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, Braze, Salesforce, Google, and more. When building large and complex audiences, it's often difficult to fully understand the users within the audiences.

Hightouch's Audience Insights give marketing teams a clearer picture when creating or updating audiences.

Preview

When building an audience, it's helpful to select Preview results to esnure the audience you're building is the intended one.

Doing so gives you an overview of your audience size, as well as its members. If you've chosen to redact any columns in your model configuration, they are redacted here.

Clicking on a particular member gives you an overview of that audience member.

Overlaps

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

Overlaps helps marketers validate the composition of their audiences by providing them with feedback on an audience's composition as they define their desired segmentation in Hightouch.

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

Setup

1. Navigate to the Audiences page. Select Add audience in the top right corner or click an existing audience.
2. Use the filters to build the audience.
3. Click on the Overlap tab to the right of the filters.

   

4. Select a previously created audience from the dropdown and click the Continue button to compare the audiences. You can compare several audiences at the same time.

   

Breakdowns

By enabling users to better understand the distribution of specific characteristics within their audiences, marketers can quickly QA segmentation and ensure that their audience needs are met each time an audience is created.

Breakdowns allows users to visually display the distribution of specific characteristics of a given audience as they define their desired segmentation in Hightouch.

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

Setup

1. Navigate to the Audiences page. Select Add audience in the top right corner or click an existing audience.
2. Use the filters to build the audience.
3. Click on the Breakdown tab to the right of the filters.

   

4. Select a column from the dropdown and click the Continue button to visualize the value distribution. Several columns may be broken down at the same time.

   

FAQ

Can I use Audience Insights while creating an audience?

Yes, you can use Insights when creating, cloning, and updating audiences.

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 Audiences page page and build your first priority list.