Audience Builder is a drag-and-drop tool for creating targeted marketing lists. Users can combine tags and attributes into detailed selection criteria without writing any additional SQL, then view all the matching Golden Records. The criteria can be saved for future use, empowering sales and marketing departments to always have up-to-date results.
Build a new audience
Open the Audience Builder from the navigation bar, then use the + New Audience button.
This brings you to the main Audience Builder interface.
The first column lists your categories of tags and attributes. The second column contains the Include conditions. At least one Include condition is required, and each condition may contain one or multiple criteria.
To add criteria, drag tags or attributes from the first column into the condition's box. For attributes, specify the desired details. Finally, use the and / or selector to determine whether all criteria must be met or just one.
To see how many Golden Records match the current criteria, click the refresh button next to Total Results at the top. (For performance reasons, this number does not update automatically.)
If desired, click + Add a new condition. You'll then have an additional and / or selector which applies at the condition level. For example, you might want to use a lower spend value for young adult fans than in general.
Finally, you can optionally drag tags or attributes into the Exclude column. This column also provides an and / or selector.
In addition to the Total Results count, you can use the Analyzer button before saving to view the actual results and verify the results align with your expectations. (The Audience Analyzer is described below.) Click the Save button to name this audience and provide an optional description.
View a saved audience
The Audiences page displays all of your organization's saved audiences. Click any line in the list to view that audience in the Audience Analyzer.
The Audience Analyzer provides a list of matching Golden Records. Click on any row to view that user's Golden Record in a new browser tab.
The Tag Breakdown section of the Audience Analyzer shows the number and percentage of the selected records that match each tag defined, even if that tag isn't part of the audience criteria. You can also add click the + Attribute Breakdown to view a variety of calculations for each attribute.
Edit or delete a saved audience
To change the name or description of an audience, click the edit icon in the Audience Info box. This opens a window where you can update the name and description of the audience. You can also a new copy of this audience for further editing.
To change the composition of the audience, click the Builder button to open the Audience Builder interface.
To delete an audience, click the edit icon in the Audience Info box and then the Delete button. This action cannot be undone.