Audience is defined as a set of users whose profiles meet certain characteristics and conditions.
The greater the number of conditions used, that is, the characteristics chosen to profile its users, the more specific and narrow the audience we are obviously going to create.
In a marketing automation strategy, audiences play an important role because it is on these that the different actions and triggers are activated.
In fact, the concept of “Audience” is closely related to that of “Audience Targeting,” which indicates the process of segmenting users in real time.
This type of segmentation can be done on the basis of various data, such as:
- demographic data;
- geographic data;
- data related to browsing behaviour;
- data on purchasing behaviour.
The goal of this type of segmentation is obviously to prepare clusters of users with similar characteristics on which to activate different marketing personalisation actions.
Before any audience targeting activity, it is important to remember to carry out in-depth analysis in order to know down to the smallest detail the characteristics of one’s users.
In this context, the use of Customer Data Platforms is a major advantage as they allow data to be aggregated in a single environment, saved and normalised to single customer view levels.
