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Audience Insights

Insights are part of the advanced Audience Builder, available as an add-on on Business Tier plans.

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.

Previewing an audience in the Hightouch UI

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.

Previewing an audience in the Hightouch UI

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

Previewing an audience member in the Hightouch UI

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

Before you begin creating audiences, make sure you've set up your data models.

  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.
    Overlap tab
  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.
    Compared audience

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

Before you begin creating audiences, make sure you've set up your data schema.

  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.
    Breadown tab
  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.
    Breakdown visualizations

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.

Ready to get started?

Jump right in or a book a demo. Your first destination is always free.

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Need help?

Our team is relentlessly focused on your success. Don't hesitate to reach out!

Feature requests?

We'd love to hear your suggestions for integrations and other features.

On this page

OverviewPreviewOverlapsBreakdownsFAQCan I use Audience Insights while creating an audience?Is our insight data saved by Hightouch?Do Breakdowns and Overlaps reflect if an audience belongs to a priority list?

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