[IMP] marketing automation: audience targeting
closes odoo/documentation#8474
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Signed-off-by: Samuel Lieber (sali) <sali@odoo.com>
Co-authored-by: ksc-odoo <73958186+ksc-odoo@users.noreply.github.com>
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@ -20,7 +20,7 @@ with a :ref:`campaign template <marketing-automation/campaign-templates>`.
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.. cards::
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.. card:: Target an audience
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.. card:: Audience targeting
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:target: marketing_automation/target_audience
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Configure the target audience for a campaign.
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@ -148,7 +148,7 @@ The number of participants engaged in a running, or stopped, campaign are shown
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*Participants* smart button at the top of the campaign form.
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.. seealso::
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:doc:`Target an audience <marketing_automation/target_audience>`
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:doc:`Audience targeting <marketing_automation/target_audience>`
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Workflow
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========
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==================
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Target an audience
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Audience targeting
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==================
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Delivering marketing campaigns to the right audience is paramount when trying to grow a business.
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The Odoo *Marketing Automation* application helps marketers to do just that by providing detailed
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filtering tools, which can be as simple (or as complex) as necessary, to reach the right customers
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at the right time.
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The :guilabel:`Target` and :guilabel:`Filter` fields on the campaign form, also referred to as the
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*domain*, contain the parameters used to define the target audience for the campaign's reach (i.e.,
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the unique contact records in the database, and imported list, etc.).
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Configure target filters
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========================
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- :guilabel:`Target`: specifies the type of records available for use in the campaign, such as
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:guilabel:`Lead/Opportunity`, :guilabel:`Event Registration`, :guilabel:`Contact`, The assigned
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records model determines the fields that are available throughout the campaign, including the
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fields available in the :guilabel:`Filter` section, and in dynamic placeholders.
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- :guilabel:`Save as Favorite Filter`: saves the current :guilabel:`Filter` for future use with the
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current :guilabel:`Target` model, and can be managed from the :menuselection:`Marketing Automation
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app --> Configuration --> Favorite Filters` menu.
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- :guilabel:`Unicity based on`: specifies the :guilabel:`Target` model field where duplicates should
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be avoided. Traditionally, the :guilabel:`Email` field is used, but any available field can be
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used.
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- :guilabel:`Filter`: contains an interactive form with configurable logic to further refine the
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targeting parameters under the chosen :guilabel:`Target` model. See more details in the
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:ref:`marketing_automation/defining-filters` section.
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- :guilabel:`Include archived`: allows or disallows the inclusion of archived records in the target
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audience.
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When configuring the target filters on a marketing campaign, there are some options that have an
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:guilabel:`> (arrow)` icon beside them. The :guilabel:`> (arrow)` icon signifies that the particular
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filter has more refined parameters within it that can be customized.
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.. tip::
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A :guilabel:`Responsible` user can be assigned to the campaign by activating
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:ref:`developer-mode`.
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.. image:: target_audience/marketing-filters.png
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.. note::
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Each activity in a campaign's workflow can target a subset of the target audience; see the
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:doc:`workflow_activities` documentation for more information.
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.. _marketing_automation/defining-filters:
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Defining filters
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================
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The default campaign :guilabel:`Filter` configuration is set to :guilabel:`Match all records`,
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indicating that the campaign is targeting **all** records of the :guilabel:`Target` model.
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To refine the :guilabel:`Filter` rules of a campaign, click the :guilabel:`➕ Add condition` button
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to reveal a new row with configurable rule parameters. See the :ref:`Search, filter, and group
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records <search/custom-filters>` documentation for more information on how to create filter rules.
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.. image:: target_audience/domain-filters.png
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:align: center
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:alt: The drop-down filter menu in the Marketing Automation application.
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:alt: A new filter rule row on the campaign form Filters.
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Filters can be extended by adding *branches* and *nodes*. A *node* adds another filtering parameter
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to a group of targeting conditions (e.g. a new line), and a *branch* creates a narrowly refined
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cluster of parameters, allowing filters to be grouped with :guilabel:`ANY` or :guilabel:`ALL`
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statements.
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At the bottom of the filter rules is a :guilabel:`# record(s)` button, which indicates the total
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number of records targeted by this domain. Select the :guilabel:`# record(s)` button to open a
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:guilabel:`Selected records` pop-up window, in which the targeted records can be viewed.
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Every time a new branch is created, there are two options:
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.. tip::
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Activate :ref:`developer-mode` to reveal each field's technical name and data type, as well as
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the :guilabel:`# Code editor` text area below the filter rules, to view and edit the domain
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manually.
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- Either the records can match :guilabel:`ALL` criteria for the upcoming rules (creating an AND
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statement where *all* criteria must match).
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- Or, the records can match :guilabel:`ANY` criteria for the upcoming rules (creating an OR
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statement where *only one* of the criteria must match).
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.. example::
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To target all leads and opportunities from the *CRM* app that are in the *New* stage, and have an
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expected revenue greater than $1,000, the following should be entered:
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To change between these two options, simply click the drop-down arrow icon in the green box and
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select :guilabel:`ANY` or :guilabel:`ALL`.
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- :guilabel:`Target`: `Lead/Opportunity`
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- :guilabel:`Unicity based on`: `Email (Lead/Opportunity)`
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- :guilabel:`Filter`: :guilabel:`Match` :guilabel:`all 🔽 (down arrow)` :guilabel:`of the
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following rules:`
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To add a node, click on the :guilabel:`➕ (plus sign)` icon, and to add another branch click on the
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:guilabel:`⋯ (ellipses)` icon. To exclude a node or a branch, click on :guilabel:`✖ (delete)` icon
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to delete it.
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#. :guilabel:`Stage` :guilabel:`is in` :guilabel:`New`
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#. :guilabel:`Expected Revenue` :guilabel:`>` `1,000`
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#. :guilabel:`any 🔽 (down arrow)` :guilabel:`of:`
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.. image:: target_audience/marketing-filter-nodes.png
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:align: center
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:alt: The drop-down filter menu in the Marketing Automation application.
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- :guilabel:`Type` :guilabel:`=` :guilabel:`Lead`
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- :guilabel:`Type` :guilabel:`=` :guilabel:`Opportunity`
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Use cases
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=========
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With the above configuration, the campaign targets :guilabel:`157 record(s)`.
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The following scenarios outline different combinations of filters a marketing campaign might
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commonly use.
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.. image:: target_audience/filter-scenario-one.png
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:align: center
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:alt: A domain configuration in a Marketing Automation campaign.
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Scenario #1: Narrow target down to new opportunities in the pipeline
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--------------------------------------------------------------------
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While in *Edit mode* on a campaign template form (by clicking the :guilabel:`Edit` button), select
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the :guilabel:`Target` field, and click :guilabel:`Search More` from the drop-down menu. Then,
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search for :guilabel:`Lead/Opportunity`, and select it.
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Next, click :guilabel:`Add Filter` in the :guilabel:`Filter` field. Then, click on the default
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:guilabel:`ID` filter option in the first portion of the filter equation. Doing so reveals a
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drop-down menu full of filter options. From this drop-down, scroll down (or search for)
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:guilabel:`Type`.
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Keep the second portion of the filter equation on the default :guilabel:`🟰 (equal sign)` icon.
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Next, change the third (and final) portion of the filter equation from :guilabel:`Lead` to
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:guilabel:`Opportunity`. The number of :guilabel:`Records` that fit this specific filter equation
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changes as the equation is customized.
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Add another node to this filter by clicking the :guilabel:`➕ (plus sign)` icon to the right of the
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equation.
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With "new" opportunities being the target of this filter, the second node will focus on *only*
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locating opportunities that are in the :guilabel:`New` stage of the pipeline. To do that, select
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the default :guilabel:`ID` from the first portion of the second filter equation, and scroll down (or
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search for) :guilabel:`Stage` from the field drop-down menu.
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Once again, leave the second portion of the filter equation on :guilabel:`🟰 (equal sign)` icon.
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Lastly, highlight the default value in the third (and final) portion of the second filter equation,
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and type in `New`. With that in place, Odoo only targets opportunities that are in the "New" stage
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of the pipeline.
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.. image:: target_audience/filters-opportunities.png
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:align: center
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:alt: A standard scenario using filters in the Odoo Marketing Automation app.
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Scenario #2: Narrow down target to event attendees who purchased a specific ticket
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----------------------------------------------------------------------------------
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While in *Edit mode* on a campaign template form (by clicking the :guilabel:`Edit` button), select
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the :guilabel:`Target` field, and click :guilabel:`Search More` from the drop-down menu. Then,
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scroll down (or search for) :guilabel:`Event`, and select it.
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Next, click :guilabel:`Add Filter` in the :guilabel:`Filter` field. Click on the default
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:guilabel:`ID` filter option in the first portion of the filter equation. Doing so reveals a
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drop-down menu full of filter options. From this drop-down, scroll down (or search for)
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:guilabel:`Event`.
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Click the default :guilabel:`🟰 (equal sign)` icon in the second portion of the filter equation. This
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reveals a drop-down menu. From this drop-down menu, select :guilabel:`contains`.
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In the third (and final) empty portion of the filter equation, type in the name of the event(s) that
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Odoo should consider for this campaign filter.
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Then, add another node to this filter by clicking the :guilabel:`➕ (plus sign)` icon to the right of
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the equation.
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The second node will focus on targeting this campaign to attendees who purchase a specific type of
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ticket to the aforementioned event(s) mentioned in the first filter equation.
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To do that, select the default :guilabel:`ID` from the first portion of the second filter equation,
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and scroll down (or search for) :guilabel:`Event Ticket` from the field drop-down menu. Then, in
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that same drop-down menu, select :guilabel:`Name`.
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Once again, click the default :guilabel:`🟰 (equal sign)` icon in the second portion of the filter
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equation, and select :guilabel:`contains`.
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Lastly, in the third (and final) portion of the second filter equation, which is blank, type in the
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name of the ticket type that should be used for the filter. In this case, :guilabel:`Standard` is
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the name of the event ticket type for this sample filter.
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.. image:: target_audience/filters-event-ticket.png
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:align: center
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:alt: An event ticket filter in the Odoo Marketing Automation application.
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.. seealso::
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- :ref:`Domain developer documentation <reference/orm/domains>`
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- :doc:`workflow_activities`
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- :doc:`testing_running`
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- :doc:`understanding_metrics`
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