The spider’s web is growing! After the Spider’s dashboard, let’s introduce fresh audiences.

How do I keep my audiences fresh?

Everyday, Spider is updating more than 20 audiences in Facebook and Adwords.

We are sending a list of users who belong to the segment to our marketing channels and it’s almost trivial to get those lists from Big Query.

What if a user doesn’t belong to this segment anymore? Is he still in the audience?
Yes, and the solution to avoid that was to create a new audience to replace the other one. However, the marketing is running a tons of campaigns based on those segments, if they wanted to target a fresh audience they needed to update their ads and use the last audience created.

Can we keep the same audience and make it fresh?
Good news, since we have moved the Beauty Tribes and RFM calculation to Big Query early June, we are creating one table / day and have the historical data.

And so what?

Guess what? In SQL we can get the differential easily! Let’s take a look at the query below:

Last steps but not the least

Got it, and then what can we do with this differential?
Hmm … from what we’ve heard, Facebook and Adwords are providing a service to remove users from an audience!

Let’s go back to our Dormant audience we are updating once a week. The steps are the following:

  • Get the dormant differential – We could take the last week differential but we are taking the last 2 weeks
  • Remove the differential from the audience
  • Get the last dormant users
  • Add the users in the audience

And … it works!

Fresh audiences available in Spider:

  • Tiers (x4)
  • RFM (x5)
  • Beauty Tribes (x6)

– Anaïs Ghelfi