A guide to Audience Splits

Audience splitting is a technique used by marketers to test campaign effectiveness or the impact of creative changes. In order to begin you’ll need:

Where is it?

Audience Split is a feature located within Lexer Activate, you’ll find it in your final stage of the standard activation work-flow. By leaving the auto-update audience option unchecked you’ll see the Split Audience options within the activation details column, you’ll find split audiences arriving on your activated channel. Just select how you’d like to divide your audience and when you activate your tribe it’ll arrive at its destination as two lists, or as having alternate tags as supported by platforms like Mailchimp.

How can I split my audience?

When activating an audience, by default the audience split option is not checked. This ensures you don’t accidentally split all your audiences, and only do it when you really need to. To apply a split to your audience, just check which split option you’d like and the platform does the rest for you.

With Audience Split, you have three options:

  • Control Group Split
  • A/B Split
  • No Split

Don’t Split - 100%

The no split option is checked by default. Leaving this checked will send your audience to your channel in its entirety.

Generate A/B splits - 50%/50%

When generating an A/B split, Lexer Activate perfectly splits your audience down the middle and delivers two even audiences to your selected channel. You can differentiate them by the (A) or (B) we append to each audience name or tag.

A/B splits are typically utilized by marketers to measure campaign variations with each variation designated to one of the two 50/50 splits. Each of the variations are then measured for marketers to use tools to judge the impact of each variation. We have prepared a guide on how to prepare an A/B audience split to help you find what the attributes of a successful are.

Generate Control group split - 10%/90%

A control group cuts out 10% of your audience and sends both the 10% and 90% to your given channel. Your given channel will receive two new audiences with either ‘control’ (10%) or ‘experiment’ (90%) appended to the end of your new custom audience names.

Control groups are used by marketers who want to measure the effectiveness of a campaign. The control group is a section of your total audience who will not receive the marketing communications. This ensures you can compare the actions of the targeted group, against the natural actions of your control group. We have prepared a guide to preparing control groups that further explores use cases of control groups.

Please note that we do not support auto-updating audiences with audience splits.

Identifying splits

  1. Find “Included in Audience”
  2. Find your split audiences
  3. Measure your audience

Inside Identify, is an attribute titled “Included in Audience”. If you find and select this attribute from the attribute picker, it will present you with a list of activations that have been made. Inside this is an audience for each split you’ve created. This allows you to thoroughly search through and examine the audiences yourself; whilst giving you the power to measure differences and impacts within your segments.

Further Reading

Read more about Lexer Identify here.