Target Users with Event Traits
This guide outlines how to use Event Traits to target audiences based on specific real-world interests and activities, such as sports fandom or hobbies, within the Covatic platform.
Feature Overview
Event Traits allow you to layer interest-based data onto your audience segments. This feature utilises Covatic’s proprietary technology to identify users based on the content they engage with, such as sports, hobbies, or specific media topics.
Key Definitions
When building a custom Event Trait, you have two primary methods for defining the segment:
- Smart Match: A dynamic tool that uses Covatic’s proprietary Embeddings technology to target users. It creates an ever-evolving list of contextually relevant keywords based on a broad audience description or phrase.
- Keywords: A manual tool used to target specific, exact keywords for a segment.
Important Note: If you use Smart Match, you do not need to manually enter Keywords. Smart Match automatically handles the keyword generation and refinement using its internal technology.
Step-by-Step Instructions
1. Open the Event Trait Selector
From Step 2 of the audience building process (“Build your audience”):
- Locate the Traits
- Click the + Event Trait
2. Create a Custom Event Trait
To build a segment for a specific interest not already in the library:
- Click the + Create New button at the bottom left of the modal.
- The Build Your Trait window will appear.
3. Configure Your Targeting Method
Choose one of the following methods (Smart Match is recommended for most users):
- Option A (Smart Match): Enter a natural language description of your audience in the Smart Match box (e.g., “Premier League Fans”).
- Option B (Keywords): If you require exact-match targeting only, enter specific terms in the Keywords
- Media Property (Optional): You can narrow the focus to specific media properties or leave it as “All Media Properties”.
- Click Save to add the trait to your library.
4. Apply and Finalise
- Select your newly created trait from the list.
- Click Select Event Traits.
- Click Next: Summary to review the AI-generated audience description.
- Click Save and Publish to set the audience live.
Success Verification
Once published, you can verify your settings in the dashboard:
- Open the Audience Details page for your new segment.
- The Event Traits section will display your Smart Match or Keyword logic, confirming that the proprietary embeddings are active for that segment.
