Service Titan Knowledge Base

Create audiencesLast updated on 11/30/2022

In Marketing Pro, you can create audiences for marketing campaigns to achieve different goals, or use the same audiences across multiple campaigns. Additionally, you can also define which customers are included in an audience to control who sees your marketing content.


Things to know

  • In Marketing Legacy, you can only create audiences to retain customers.

  • Using Marketing Pro, you can create audiences to retain customers or to acquire new customers.


Work with filters and groups

To get the most out of Marketing Pro, it’s important to understand how groups and filters affect the inclusion and exclusion criteria of your campaigns. You can use small numbers of groups with many applied filters to target very specific customers, or use multiple groups with few applied filters to include large numbers of customers in a single campaign.

Groups

In Marketing Pro, you can add more than one Include and Exclude groups. It’s important to understand how using single or multiple groups, as well as single or multiple filters, will affect your audience.

  • One Include group—If you use a single Include group, then customers must meet all inclusion criteria to be included in the audience. This means that if you create a group that includes customers with an open estimate, in a particular ZIP code, and with an active membership, only customers that meet all of those criteria will be included in the audience.

  • Multiple Include groups—So long as customers meet all of the inclusion criteria for any of your Include groups, they will be included in the audience. Note: Customers only need to meet the criteria for a single group to be included, regardless of how many groups your audience has.

  • Include and Exclude groups—Any customers that meet the exclusion criteria will not be included in the audience, regardless of any inclusion criteria they meet.

  • Single filter within a group—If you use a filter that can accept multiple values, any customer that meets any of the values you select is included in the inclusion criteria for that group. For example, if you use the Membership Status filter and select both Suspended and Expired, customers with either Suspended or Expired membership statuses are included in the inclusion criteria for the group.

  • Multiple filters within a group—If you use multiple filters within a single group, customers must meet at least one selection per filter to meet the inclusion criteria for that group.

Filters

The variety of options for date-based inclusion and exclusion criteria allows you to choose between static or dynamic filters for things like membership end dates, scheduled job dates, and more.

Generally, you should use static filters when building one-time campaigns, and dynamic filters for automated campaigns.

  • Static filters—A fixed date (or range of dates) in time to filter against.

    • When using static filters in your audiences for events that happened on specific days, such as the last email date and the last completed job date. Marketing Pro only includes those events that happened before the chosen date. For example, if your audience’s Last Call Date is set to January 10, 2022, only those customers who called on January 9th or before will be included in the audience.

  • Dynamic filters—A changing date or range of dates to filter against. You can use dynamic filters to look for things like customers who have equipment that’s more than ten years old or have an estimate more than a month old. Dynamic filters let you control the window of time very granularly. You can set whether the filter

    • Works on days, weeks, months, or years

    • Looks for events in the past or the future

    • Is greater than, less than, between, or equal to a unit of time

  • If the above screenshot were used as part of an Include group, only customers with a recurring event date more than five days in the past would be included.

Tip: You can update the audience filters to get a better-targeted audience. But, if the changes you made do not align with the campaign expectations, you can redo and undo the recent changes you made.


How inclusion and exclusion criteria affect audiences

Audiences can be dynamic and can include or exclude certain customers over time. For example, you can create an audience that sends marketing content to all of your customers in a particular ZIP code except those who recently booked a job with you. As more customers from that ZIP code book a job with you, the number of customers in the audience will decrease. When a customer leaves an audience due to a filter you set in a group, they are said to exit the audience.

Inclusion criteria and best practices

Which customers are added to your marketing campaigns depend on the inclusion criteria you select when building your audience. Inclusion criteria are different data categories in your business, like estimates, memberships, and invoices. Broadly speaking, the more inclusion criteria you add, the fewer customers will be included in your audience. For example, you can set the inclusion criteria for one audience to include customers with open estimates over a certain dollar value, customers with a specific type of aging equipment, or customers that live in a particular ZIP code.

Exclusion criteria and best practices

Alternatively, exclusion criteria are how you remove certain customers from an audience. For example, you can set exclusion criteria for an audience to exclude any customers that you have emailed marketing content in the last week.

Tip: Create Exclude groups that use the Last Email Date, Scheduled Job Date, and Last Call Date options to make sure that you aren’t sending your customers too many marketing messages.


Audience targeting and scoring

When building an audience, your main goal is to get as many customers to open your marketing emails as possible. The more narrowly targeted your audiences are, the more likely that your customers will open your emails, see your content, and book jobs with you. As you build audiences, ServiceTitan will automatically evaluate their targeting and show you a targeting score.

There are three levels of audience targeting:

  • Strong targeting—Campaign will be sent to a very specific set of customers with a high likelihood that they will see and open it.

  • Moderate targeting—Campaign will be sent to a large set of customers, which means a lot of messages won’t be opened.

  • Broad targeting—Campaign will be sent to a very large set of your customers, and there’s a good chance most of your messages won’t be read.

If the targeting score of your audience is moderate or broad, you can remove some of your inclusion group criteria, or add more exclusion criteria to lower the total number of customers.


Create an audience to retain customers

In Marketing Pro, audiences are central to your marketing efforts. They determine which customers receive what marketing content and when. Create as many or as few audiences as you need.

To market to customers in your audiences list:

  1. Go to Marketing > Audiences.

  2. Click Create new. The Create Audience page opens.

  3. Select Retain Customers using Email or Direct Mail campaigns to target customers existing in your database. Note: You can only use Acquisition Audiences to acquire new customers through the Direct Mail feature in Marketing Pro.

  4. Enter a unique and meaningful name for your audience to help your team identify it from the others. Then, click Begin. A new screen opens with options to add groups.

  5. To create a set of criteria for both Include and Exclude to define which customers will receive emails for the campaign, go to Include and click Add Group.

  6. Click a category and use the filters to build your audience.

    Note: For Recurring Service Events audiences, the list of required information changes.

    • (Optional) If you want to add additional inclusion criteria groups, click the plus beneath your first group. Add as many as you need.

    • (Optional) If you want to add an exclusion group, go to Exclude and click Add group.

  7. When you’re finished adding Include and Exclude groups, click Continue.

Note: For Marketing Legacy, you can only create email campaigns. That is why you can create audiences to retain customers only.


Create an audience to acquire new customers

To acquire new audiences using the Direct Mail channel in Marketing Pro:

  1. Go to Marketing >Audiences.

  2. Click Create new. The Create Audience page opens.

  3. Select Acquire New Customers.

  4. Enter a unique and meaningful name for your audience to help your team identify it from others. Then, click Begin. The Acquisition Audience Builder opens with an interactive map interface of your local service area. This data comes from public and local home assessment records. The Acquisition Audience Builder can help you market more effectively and acquire new customers within your local area. Note: Data may not always be available or updated based on state, city, or county practices.

  5. Select the ZIP codes you want to target in your service area by searching for them specifically, or by searching for the city you want to target through your direct mail marketing campaign. Note: You can only filter for up to 5 zip codes at a time.

  6. Create a set of criteria you want to filter properties by, then click Continue. Note: You can remove and edit filters.


Inclusion and exclusion criteria category descriptions


Estimates

Filter name
Filter type
Details

Estimate Status

Select one

Open, Sold, or Dismissed

Created On Date

Dynamic or static date filter

The day, or range of days when an estimate was first created

Dollar Value

Greater or lesser filter

The total amount of the estimate

Business Unit

Select one

Which business unit the estimate is attached to

Opportunity Status

Select one

The current status of the estimate. Options include Not Attempted, Unreachable, Contacted, Won, or Dismissed

Recommended

Select one

Whether or not the estimate was marked as recommended

Technician

Select one or more

The name of the technician who built the estimate

Tasks

Select one or more

Any tasks that were attached to the estimate

Materials

Select one or more

Any materials that were attached to the estimate

Equipment

Select one or more

Any equipment that was attached to the estimate

Job Type

Select one or more

Job type of the job the estimate is attached to

Job Tag

Select one or more

Any tags that were attached to the estimate

Location ZIP Code

Select one or more

The ZIP code of the location that the estimate was attached to


Memberships

Filter name
Filter type
Details

Membership Name

Select one or more

Search for or select a membership

ZIP Code

Select one or more

ZIP code of the location the membership is attached to

Membership Tag

Select one or more

Search for or select tags attached to memberships

Recurring Service

Select one or more

Search for or select recurring services

Recurring Service Event Date

Dynamic or static date filter

To/From date for a recurring service

Recurring Service Event Status

Select one or more

Status of the recurring event. Choose from Active or Expired

Membership Status

Select one

Status of the membership. Choose from Active, Suspended, Expired, Canceled, or Deleted

Membership Start Date

Dynamic or static date filter

To/From date of the start of a membership

Membership End Date

Dynamic or static date filter

To/From date of the final day of a membership

Remaining Follow-Ups Events Left

Number entry

How many follow up events are left

Next Follow Up

Dynamic or static date filter

To/From date of the next follow up

Business Unit

Select one or more

The business unit that handles the membership

Credit Card Expiration Date

Dynamic or static date filter

To/From date of the credit card validity


Equipment

Filter name
Filter type
Details

Name

Select one or more

Name of equipment at a location. Search for or select an equipment name

Location ZIP Code

Select one or more

ZIP code of the location of the equipment

Type

Select one or more

Type of equipment at a location. Search for or select an equipment type

Tags

Select one or more

Tags attached to equipment. Search for or select a tag

Manufacturer

Select one or more

Manufacturer of equipment at a location. Search for or select a manufacturer

Model

Select one or more

Model of equipment at a location. Search for or select a model

Installed Date

Dynamic or static date filter

To/From date of the equipment installation

Manufacturer Warranty Start

Dynamic or static date filter

To/From date of the start date of the manufacturer’s equipment warranty

Manufacturer Warranty End

Dynamic or static date filter

To/From date of the end date of the manufacturer’s equipment warranty

Service Provider Warranty Start

Dynamic or static date filter

To/From date of the start of service provider’s equipment warranty

Service Provider Warranty End

Dynamic or static date filter

To/From date of the end of service provider’s equipment warranty


Customer

Filter name
Filter type
Details

Customer Type

Select one

Select from Residential or Commercial

Location ZIP Code

Select one or more

Select one or more ZIP codes attached to the location

Customer ZIP Code

Select one or more

ZIP code of the customer

Zone

Select one or more

The zone where the customer resides

Last Completed Job Date

Dynamic or static date filter

To/From date of time where the customer had no jobs completed

Location Tag

Select one or more

Search for or select customers with a location tag on their customer record

Customer Tag

Select one or more

Search for or select customers with a customer tag on their customer record

Last Inbound Call Date

Dynamic or static date filter

To/From date of last time customer called one of your tracking numbers

Last Outbound Call Date

Last Outbound Call Date

To/From date of last time the company called the customer for marketing purposes

Last Email Date

Dynamic or static date filter

To/From date of last time customer was emailed marketing content (does not include non-marketing content like dispatch notifications)

Scheduled Job Date

Dynamic or static date filter

To/From date of last time customer scheduled a job

Created on

Dynamic or static date filter

To/From date of when the customer record was added

Balance

Greater or less than filter

The total customer balance held by a customer

Latest Credit Card Expiration Date

Dynamic or static date filter

The expiration date of a credit card used by a customer

Job Status

Select one or more

Search for or select customers with a job status on their customer record


Invoice

Filter name
Filter type
Details

Total

Greater or less than filter

The total cost of the invoice

Subtotal

Greater or less than filter

The subtotal of the invoice

Technician

Select one or more

The name of the technician who sent the invoice to the customer

Tasks

Select one or more

Search for or select one or more tasks attached to an invoice

Materials

Select one or more

Search for or select one or more materials attached to an invoice

Equipment

Select one or more

Search for or select one or more equipment attached to an invoice

Business Unit

Select one or more

Search for or select one or more business units attached to an invoice

Job Type

Select one or more

Search for or select one or more job types attached to an invoice

Scheduled Job Date

Dynamic or static date

To/From date of the scheduled job

Job Completion Date

Dynamic or static date filter

To/From date of the completion of a job

Job Tag

Select one or more

Search for or select one or more job tags attached to an invoice

Location ZIP Code

Select one or more

Select one or more ZIP codes attached to the invoice

Balance

Greater or less than filter

The total invoice balance held by a customer


Recurring Services

Filter name
Filter type
Details

Recurring Service

Select one or more

Search for or select one or more recurring services

Recurring Service Event Date

Dynamic or static date filter

To/From date of a recurring service

Recurring Service Event Status

Select one or more

Search for or select one or more recurring event statuses


Acquisition Audience Builder

Filter

Filter type

Details

Total Assessed Value

Select a range and greater or less than filter

Search for properties using a range of total assessed values

Age of Structure

Select a range and greater or less than filter

Search for properties with a certain age range

Property Use

Select one or more

Search for properties by how they are used

HVAC Cooling System

Select one or more

The type of the HVAC cooling systems

HVAC Heating System

Select one or more

The type of the HVAC heating systems

Total Interior Area

Select a range and greater or less than filter

Search for properties by the total interior area

Water Source

Select one or more

Search for properties by the type of water sources

Property Last Sold

Select a range and greater or less than filter

Search for properties sold before, during, or after a defined period

Flooring Material

Select one or more

Search for properties by the flooring material type

Fireplace

Select Yes or No

First search for properties that have a fireplace, then search for properties by the number of fireplaces available

Garage

For Has garage, select Yes or No

For Garage area, select a range and greater or less than filter

First search for whether properties have a garage. Then, search for properties by size range

Bedrooms

Select a range and greater or less than filter

Search for properties by the number of bedrooms

Bathrooms

Select a range and greater or less than filter

Search for properties by the number of bathrooms


Marketing Behavior

Filter name
Filter type

Details

Campaign

Select one filter

Search for or select one interaction with the campaign status

Select one

Search for or select one campaign status




Important note: Some features may not be currently included in your account and additional configuration may be required. Please contact technical support for details.