The audience filter will for sure be one of your best friends in MarketHype. It can take some time to get to know all of its benefits and possibilities - but we guarantee it is worth all the time spent getting to know the filter.
What is the audience filter, and where can I find it?
The audience filter allows you to find specific groups or parts of your entire audience to analyze or communicate with.
The filter will appear in several features of MarketHype:
Audience → Manage - To find chosen contacts.
Audience → Overview - To analyze parts of your entire audience.
Audience → Export - Export your audience to file or Facebook/Meta.
Audience → Segment - When creating segments.
Marketing → Email - To select recipients of your email.
Marketing → SMS - To select recipients of your SMS.
Automations - To set up more specific automations.
Explaining the different filter categories
When using the audience filter, you will have four main filter categories to work with, Subscribers, Segments, Include and Exclude.
Here is an explanation of them and when they can be used:
Subscribers
When you want to find the current subscribers to one or several of your subscription types, you can filter your audience on subscribers. This will ensure that only cont
acts with active consent for the given subscription type(s) are included in the result.
Segments
A segment is basically a saved filter that MarketHype tracks and continuously calculates statistics for. Since it’s a filter, you can use it as a starting point when filtering in other contexts (such as when making an export). By adding more filter conditions, you refine your selection within the given segment or segments.
More on segments here.
Include and exclude
Include and Exclude might be the two categories you will use the most, as they will allow you to specify your filter even further.
When adding a filter using one of those categories, you can choose between four more filter categories; Contact attribute, Behavior, Orders made, and Marketing activity.
Contact attributes
It allows you to filter on demographic attributes like age, gender, and geographical location.
If your organization has created its own custom contact attributes, those will also be possible to filter here. You can read more about custom attributes here.
Behavior
It lets you filter contacts based on their tendencies and purchase behavior, such as the average items per purchase, lifetime order value, etc.
Marketing activities
This filter category allows you to select all contacts that have interacted with a sent email or SMS. For example, find all customer who has received or opened a specific email or the contacts that have chosen to unsubscribe to an email, etc.
Read more about this filter here.
Orders
The largest category with many data points for you to filter on. It lets you find all contacts that have made a specific purchase and also the number of times you want them to have made this exact purchase. You can even set a particular time frame for when this purchase should be made within.
The basics of how the filter works
The filter works like a waterfall or a funnel
This means that the more filters you add, starting from the top, your result will be more specific.
Example:
In the example below, we have started by adding a subscription type/ Subscribers filter containing 3320 subscribers/contacts. Then we added another filter underneath, saying to include all contacts in the ages 18 - 35 years old, which leaves us with 924 contacts.
Combine Include / Exclude
Combining an Include and Exclude filter will make your selection even more specified.
Example:
The filter below states: Add all contacts living in Stockholm but exclude those between 0-35 years old. The result will then show all contacts that live in Stockholm and are at the age of 36+ years.
AND/OR when using several filter categories
Combining two different filter categories
You can also combine different filter categories into your selection. If you do this, for example, adding and combining a, for example, Contact attribute filter and a Behavior filter, there will always be an AND between your filter.
Example:
In the picture below, we have added a Behavior filter saying, "Number of purchases is at least 2". Then we added a Contact attribute "Country is Sweden".
This combination results in all contacts that have made at least two purchases AND lived in Sweden.
Combining two of the same categories
However, if you add two filters of the same category, you will then get to choose whether you like there to be an AND or an OR between the filter.
Example:
We have added two Contact attribute filters, one saying "Country is Sweden" and another saying "Age is between 30-36".
Per default, there will always be an AND between those two filters. This will leave us with the result of all contact between the age of 30-65 AND lives in Sweden.
But now you will have the possibility to switch from Match all → to Match any. If you do this, there will be an OR instead of an AND between the filters.
The result will give you the results of all contacts that either are between the ages of 30 and 65 or live in Sweden.
The result can differ based on how you add the filters
This filter below will show all contacts that have made a specific order according to the filter. This means that a contact must have completed the particular order for a product of any kind within the period stated in the filter.
Instead, this filter will show all contacts that, at some given time, have made an order of a product of any kind AND have made an order within the period of time stated in the filter (but that order must not be for a product of any kind).
