Audience Stream

Audience Stream allows you to effectively retarget users who have previously interacted with your website on external platforms or leverage those interactions within Mapp products, such as Mapp Engage, to trigger targeted actions. This makes it a versatile tool for driving conversions and personalized engagement.

Typical Use Cases for Audience Stream

Audience Stream can address various retargeting scenarios. Here are some examples:

• High-Interest Retargeting: Increase bids on ads for users who demonstrated strong purchasing intent, such as adding products to their cart but not completing the purchase.

• Customer Exclusions: Exclude existing customers from remarketing campaigns to focus resources on acquiring new leads.

• Internal Actions via Mapp Engage: Use triggers in Audience Stream to activate real-time actions, such as:

  • Sending abandoned browse emails.

  • Delivering personalized push notifications for deals based on browsing behavior.

    Example: Trigger a notification when a user visits the “Black Friday Deals” page on a mobile device.

• Dynamic Segmentation: Add users in real time to lists in Mapp Engage for ongoing campaigns, such as newsletters or personalized email journeys.

Steps to Configure and Use Audience Stream

Prepare the Foundation

Before creating a Layer campaign, ensure the following foundational elements are set up:

Create a New Audience Stream

1. Navigate to Contents > Audience Stream and select Create a New Audience Stream.

2. Enter the Title: Provide a unique name for the Audience Stream for easy identification.

3. Select the Type: Choose the appropriate type of Audience Stream based on your use case:

   • Predefined External Types: For platforms like Google Ads, Bing, Facebook, etc.

     • Configuration: Add the Remarketing URL supplied by the third-party platform.

     • (Optional) Include Dynamic Parameters from Mapp, such as Shopping Cart value and Product categories viewed or purchased.

   • Custom Tracking Event (Whiteboard): For internal use in Mapp Engage.

     • Configuration: Enter the Track Domain and Track ID from your Mapp Engage tracking configuration.

4. Save your configuration.

Ensure that the target group assigned to the campaign includes appropriate consent checks if GDPR compliance is required. Refer to the Consent Management for Target Groups section for details.

Step 1: Create the Audience Stream Campaign

After preparing the foundation, follow these steps to create and launch your Audience Stream campaign.

1. Navigate to Marketing Automation > Campaigns and click Create a New Campaign.

2. Define the campaign elements:

   1. Target Group: Select the audience segment you want to target. More information here.

      Ensure that the target group assigned to the campaign includes appropriate consent checks if GDPR compliance is required. Refer to the Consent Management for Target Groups section for details.

   2. Content: Choose the audience stream content you prepared earlier.

3. Save and activate your campaign.

Step 2: Track Performance in Mapp Intelligence

Performance metrics for Audience Stream campaigns are available in the Campaigns > Performance tab. Here, you can monitor the following key metrics:

• Clicks: Tracks how often the Audience Stream trigger has been activated.

• Conversions: Tracks the number of desired user actions (e.g., purchases, sign-ups) completed.

• Engagement: Evaluates subsequent page impressions after users interact with the campaign.

  (Note: Engagement tracking stops when the session ends or another campaign is clicked.)

For advanced analyses, click Explore in Intelligence to access:

• Additional metrics like unique users added to the remarketing list.

• Filtering options to segment performance data.

• Custom analysis views for deeper insights.

Consent Management for Target Groups

To comply with GDPR and ensure third-party data sharing meets legal requirements, configure your target groups with consent checks.

Understanding User Categories

User Categories are attributes associated with individual users, allowing you to store and manage key information such as consent preferences. These categories act as a foundation for compliance and personalization, ensuring campaigns are executed only for users who meet specific criteria. For example, a User Category can indicate whether a user has opted in to third-party tracking or personalized marketing.

In Marketing Automation, User Categories are referred to as “URM Categories.”

Steps for Setting Up Consent Management:

1. Navigate to Marketing Automation > Target Groups and create or edit a target group.

2. Enable the Check for user consent in URM category option. (Note: In the Marketing Automation interface, user categories are referred to as “URM Categories.”)

3. Select the appropriate User Category, which contains consent information (e.g., opt-in for Google Ads or Facebook):

   • 1 = opt-in

   • 0 or other values = opt-out

4. Save your target group settings.

Campaigns will only trigger if the user has consented (1) according to the selected User Category.

Important

Audience Stream campaigns are executed via an iFrame from a Mapp domain (e.g., cdn.mateti.net). Third-party vendors contacted via Audience Stream will see the Mapp domain as the referrer, not your website’s URL.

Managing Existing Audience Streams

To monitor and manage your Audience Streams:

• Navigate to Contents > Audience Stream to view, edit, or delete configurations.