Adaptive campaign audiences use AI arbitration to match customers with the agentic campaigns they're most likely to engage with, while keeping message frequency within the limits you set.
Adaptive campaign audiences solves the challenge of competing campaigns by using AI to decide which customers receive which marketing messages. Instead of your team manually creating complex audience segments to prevent campaign and message collisions, agentic campaigns evaluates each customer against all active campaigns and assigns them to the campaigns where they're the best fit.
How Assignments Work
Agentic campaigns run an assignment process typically four times per day. Each run follows the same sequence.
- Find eligible customers. The system pulls customers who meet your campaign's eligibility criteria. It evaluates a subset of customers in each run, spaced across the campaign duration with budget goals in mind, and prioritizes customers who haven't been evaluated recently to give all campaigns fair coverage.
- Group by behavior. Customers are grouped into behavioral clusters based on patterns including purchase frequency and recency, email and SMS engagement, browsing behavior and product interests, and customer lifecycle stage and tenure.
- Rank campaigns for each group. An AI model ranks your active campaigns for each behavioral cluster, considering campaign goals and how well a customer's behavioral patterns and lifecycle stage fit each goal. This rank avoids forcing direct comparisons between campaigns with different objectives, such as awareness versus conversion.
- Make assignments. The system assigns customers to their highest-ranked campaigns, checking campaign cap limits before adding each customer. If a customer is eligible for multiple campaigns, they're added in order of the assigned rank of their behavioral group.
- Activate automatically. After they're assigned, customers enter the campaign automatically. Engagement data from those flows feeds back into the customer profile and influences future assignment decisions.
Key Benefits
Adaptive campaign audiences reduce the manual audience management work that multi-campaign programs typically require.
- Prevent message overload. Enforces caps on the number of campaigns a customer can be on simultaneously so customers don't receive too many messages across all your campaigns.
- Match customers to the right campaigns. Assigns customers based on behavioral patterns and predicted engagement, rather than static rules.
- Reduce manual segmentation. Lessens the need for exclusion rules and coordinating campaign schedules across teams.
Understanding Campaign Reach and Assignment Insights
Campaign insights provide transparency into every assignment decision so you can trust the system and identify issues when a campaign isn't reaching as many customers as expected.
After you launch a campaign, the reach insight accounts for the total audience evaluated, the number of customers held back due to frequency caps, and competition from other active campaigns.
For each behavioral group, you can see why campaigns were ranked in a particular order. These explanations describe how campaign goals, content, and timing align with each group's behaviors and lifecycle stage.
Assignment Outcome Reference
Every customer campaign evaluation has a status code that explains the outcome. Review these codes in campaign performance to identify common exclusion patterns.
| Status | Meaning |
|---|---|
ASSIGNED |
Customer was matched to the campaign and will receive it. |
NOT_A_FIT |
The customer's behavioral cluster ranked other campaigns higher. |
SATURATED |
Customer has reached their message frequency limit. |
BUDGET_EXHAUSTED |
Campaign reached its daily or total send limit based on the message budget. |
EXCLUDED_BY_HOLDOUT |
Customer is in the campaign's control group for testing. |
ALREADY_ENROLLED |
Customer is already in this campaign. Applies to one-time campaigns only. |
If a campaign isn't reaching as many customers as expected, review the outcome codes in campaign performance to find common exclusion patterns. Depending on what you find, you can ask your admin to adjust frequency caps, increase message budget, or refine eligibility criteria.
Tips for Getting the Best Results
- Give each campaign a distinct goal. Give each campaign a distinct goal. Assignment works best when each campaign has a clear, different objective. Multiple campaigns with identical goals compete for the same customers and dilute each other's reach.
- Check outcome codes when reach is low. If a campaign isn't reaching as many customers as expected, the assignment outcome codes in campaign performance show which exclusion reasons are most common.
- Balance frequency caps with campaign needs. Tight frequency caps protect the customer experience but can limit reach for time-sensitive campaigns. Talk to your admin about temporarily raising caps during major promotional periods.