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!
Hi SAS Experts,
Are there any updates on Audiences and possible data sources for Audiences? Are the only data sources available Google Big Query and Snowflake at the moment (April 2024)?
Another question, our production tenant doesn't have the 'Audience Source' under Data Collection. Note that our tenant is under APAC region. Do you have any news on when this will roll out in our region/tenant? Do we need to activate any config to make this available for other users?
Regards,
JC
Hi @jcawesome, hope you are well.
As at the moment the data sources for Audiences can be the ones you mentioned (Snowflake and GBQ), as of now we can also support Audience creation and import through API. Next in the roadmap we have On-premise Direct Segment Maps available in Audience Manager, support for Azure SQL, AWS Redshift and others. Hope it helps to understand a bit more of what we have now and what is coming for Audiences capabilities.
Audiences is available for all regions, please be in touch with your SAS Account team to explore how to make this capability available at your tenant. 😉
Kind regards,
Leonora.
Hi @LeonoraG
Yes I am well. Thanks for sharing. I hope you are too.
Thank you for the update regarding Audiences. We have access now to Audience Manager after raising it to the right person in SAS. We're definitely looking forward to the "On-premise Direct Segment Maps" feature in Audiences. This will provide alot of confidence in using Audiences if Engage Direct is already in place (especially since Audiences is currently limited to the possible data sources available).
Regards,
JC
Great news @jcawesome!!
I hope it can make the difference in your daily activities and accelerate the value you are getting from the solution. We are here if you need support! 🙂
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