Cumulative Audiences
Definition:
Cumulative Audiences
Cumulative Audiences vs Included in Audience
Lexer has two attributes for audience membership. They look similar but answer different questions.
Rule of thumb:
- Use Cumulative Audiences to find customers based on past targeting, such as win-back, suppression, or journey analysis.
- Use Included in Audience to report on a live campaign or build ongoing segments of active members. See Included in Audience for that workflow.
Why these attributes matter
Running several campaigns at once makes it hard to keep track of who has been sent what. Activate solves this by stamping audience membership onto each customer profile. Cumulative Audiences builds the historical record, so you can reach back to anyone you have ever targeted, even long after the campaign has ended.
How it works
When you enable this option on an activation, Lexer writes four attributes to every customer profile included in the audience.
All four appear on the customer profile and are available in Segment. To find them quickly, type audience in the attribute picker.
Use case: win-back
The most common use for Cumulative Audiences is win-back. Surface customers who were once part of a high-value audience but have gone quiet, then target them with a dedicated re-engagement flow.
Step by step: Identifying win-back customers using the Second Last Order: Date attribute.
Use case: suppression
Cumulative Audiences is also useful for avoiding audience fatigue. Build a suppression list of everyone who has received a similar promo in the last 90 days, then exclude them from your next send.
Strategy guide: Suppression audiences: how to use them and maximise your media effectiveness.
Lexer tip
Because Cumulative Audiences never clears, the list can grow long for active customers. When building segments, filter to the specific audience name you care about rather than using a broad contains-anything match.