Audiences are one of the basic building blocks of reporting. They help analyze marketing campaigns and find out what types of campaigns work best with which group of customers. You can create audiences based on any database field you have in your Campaign database, including basic demographics (gender, age group, location), personal and professional life information (job, family, interests, etc.), the level reached in your company's loyalty program and many more. 

Audiences, also called segments or marketing segments, are customer records that are sorted and filtered based on marketing criteria (such as income or credit card use) or behavior (such as filling out forms or abandoning carts).

Note: You need to add audiences to Performance Insights before you can begin tracking aggregate data by specific groups of people. The tracking begins when you add your audiences. You can't retroactively track any data for older campaigns or emails. 

Audience management

The Audience management screen lists the audiences that are defined for your organization, the number of records for that audience, and the application that provides the audience data ("publisher"). Because customer information changes frequently, the data in the records is refreshed weekly.

To access audience management: 

1. In the left navigation pane, go to Reports > Performance Insights.
2. Select Audience management.

Add, edit, and disable audiences

To add an audience:

1. Click Add audience and select the source for the audience by searching for the name or selecting from the list. After you add an audience, there is a short delay before the audience data is refreshed.
2. Click Add to save a newly created audience.

Your audience is ready to use when the status is Active.

Note: You can have up to 10 audiences enabled at one time. When there are 10 audiences enabled for your account, the Add audience button is not available. If you want to add another audience, you must disable an audience first.

To edit and/or disable an audience name or description, in the row for the audience, click the three-dotted icon. You will see an option to edit or disable the chosen audience. 

Filter your reports by a specific audience

Audiences are a great tool for personalizing your marketing campaigns. After you add your audiences, you can filter reports to display only the data for that specific audience you chose. Then you can compare and modify your efforts based on the data.

To add a filter by audience, follow these steps:

1. In reports choose the report you want to filter by audience. Click on the report. You will see an Edit filter set popup window: 
2. Click on the Select filters, and click Audience name.
3. In the Filters pane, select Audience name, and then from the Selected pane, select the audience you want to filter by.
4. Click Next and then Update to save your changes to your current filter set or Save as to save a new filter set.

Compare audiences by email

While you typically use email opens and click rates to understand the overall email performance, you know that if you can see which audiences respond the most effectively, you can adjust marketing plans accordingly to get a better response rate from the advertising.

Go to Performance Insights and look at your Email comparison report. You're most interested in the Click-to-open rate widget, as it helps you to understand the effectiveness of marketing campaigns per audience. 

Later, you can choose to send another targeted email with a 10% discount to the audience that did not have a high click-to-open rate by the audience. Go to the Email comparison report and view the Click-to-open rate widget for the new email. You find in the Click-to-open rate widget that the retargeted audience has better click-to-open rates over the next several days.

By analyzing each audience individually, and making marketing decisions customized for specific audiences, you can target specific audiences and then re-target underperforming audiences to create an effective advertising campaign.

Missing audiences

Audiences for Performance Insights are only available from contact lists and queries that you created in the Acoustic Campaign. They are then synced with Performance Insights and you can add them as necessary.

If you can't find your audiences, there might be some reasons why:

• You created an audience in Acoustic Exchange. Acoustic Exchange audiences are not added to Performance Insights. Bring your contact lists and queries from Acoustic Campaign into Performance Insights to track them as audiences. Also, make sure that the audience status is "Active" before you try to use it.
• You are trying to add an audience in an Acoustic Campaign screen outside of the Performance Insights dashboard. To add an audience in Performance Insights, you must be on the Audience management screen. Select Audience management > Add audience.