An audience represents a segment of the shoppers that visit your store. You define these audiences in the Audience window by creating rules that include or exclude shoppers according to their profile attributes. For example, you could create an audience called Student Females Outside Texas that includes female shoppers that have an .edu email address, but excludes people living in Texas. The rules that define this audience might look something like this:

Include these people:

After you define this audience, you can deliver personalized content to shoppers who match Student Females Outside Texas criteria.