Audience: Overview

What does Audience contain?

Three tabs, one contact base:

• Dashboard — the analytical view of your contact base: how active it is, how valuable, and how reachable.
• Segments — management of all your segments, and the entry point to the Segment Builder.
• Contacts — the complete contact list, and where you create a contact by hand.

Because all three work on the same data, a change in one is visible in the others: a contact you label in the list is immediately available to a segment condition, and a segment you build is immediately available to a send.

What do you see on a single contact?

Everything Keaz knows about that person, in one view: purchase history from Shopify, WhatsApp activity, opt-in status, RFM group, labels, segment membership and the activity feed. That is what makes targeting possible at all — you cannot select a group by purchase behaviour or by consent unless both are recorded on the contact. Which messages you may send to whom follows from the opt-in status, and how subscribing and unsubscribing works sets out what each level allows. If you are still building that consent base, our guide to collecting WhatsApp opt-ins the GDPR-compliant way covers the rules behind it.

How does Keaz analyse the contact base?

Two analyses on the Dashboard do work you would otherwise do by hand.

• RFM analysis groups contacts automatically by their purchase behaviour — how recently, how often and how much they buy — so segments such as your best customers or your lapsing ones exist without you defining the thresholds.
• Predicted spend tiers sort contacts by expected value, which lets you target by what a group is likely to be worth rather than only by what it has already spent.

Both are attributes on the contact, which means both can be used as conditions when you build a segment.

How do you build a target group?

In the Segment Builder, by combining included and excluded groups. Including says who belongs in the segment, excluding takes people back out again — which is how you reach, say, repeat buyers who have not already been contacted this month. Audience coverage updates live while you work, so the size of the resulting audience is visible before you save rather than after you send. The Segment Builder article walks through the conditions in detail.

Why does everything else depend on Audience?

Because every send needs a defined group of people. A newsletter always goes to a segment, so without a segment nothing goes out. A Flow picks its audience in the Starting point, where labels and filters narrow down who the trigger actually applies to. Automations respond to individual contacts. In each case the quality of what you send depends on the quality of what Audience knows.