# High Value Audiences ### About this export | Field | Value | | --- | --- | | **content_type** | lesson | | **platform** | contentstack-academy | | **source_url** | https://www.contentstack.com/academy/courses/use-cases-and-tutorials/high-value-audiences | | **course_slug** | use-cases-and-tutorials | | **lesson_slug** | high-value-audiences | | **markdown_file_url** | /academy/md/courses/use-cases-and-tutorials/high-value-audiences.md | | **generated_at** | 2026-04-28T06:55:49.999Z | > Part of **[Use Cases and Tutorials](https://www.contentstack.com/academy/courses/use-cases-and-tutorials)** on Contentstack Academy. **Academy MD v3** — structured for retrieval; no quiz or assessment keys. #### Video details #### At a glance - **Title:** High Value Audiences - **Duration:** 4m 27s - **Media link:** https://cdn.jwplayer.com/previews/cVv5XRhs - **Publish date (unix):** 1751770933 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 113613 kbps - video/mp4 · 180p · 180p · 134478 kbps - video/mp4 · 270p · 270p · 145097 kbps - video/mp4 · 360p · 360p · 159303 kbps - video/mp4 · 406p · 406p · 167201 kbps - video/mp4 · 540p · 540p · 185942 kbps - video/mp4 · 720p · 720p · 212176 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/cVv5XRhs-120.vtt` #### Transcript In this video, I will take you through how you can identify and create high-value segments using the Lytx platform. Since I will touch upon multiple topics at a high level, it is recommended that you also review the prerequisite Lytx Academy modules listed in this section. These additional modules will help you gain a more in-depth understanding of the topics this video touches upon. Thanks to the suite of data science techniques built into the platform, Lytx is able to use your data to generate additional data and associate it to your users. This data, powered by artificial intelligence and machine learning, allows you to easily identify many of your high-value users and quickly create targetable segments for your downstream tools. Ultimately, high-value audiences are based on behaviors. Lytx data science analyzes what your users are doing and predicts what they will do next. Using past and current behavior to determine what each user is likely to do in the future allows you to better align your marketing initiatives to the right audience for your goal. Having the right audience for your goal is what makes an audience high-value. To make finding your high-value audiences easier, Lytx has built multiple features fueled by data science right into the platform. These features include behavioral audiences. These are out-of-the-box audiences that have been created automatically and are based on each user's engagement level with your site and marketing campaigns. Behavioral scores. These scores are used to power the behavioral audiences, but can also be used to fine-tune customized audiences to the desired type and level of engagement your campaign requires. Content affinities. Affinities allow you to align initiatives to users based on their engagement level with particular content. And lookalike models. Lookalike models allow you to create segments of users who look like other users who haven't taken a desired action, essentially allowing you to target a segment of users who are likely to perform the desired behavior but have yet to do so. All of these features are updated in real-time to keep any segments that utilize these features as fresh as possible. All options are able to be used to create standalone audiences, or they can be used as building blocks to fine-tune the targets of your campaigns. Behavioral audiences and behavioral scores are ready to be used once behavioral data is flowing regularly into your account and can be found simply by going into the audience builder in the audience tab. Content affinities and lookalike models do require some additional setup, but once the prep work has been done, they too can be found in the audience builder. Behavioral audiences that are out-of-the-box can be found under the existing audience tab within the audience builder. Behavioral scores and any lookalike models you create will be found in the custom rule tab. And content affinities that you've created will be found in the content affinity tab. Before building your audiences, it is important to map out the customer journey and the goal you are targeting with your marketing efforts. By planning out the steps that a customer takes to move towards the goal you've set can help you define what audiences are going to be most relevant for the campaign. In this example, let's say our business has done a great job supplying our funnel with leads and have been successfully driving them to our site where they begin their research. However, our company typically sees a long path to purchase and is looking to shorten the window by qualifying leads based on their site behavior. We'd like to focus our efforts on users who are currently active and are also showing deep engagement with our site. We can use two of the out-of-the-box audiences to create such an audience. First, we'll use the currently engaged audience. And then we're going to add in the deeply engaged users. Keep in mind that there may be other parameters that you will want to consider adding in service of your downstream tools, like including only users who have supplied their email or you may want to exclude certain users like those who have already made a purchase. Simply build in the additional logic to get to your desired audience. This is just one example of how you can customize an audience to target the most relevant users for a desired stage and goal. By using the data science tools within Linux to define the building blocks of your audience, you can create bespoke, high-value segments that align directly with any of your goals. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:07.000 In this video, I will take you through how you can identify and create high-value segments using the Lytx platform. 2 00:00:07.000 --> 00:00:17.000 Since I will touch upon multiple topics at a high level, it is recommended that you also review the prerequisite Lytx Academy modules listed in this section. 3 00:00:17.000 --> 00:00:23.000 These additional modules will help you gain a more in-depth understanding of the topics this video touches upon. 4 00:00:23.000 --> 00:00:32.000 Thanks to the suite of data science techniques built into the platform, Lytx is able to use your data to generate additional data and associate it to your users. 5 00:00:32.000 --> 00:00:43.000 This data, powered by artificial intelligence and machine learning, allows you to easily identify many of your high-value users and quickly create targetable segments for your downstream tools. 6 00:00:44.000 --> 00:00:47.000 Ultimately, high-value audiences are based on behaviors. 7 00:00:47.000 --> 00:00:53.000 Lytx data science analyzes what your users are doing and predicts what they will do next. 8 00:00:53.000 --> 00:01:02.000 Using past and current behavior to determine what each user is likely to do in the future allows you to better align your marketing initiatives to the right audience for your goal. 9 00:01:02.000 --> 00:01:07.000 Having the right audience for your goal is what makes an audience high-value. 10 00:01:07.000 --> 00:01:15.000 To make finding your high-value audiences easier, Lytx has built multiple features fueled by data science right into the platform. 11 00:01:15.000 --> 00:01:18.000 These features include behavioral audiences. 12 00:01:18.000 --> 00:01:26.000 These are out-of-the-box audiences that have been created automatically and are based on each user's engagement level with your site and marketing campaigns. 13 00:01:26.000 --> 00:01:28.000 Behavioral scores. 14 00:01:28.000 --> 00:01:38.000 These scores are used to power the behavioral audiences, but can also be used to fine-tune customized audiences to the desired type and level of engagement your campaign requires. 15 00:01:38.000 --> 00:01:40.000 Content affinities. 16 00:01:40.000 --> 00:01:46.000 Affinities allow you to align initiatives to users based on their engagement level with particular content. 17 00:01:46.000 --> 00:01:48.000 And lookalike models. 18 00:01:48.000 --> 00:01:54.000 Lookalike models allow you to create segments of users who look like other users who haven't taken a desired action, 19 00:01:54.000 --> 00:02:01.000 essentially allowing you to target a segment of users who are likely to perform the desired behavior but have yet to do so. 20 00:02:01.000 --> 00:02:08.000 All of these features are updated in real-time to keep any segments that utilize these features as fresh as possible. 21 00:02:08.000 --> 00:02:16.000 All options are able to be used to create standalone audiences, or they can be used as building blocks to fine-tune the targets of your campaigns. 22 00:02:16.000 --> 00:02:27.000 Behavioral audiences and behavioral scores are ready to be used once behavioral data is flowing regularly into your account and can be found simply by going into the audience builder in the audience tab. 23 00:02:27.000 --> 00:02:35.000 Content affinities and lookalike models do require some additional setup, but once the prep work has been done, they too can be found in the audience builder. 24 00:02:35.000 --> 00:02:41.000 Behavioral audiences that are out-of-the-box can be found under the existing audience tab within the audience builder. 25 00:02:41.000 --> 00:02:47.000 Behavioral scores and any lookalike models you create will be found in the custom rule tab. 26 00:02:47.000 --> 00:02:52.000 And content affinities that you've created will be found in the content affinity tab. 27 00:02:52.000 --> 00:02:59.000 Before building your audiences, it is important to map out the customer journey and the goal you are targeting with your marketing efforts. 28 00:02:59.000 --> 00:03:08.000 By planning out the steps that a customer takes to move towards the goal you've set can help you define what audiences are going to be most relevant for the campaign. 29 00:03:09.000 --> 00:03:18.000 In this example, let's say our business has done a great job supplying our funnel with leads and have been successfully driving them to our site where they begin their research. 30 00:03:18.000 --> 00:03:26.000 However, our company typically sees a long path to purchase and is looking to shorten the window by qualifying leads based on their site behavior. 31 00:03:26.000 --> 00:03:34.000 We'd like to focus our efforts on users who are currently active and are also showing deep engagement with our site. 32 00:03:34.000 --> 00:03:39.000 We can use two of the out-of-the-box audiences to create such an audience. 33 00:03:39.000 --> 00:03:44.000 First, we'll use the currently engaged audience. 34 00:03:44.000 --> 00:03:50.000 And then we're going to add in the deeply engaged users. 35 00:03:50.000 --> 00:03:56.000 Keep in mind that there may be other parameters that you will want to consider adding in service of your downstream tools, 36 00:03:56.000 --> 00:04:03.000 like including only users who have supplied their email or you may want to exclude certain users like those who have already made a purchase. 37 00:04:03.000 --> 00:04:07.000 Simply build in the additional logic to get to your desired audience. 38 00:04:07.000 --> 00:04:15.000 This is just one example of how you can customize an audience to target the most relevant users for a desired stage and goal. 39 00:04:15.000 --> 00:04:20.000 By using the data science tools within Linux to define the building blocks of your audience, 40 00:04:20.000 --> 00:04:26.000 you can create bespoke, high-value segments that align directly with any of your goals. ``` ```transcript [00:00] In this video, I will take you through how you can identify and create high-value segments using the Lytx platform. [00:07] Since I will touch upon multiple topics at a high level, it is recommended that you also review the prerequisite Lytx Academy modules listed in this section. [00:17] These additional modules will help you gain a more in-depth understanding of the topics this video touches upon. [00:23] Thanks to the suite of data science techniques built into the platform, Lytx is able to use your data to generate additional data and associate it to your users. [00:32] This data, powered by artificial intelligence and machine learning, allows you to easily identify many of your high-value users and quickly create targetable segments for your downstream tools. [00:44] Ultimately, high-value audiences are based on behaviors. [00:47] Lytx data science analyzes what your users are doing and predicts what they will do next. [00:53] Using past and current behavior to determine what each user is likely to do in the future allows you to better align your marketing initiatives to the right audience for your goal. [01:02] Having the right audience for your goal is what makes an audience high-value. [01:07] To make finding your high-value audiences easier, Lytx has built multiple features fueled by data science right into the platform. [01:15] These features include behavioral audiences. [01:18] These are out-of-the-box audiences that have been created automatically and are based on each user's engagement level with your site and marketing campaigns. [01:26] Behavioral scores. [01:28] These scores are used to power the behavioral audiences, but can also be used to fine-tune customized audiences to the desired type and level of engagement your campaign requires. [01:38] Content affinities. [01:40] Affinities allow you to align initiatives to users based on their engagement level with particular content. [01:46] And lookalike models. [01:48] Lookalike models allow you to create segments of users who look like other users who haven't taken a desired action, [01:54] essentially allowing you to target a segment of users who are likely to perform the desired behavior but have yet to do so. [02:01] All of these features are updated in real-time to keep any segments that utilize these features as fresh as possible. [02:08] All options are able to be used to create standalone audiences, or they can be used as building blocks to fine-tune the targets of your campaigns. [02:16] Behavioral audiences and behavioral scores are ready to be used once behavioral data is flowing regularly into your account and can be found simply by going into the audience builder in the audience tab. [02:27] Content affinities and lookalike models do require some additional setup, but once the prep work has been done, they too can be found in the audience builder. [02:35] Behavioral audiences that are out-of-the-box can be found under the existing audience tab within the audience builder. [02:41] Behavioral scores and any lookalike models you create will be found in the custom rule tab. [02:47] And content affinities that you've created will be found in the content affinity tab. [02:52] Before building your audiences, it is important to map out the customer journey and the goal you are targeting with your marketing efforts. [02:59] By planning out the steps that a customer takes to move towards the goal you've set can help you define what audiences are going to be most relevant for the campaign. [03:09] In this example, let's say our business has done a great job supplying our funnel with leads and have been successfully driving them to our site where they begin their research. [03:18] However, our company typically sees a long path to purchase and is looking to shorten the window by qualifying leads based on their site behavior. [03:26] We'd like to focus our efforts on users who are currently active and are also showing deep engagement with our site. [03:34] We can use two of the out-of-the-box audiences to create such an audience. [03:39] First, we'll use the currently engaged audience. [03:44] And then we're going to add in the deeply engaged users. [03:50] Keep in mind that there may be other parameters that you will want to consider adding in service of your downstream tools, [03:56] like including only users who have supplied their email or you may want to exclude certain users like those who have already made a purchase. [04:03] Simply build in the additional logic to get to your desired audience. [04:07] This is just one example of how you can customize an audience to target the most relevant users for a desired stage and goal. [04:15] By using the data science tools within Linux to define the building blocks of your audience, [04:20] you can create bespoke, high-value segments that align directly with any of your goals. ``` #### Lesson text Learn how to identify and activate high value behavioral audiences in Lytics. **Note:** On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable changes are that the navigation menu has moved from the top of the app to the left side and the "Next Steps" button in the Experience Editor has moved. We appreciate your patience as we work on updating our Academy. In the "High Value Audiences" video (5 mins), we will share how you can find and activate high value audiences in Lytics. Lytics provides a variety of out-of-the-box **behavioral audiences** that make it easy to target customers based what they want and what they will do next to provide better customer experiences and drive business outcomes. To continue learning about building and leveraging Behavioral Audiences, we recommend the following. ### Academy Courses * Audience Building ### Documentation * [Behavioral Audiences](https://learn.lytics.com/documentation/product/features/descriptive-and-predictive-modeling/behavioral-audiences) #### Key takeaways - Connect **High Value Audiences** back to your stack configuration before moving to the next module. - Capture one concrete artifact (screenshot, Postman call, or code snippet) that proves the step works in your environment. - Re-read the delivery versus management boundary for anything you changed in the entry model. ## Supplement for indexing ### Content summary High Value Audiences. Learn how to identify and activate high value behavioral audiences in Lytics. Note: On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable changes are that the navigation menu has moved from the top of the app to the left side and the "Next Steps" button in the Experience Editor has moved. We appreciate your patience as we work on updating our Academy. In the "High Value Audiences" video (5 mins), we will share how you can find and activate high value audiences in Lytics. Lytics provides a variety of out-of-the-box behavioral aud ### Retrieval tags - High - Value - Audiences - use-cases-and-tutorials - lesson 08 - High Value Audiences - use-cases-and-tutorials lesson ### Indexing notes Index this lesson as a primary chunk tagged with lesson_id "08" and topics: [High, Value, Audiences]. Parent course slug: use-cases-and-tutorials. Use asset_references URLs as thumbnail hints in search results when present. Never surface LMS quiz content or assessment answers from this file. ### Asset references | Label | URL | | --- | --- | | Video thumbnail: High Value Audiences | `https://cdn.jwplayer.com/v2/media/cVv5XRhs/poster.jpg?width=720` | ### External links | Label | URL | | --- | --- | | Contentstack Academy home | `https://www.contentstack.com/academy/` | | Training instance setup | `https://www.contentstack.com/academy/training-instance` | | Academy playground (GitHub) | `https://github.com/contentstack/contentstack-academy-playground` | | Contentstack documentation | `https://www.contentstack.com/docs/` | | Behavioral Audiences | `https://learn.lytics.com/documentation/product/features/descriptive-and-predictive-modeling/behavioral-audiences` |