Develop lifecycle and retargeting audiences

Business result

Additional retained purchases after contact costs and exclusions.

Next step

Define an audience

Working output

Project brief

Unit of analysis

Pseudonymous user ID × qualifying event × days since event

Decision owner

Lifecycle Marketing Lead

Audience eligibility and identity

• Proposed audience change: Define a consent-aware audience and holdout before activation.
• Define the starting event, included population and inclusive time boundaries.
• Specify inclusion, exclusion, identity resolution and overlap rules.
• Check aggregate audience size and permission to use identifiers before delivery.

Acceptance checks

• Starting event, timezone and inclusive day boundaries are explicit.
• Each user appears once; exclusions, overlaps and authorized delivery are checked.

Deliverables

• An audience selection rule with size and overlap checks
• Agreed scope, source requirements, responsibilities and acceptance checks.
• A working brief for a readiness and delivery conversation, not a completed investigation.