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URNs and FastStats selections

There will always be particular customers who have been identified and added to inclusions or exclusions when building target audiences. Customers who have asked to be suppressed from communications, or who have made a previous complaint, need to be identified in the data and excluded. Seed lists, competition winners, customers who have left positive reviews on products, or customers who have signed up to find out more at an event or roadshow, also need to be identified and communicated with. This ad hoc list of customers is usually identified using something unique to them, such as a customer reference number, an account number, or an email address. URN files saved in FastStats can be searched for, located, and used in Orbit, ready to be included in audiences for campaigning, or in export and dashboard base queries to help you visualise these groups of people and how they've interacted with your brand.

URNs

Orbit can reference the power of URN files saved in FastStats as part of audiences and dashboard base queries.

For example, you can use a URN file to either include or exclude individuals or a household from communications.

Adding a URN stop list

The following example shows a URN file used as a stop list in an audience.

  1. From the Excludes area of an audience, click the AND/OR icon:

  2. Select the Files tab to search for URNs or FastStats selections.

  3. Select the item and add it to the Excludes area.

Note

A URN file contains individual people or household records. The total count in an audience may not be affected, as the audience may not contain the same records as the URN file.

FastStats selections

Complex selections built using the power of FastStats, such as those including Nper, limits, or recency, frequency, or value aggregations, can be searched for, located, and added to audiences as part of the target audience or the exclusion criteria.

Imagine you have created a series of selections in FastStats that identify different customer segments, such as year-one customers, active customers, lapsing customers, or loyal customers, which are actively being analysed using the FastStats toolkit. Now imagine how easy it will be to search for and add these selections to Orbit, in order to visualise customers on a dashboard, describe their distinguishing characteristics, and share your findings with others.

Consistency is key for identifying, analysing, and targeting your customer base. This additional feature removes the need to recreate these target audiences in the platform, so you can take advantage of the visualisation, campaigning, and sharing capability in Orbit.