Audience insights

Overview

Modern marketing teams coordinate omnichannel efforts in Hightouch by strategically building customer segments and activating them from their data warehouse to various destinations like Facebook, Iterable, Salesforce, Google, and more. When building large and complex audiences, it's often difficult to fully understand the users within the audiences.

Customer Studio's Audience insights give marketing teams a clearer picture when creating, copying, or updating audiences. Customer Studio also provides an analytics suite for more in-depth analysis.

Calculate audience size

When building an audience, it's helpful to understand its size. Click 'Calculate size' to generate the count based on the current filter set. After the first calculation or sync, we'll display the most recent audience size. This count is updated any time you re-calculate the size manually or sync the audience.

In addition to calculating the overall audience size, click 'Calculate size' under any top-level AND filter block to see how the addition of this filter impacts your overall audience size. For example, in the audience below, 3000 members meet the conditions in the first filter group. When the second filter group is applied, the audience size is reduced to 168.

Member preview

Click the size preview count to more closely inspect the list of members who currently meet your audience criteria and ensure you're building the correct audience. If you've chosen to redact any columns in your model configuration, they are redacted here.

Clicking on a particular member will open the member details panel to give you an even deeper look at your audience members.

Audience overlaps

With many audiences syncing simultaneously, it can be difficult to ensure that end users aren't being targeted by multiple campaigns.

Audience overlaps help you validate the composition of your audiences by letting you compare one audience against another. You can find audience overlaps within the Show insights panel when defining your audience.

Select a previously created audience from the dropdown to compare the audiences.

For more information, check out the Audience Overlaps blog post.

Audience breakdowns

Breakdowns help quickly check your audience segmentation and ensure the audience meets your needs by enabling you to better understand the distribution of specific characteristics within audiences.

Breakdowns visually display the distribution of specific characteristics of a given audience, making it easier to validate that the audience reflects the desired segmentation before activation. You can find audience breakdowns within the Show insights panel when defining your audience.

You can select a metric from the following options:

• Saved metrics: custom metrics that are created in the workspace.
• Events and Event properties: based on the event models connected to your parent model.
• Relations and Relation properties: based on the related models connected to your parent model.
• User properties: properties defined by your parent model.
• Traits: custom columns added to your parent model.

  

Numerical metrics

When you select a numerical property or a model-based metric (e.g. events), you can optionally select a non-numerical user property to group the metric by.

Except in the case of Saved metrics, if no Group by option is selected, the chart will group by the metric itself.

Depending on the type of numerical metric you select, you are able to choose additional options on what to view in your breakdown.

Further exploration

To explore a breakdown in more depth, you can open it in Charts to apply additional filters and groupings, explore different visualizations, and save the chart for future reference.

For more information, check out the Audience Breakdowns blog post.

FAQ

Is our insight data saved by Hightouch?

No, Hightouch never saves your data.

Do Breakdowns and Overlaps reflect if an audience belongs to a priority list?

Yes-the insight tools take audience priority into account. To learn more, read the priority lists docs or navigate to the Priority Lists page and build your first priority list.