How to Configure Custom Behavioral Audiences

Use visitor browsing behavior to define your own custom audience segments (use case, persona, buying stage, vertical)

Updated over a week ago

Create your own custom audience segments by using visitor browsing patterns to identify use case, persona, buying stage, and vertical. (See here for detailed explanations of these 4 types of Behavioral Audiences)

For example, you might define a visitor who views your retail solutions page or any retail-focused blog posts as 'Vertical = Retail'. You might define a visitor who views your pricing page or case study pages as 'Buying Stage = Evaluation'. And you might define a visitor who has viewed Kubernetes or K8s content as 'Use Case = Kubernetes'.

You can configure these audiences once, and they will be available when you're building segments in your "Inbound" or "My Plan" tabs moving forward. You can always go back and adjust the definitions at any time.


Here's a gif showing the audience definition process:

How to create your behavioral audiences

Step 1 - To get started, click "Integrations" from the left-hand pane and select "Behavioral Audiences". Then click, "Create a new behavioral audience".

Step 2 - Choose which type of audience you would like to create first. As you see below, the choices are Use Case, Vertical, Persona and Buying Stage. You can create audiences for all types, one at a time. See here for an explanation of all the types.

Step 3 - After you've chosen your audience type, choose keywords to define your first audience. For example, inside of your 'Buying stage' audience type, you might name the specific audience 'Evaluation' and then include the keywords "price", "pricing", "case" and "enterprise", and exclude "blog" and "docs" to describe that audience.

Step 4 - In the above screenshot, you can see that this audience matches 15 URLs. Click on the arrow next to the number of matched URLs to review the list and remove any that are not relevant or are not exclusively mapped to this audience.

Step 5 - Click the "Add another audience" button below the URL list to add your next audience, repeating the step above. Repeat this process for any additional audiences you want to add to this audience type.

Note: It is best to add all your audiences up front rather than one at a time. In the next step, Mutiny will use the pages you've defined in each audience as training data to look for similar pages to expand your audience sizes.

Step 6 - When you've added all the audiences you want for now, click the blue "Next" button in the top right to move on to the next step. If there are any pages which are mapped to multiple audiences, the URLs will load in a modal. Use the checkboxes on the left to select the URL(s) and use the audience assignment dropdown to assign the URL(s) to an Audience, or use the Remove button to delete the URL(s) from being mapped to any segment. When you are finished, hit "Next" to move on.

Note: If a page is a fit for more than one audience, you should Remove the page since it will not provide a clean signal of who the visitor is.

Step 7 - Now, the power of natural language processing (NLP) comes in. Mutiny will help you augment your audience definitions by scraping all your website content and searching for pages with similar content to those you have already manually added to your audiences. To see Mutiny's suggestions, click the "Would you like to see our suggestions?" toggle. Depending on the size of your website and the number of audiences you have already mapped, this may take a few minutes. Feel free to leave the page in the meantime, and Mutiny will email you when you have suggestions to review.

When your suggestions are ready, you will see a list of additional URLs with similar content to those you have already added. In the example above, 7 URLs have been manually added to the "Delivery" audience and Mutiny found 341 similar URLs to review.

Step 8 - Review the suggested URLs and remove any which are not a good fit for this audience. When you are done, click the blue "Add URLs" button at the bottom right of the audience card to add the selected pages to your audience definition. Repeat this step for all audiences.

Step 9 - Finally, decide how to treat visitors who view pages linked to multiple audiences.

Select "Show all qualifying experiences" to allow these visitors to see all potential experiences for any audience they might qualify for. If you have experiences on the same page, the experience priority you configure will determine which they see.

Select "Don't show personalization" to remove these visitors from all behavioral audiences of this type if they match more than one.

To decide which setting to choose for each audience type, consider whether you would want to show a personalized experience to someone who matches more than one audience. For example, if you are defining personas and you have IT and Legal personas and a website visitor matches both, you wouldn't want to show them personalization since you don't clearly know who they are. However, if you have use case audiences for Vendor Management and Contract Management, it could be possible that one visitor has both use cases, and so you would want them to be part of both segments.

Repeat for other audience types

Repeat the above steps for the other audience types, as relevant.

Using Behavioral Audiences in your experiences

These audiences will now be available in the Data Explorer and the Segment Creator, and you can create experiences as you would for any other data source. You can also combine these audiences with other attributes to create more robust segments.

Note: While you can use your new Behavioral Audiences in segments immediately, data estimates will start being collected as soon as you save your audience. The monthly segment estimates will be accurate 30 days after you set them up.

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