Build audiences from Golden Record data
Audience: Marketer
Prerequisites: IDR overview →, Setup steps →, Golden Record →
Use the Golden Record to build clean, deduplicated audiences ready for activation.
Why build from Golden Record?
Your Golden Record gives you one row per identity with trusted traits. This helps you:
- Avoid duplicate sends to the same individual
- Utilize the full customer journey when segmenting audiences
- Aggregate all contact identifiers when activating through paid media channels
What’s in the Golden Record?
Each row includes:
| Field Type | Examples | Notes |
|---|---|---|
| Golden Record Fields | Most recent email, most trust phone number, most recent user ID, array of all emails | These are created through Golden Record configuration |
| Traits | Consent status, LTV, or number of purchases | These are created through Customer Studio Traits |
| HT ID | Unique key for each identity | These are created by IDR |
If you're using Customer Studio, this becomes your parent model, with all the models you fed into IDR joined to the golden record parent model so that you can use those input data to create audience filters.
How to build an audience
Step 1: Add new audience
- Go to Customer Studio > Audiences
- Click New Audience
- Choose the Golden Record Parent Model
- Add filters (e.g.
region = "West",loyalty_tier = "Platinum",email is not null) - (Optional) Filter on events or data from other related models
- Click Save
Step 2: Sync
Once your audience is configured:
-
Select a destination (Braze, Iterable, Ads, CRM, etc.)
-
Choose your sync key (typically
email,phone, oruser_id) -
Map additional fields (optional)
Hightouch will now sync only one row per person, with the cleanest available data.
What’s next?
Once you’ve built your audience:
- Sync downstream with confidence-level filters