"How many qualified readers in the North West take two of our titles and haven't got an email address?" In plenty of publishers, that question goes to whoever knows SQL, joins a queue, and comes back on Thursday. By then the campaign has gone out without it.
Avio's audience selection puts the answer in the hands of the people asking. Pick, filter, count, look at the breakdown, save it. It takes seconds.
Start with titles, then narrow down
Selection & Analysis works in three steps. First choose the titles you're working with; each one shows its counts beside it. Then pick circulation statuses, then add filters to narrow the people you've selected. Counts and analysis update straight away at every step.
Filters cover the things publishers actually ask about:
- product, circulation status, subscription type and price;
- demographic answers at person, address or order level;
- country, county, town and postcode area;
- company and job title;
- lifetime value and active subscriptions;
- whether there's an email or phone number, gone-away status and more.
Combine them with a visual query builder that supports nested AND/OR groups. If you've ever tried to explain "in this title OR that one, AND in the UK, but NOT gone away" to a spreadsheet, you'll like this.
Count what you need to count
The same selection can be counted by contacts, subscriptions or copies. Marketing want people. Circulation want copies. Finance want subscriptions. Switch between them with one click.
Counts can also be taken as at any date. That gives you point-in-time circulation figures, which is exactly what you need for an audit period or a year-on-year comparison. If an audit is coming up, our guide on how to prepare for an ABC audit explains why this matters, and controlled circulation explained covers the qualified side.
Analysis built in
Every selection comes with analysis panels: sample records, status breakdown, lapse profile, registration age, top organisations and renewal window. You see who's in the audience, not just how many. Spot that half your selection expires in the next three months, and you've found your next renewal campaign.
When you need more, one click turns the selection into an analysis report, broken down by where people are, who they are, what they hold and when they ordered. That's covered on the reporting and BI page.
Save it, reuse it
Selections can be saved and reused in reports, exports, campaign lists and workflows. Build the definition of "active UK qualified readers" once, and everyone uses the same one. No more arguments about why two people got different numbers.
Issue-run selection uses the same tools to pick the mailing file for each issue, so the people you count are the people you post to. More on that under fulfilment.
Workflows: turn an audience into action
A workflow runs on a saved selection and does something useful with it, in repeatable steps.
- Step audiences. Each step can target everyone, only those with email, only postal contacts, or whoever is left from earlier steps.
- Step types. Today that's CSV export and saving to an Avio list.
- Suppression. A contact suppression window stops people being over-contacted.
- Test runs. Try a workflow before running it for real.
- Run history. Drill into exactly who was in each audience and download the output files.
A typical use: split a lapsed-reader selection into an email file for your email platform and a postal file for your mailing house, in one run, with anyone contacted in the last fortnight left out.
Who uses this
Circulation managers use it for counts and audit figures. Marketing use it for campaign lists. Sales use top organisations to find corporate prospects among existing readers. Anyone who used to wait for a report can now answer the question themselves.
The Avio or Adeptis page explains how selection differs between our two products. Or book a demo and bring your trickiest audience question. We'll build it live.
Questions
Do we need to know SQL?
No. Selections are built by pointing and clicking, with nested AND/OR groups when you need them.
Can we get circulation figures for a past date?
Yes. Counts can be taken as at any date, which gives you point-in-time circulation figures for audits and reporting.
Can we count copies rather than people?
Yes. Count by contacts, subscriptions or copies, whichever the question needs.
Can Avio send campaigns to a selection?
Avio doesn't send email itself. Workflows on a saved selection can export CSV files or save to an Avio list, ready for your email platform or mailing house.