A target audience is a group of customers selected through shared behaviors, attributes, or business value. Useful segments turn first-party data into actionable choices about whom to reach, where, and with what message. section 7.6.3 section 1.4.3
A practical activation cycle connects audience selection to campaign learning:
- Prepare first-party data, then define segments around relevant behavior or value, such as high-value customers who have not engaged with email recently. section 7.6.3
- Activate segments through appropriate channels, then use engagement and measurement results to refine targeting, personalization, and channel choices. section 7.6.3 section 7.7.6
From purchase history to a campaign
A specialty retailer used purchase history and browsing behavior to target customers through email and paid social. An incrementality test found higher revenue for customers receiving personalized recommendations, while also revealing that some product categories benefited more than others. section 7.7.6
