Setting up an audience within SAS 360 Audiences is a straightforward process that involves just 3 steps:
Currently, the only available integrations are with Google Big Query and Snowflake, but we will see more options for integrations with cloud data sources coming soon. The main benefits of connecting Audiences to your cloud database are:
The ability to define audience sources changes the dynamics of data availability. Now, it is possible for data to be at the reach of the marketer as soon as data is added to the data sources. Due to the simplicity of this step, it can be defined by IT or Markets, who will then select the schemas and tables to be used in a source and define intuitive, marketer-friendly attribute names. Highlights of how this step can bring value for users are:
At this last step, it is time to use the defined sources to create audiences in order to meet customer engagement purposes. This step aims to give back control for Marketers to easily create and activate these audiences without needing skills or assistance from more technical teams. Users will be able to take advantage of the following features:
I hope this helps the understanding of the perks of Audiences in terms of customer segmentation.
Happy to answer any questions you might have!
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