Audience Sequences (Waterfall Segmentation, Audience Combinations)

Introduction

Audiences are already really powerful on their own. What if we enabled you to utilize multiple audiences with each other? That's exactly what we did. It's called an audience sequence.
There are two types of sequences:
1. Waterfall
2. Combination

Waterfall segmentation is a top-down prioritized sequence where you add multiple audiences, and it will create new sub-audiences, excluding all the records that were already part of a higher priority audience.
Audience Combinations enable you to, as the name indicates, combine multiple audiences with different operators. After the final step of your combination, there will be a new audience. You can use the following operators:
- Union - Includes all results of Audience A and Audience B
- Exclusion - Excludes all results of Audience A that are part of Audience B
- Intersection - Only returns results that are part of Audience A and Audience B

In the Watefall Setup, you choose all audiences that should be part of the waterfall.
Click +Add Audience to select them.

You will see the results of each waterfall step.
By clicking View Results, you can access the results screen, which is equivalent to standard audiences.
There, you can add the results to a campaign, Pardot List, or Marketing Cloud Data Extension

Once you have selected all relevant audiences that should be part of your combination, hit Run.

You will receive a new audience list.
Click View Results to see the actual records and add them to a Campaign, Pardot List, or Marketing Cloud Data Extension.