Bring permitted customer attributes and interactions into a coherent profile, helping teams define audiences with shared needs while keeping identity assumptions and data limitations visible.
Create more coherent audiences for relevant communication.
Connected Profiles
Connect known identifiers across supported touchpoints to build customer context without assuming every anonymous interaction belongs together.
Decide which identifiers can connect records and which sources deserve priority before combining activity into profiles. Review shared devices, changing email addresses and account relationships as exceptions. Identity resolution follows configured rules; an anonymous visit should not automatically become a known customer interaction simply because a convenient match appears possible.
Meaningful Traits
Use relevant profile attributes and observed activity to describe audiences that support a clear communication purpose.
Describe audiences with traits that explain a communication need, such as a selected preference, a recent milestone or a count of relevant actions within a defined period. Keep the calculation window and data source visible to the team. A frequently viewed category can inform a hypothesis without becoming a claim about personal intent.
Audience Readiness
Review identity rules and destination requirements before activating audiences, keeping collection preferences separate from messaging permissions.
Trace a sample audience from its profile rules to the tool that will use it. Check whether identifiers, trait formats and refresh timing meet that destination's requirements. Apply channel subscription and suppression rules separately from data collection preferences, and inspect who remains eligible before scheduling any communication.
Audience intelligence combines identity rules with relevant traits and observed activity. A useful audience has a clear purpose, current eligibility conditions and a documented route to its destination. Profile matching and communication permission remain separate decisions.
