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.
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.
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.
Click on the Overlap tab to the right of the filters.
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.
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.
Click on the Breakdown tab to the right of the filters.
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.