Audience targeting

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Introduction

In the world of digital marketing, targeting the right audience is crucial for the success of any campaign. Whether you’re sending out emails, SMS, or running a lead generation campaign, ensuring that your message reaches the right people at the right time is key. Odoo 18’s Audience Targeting feature within the Marketing Automation module offers an advanced yet user-friendly approach to refine your campaign’s reach and drive better results.

 

This article will explore the Target and Filter fields within Odoo 18’s Marketing Automation app and guide you through how to define, manage, and refine your audience targeting for campaigns.

Step-by-Step Instructions

 

What is Audience Targeting in Odoo 18?

Audience targeting in Odoo refers to the process of defining the specific group of contacts, leads, or opportunities that a marketing campaign will engage with. By leveraging the Target and Filter fields, you can easily specify the types of records you want to target and refine those records based on specific criteria. This ensures that your campaigns reach the most relevant audience, maximizing the impact of your marketing efforts.

 

Key Components of Audience Targeting

Odoo 18’s audience targeting system consists of several key elements that allow you to precisely define your campaign’s reach:

 

1. Target Field

The Target field determines which types of records will be used for the campaign. For instance, you can choose from different record models such as:

  • Lead/Opportunity
  • Event Registration
  • Contact

The Target model defines the fields available throughout the campaign, including those used in the Filter section and dynamic placeholders. For example, if you select “Lead/Opportunity” as your target, the system will allow you to filter based on fields such as “Stage”, “Expected Revenue”, or “Lead Type.”

 

2. Unicity Based On

To ensure that you are not targeting the same individual multiple times, the Unicity Based On field allows you to specify the field where duplicates should be avoided. The Email field is commonly used to maintain unicity, ensuring that no duplicate records are included in the target audience. However, any available field can be used, depending on the data you have in your database.

 

3. Filter Field

The Filter field is where the magic of targeting happens. It allows you to refine your audience even further by applying logical conditions. These filters can be configured to target a very specific subset of records under your chosen Target model. Filters are highly customizable and can combine multiple rules, such as:

  • Lead Stage = “New”
  • Expected Revenue > $1,000
  • Type = “Lead” or “Opportunity”

Filters are an essential part of audience targeting, allowing you to focus on the most relevant records based on specific criteria.

 

4. Save as Favorite Filter

Once you’ve configured a filter that you think you’ll use repeatedly, Odoo allows you to save it as a Favorite Filter. This makes it easy to reuse the same filter across different campaigns without having to recreate it from scratch. You can manage these favorite filters from the Configuration > Favorite Filters menu within the Marketing Automation app.

 

5. Include Archived Records

This option allows you to decide whether to include archived records in your campaign. By default, archived records (i.e., those that are no longer active) are excluded from the target audience. However, if you wish to include them, simply toggle the “Include archived” option.

 

How to Define Filters for Your Campaign

Filters are a powerful tool that gives you complete control over the records that will be engaged by your marketing campaign. Here’s how to define and refine your filters in Odoo 18:

Step 1: Choose Your Target Model

Start by selecting the Target model for your campaign. Depending on your goal, you might choose “Lead/Opportunity,” “Event Registration,” or “Contact” as the base model.

 

Step 2: Add Filtering Conditions

Once you’ve selected the target model, you can begin to add filter conditions. This is done by clicking the Add condition button, which reveals an interactive form where you can specify rules for filtering records. The conditions could be as simple as:

  • Stage is New (for Leads)
  • Revenue is greater than $1,000 (for Opportunities)
  • Lead Type is “Prospect”

You can use logical operators like AND or OR to refine the search, giving you even more flexibility to create complex targeting criteria.

 

Step 3: View Targeted Records

Once the filter is applied, Odoo will display the total number of records that match your filtering criteria. Clicking on the “# record(s)” button will open a pop-up window where you can view the records included in your target audience.

 

Step 4: Activate Developer Mode (Optional)

If you want to dive deeper into the technical details of your filter configuration, activating Developer Mode (also known as debug mode) will allow you to see the technical names and data types of fields, as well as provide access to a Code Editor for manually editing the domain (filter) query.

 

Example Use Case: Targeting Leads in a Specific Stage with High Revenue

Let’s say you want to create a campaign that targets all Leads and Opportunities in the New stage, with Expected Revenue greater than $1,000. Here’s how you’d configure it:

  • Target: Lead/Opportunity
  • Unicity Based On: Email (to avoid duplicate records)
  • Filter:
    • Stage is in New
    • Expected Revenue > $1,000
    • Type = Lead or Type = Opportunity

With this configuration, the campaign will target all leads and opportunities that meet these criteria, ensuring you’re reaching the right audience with the most relevant potential for conversion.

Additional Tips for Audience Targeting

  • Refining Targeting with Multiple Filters: Use multiple filters to create highly targeted campaigns. For example, you can filter by lead status, revenue, industry, and more, ensuring your campaigns are laser-focused.
  • Dynamic Placeholders: When defining your target audience, remember that Odoo allows you to use dynamic placeholders (like the contact’s name, company, etc.) in email templates and SMS messages, further personalizing your communication.
  • Target Multiple Audiences: Each activity in a campaign workflow can target a different subset of the overall target audience. This is especially useful when running segmented campaigns or nurturing different lead types with tailored messaging.

Conclusion

 

Audience targeting in Odoo 18 is an essential feature that allows marketers to fine-tune their campaigns and engage the right people. By leveraging the Target and Filter fields, businesses can craft personalized, data-driven campaigns that resonate with specific customer segments, ensuring better engagement and higher conversion rates. Whether you’re automating lead nurturing, running email campaigns, or sending SMS messages, Odoo’s audience targeting capabilities provide the precision needed to make your marketing efforts more effective.

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