Overview

You can create, manage, and activate custom audience segments directly in the Kamino platform without an external Customer Data Platform (CDP) or Data Management Platform (DMP).

Kamino tracker automatically collects first-party behavioral and conversion data so you can target shoppers at key moments in their buying journey.

Common use cases

The following are common use cases for targeting audience segments:

• Audience suppression: prevent overexposure and ad fatigue by excluding recent buyers from awareness campaigns, for example, Exclude: Purchased within 14 days.
• Cart abandonment recovery: re-engage shoppers who showed strong intent but didn’t complete checkout, for example, Added to basket in Category: Electronics within 7 days AND Exclude: Purchased within 7 days.
• Category and brand retargeting: engage shoppers who browsed specific product lines or searched key terms, for example, Visited pages in Category: Smartphone within 14 days.
• Cross-selling and upselling: target past purchasers with complementary products or accessories, for example, Purchased in Category: Running Shoes within 30 days.

Access

To access audiences, sign in to the Kamino platform and select Campaigns > Audiences from the left menu.

Create audiences

To create an audience, follow these steps:

1. On the Audiences page, click Add.
2. In the General section, configure the following fields:
   • Website: select the website for the audience.
   • Name: enter the unique audience name.
   • Description: enter a description of the audience. This field is optional.
   • Define if you want to share the audience with Equativ. If you share an audience with Equativ, you will be able to use it for offsite campaigns in the future. 
3. Select an inclusion or exclusion rule option:
   • Include: adds shoppers matching this rule to the audience.
   • Exclude: removes shoppers matching this rule from the audience.

4. In the Inclusions or Exclusions section, click Add inclusion or Add exclusion, depending on whether you want to include or exclude the selected audience. ⓘ Note: define at least one inclusion rule to enable Add exclusion. 
5. In the Condition field, select the primary action shoppers must have performed:
   • Visit: target shoppers who viewed specific pages or product categories.`
   • Search: target shoppers who used the on-site search bar.
   • Basket: target shoppers who placed items in their shopping cart.
   • Purchase: target shoppers who completed a transaction.
6. In the Dimension field, select a dimension to narrow down the condition, as listed in the following table:

7. In the Values field, specify the exact categories, brands, keywords, or URLs by selecting or typing matching values. For example, select brands such as Apple, Samsung, or Sony.
8. In the Period field, select a time window of 1, 7, 14, 30, or 60 days. For example, selecting 7 days includes users who performed the action within the last 7 calendar days.
9. In the Estimate panel at the top of the page, monitor the following metrics:
   • Unique user count: the estimated number of unique shoppers matching your configured rules.
   • Reach by window: a comparison of estimated audience volume across different lookback windows, for example, 7 days versus 60 days, to assess campaign scale.
   • Data freshness: the computed_at timestamp indicating when the calculation was last performed.

     Ensure that you meet the following requirements before generating audience estimates:

      
10. Click Save.

The full user membership computation occurs overnight and is ready for campaign targeting starting on the next day.

Manage existing audiences

You can edit or delete the existing audiences.

Edit audience

To edit an audience, follow these steps:

1. Click the pencil icon in the corresponding audience row.
2. Update the audience details as needed.
3. Click Update.

Delete audience

To delete an audience, click the bin icon in the corresponding audience row.

• Audience estimates are available only if your audience is based on the Kamino user_ID.
• The Estimate button is unavailable until you define at least one inclusion rule.