Using Captured Data in Dynamic Audience Queries (EQL)

MXO's Engagement Query Language (EQL) enables the creation of dynamic audiences that strategically utilize captured data. Understanding the distinction between Customer and Journey filters is crucial for crafting effective queries:

Customer Filters

These filters pre-select customers based on demographic attributes or brand interactions. They use customer attributes to refine the audience, ensuring only those who meet specific criteria are included in the analysis.

Journey Filters

Applied after Customer filters, these segment customer paths into journeys. They leverage both customer activity and attributes to identify patterns of interaction that define the customer experience.

For an in-depth look at EQL, see the Engagement Query Reference.

It's important to note that only data that has been captured and structured appropriately can be leveraged in query creation. This underscores the significance of the data capture process and its impact on the breadth and depth of queries possible within EQL.

Create a Query

To create a query, follow these steps:

1. In MXO, go to Analyze > Dynamic Audiences.

2. Click +Create to start a new query.

3. Enter a unique name and a descriptive objective for your query.

4. Select which actions to execute when processing your query. By default, all options are selected and you can unselect the items you do not want to include. The actions available are:

   • Generate Journey Graph. Creates an interactive visualization of the journey. You can also choose which algorithmic analyses to run and visualize in your graph:

     • Most Dominant Paths

     • Most Common Approximate Path

     • Global High Value Moments

       Note: You can only view Global High Value Moments for Discover journeys from ( ) to ( ) queries.

   • Generate Audience Statistics. Creates an audience statistics report.

   • Generate Action Statistics. Creates an action statistics report.

5. Choose a query type and use the on-screen menus to define your query parameters.

6. Click Save to finish the query creation process.

7. Then, click Process to execute the query and compile the audience.

Example Query (with syntax)

In our example, the objective is to:

Find customers who reach the enrollment stage without passing through the assisted channel.

1. Start with the discover statement, then select journeys.

2. Add through(interaction(stage="Enrollment")) to focus on customers at the enrollment stage.

3. Combine with and not(interaction(channel="Assisted")) to exclude the assisted channel.

4. Click Save to finish the query creation process.

The final query (with name and description) looks like this:

Edit a Query

To edit a query, follow these steps:

1. In MXO, go to Analyze > Dynamic Audiences.

2. Find the desired query in the list and click the edit icon to the right.

3. Edit the query as required.

4. Click Save to finish the editing process.

Copy a Query

Cloning an existing query can be more efficient than starting from scratch. To copy a query, follow these steps:

1. In MXO, go to Analyze > Dynamic Audiences.

2. Find the desired query in the list and click the copy icon to the right.

3. Rename and modify the new query as required.

4. Click Save to confirm your changes.

Delete a Query