Add Predictive Audiences Page

Author: pwseg

src/engage/audiences/predictive-traits/predictive-audiences.md

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+---
+title: Predictive Audiences
+plan: engage-foundations
+hidden: true
+---
+
+> info ""
+> Predictive Traits is in public beta.
+
+Powered by CustomerAI Campaigns, Predictive Audiences can help you improve customer engagement, drive higher conversion rates, and reduce ad spend.
+
+This page explains what a Predictive Audience is, how to build a Predictive Audience, and what each available Audience targets.
+
+## Predictive Audience basics
+
+A Predictive Audience is an out-of-the-box Audience template that uses machine learning.
+
+Segment offers [five templates](/docs/engage/audiences/predictive-traits/predictive-audiences/#predictive-audience-types) that are prebuilt with [Predictive Traits](/docs/engage/audiences/predictive-traits) like likelihood to purchase and lifetime predicted value. Selecting a template generates a Predictive Audience whose members you can engage in a number of ways:
+
+- Send an email or SMS campaign with a discount code
+- Promote a new product line with a drip campaign
+- Target the Audience members with online ads
+- Send personalized product recommendations
+
+## Build a Predictive Audience
+
+Follow these steps to build a Predictive Audience:
+
+1. In your Segment workspace, navigate to **Engage > Audiences**.
+2. From the Audiences tab, select **Go to Predictive Audiences**.
+3. On the Audience you want to build, click **Build Audience > + Add Audience**.
+4. Select the Audience type you want to build, then click **Next**.
+5. On the **Set up requirements** tab, confirm that you have the right events and traits required for the Predictive Audience, then click **Next**.
+ - If you're missing a required event or trait, Segment prompts you to select it from the dropdown and match it to the required fields.
+6. Preview your Audience, then click **Next**.
+7. (Optional:) Connect the new Audience to a Destination.
+8. Give your Predictive Audience a name, then click **Create Audience**.
+
+Your Predictive Audience is now live.
+
+## Predictive Audience types
+
+Engage offers five Predictive Audiences. The following table summarizes the customers each Audience targets and the events and traits Engage uses to build the Audience:
+
+| Audience           | Target                                                                                       | Built with                                                       |
+| ------------------ | -------------------------------------------------------------------------------------------- | ---------------------------------------------------------------- |
+| **Ready to buy**   | Customers who are likely to make a purchase                                                  | `Likelihood to buy` <br> `Order completed`                       |
+| **Long shots**     | Customers who have previously interacted with your brand but aren’t currently engaged        | `Order Completed` <br> `Likelihood to purchase`                  |
+| **High LTV**       | Customers with a high predicted lifetime value                                               | `Predicted LTV`                                                  |
+| **Potential VIPs** | Recently active customers with high predicted lifetime value and high propensity to purchase | `Page Viewed` <br> `Likelihood to Purchase` <br> `Predicted LTV` |
+| **Dormant**        | Inactive customers who are unlikely to purchase                                              | `Page Viewed` <br> `Likelihood to Purchase` <br> `Predicted LTV` |
+
+
+### Audience descriptions
+
+#### Ready to buy
+
+Choose a **Ready to buy** Predictive Audience to target customers who show a high propensity to make a purchase.
+
+Segment builds this Audience with the `Likelihood to Purchase` [Predictive Trait](/docs/engage/audiences/predictive-traits/#likelihood-to-purchase). Audience members show encouraging engagement and have a likelihood to buy in the top 20th percentile. 
+
+#### Long shots
+
+Choose a **Long shot** Predictive Audience to target customers who have made a purchase but have a middling likelihood to buy.
+
+Segment builds this Audience with the `Order Completed` event and `Likelihood to Purchase` trait. Audience members have completed a purchase but currently have a likelihood to buy somewhere between the 25th and 65th percentile. 
+
+#### High lifetime value
+
+Choose a **High lifetime value** Predictive Audience to target customers that show a high predicted lifetime value.
+
+Segment builds this Audience with the `Predicted LTV` Trait. Audience members are in the top 10th percentile of predicted lifetime value and Segment expects that they'll spend the most over the next 90 days.
+
+#### Potential VIPs
+
+Choose a **Potential VIPs** Predictive Audience to target customers exhibiting several promising marketing behaviors.
+
+Segment builds this Audience with the `Page Viewed` event and `Likelihood to Purchase` and `Predicted LTV` traits. Audience members have been active on your site within the last two weeks, have a high predicted lifetime value, and a high propensity to purchase. 
+
+#### Dormant
+
+Choose a **Dormant** Predictive Audience to target inactive customers. 
+
+Segment builds this Audience with the `Page Viewed` eent and the `Likelihood to Purchase` Predictive Trait. Audiene members have a low likelihood to purchase and haven't been active on your site in the last 60 days.