the 2 entered dates (included)
Is not between	Exclusion of contacts whose date is between the 2 entered dates (excluded)

Operators related to segmentations

There are two types of segmentation: a simple segment (a group of people sharing a characteristic, e.g. "early adopters") and an advanced segment, which adds a second level of classification (e.g. a "customer" segment split into gold, silver and bronze sub-segments).

Operator	Effect on targeting
Contains the profile	(Simple) Selection of contacts in the segment. (Exclusive) Selection of contacts with a value for this segmentation (gold, silver or bronze)
Does not contain the profile	(Exclusive) Selection of contacts with no value for this segmentation
Contains the profile for	(Exclusive) Selection of contacts with the entered value
Contains the profile for the segments	(Exclusive) Selection of contacts with one of the entered values
Does not contain the profile for	(Exclusive) Selection of contacts without the entered value
Does not contain the profile for the segments	(Exclusive) Selection of contacts without the entered values
<	Searches for lower values
<=	Searches for lower or equal values
>	Searches for greater values
>=	Searches for greater or equal values
()	Searches for values between the 2 entered values (included)